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Ethan Allen to unleash 'Fine design can be fun' campaign
Sep '13
Throw out any old ideas you may have about Ethan Allen. The 80-year-old home furnishings brand known for its American craftsmanship, innovation, and quality will showcase a fresh new look and attitude in an inspiring new campaign that shows how “fine design can be fun.”
“The New Eclecticism” will promote the brand’s unrivaled selection of fashionable home designs in a sophisticated mash-up of styles and price points that speaks to the way consumers design and shop for their homes today. The concept embraces the eclectic design sensibility of mixing and matching styles, colors, patterns, and design periods to create original, personal styles.
“Ethan Allen has always been focused on providing our clients with more ways to create their own styles,” says Farooq Kathwari, the company’s Chairman, President and CEO. “The New Eclecticism puts a fresh spin on our core values and gives our clients an exciting new perspective on designing their homes with us.”
The campaign will launch in October with a colorful, 52-page direct mail magazine and comes to life in the company’s showrooms with a new boutique-style floor plan and product displays. The company will also expand its offerings of home accents. For the first time, Ethan Allen Design Centers will offer a selection of in-stock accents that clients can take home or have shipped within 48 hours at no cost.
The magazine will introduce clients to The New Eclecticism through enticing new photography that illustrates styles and ideas for creating their own look. New product introductions will be highlighted in inspiring, eclectically styled room settings. An eight-page insert featuring new accents at attractive price points will also be included. Pages will also be dedicated to promoting Ethan Allen’s unrivaled custom options, green manufacturing practices, craftsmanship, and quality.
The New Eclecticism is part of Ethan Allen’s overall initiative to make its product lines more accessible and leverage the brand’s key competitive advantages—sophisticated style and surprising value. This month, the company launched “Ethan Allen Platinum,” a free rewards program that will provide members exclusive savings offers and other benefits in the coming year.
In November, Ethan Allen will continue to promote The New Eclecticism with another 52-page direct mail magazine focused on holiday style. The company will also run advertisements in several print, digital, and broadcast shelter media outlets as well as social media promotions to support the campaign.

Ethan Allen

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