Argos Prepares for Strong Campaign to Launch New Furnishings Brand
Argos has unveiled details of its "major new brand" called 'Heart of House' - they will be investing a "significant chunk" of their marketing budget to position the brand at the centre of modern life when it launches later this year.
Marketing Director for Argos, Stephen Vowles, commented: "It is very important for us that we invest in [Heart of House] to make sure it's here to stay. We are putting a significant chunk of spend behind this, enough to make sure it lands with customers and there is real awareness behind it, that customers are seeking it out both online and on the High Street."
He added: "We found customers were looking for something designed for the way life actually happens - rather than glossy magazines. Something that look good but also felt good and was designed to last. Heart of House aims to make the centre of family life - the home - a little more inspiring, a little more durable and little bit better looking."
Vowles further explained that the success of their upcoming marketing campaign will be judged on "more classic brand metrics" such as brand awareness and consumer understanding of the proposition, instead of purely on sales volume.