Branding by Association: Lauren Bacall

When we started with Tuesday Morning in 2000, we learned through research that a great many of our target customers were unaware of what the store represented. Item oriented creative efforts had been used for years without significant change. That worked for a small group of core customers but was failing to attract new guests. We decided to refresh and personalize the Tuesday Morning image through the use of a celebrity. That celebrity was Lauren Bacall. A film icon whose reputation for sophistication and style is unrivaled.