IKEA PAX Wardrobes
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | Sept 2008 – Feb 2009 |
Start of Advertising/Communication Effort: | Sept 2008 |
Base Period for Comparison: | Sept 2007 – Feb 2008 |
a) Synopsis of the Case
The PAX wardrobe has always been a significant part of IKEA's range. Last year, it accounted for almost 12% of IKEA's bedroom business—a strong performer, but one with much more potential. This is the story of how a fresh take breathed new life into the bedroom business.
b) Summary of Business Results
Given that IKEA indexes sales and store-traffic daily against the previous year, we...