Case Studies
Armen Living Case Study | Year 2
Situation
At the end of 2009, furniture manufacturer Armen Living was enjoying a successful year in sales and leads. This was partly due to the hugely successful repositioning and modernization campaign that Armen Living undertook with the assistance of MVC Agency. For 2010, Armen Living wished to further develop this new identity and position in the marketplace, providing their customers with new and exciting pieces of furniture while constantly pushing the horizons of modern and elegant style. For this, MVC Agency was called upon again, to present a strategy to achieve these goals.
Solution
Urbanity Collection
Armen Living hoped to create a product line that captured a definitive segment in the market in terms of style and status. To achieve this, MVC conducted extensive research to seek out a unique position in the market for this new line. The result of the research indicated that there existed a potential in the market for a range of products that expressed modernity fused casual elegance. This gave birth to two new terms, “Urban Casual” and “Metro Chic”, coined by MVC - for Armen Living – to define this furniture design category and ultimately the product line from Armen Living. Once the characteristics of the product line were defined, MVC consulted with Armen Living’s design team to prepare a range of products that would fit the description of “Urban Casual” and “Metro Chic” and its intended market. Finally, the line of products was named “Urbanity”. From all of the other options considered by MVC, the name Urbanity was picked for its expression of a modern, youthful and sophisticated sense of style, while alluding to an urbane way of living: contemporary, refined and chic.
TENure Collection
The secondary objective for Armen Living was to create a distinct position for their existing stone dining collection in their portfolio and the marketplace. These pieces were for a mature target market, were built to last and were placed at a higher price point. To encompass all of these values, MVC defined the “TENure” collection. The TENure collection expresses a lasting and enduring line of products that is stylistically more traditional and classic than the rest of the Urbanity line. Furthermore, TENure also commemorates ten years of Armen Living’s stone dining, which added further depth to the collection’s name and overall value.
Results
2010’s Urbanity and TENure product lines were introduced with a unique but definite style, capturing an unfilled position in the marketplace and eliminating any confusion that may have arose due to a mixed product offering.
The distinct product lines defined by MVC helped Armen Living expand the scope of their offerings by reaching previously untapped markets. The product lines expressed the inherent stylistic values of the as well as distinguishing themselves from each other and the marketplace, boosting value and net sales.
