La-Z-Boy Inc.: The New Look Of Comfort campaign

Mark Lane

La-Z-Boy Inc. built its furniture brand on a single product, the ubiquitous recliner-rocker closely associated with TV-watching men in their middle and late years.

La-Z-Boy Inc.: The New Look Of Comfort campaign

Mark Lane

OVERVIEW

La-Z-Boy Inc. built its furniture brand on a single product, the ubiquitous recliner-rocker closely associated with TV-watching men in their middle and late years. Though the company began expanding into other furniture products in the 1980s, it had not by the late 1990s effectively enlarged its consumer base beyond its aging male loyalists. Still number one in the recliner category, La-Z-Boy wanted to make itself relevant to a new generation of Americans, especially women, who played the dominant role in the overwhelming majority of furniture transactions. The company progressively...

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