Dreams and Mumsnet are Collaborating on a Co-Branded Mattress
Laura McQuarrie — February 8, 2018 — Art & Design
References: mumsnet & campaignlive
Parenting resource website Mumsnet and bedding brand Dreams are now teaming up to create a co-branded mattress that specifically targets the needs of sleep-deprived parents and parents-to-be. The partnership began with a survey conducted with 2,000 Mumsnet users, as well as insights collected from a small group of users and influencers. As the mattress is set to respond to the concerns of parents, a small group of consumers was invited to the Dreams Bed Factory for a look into the mattress-making process.
At the end of April, the two mattresses will be available to purchase through Dreams. As a good-quality sleep sets the foundation for a positive day, the co-branded mattress designs will prioritize comfort, practicality and affordability for families.
The mattress industry has recently experienced a revival through everything from dynamic marketing campaigns to innovative products that simplify delivery and allow for greater customizations to be made by the end user.
At the end of April, the two mattresses will be available to purchase through Dreams. As a good-quality sleep sets the foundation for a positive day, the co-branded mattress designs will prioritize comfort, practicality and affordability for families.
The mattress industry has recently experienced a revival through everything from dynamic marketing campaigns to innovative products that simplify delivery and allow for greater customizations to be made by the end user.
Trend Themes
1. Customizable Mattresses - The innovation opportunity lies in creating mattresses that can be personalized and customized to meet the specific needs of sleep-deprived parents.
2. Direct-to-consumer Mattress Brands - The disruptive opportunity exists in creating direct-to-consumer mattress brands that provide convenience, affordability, and a targeted marketing approach to parents and parents-to-be.
3. Sleep-related Parenting Products - This trend opens up an opportunity for the development and marketing of sleep-related parenting products, such as sound machines, smart monitors, and specialized bedding, tailored to address the unique challenges faced by sleep-deprived parents.
Industry Implications
1. Mattress Manufacturing - Innovations in mattress manufacturing techniques, materials, and designs can help companies cater specifically to the needs of parents and parents-to-be, leading to disruptive advancements in the industry.
2. E-commerce - The e-commerce industry can benefit from the rise of direct-to-consumer mattress brands targeting parents, offering convenience, affordability, and personalized solutions for sleep-deprived individuals.
3. Parenting Products - There is an opportunity for companies within the parenting products industry to develop and market sleep-related products tailored to address the unique challenges faced by parents, providing them with innovative solutions to improve their sleep quality.
2.1
Score
Popularity
Activity
Freshness
