The Hornbach Spring Collection

This case study shows how the German home improvement store chain Hornbach engaged its key target audience of DIY enthusiasts through a campaign that reinforced that the brand shared in their passion.

The Hornbach Spring Collection

HORNBACH, the European DIY-and home improvement store chain and its customers embody pride, ambition and skill.Those qualities are credibly reflected by trusty work-clothes. In Spring 2015, HORNBACH decided to honor this by launching: The HORNBACH SPRING COLLECTION. A collection built around HORNBACH's first fashion label: HERZBLUT - a sew-on label. HERZBLUT, which can be translated into passion or commitment, is the first fashion label that cannot be bought. It needs to be earned by dusty and filthy work clothes that reflect years of true passion for DI Y-projects. HORNBACH succeeded in breaking through the clutter of...

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