retail case study: dreamfit
DESCRIPTION
The connecting element between the brand and the product is the DreamFit “degree system” – allowing DreamFit™ to identify quality levels of their linen product without employing the over-used system of “thread-count.” With the gallery display, all key elements of the brand are packaged into a small form, allowing retailers to set up a product-centric experience space in a very short time.TRANSCRIPT
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Analyzing reality gaps between customers & bedding manufacturers helped DreamFit better articulate its points of difference and develop a new standard for measuring quality within the bedding industry.
RETAIL CASE STUDY | Gallery Display & Degree System
DREAMFIT®
COMPANY SNAPSHOT:
DreamFit is a leading innovator in the global textile industry. Founded in 1987 with operations spanning Alabama, North & South Carolina, China & India
Industry: • furniture & bedding
Markets: • retail bedding centers, online &
specialty dealers
THE REALITY GAP:
DreamFit was having difficulty:
• identifying their niche markets and positioning their products accordingly
• creating a cohesive corporate identity
• differentiating their fabric quality levels from their competition
• creating a seamless experience across all their touchpoints
Customers were having difficulty:
• understanding the benefits of DreamFit's patented technology
• understanding the improved quality of DreamFit products, since the industry term, “thread count”, does not capture quality of the textile
CHALLENGE More than 25 years ago, DreamFit family members sat cutting and sewing their first sheets late into the night. Since then, this once small, family-owned company has grown to become a leading innovator in the global textile industry. But as the company grew, DreamFit realized that continued growth would require three things: a new, consistent corporate identity and clear direction for product positioning, a unique metric for differentiating fabric quality levels from their competition and a seamless experience across all touchpoints.
SOLUTION Before diving into the project at hand for DreamFit, InReality conducted a “reality gap” analysis and research. This phase identified DreamFit’s points of differentiation in the bedding industry, niche markets and disconnects between the current brand identity and messaging and the actual needs and expectations of their customers.
To combat these gaps in the overall DreamFit customer experience, InReality created a powerful corporate identity and product positioning specifically targeted at the newly identified customer base. Additionally, InReality moved forward with designing a consistent experience across all of DreamFit’s touchpoints.
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"Closing the reality gap would require clear product positioning and a better way to measure product quality."
-GARY LEE President & CEO, InReality
The DreamFit showroom was a launch platform to present a revised brand and product line.
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InReality provided a cohesive brand voice to successfully guide future business enterprise and marketing programs and better communicate DreamFit’s distinct personality and value proposition.
RESULTS Ultimately, InReality’s solutions offered DreamFit a new brand identity, establishing a strong corporate voice for DreamFit and their family of products. By focusing design efforts on both the aesthetics and positioning of the brand, DreamFit was able to accomplish clear strategic direction for their product positioning along with added consistency of the customer experience.
NEW DEGREE SYSTEM A key component of establishing the DreamFit identity was creating a unique system to overcome industry misuse of the term, “thread count”, which refers to the number of threads woven within a square, but not the quality of the textile. To better showcase the improved quality of DreamFit products, InReality established a proprietary “degree” system—ranging from seven degrees of quality—to clearly identify the unique performance levels of linens. This new system makes it easier for shoppers to see the real value and superior quality offered by DreamFit products.
A CONSISTENT EXPERIENCE In addition to executing DreamFit’s identity and product positioning, InReality moved forward to establish a consistent experience across all DreamFit touchpoints—packaging, collateral, web design, merchandising, showroom design and digital solutions. This consistency provided DreamFit a stronger brand presence and definite advantage in a world where customers expect a seamless omnichannel experience.
DreamFit's Degree System introduces a new way of differentiating fabric quality levels from competition.
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InReality Retail Marketing Firm
About InReality InReality transforms how customers experience brands and retailers in-store. We turn customer insights into innovative solutions for the reality of 21st century retail.
For almost 20 years, we’ve worked with clients, like The Coca-Cola Company, Tempur Sealy and The Home Depot, to build stronger, more enduring customer relationships, while creating measurable results. And, we offer the real-world expertise and convenience of handling everything under one roof—from research, strategy and design to production, implementation and analytics.
To learn more about our services, team, work, and latest insights, visit www.inreality.com.
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