Latique.com Rebrands to Reach New Collectors Latique.com, the shopping site that networks dealers of traditional antiques with new buyers, announces an aggressive rebranding and ad campaign to begin in January, 2010
News-Antique.com - Dec 17,2009 - DALLAS, TX. Latique.com, the shopping site that networks sellers of traditional antiques and home furnishings with buyers, recently announced plans for an aggressive rebranding campaign across all marketing channels. The rebranding campaign will launch mid-January 2010 with an updated website and an aggressive ad campaign.
“The branding strategy and ad campaign,” stated Julie VanDolen, Latique sales director and co-founder, “are designed to reach younger, more affluent buyers who have a taste for the traditional. As far as we know, Latique is the first and only online site to actively target this market.”
Latique.com, bills itself as the shopping site for “traditional home décor, antiques and vintage furnishings for contemporary living.” It is a flat-fee based site that offers dealers, designers and antique fair producers the ability to post and manage photos, descriptions and comments themselves. Based on social networking technology, Latique.com is as easy to use as Facebook, Linkedin and other social media sites.
Mrs. VanDolen further announced that PR To the Trade, a New York based, full service marketing agency, will handle the Latique.com rebranding campaign.
“We are pleased to be working with an agency that applies PR V.2 to the antiques business,” Mrs. VanDolen said. (PR V.2 is shorthand for the Internet based marketing techniques that utilize community building and dialog to promote products.) “We know from the popularity of young designers who mix traditional with contemporary for a unique look that there is a vast audience for traditional decorative arts.”
Mrs. VanDolen went on to say that the buyers and designers Latique is targeting are social network savvy. They relate to the internet and shop it. They take their home decorating cues from fashion and introduce bold colors where subdued upholstery once prevailed. They often paint decorative brown furniture to give it a fresh, personalized appeal.
Feedback on the Latique beta site, which launched in August 2009 with more than 100 members, was overwhelmingly positive. “We owe a huge debt of gratitude to Pixore Media of Dallas for the fine work they did in delivering a site with multiple levels of functionality," VanDolen stated.
The revised site will put dealer’s products up-front and be easier to search. It will also contain enhancements, such as a lifestyle magazine, to increase traffic and rankings on the Search Engine Pages.
Mrs. VanDolen further emphasized that Latique’s parent company, Legacy Antiques of Dallas, TX, is committed to the success of the site. Legacy is owned and operated by Jeff Garrett, who, for twenty years co-owned and co-managed Clements Antiques and Clements Auction Gallery in Forney, Texas.
“Latique’s other co-founder, my brother Justin Garrett, and I feel like we’re following in Jeff’s footsteps by providing dealers with new tools to sell traditional decorative and fine arts. We’re operating in a new dynamic, employing new marketing techniques and driving new partnerships to put Latique’s members at the forefront of the business.”
Latique.com specializes in promoting traditional style for contemporary living. Membership in Latique.com is open to qualifying dealers, auctioneers, show managers and designers.
