Four Seasons Rebrands Its Retail Hospitality Business With New Campaign
Four Seasons emphasizes its retail hospitality business with rebranding and rebranding campaign repositioning, "Four Seasons at Home", to attract more affluent Millennials.
Retail hospitality business in the United States falls under new management of Marc Speichert, director commercial, and Julie Bourgeois, senior vice-president, retail.
Four Seasons worked with creative director Lina Kutsovskaya of Be Good Studios (a close collaborator of the late Virgil Abloh who created Louis Vuitton's "Towards a Dream" and Abloh's menswear campaigns). She was previously Executive Vice President of Global Marketing and Creative at Calvin Klein and also ran the #MyCalvins campaigns.
Related ArticlesThe ads were photographed by Zoe Ghertner, who has photographed for Miu Miu, Chanel and Celine, and supermodel Gemma Ward for her first major international campaign since her retirement in 2009-2010. Ghertner photographed the entire campaign at the new Tamarindo resort at the Four Seasons in Mexico.
Gemma Ward in a campaign image for Four Seasons retail. Zoe Ghertner, courtesy of Four Seasons"We launched this retail business in 2019, and the growth has been truly remarkable" , Bourgeois said in an interview on Friday. “We are one of the largest online hospitality retail companies in North America. The reason we embarked on this visual rebranding was to resonate with our target consumers, who are primarily affluent Millennials. »
"The Dreams Belong Everywhere" campaign combines quality sleep products with the sense of place that guests experience hotel destinations at home. The strategy is to differentiate their business with an emotional connection as well as elevate the products, Bourgeois said.
She said core products, which make up 97% of Four Seasons retail, include mattresses, bedding, pillows, linens, bathrobes, towels, and toiletries. "What's been really really exciting is seeing really strong demand among the new products," Bourgeois said. For example, the company recently launched resort towels and saw a 93% sale in 14 days, with 78% of buyers being new customers, both metrics far exceeding expectations. The Resort Towel Set, which includes two full-size towels, sells for $299.
Four Seasons emphasizes its retail hospitality business with rebranding and rebranding campaign repositioning, "Four Seasons at Home", to attract more affluent Millennials.
Retail hospitality business in the United States falls under new management of Marc Speichert, director commercial, and Julie Bourgeois, senior vice-president, retail.
Four Seasons worked with creative director Lina Kutsovskaya of Be Good Studios (a close collaborator of the late Virgil Abloh who created Louis Vuitton's "Towards a Dream" and Abloh's menswear campaigns). She was previously Executive Vice President of Global Marketing and Creative at Calvin Klein and also ran the #MyCalvins campaigns.
Related ArticlesThe ads were photographed by Zoe Ghertner, who has photographed for Miu Miu, Chanel and Celine, and supermodel Gemma Ward for her first major international campaign since her retirement in 2009-2010. Ghertner photographed the entire campaign at the new Tamarindo resort at the Four Seasons in Mexico.
Gemma Ward in a campaign image for Four Seasons retail. Zoe Ghertner, courtesy of Four Seasons"We launched this retail business in 2019, and the growth has been truly remarkable" , Bourgeois said in an interview on Friday. “We are one of the largest online hospitality retail companies in North America. The reason we embarked on this visual rebranding was to resonate with our target consumers, who are primarily affluent Millennials. »
"The Dreams Belong Everywhere" campaign combines quality sleep products with the sense of place that guests experience hotel destinations at home. The strategy is to differentiate their business with an emotional connection as well as elevate the products, Bourgeois said.
She said core products, which make up 97% of Four Seasons retail, include mattresses, bedding, pillows, linens, bathrobes, towels, and toiletries. "What's been really really exciting is seeing really strong demand among the new products," Bourgeois said. For example, the company recently launched resort towels and saw a 93% sale in 14 days, with 78% of buyers being new customers, both metrics far exceeding expectations. The Resort Towel Set, which includes two full-size towels, sells for $299.
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