Behind the scenes of the Casa Global launch
When we started considering entering the home textiles market, the conversation continuously returned to a small yet kind of significant detail: how are we going to differentiate in a saturated market?
Answering this question took us through a very data-oriented, strategically planned market quest researching over 500 (yes, five hundred) unique home SKU's across 60+ targeted brands. Of course, this exercise barely covered a small percentage of all home textile brands circulating the world today… but we did find these insights useful in identifying where product concentration resides.
Despite the myriad of available bath textiles / cotton-based textiles / Turkish-cotton-based textiles / organic-Turkish-cotton-based textiles available to consumers, the highest volume resides in the fast production, low quality, limited-to-no brand recognition spectrum of the market. In fact, after defining an initial market landscape followed by a targeted, more refined brand search, we only identified seven (7) brands across the world that are actually playing within our product category. From those seven, only three (3) could be qualified as players in our niche.
We spent nearly a year narrowing down the essence of the Casa Global brand; identifying, designing, testing our pitch with sample audiences, and going back to the drawing board. It wasn’t so much what we wanted you, our community, to read or to see, but what we wanted you to feel. A reacquaintance with the comfort of the traditional, paired with a small dose of nostalgia, a big dose of elegance, and an elevated sense of timelessness.
It took us a really long time to convey the Casa Global essence through the screen in your hand. We shot three different launch campaigns, each more complicated than the one before. While we might still use some of that content down the line, taking a step back helped us realize that the most effective way for you to get to know us was by opening our doors. And so, we introduce Casa Global to you from the inside our family homes - in the corners of our every day lives.
The rugs in our shoot have been in the Kalfa family for decades. Handmade in Turkey, passed down in the family, and deep-cleaned for dog hair prior to film day. Our book and magazine collection has been a work in progress for the past twelve years and hope to make their way into a formal home library soon. Our accent and family room throws have been collected from travels all over the world: Thailand, Turkey, and Australia among other places. The pictured çay set was gifted to us by a long time family friend and is, to date, one of the most cherished presents we’ve ever received.
Opening our doors in such a public way required us to become comfortable with discomfort and learn to seize this opportunity as a way to resonate with our community. We are not for everyone, but we hope that by incorporating an intimate approach we are able to murmur into the right ears and have the privilege in helping you redefine what home means to you.
Write again soon,
Andrea