Despite Topps Tiles’ extensive range – which covers everything from cost-effective tiles, through to luxurious natural stone – many consumers still perceived the brand as a ‘low-budget’ manufacturer which produced basic tiles. This perception wasn’t helped by the media with many influential home interest journalists often referring to the company as ‘the budget alternative’.
Trend predictions, stylish look-books and tours of smaller flagship boutique stores (with inspiration stations) helped turn heads and sentiment. In the first year alone Topps saw 300 national consumer/interest home pieces with only 16% of articles using the term ‘budget’ or ‘basic’, the rest featured key messaging crucial to changing perception – inspirational, on-trend, designer, quality and luxury. And we even engaged with ‘high-end’ publications including Utopia, Elle Décor, Red magazine, Living etc., Grand Designs, The Sunday Times, The Independent and The Telegraph’s Stella magazine.