Description.
Brand Identities
Foeger
The Föger furniture store is a Tyrolean family business based in Telfs and is considered the largest privately owned furniture store in Tyrol. Föger stands for high-quality furnishings, personalized advice and deep regional roots. The product range extends from internationally renowned premium brands to modern furnishing solutions for younger target groups.
The Challenge
The Austrian furniture market is highly competitive. Price promotions, discount wars and an oversupply of brands characterize the landscape. Föger was faced with a strategically complex problem: Despite fair pricing, the store was often perceived as expensive, a result of the prominent premium brands in the product range. This perception kept away potential new customers, who falsely felt excluded. At the same time, the company could not afford to lose its exclusive regular clientele.
Strategic Approach
What began as a purely creative brief developed into a profound strategic collaboration. To attract new target groups without diluting the premium image, sub-brands were developed for categories such as "young living," decorative items, and affordable accessories. These product worlds communicate specifically with price-sensitive buyer segments.
Implementation
The new guiding principle "Dahoam statt zuhause" combined regional roots with emotional warmth and clearly differentiated Föger from faceless chain stores. Visual differentiation and dedicated communication lines for young living, tailored to relevant target groups. Campaigns, promotions and consultation days targeted different customer types, always embedded in the overarching brand world.
Services.
Brand Identity
Offline Campaigns
Results & Impact
The brand is now perceived in a more differentiated way, "high-quality, but not unaffordable" has become the new truth. The introduction of sub-brands demonstrably led to more first-time contacts and younger customers in the store. Föger is now much more strongly associated with personal service, a clear competitive advantage compared to anonymous furniture chains. The increased frequency and improved conversion were also reflected in the figures, both in the premium and entry-level segments.
Learnings & Outlook
Customer focus does not mean one-size-fits-all communication. The key insight from this project: Sometimes you can't kill two birds with one stone, sometimes you need two. If you want to address a heterogeneous target group you have to visibly serve different needs without diluting the brand. Föger has found this balance, with the courage to be clear and a strong strategic foundation.
