What Design Strategy can do for a lifestyle furniture brand?

The THE LIFE SHOP is a locally founded brand in the lifestyle category. In this category, they sell household items like furniture and even baby wear (LIFE baby). Their theme is New Asian. Part of its strategy is to define and sell this meaning to customers. Not everyone who walks into the store gets it but they are not targeting everyone. The brand is targeting mainly white collars who appreciate finer things in life.

For any Design Strategy, it is closely related to the brand and business strategy. It is a close relation that complements each other. What THE LIFE SHOP has captured is a synergy of the three. At closer look, let us investigate what a Design Strategy can do for a brand like this.

Clear Design Theme: THE LIFE SHOP had a clear design stance. It seeks to define new meanings of items that they sell rather than just being a channel or distributor. Most, if not all of their items are designed in-house. This consists of an eclectic mix of sofas, beds, sofas and household furniture.

Synthesis of Design Experiences with the Business: This brand is a close merger of design and all aspects of its business. From the painting of a lady to the coasters on their table, THE LIFE SHOP business merges the entire experience of their items with their brand identity.

Innovation Driven: The founders and merchandisers are constantly seeking new ways to innovate new designs. So as to constantly remain relevant to their brand identity and consumer climate. Last year, their LIFE baby sub-brand is one of the fastest growing in the challenging retail climate.

THE LIFE SHOP is on the foot path of brand growth regionally. It is not a bed of roses. As Asians become increasingly wealthy, competition for their dollar gets increasingly intense. Brands that do not have a clear brand identity or proposition fade quickly.

The demise of Barang Barang is a cautionary tale. Stellar growth but unsustainable in the long run. I do believe that a Design Strategy would have helped with its growth strategies.

Images and Logo taken from The LIFE Shop .Please leave your comments, if any.