Faculty News

Professor Priya Raghubir explains how West Elm has differentiated itself as a brand with a focus on community

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Excerpt from Vox -- "'The importance of a brand that engages with community is particularly important to the younger demographic that West Elm targets,' she says. 'One of the critical differentiators between West Elm and its competitors is that its position does not rely on price points (like Ikea), or design (like its sibling Williams-Sonoma), or only on customer service, but on engaging with a larger community.'"

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