Stockholm 2025 Archives - Campaign Middle East https://campaignme.com/tag/stockholm-2025/ Fri, 22 Aug 2025 06:50:32 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Stockholm 2025 Archives - Campaign Middle East https://campaignme.com/tag/stockholm-2025/ 32 32 Carla Klumpenaar on IKEA’s shift from affordability-first to quality https://campaignme.com/carla-klumpenaar-on-ikeas-shift-from-affordability-first-to-quality/ Thu, 21 Aug 2025 12:20:16 +0000 https://campaignme.com/?p=106938 For years, IKEA’s positioning in the Middle East has been built on accessibility – well-designed furniture at prices that opened up design to the many. That promise remains, but as consumer expectations evolve, the brand is broadening its definition of value. “Value is built into quality, not traded for it,” shares Carla Klumpenaar, GM Marketing […]

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