Dec
10
A Wedding in Aisle 3? Why Ikea Encourages Chinese to Make Its Stores Their Own
Posted in: Uncategorized
Visit an Ikea in China and you’ll see people getting comfortable — very comfortable. They’re dozing on Malm beds and curling up on Karlstad sofas. It’s as if they’re trying on a new life: one that comes with European-style furniture.
In Western countries, couples in Ikea stores might be spotted bickering over what bookshelf to buy, but in China the cheery, modern showrooms spark dreams of domestic bliss. One Chinese Ikea even hosted a trio of weddings.
The Swedish retailer, in fact, elicits surprising reactions here. Ikea is proof that in China luxury labels aren’t the only aspirational brands, said Camilla Hammar, Ikea China’s marketing director.
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