"Let's Lay Out Happiness." Otsuka Kagu Announces New Brand Vision
On July 2, Otsuka Kagu, a comprehensive interior retailer, held a "Reborn Otsuka Kagu New Logo & New Vision Presentation" at its showroom in Shinjuku, Tokyo.
The new brand logo reimagines the letters "IDC," expressing the company's confidence and pride in providing diverse solutions. The new slogan is "Let's Lay Out Happiness."
President Kumiko Otsuka stated that the logo and slogan embody the company's desire to honor its history while looking toward the future. She expressed the wish to "create happiness for each individual, together with our customers, through how they live," proposing "Slow Interior" as an alternative to Slow Food. She also introduced three action plans to realize these concepts. First is the "Major Store Renovation Project," transforming all stores into spaces that offer lifestyle proposals, not just furniture displays. Second is "Reforming How Customers Engage with Interiors," aiming to establish a furniture reuse market to empower customers to freely change their interiors. Beyond purchasing, systems like rental and leasing will promote resource conservation and preserve the skills of master craftsmen. Finally, "Membership System Reform" involves shifting from a traditional sales-focused system to a "partner" membership model. This includes customization services, assembly and installation, and other offerings designed to encourage long-term use. The new program will be named "IDC PARTNERS. "
At the venue, the new TV commercials "Visiting Otsuka Kagu: Male Staff" and "Visiting Otsuka Kagu: Female Staff," set to air starting July 3rd, were screened. Actress Yuna Taira, featured in the commercials, took the stage.
Set in the renovated Shinjuku showroom, the commercials depict the cheerful interactions between Hira and her family visiting the store and the approachable staff. President Otsuka also appears in the commercials.
Hira revealed that her favorite sofa at home was purchased from Otsuka and stated, "I want many people to know about the reborn Otsuka Kagu."
As the first step in its reuse initiative, the company is running the "Switch Over Special Discount" campaign from July 4th to August 31st. This offers trade-in values of up to ¥100,000 for unwanted furniture to customers "switching over" from non-Otsuka products when they "replace" their furniture at Otsuka Kagu.
Official website: http://www.idc-otsuka.jp/
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