Client Brief BRAND OVERVIEW The GlucksteinHome product collection was inspired by interior designer Brian Gluckstein's trademark sophistication and effortless style and his desire to bring that aesthetic to a wider public. Carried exclusively at Canada's iconic Hudson's Bay department store, the brand offers a full assortment of home furnishings including bedding, bath, tabletop, furniture, decor, patio and holiday. GlucksteinHome is a leading national home brand focused on timeless essentials for modern living. CHALLENGE Available for the past 15 years at Hudson's Bay, GlucksteinHome is a mature brand with a loyal following in the \"Gen X\" and \"Baby Boomer\" demographics. Millennials are a driving force in Canadian retail and have distinct attitudes and values towards shopping, brands, home ownership, and home design. While we want to continue to resonate with our current customer base, we also want to connect with this new important demographic of Millennial consumers. o Are we connecting with Millennial consumers through our current marketing efforts? 0 How can we better reach and engage Millennials through social media and PR efforts? 0 Are Millennials shopping for home products at Hudson's Bay (in store/thebay.com) or are they going elsewhere? 0 Do Millennials connect with Brian Gluckstein as a personality and designer and how can we better position him to engage with that consumer? o Millennials are admittedly a broad group; should we subcategorize and] or focus on one segment? COM PETITIVE ADVANTAGE Our key competitive advantage is the high degree of trust that consumers have in the brand. It's been a high prole and top-selling home brand across Canada for 15 years and has a longstanding association with Hudson's Bay. Most importantly the brand was founded by an interior designer, Brian Gluckstein, which adds authenticity to the product design and quality. Brian has a fairly high prole across Canada, supported in part by his monthly appearances on nationally broadcast daytime talk show Cityline. Consumers feel like they can trust Brian. Brian Gluckstein himself is also a competitive advantage. He's personable and an engaging spokesperson as the face of the brand, as well as the qualied and established designer behind the brand. Brian has been called \"Canada's favourite interior designer\" by House and Home magazine and his fans are loyal and keen. Page 1 of 4 ADDITIONAL BACKGROUND INFO GlucksteinHome is considered a "captive brand" at Hudson's Bay which means we work in partnership with HBC to develop our product collection. Gluckstein Home essentially functions as a design studio, while HBC handles manufacturing, vendor relationships, product inventory and sales. GlucksteinHome does not carry any product inventory. While we partner with HBC on how our brand is represented within their marketing materials (Hudson's Bay flyers, catalogues, etc), HBC is ultimately responsible for their marketing collateral, in-store merchandising (displays and signage), and sales promotions. This makes our own branded platforms (website, social media) important tools to connect with consumers. HBC-Managed (where GlucksteinHome has input but limited control): HBC catalogues and flyers - Displays and signage in stores HBC consumer emails HBC social media Brand-Managed (where Gluckstein Home has full control): GlucksteinHome product packaging photography - GlucksteinHome social platforms (see list below) GlucksteinHome.com GlucksteinDesign.com PR outreach Social influencer outreach Brian Glickstein's Instagram is managed by him personally but we work with him on strategy