The West Elm LOCAL Commercial Inspires Community Support
Jana Pijak — July 12, 2016 — Marketing
West Elm LOCAL's latest home decor ad inspires the retailer's consumers to support independent makers within their community. Partnering with local artisans, the company is helping un-established artists and designers gain exposure while simultaneously allowing its target demographic to access one-of-a-kind home goods.
A favorite among urban Millennials, West Elm is a home decor retailer that offers quality and style at an affordable rate. The brand's latest West Elm LOCAL initiative is showcased in a home decor ad that inspires viewers to invest in community-owned businesses rather than buying from larger corporations.
The commercial is also reflective of a growing Millennial maker culture and the modern consumer's desire for goods that are authentic while adhering to their socially conscious values.
A favorite among urban Millennials, West Elm is a home decor retailer that offers quality and style at an affordable rate. The brand's latest West Elm LOCAL initiative is showcased in a home decor ad that inspires viewers to invest in community-owned businesses rather than buying from larger corporations.
The commercial is also reflective of a growing Millennial maker culture and the modern consumer's desire for goods that are authentic while adhering to their socially conscious values.
Trend Themes
1. Community-driven Economy - The trend of supporting local artisans and independent makers within communities presents an opportunity for businesses to cater to the growing desire for community-driven economic models.
2. Authenticity in Consumer Goods - The trend of modern consumers seeking authentic goods aligns with the opportunity for businesses to showcase unique and one-of-a-kind products that resonate with socially conscious values.
3. Millennial Maker Culture - The trend of a growing Millennial maker culture highlights the opportunity for businesses to collaborate with and empower young artists and designers, allowing them to gain exposure and reach a wider audience.
Industry Implications
1. Home Decor - The home decor industry can capitalize on the trend of supporting local artisans by creating partnerships with independent makers and promoting their unique products.
2. Retail - The retail industry can tap into the trend of authenticity by curating collections of authentic and socially conscious products, appealing to consumers who prioritize transparent and ethical purchasing.
3. Arts and Crafts - The arts and crafts industry can embrace the trend of the Millennial maker culture by providing platforms, workshops, and resources for young artists and designers, encouraging creativity and collaboration.
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