Summary
During the pandemic, the home decor market in the UK was booming. But luxury paint brand Farrow & Ball had both brand and product perception issues to overcome if they were going to persuade a sceptical audience and reap their share.
This is the story of how Farrow & Ball switched their attention to an unsung 'sub-brand', sold 79% more of it year-on-year and in doing so, changed the way a new audience viewed them as a whole.
In 2020, it was time to face up to a behaviour happening behind Farrow & Ball's back. Colour-matching. Having a cheap...