America fast fashion household band INK+IVY opened its sixth store in Shanghai Joy City shopping center last September, 2017. On 12 March, 2018, INK+IVY debuted at Design Shanghai – XinTianDi Design Festival (one of the most influential design show in China)　as a pop-up store for presenting home and decoration theme for 2 weeks.

As a fast fashion integrated household brand in USA, INK+IVY brings young people with fashionable, funny and practical household products characterized by the household styles of American modernity and blending creation. JJGLE.COM has interviewed with the head of Marketing Shanghai for INK+IVY to better understand its marketing strategies in China market.

JJGLE.COM: Please tell us what the similarities and differences between the brand positioning of Ink + Ivy and that of IKEA, Muji and Nitori are? What are your target customers? What life concept you want to deliver to the Chinese consumers?

INK+IVY: Compared with the several brands people are familiar with, the style of INK+IVY is unconstrained and changeable. At the same time, it can integrate the functions and powerful price advantages into its style. Each person's home should be different. That is why each similar space can be the home.

As a fast fashion integrated household brand in USA, INK+IVY brings young people with fashionable, funny and practical household products characterized by the household styles of American modernity and blending creation.

JJGLE.COM: Instead of the large-scale furniture store in Shanghai, such as Red Star Macalline, Ink + Ivy chose to land at Joy City shopping mall. What do you take into consideration?

INK+IVY: For the young generation of consumers, they do not just choose household products that they can buy and consider during the decoration period. On the contrary, especially some small furniture such as tableware, jewelry and textiles often changes for the seasons, fashionable trend, festival and family development just as the fashionable dress. And Shanghai Joy City, as a comprehensive shopping mall, has more young consumers who are more likely to accept the new consumption concept. Therefore, Joy City is more suitable for a new generation of household brands, such as INK+IVY.

JJGLE.COM: Are there differences between the soft decoration market of America and that of China? Whether there are special soft decoration product series for Chinese market?

INK+IVY: Compared with the American market, Chinese market has different residential spaces. The consumption concept is different and the maturity degree of household market is different as well. Therefore, some of our products are designed for both the American market and the Chinese market and some are designed specially as per the market demands and consumption feedback. Only we develop products as per the specific market can we meet the actual demands of consumers.

JJGLE.COM: Along with the variation of consumers, what does Ink + Ivy think about the household consumers in the Chinese market? What are the opportunities and challenges at present and in the future?

INK+IVY: Compared with the household consumers of European market and American market, household consumers in Chinese market appeared later, but they show unbelievable potentials and vitalities. Our household consumers in China have more and more mature and clearer purchase awareness and have their own dominant consciousness in terms of choosing brands. For INK+IVY, we are more likely to win the consumers who like us, which can reduce the cost and time we spend in the brand introduction stage. At the same time, it means that consumers are more particular and professional. It is a challenge as well as the opportunity for rapid growth of the brand.

JJGLE.COM: What is the detailed procedure of free soft decoration design service? What is about the market feedback? What does it bring for the brand?

INK+IVY:  Each INK+IVY store has professional soft decoration consultants who can answer the clients' specific problems about soft decoration one-to-one and provide scheme. It seems like simple, but it requires the consultant be more considerate in terms of details. Depending on its ten years of accumulative experience, INK+IVY can provide more personal and professional soft decoration service for clients. It saves the time and vigor of clients as well as increases the trend that clients may buy again and buy the product set. This is a win-win service both for clients and the brand.

JJGLE.COM: Except for activities about fashion and lifestyle, what kind of market promotion activities will you organize or participate in? How to make Chinese consumers know the brand?

INK+IVY: The daily life of current consumers, especially the young generation consumers, is characterized by a wider scope, discontinuity and internet. It requires the brand can follow consumers to change its media and contents while promoting itself. INK+IVY will not carry out promotion just with the traditional media. Except for the operation of new media, INK+IVY also strengthens the linkage of We-Media of the brand and online and offline linkage to enter the life of consumers.

(Source:jiagle.com；Editor：Amber Wan )