Theodore Alexander Reinventing Its Brand

January 18, 2011  by in UnCategorized   

By Home Furnishings Business in Business Strategy on January 19, 2011

High-end furniture manufacturer Theodore Alexander has launched a multi-faceted strategy to strengthen its position as a leading luxury brand.

The program includes an extensive new Web site, updated logo and corporate color palette and marketing materials.

"The moves are designed to enhance the company's growing international presence as a preeminent source for stylish, inspired home furnishings that are hand-crafted with care for its discerning customers and their lifestyles," said Harvey Dondero, CEO of Theodore Alexander, Ho Chi Minh City, Vietnam. "This monumental undertaking was led by Lizzy Freundel, our director of marketing communications and innovation. She and her team did an outstanding job of developing the strategy and facilitating the plan. Our retail partners will greatly benefit by this significant
investment which will drive sales and increase business."
 
The new Web site, which debuted Jan. 10, is the centerpiece of the branding initiatives. The site was developed by Critical Mass, an interactive marketing agency that helps companies use digital media to increase revenue and deepen customer relationships. An Omnicom company, Critical Mass has worked with luxury brands such as Rolex and Infiniti.
 
Theodore Alexander's new integrated internet experience has unique features that include multiple enhanced product search functions, custom-crafted videos of the company's elaborate manufacturing processes, historical background and period references for the line, and a shopping cart linked to local retailers with a quotation request function.

Signature pieces from the 4,000-plus items on the site provide 360-degree views, using a "reflections" technique that adds dimension and visual interest. Consumers can create Look Books of their favorite items to use for shopping or sharing with others; Look Book creation is a feature that will also benefit design professionals working with clients. 
 
"The new site aims to create an emotional bond with users through enhanced visuals and storytelling," Freundel said. "It communicates the brand's aesthetic while it facilitates browsing the extensive line of large collections. Each feature and function was designed to motivate users to explore the site further."
 
The site also offers features and functionality to facilitate the ordering process and servicing of Theodore Alexander's retailers from around the world. Theodore Alexander sales associates will provide them training and assistance to maximize the benefits of utilizing the new site.
 
In conjunction with the updated brand identity, Theodore Alexander is updating its marketing collateral, including product photography, typography, and logo, which has been redesigned for more weight and presence. A new color palette is rooted in the warm, rich tones of the company's furniture.
 
"In all our marketing and communications, we will emphasize our key strengths: highly original designs, the finest quality construction, and details and flair that go far beyond the expected," Dondero said. The new brand statement, he added, will convey the message that it is "possible to fall
madly in love with a piece of furniture."