A good leisure couch is hard to come by, especially when one has financial restrictions. Burrow is a company that has created a sofa that is style-friendly, affordable, and comfortable. The brand is launched with the nomadic millennial consumer in mind.
To build an identity, Burrow tapped Brooklyn-based design agency Red Antler who developed a visual language, user experience, logos and basically shaped the presence of the brand as observed by consumers. Burrow's leisure couch was debuted in a tongue-in-cheek campaign created by Red Antler. The marketing project ran on TV, on the subway, as interactive storefronts, and in the digital space. It's aesthetics effortlessly resonated with a younger crowd and a survey revealed that "60% of people attributed their purchase of a Burrow sofa to the campaign."
Millennial-Centric Leisure Couches
Burrow is at the Intersection of Style, Comfort & Affordability
Trend Themes
1. Affordable Leisure Sofa - A rising trend in the furniture industry is the demand for affordable leisure sofas that embody style and comfort.
2. Millennial-centric Design - The trend of designing furniture for millennials is on the rise. Companies can design furniture that caters to the nomadic lifestyle of millennials where style, affordability and comfort are key considerations.
3. Intuitive Marketing Campaigns - Intuitive marketing campaigns like the Burrow sofa that resonate with a younger crowd can boost brand identity and promote consumer loyalty.
Industry Implications
1. Furniture Industry - The furniture industry can leverage the trend of affordable leisure sofas that embody style and comfort to capture the needs of consumers who have financial restrictions.
2. Design Industry - The design industry can tap into the trend of designing furniture for millennials that caters to their nomadic lifestyle where style, affordability and comfort are key considerations.
3. Advertising Industry - The advertising industry can learn from intuitive marketing campaigns like the Burrow sofa to create campaigns that resonate with a younger crowd and boost brand identity.