IHA to Target Consumers
June 5, 2014,
ROSEMONT, Ill.-The International Housewares Association plans to unveil a consumer brand, along with a new website, to help facilitate interest in the category and ultimately spark sales for its members.
IHA executives told HFN that the brand name and website will be announced next month. The website is expected to be up and running by October.
"With the help of our members (who will provide brand and product information to the site), we can influence the consumer to purchase products," said Derek Miller, IHA's vice president, global marketing. "It's not about promoting the IHA to the consumer; it's not about bringing consumers to the show. It's about bringing our members and their products directly to the consumer."
"If the company wants to include where to buy, they can do that," Miller said. "We don't want to get involved or in the way of the transaction, but we want to give the consumer information on taking the next step."
IHA plans to promote the consumer brand and website through social media such as Facebook, Pinterest and Twitter.
Other Articles By Author
Adriana Hoyos Relaunches Brand at High Point Market
HFN's DIGITAL EDITION
2017 State of the Industry Report
Cautious Optimism, Mixed Results
Many expected 2016 would be a banner year, but the political and economic climate softened consumer confidence. It was also a year consumers spent more lavishly on home remodeling rather than decorating.
ALSO IN THIS ISSUE:
- TJX Unveils First U.S. Homesense Store - In a time when retailers are reducing store counts, TJX continues to get physical.
- Ikea’s Fluid Spaces - The retailer’s new intros reflect multifunctional rooms.
- N.Y. Home Fashions Market Preview - Textile textures get soft and cozy, colors warmer.