The International Housewares Association (IHA) of the US has announced that it will launch a new initiative this autumn, called Inspired Home, to directly market its members' housewares products to consumers.

IHA launches initiative to connect to consumers

The International Housewares Association (IHA) of the US has announced that it will launch a new initiative this autumn, called Inspired Home, to directly market its members’ housewares products to consumers.

IHA launches initiative to connect to consumers

IHA vice president, global marketing Derek Miler said: “Our goal is to elevate the housewares industry in the eyes of the consumer to drive product visibility and industry credibility, benefitting both members and retailers. Inspired Home gives us the opportunity to interact and engage directly with consumers all year round, providing resources and inspirational content that will inform their purchasing decisions and ultimately drive housewares sales.”

Representing some of the most well-known brands in the housewares industry, IHA will be showcasing its members’ products through a variety of marketing and public relations elements including a new website (IHAInspiredhome.org) and social media channels (Twitter, Facebook, Pinterest, Instagram and YouTube).

Content across all of these channels will include: lifestyle articles and videos on topics such as cooking & baking, dining & entertaining, home organization and cleaning; photo profiles of the latest products for seasonal or holiday occasions; seasonal recipe ideas; education and guidance on how to make housewares purchasing decisions; and news on global colour trends from Pantone.

Each exhibiting IHA member company will also have its own profile page on IHAinspiredhome.org with up to 50 product images for consumers to access, along with links to the member’s website and social media platforms.

The International Housewares Association is the 76-year-old voice of the US housewares industry, which accounted for $314.3 billion at retail worldwide in 2012. It sponsors the International Home + Housewares Show, held annually in Chicago, and has 1,700 member companies.

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