Bedding Retail Exploratory
- An international apparel company recently launched a line of upscale bedding.
- Lackluster sales appeared to be a result of pricing and retail strategies that were off-target.
- It seemed that the line was overpriced in a challenging economy, and was being featured in inappropriate retail environments.
- Conduct foundational research to illuminate the key insights of the high-end bedding category with an emphasis on key purchase triggers.
- Understand the dynamics with regard to pricing and general attitudes among different retail channel and online shoppers to help identify the key retailer and pricing strategy.
What We Found
- Qualitative research revealed that the retail and pricing strategies were not the key issues.
- Rather, we found that product design was the problem. If the manufacturer was able to address the design issues, a high price point at top-shelf retailers would actually enhance the line’s cachè instead of preventing purchase.
- The key issue is that the brand’s design aesthetic, grounded in the apparel category, does not translate to desired design attributes in the bedding category.
- However, the brand seems to have permission to “stretch” its interpretation of color and texture to a more appropriate and appealing aesthetic, while still retaining is core equity.
How We Did It
A three-step research plan was created in the US to get deep insights within “real-world” shopping environments:
Phase 1: Consumer-generated blogs reflecting impressions during shopping trips were discussed at a design showroom where the brand’s designs were also revealed .
Phase 2 and 3: In-Store and website shop-alongs were conducted within different retail channels. This provided the opportunity to experience the line within the context of shopping experience.