Two advertisements, both featuring designer Leanne Ford, recently arrived on the same day in my mailbox. I did not expect that Crate & Barrel and Walmart would both feature the same person:
I wonder about a few things:
- What is the overlap of consumers/audience between these two stores? Perhaps there is more overlap than I think.
- While each advertisement features the same designer, there are noticeable differences. For Crate & Barrel, Ford is adding to the modernist style. For Walmart, she and her husband are providing tools to tackle home projects. The first is leaning more towards art, the second is leaning toward getting things done. Even how it is presented is clearly different.
- Having some familiarity with both retailers, my sense is that both do not often use famous names to sell products. In contrast, a retailer like Target has tried this a number of times. Does this signal a new approach for both retailers? If so, it is interesting that both think Ford will help them appeal to potential customers.
- Just thinking out loud about more consonant pairings: Walmart and Ikea? Target and Crate & Barrel?
- I cannot help but think about Bourdieu in this context. The idea of home design has grown in recent decades in the United States and the concept and its purveyors – such as HGTV – are broadly available. Yet, how exactly this plays out in different class contexts can vary. Design for middle to upper-class residents means something different than design for lower to middle-class residents.