cost plus world market
DESCRIPTION
TRANSCRIPT
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is a brand with deep ties to heritage and culture but no one knows it
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WHAT DO PEOPLETHINK ABOUTYOUR BRAND?
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INTERVIEW VIDEO
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INTERVIEW VIDEO
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STRENGTHSSo, what are its
right now?
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Isn’s perceived NEGATIVELY.
Cost Plus World Market
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Cost Plus World Market
Opportunity for GROWTH
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UNIQUE selections
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PROBLEM? Stand for nothing
So, what’s the
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In the MIDDLE of no man’s land
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Product doesn’t quite deliver on PROMISE.
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NO MINDSET
Lost emotional connection
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OVERALL
Cost Plus is a great brand, with good brand values who has
lost relevancy in an ever changing market place where perception of value and customer demands have evolved.
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ENEMIESMeet our competitors?
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WHAT WE FOUND?
Insights
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PERSONA
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HUNGER
for
CULTURE
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• Live in big city, 28-45 years old.
• Speak more than one language.
• They live in another country/ or want to.
• Prefer local coffee shop rather than Starbucks
• Yoga passionate
• Discovery Channel, DIY books.
L I F E STYLE
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PERSONA DISSECTED
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BIGthe
idea
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WHERE TO GO FROM HERE
The goalWe are going to reposition Cost Plus, from a stagnant retailer that people visit out of need into an iconic cultural retailer with deep ties to community and culture.
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• Face lift of corporate website• Emergence into the community• Expansion of product ?HOW
are you doing to make this new strategy come alive
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WEBSITE
Face lift of corporate website
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COMMUNITY
Emergence into the community
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PRODUCTEXPANSION
Expansion of product
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SUMMARY