Agency: The Leith Agency | Authors: John Rowley and Julie Amers |
vogue home furnishings
In search of the Holy Grail
BACKGROUND
Vogue Home Furnishings is an independent furniture retailer with an annual turnover of around 19 million. Established in 1961, Vogue enjoyed many years of steady growth, building the business from one store in Edinburgh to a total of three stores across Scotland.
Vogue has supported its business with a longrunning advertising campaign. Although this advertising formula was recognised to be generic, it did appear to drive shortterm sales when aired. However, in 1999 Vogue faced a number of...