3. is a brand with deep ties to heritage
and culture but no one knows it

4. WHAT
DO PEOPLE
THINK ABOUT
YOUR BRAND?

5. INTERVIEW VIDEO

6. INTERVIEW VIDEO

7. So, what are its
STRENGTHS right now?

8. Cost Plus World Market
Isn’s perceived NEGATIVELY.

9. Cost Plus World Market
Opportunity for GROWTH

10. Cost Plus World Market
UNIQUE selections

11. So, what’s the
PROBLEM?
Stand
for
nothing

12. In the MIDDLE of no man’s land

13. Product doesn’t quite deliver on PROMISE.

14. Lost
emotional connection
NO MINDSET

15. OVER
Cost Plus is a great brand, with
ALL
good brand values who has
lost relevancy in an
ever changing market place where
perception of value and customer
demands have evolved.

16. ENEMIES
Meet our competitors?

17. WHAT
WE Insights
FOUND?

18. PERSONA

19. HUNGER
for
CULTURE

20. LIFE
STYLE
• Live in big city, 28-45 years old.
• Speak more than one language.
• They live in another country/ or want to.
• Prefer local coffee shop rather than Starbucks
• Yoga passionate
• Discovery Channel, DIY books.

21. PERSONA
DISSECTED

22. the
BIG idea

23. WHERE TO GO
FROM HERE
The goal
We are going to reposition Cost
Plus, from a stagnant retailer that
people visit out of need into an
iconic cultural retailer with deep
ties to community and culture.

24. HOW
?
are you doing to make this new strategy come alive
• Face lift of corporate website
• Emergence into the community
• Expansion of product

25. WEB
Face lift of corporate website
SITE

34. Emergence into the community
COMM
UNITY

40. Expansion of product
PRODUCT
EXPANSION

46. SUMMARY