IKEA PAX Wardrobes

The PAX wardrobe had always been a significant part of IKEA’s range. It accounted for almost 12% of IKEA’s bedroom business—a strong performer, but one with much more potential.This case study is the story of how a fresh take breathed new life into the bedroom business.

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...

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