Hollander Elevates ‘Live Comfortably'

Home Textiles Today Staff -- Home Textiles Today, 9/21/2011 7:41:01 AM

BOCA RATON, FLA. - "Live Comfortably" is morphing from Hollander Home Fashions' marketing tag into a full-blown brand name. "It makes complete sense," said Jannice Cameron, vp of Hollander Home Fashions. "It is a time where people are re-evaluating their lives and looking into what is truly important. The comfort they feel within is what they are finding important. Consumers are no longer materialistic; they want items that carry meaning."
     Live Comfortably will launch across all channels with three delineated labels: LC Platinum (department and specialty stores), LC Classics (midtier) and LC Essentials (for the aspirational segment of the mass channel).
     A comprehensive marketing plan will launch in winter 2011, going into spring 2012. "We will target the consumer directly, and interact with them through global social and digital media," Cameron said. "Today, consumers are the ones who build brands through global conversation. We plan on conversing directly with the consumer and becoming the most celebrated brand in home."

Essentials and Classics, two of three tiers for the line, target the midtier and aspirational mass channels, respectively.