Aim: Successfully launch online, UK-based retailer, Firebox, in the Australian market.
Why? The Australian lifestyle/homewares market is oversaturated with big brands selling identical products to tap into what’s trendy. Additionally, shipping to Australia can be an arduous task for international retailers and consumers alike – it’s expensive, takes a long time and can deter potential customers from making a purchase.
Target Audience: 18-32 year old men and women
Strategy: To position Firebox as a brand For Fun People by promoting its quirky product range, creative copywriting and unique illustrations.