Ecomdigest Bedding - 08.22.2024

PLUS: Piglet in the Bed's TikTok success and the latest Pinterest home trends

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Ecomdigest
August 22, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Welspun has partnered with renowned interior designer Jeremiah Brent to launch a new collection of bedding and bath products. Brent, who recently joined the cast of Netflix's Queer Eye, is celebrated for his sophisticated yet approachable design style. His previous work includes the TLC series Nate & Jeremiah by Design and the Netflix reality series Say I Do. This collaboration with Welspun aims to blend traditional and modern elements, drawing inspiration from Brent's experiences on the California coast and in New York City.

Chris Mooney, Global Chief Marketing Officer at Welspun, expressed enthusiasm about the partnership, highlighting Brent's fresh and relevant design perspective. The timing of the collection's launch coincides with the airing of Queer Eye's Season 9, adding valuable exposure. The collection features a sophisticated neutral palette and nature-inspired imagery, with layered textures in natural materials to add warmth and depth.

Brent shared his excitement about the collaboration, noting that his initial meeting with the Welspun team inspired him to create timeless pieces that bridge the gap between artistry and accessibility. The collection aims to live beautifully in any home, with references to nature and classic design elements. Both parties are passionate about the project, having committed to it even before formal agreements were signed.

This partnership marks a significant step for Welspun, enhancing its product offerings with Brent's unique design sensibilities. The collection is expected to resonate with consumers seeking elegant yet practical home textiles, further solidifying Welspun's position in the market.

Pinterest's Fall 2024 Report highlights a surge in searches for cozy and tranquil home styles. Cozy sunrooms, lighting, and reading rooms are trending, along with green, blue, and purple decor. Japanese zen-style living also gains popularity, influencing home design, food, and fashion trends.

Walmart and Home Depot, key consumer spending indicators, reported contrasting Q2 earnings. Walmart saw robust growth and raised its FY25 outlook, driven by e-commerce and diversified profits. Conversely, Home Depot experienced a slight sales increase but forecasted a decline in comparable sales due to economic pressures.

Performance Platters 🍽️

Fospha's TikTok Playbook reveals that brands are now allocating an average of 10% of their marketing budgets to TikTok, recognizing its exceptional return on ad spend (ROAS) during high-traffic periods like Black Friday and Prime Day.

Piglet in Bed's success on TikTok, with 113.2k followers and over 5 million likes since 2022, demonstrates the platform's potential for bedding brands to build a strong following and drive engagement.

TikTok's ability to attract new customers makes it ideal for product discovery in the home goods sector, with the platform's broad reach and engaging content format driving both immediate demand and long-term growth

As home goods and bedding brands prepare for upcoming high-traffic events, how can they develop a comprehensive TikTok strategy that leverages the platform's unique ecosystem to showcase products, build brand loyalty, and drive sales in this competitive market?

Walmart's advertising business surged by 26% in Q2, outpacing Amazon's 20% growth. Walmart Connect led with 30% growth, driven by increased advertiser participation. Global segments like Flipkart and Walmex also contributed. This success underscores Walmart's effective diversification and digital strategy, enhancing profitability and market position.

Brands are rapidly adopting viral internet phrases like "very demure" to stay culturally relevant. While this can boost engagement, experts caution that not all brands should follow suit. Successful integration requires alignment with brand identity and consumer ethos, ensuring authenticity and avoiding the risk of seeming out of touch.

Ecomdigest is a Contentive publication in the DTC Ecommerce division