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Lifestyle Furnishings International
As fewer people were buying furniture based on strong brand name recognition, Lifestyle Furnishings International had to rethink the way it operated its four subsidiaries, often competing brands.
Shook Kelley developed three new retail/lifestyle concepts that would segment the market into distinct buying attitudes and preferences—the Outfitter, the Connoisseur and the Explorer. Not only did creating the concepts help segment the various product lines into appropriate lifestyle categories, it also offered the opportunity to expand LFI’s overall product offering by expanding it to include accessories and other lifestyle products such as linens and earthenware.
Overall, the branding and design program for LFI represented nothing less than an organizational shift from product marketing to lifestyle marketing, changing everything from the company’s product composition to how consumers shop for furniture.
Shook Kelley developed three new retail/lifestyle concepts that would segment the market into distinct buying attitudes and preferences—the Outfitter, the Connoisseur and the Explorer. Not only did creating the concepts help segment the various product lines into appropriate lifestyle categories, it also offered the opportunity to expand LFI’s overall product offering by expanding it to include accessories and other lifestyle products such as linens and earthenware.
Overall, the branding and design program for LFI represented nothing less than an organizational shift from product marketing to lifestyle marketing, changing everything from the company’s product composition to how consumers shop for furniture.