Lowe's: New York Fashion Week Goes Home with Lowe’s

Lowe's, a home improvement company, partnered with New York Fashion Week (NYFW) in the US to appeal to style-conscious consumers during the COVID-19 pandemic.

Campaign details

Brand: Lowe'sAdvertiser: Lowe'sAgency: FleishmanHillard

Summary

Following a double-digit drop in millennial customers in search of home decor between 2015 and 2018, Lowe's needed to re-assert its home decor expertise and win back purchases from other online sellers such as Amazon and Target. Tackling this problem in the year 2020 meant the stakes were even higher as the COVID-19 pandemic was dramatically transforming the role of the home. Consumers' spaces took on unprecedented identities - offices, classrooms, gyms, workshops and more - and became the singular most important place in their lives. Home was...

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