Everon rebranding strategy of Everpia

On August 11, 2022, EVERPIA & VMLY&R signed a strategic partnership agreement for the rebranding strategy of Everon in 2023. 
 

“New” Everon will continue to maintain its core values that consumers already know and trust

This partnership aims to help Everpia achieve 2 strategic goals. Firstly, "renew” the Everon brand to enhance its connection and appeal to Millennials (the demographic group born from 1981 to 1996). The “new” Everon will still have to maintain the core values that consumers already know and trust. At the same time, it also brings new values more in tune with Millennials consumers.

Secondly, expand the product portfolio to create product differentiation as well as competition in brand positioning. With production advantages as well as experience in the textile industry, Everon is expected to expand to home textile products, aiming to become a home fashion brand.

“Home fashion” is a concept that is still quite foreign to the Vietnamese market. It includes interior products, materials, tools, decorations, and accessories... which bring aesthetic value to the house. Bedding and products made of fabric materials (collectively known as home textiles) are the product categories that account for a large market share in this industry. 

This is a big milestone for Everpia Company in general, and Everon brand in particular on the journey of upgrading the long-standing brand to better suit the new business environment, new needs, and tastes of customers – to serve the goal of improving the competitive advantage and help the business grow more greatly.

Along with the brand strategy, Everon will invest heavily in product research and development and the quality of distribution channels.

Everon launched in Vietnam in 1999 and quickly became the leading brand in the mattress market. Everon's products have Korean-style designs and are made of materials with strict standards. We also often research to improve and apply the latest material trends in the world. According to a survey conducted by a third party, Everon is one of the few bedding brands to achieve top-of-mind awareness with customers in two major cities in Hanoi. and Ho Chi Minh City.

However, as the business environment in Vietnam is becoming increasingly harsh, the level of competition is increasing and customers are becoming more demanding, Everon is facing the common problem of many long-standing brands: gradually losing its leading position and the connection with a new, younger set of consumers. Quickly realizing the change in context as well as the need to develop new competitive advantages,

The past few years have witnessed the repositioning of many large and small brands with varying degrees of success. However, an ambition of sweeping reform and expanding its business portfolio like Everon is still a rare case. Understanding the challenge of this project, Everon spent half a year searching, screening, and selecting a consulting partner with the most suitable experience, capacity, and reputation. The selected partner is VMLY&R - a branding agency under WPP - the world's largest advertising group by revenue. VMLY&R will support Everon in surveying the market, understanding new customers and industries, building brand strategy, creating communication as well as evaluating the effectiveness after completing the project.
Along with the brand strategy, Everon will also invest heavily in product research and development and the quality of distribution channels - bringing a new brand experience in a comprehensive and holistic way. For the bedding brand, the repositioning is not only an improvement in terms of the brand, but also provides important guidelines for the business direction and long-term vision for the business.
 

Everon's products are always designed with harmonious colors, and unique textures, inspired by the Korean style

The signing event between Everpia Joint Stock Company and VMLY&R Vietnam at the factory affirms the commitment and determination towards the common goal for the benefit of Vietnamese consumers and the sustainable development of the Everon brand.
Everpia Joint Stock Company, formerly known as Everpia Vietnam Co., Ltd., is the sole owner of the Everon brand. The brand currently owns a system of over 500 showrooms and exclusive agents nationwide. Quality products Everon, most notably bedding items quickly established a strong position in the hearts of consumers and became the industry standard for many years. Everon's development is associated with product quality, which is the guideline and prerequisite for the sustainable success of Everon to this day. In addition, Everon's products are always designed with harmonious colors, unique textures, inspired by Korean style and still in line with the latest aesthetic trends.

Source: https://kinhtevadubao.vn/chien-luoc-tai-dinh-vi-thuong-hieu-everon-cua-everpia-23633.html