Ethan Allen continues to battle a legacy brand image as “your grandparent’s furniture store”, known for colonial and other home decorating styles that were popular in the 1970’s and 1980’s. Our job was to educate an affluent, style-conscious 21st century audience about a new business model built on elegant but approachable showrooms, proven direct marketing via catalogs, and in-home design/decorating consultants.
Hallaron worked closely with Texas stores to explore new advertising that would attract a younger target market and educate new customers about the brand today. Media channels were explored in Houston, San Antonio, and Austin including TV, radio, social media, Spotify, and Pandora. Our campaign envisioned a less stodgy, less traditional approach, recasting Ethan Allen as a fresh, modern, contemporary home design brand.