TEN THOUSAND VILLAGES
We were tasked with an open-ended assignment of selecting a declining brand and developing a comprehensive brand strategy to turn it around.
Elevate the retail experience of Ten Thousand Villages by owning global craftsmanship.
We identified two major problems for Ten Thousand Villages.
One is a communication problem: messaging that makes consumers feel guilty by focusing on poverty not product, like they are shopping in a charity. The other is a positioning problem: positioning the store as a gift shop (shrinking category) instead of a housewares store (growing category).
THE WORLDLY WOMAN
Though her age varies, from 25-45, her values do not. The core target of Ten Thousand Villages is a socially conscious world traveler. She values education and is inspired to put her affluent assets to work making the world a better place. She is interested in making her home reflect her personality and typically lives in urban areas.
Target size: 5.5 million women
Use the stories behind Ten Thousand Villages products and their makers to own global craftsmanship and generate curiosity, not sympathy.
The strategy has three pillars: global experience, maker focused, curated goods. Each element of the physical space and communications campaign should ladder up to the strategic pillars.
I served on the strategy team to develop a strategic framework. I also worked on deck construction and design.