Hype inflation runs rampant as producers advance claims
David Perry, Executive editor -- Furniture Today, March 1, 2010
This week we present a fresh new collection of updated, advanced and state-of-the-art insights, featuring upgraded observations and deluxe, stylish word treatments. Translation: We vent our frustrations with the growing tendency of producers large and small to inflate the significance of their bedding introductions with generous doses of hype. I have a short answer to the thick web of hype inflation that chokes my senses: Argh!
I offer this little rant after spending several weeks sorting through information companies sent me on new sleep sets that recently made their debut in Las Vegas. This hype is not unique to Vegas introductions, but the big batch of bedding intros there provided fertile ground for spin detection.
Now some would call all of these fancy words and phrases just good marketing, but I fear we are simply making it harder to understand what is really going on in the mattress category.
Here are some examples of descriptions that go a bit too far, in my book.
-
A sleep set offers a “deluxe Belgium allergy-free double knit fabric.” Comment: Everything is deluxed these days.
-
A producer says it develops “scientifically advanced bedding systems.” Comment: Where is the science? I see no references to scientific studies of any sort.
-
Another company says it has the reputation of producing “the highest quality mattresses with unrivaled comfort, support and durability.” Comment: Almost every producer worth its salt says it produces the highest quality sleep sets. There is no way to prove such a claim.
-
A new line of eco-friendly beds is said to offer “an unparalleled luxurious feel.” Comment: However luxurious those beds are, I bet there have been many beds with similar feels in the past.
-
Another new line offers “advanced support and comfort features.” Comment: “Advanced” is the word of the moment. Too many producers are advancing their descriptions these days.
-
A new memory foam line offers “the most advanced technology available in the sleep comfort industry.” This is a result of “the latest breakthrough science.” Comment: It's easy to make grandiose claims like those, but difficult, if not impossible, to prove them.
-
Here's another memory foam line that represents “the next generation of memory foam.” This product “takes the category to fresh new levels.” Comment: But I thought the previous producer had the “most advanced technology.”
-
Finally, there is a line that offers “unprecedented value at premium price points.” Comment: In recent years, there have been a lot of unprecedented values in the marketplace.
Next week I'll offer you some unprecedented insights into another key bedding issue. Advanced breakthrough observations will be included. Stay tuned!
Contact David Perry at dperry@reedbusiness.com
-
More players bring gel bedding to market
Nov 4, 2011 -
Kingsdown debuts specialty sleep line
Aug 5, 2011 -
Wave of new lines lifts bedding
Mar 4, 2011 -
Gel beds popular at Tier Two producers
Feb 6, 2012
Featured Company
-
FurnitureCore.com
FurnitureCore.com is a dynamic web application aimed at the furniture industry. Retailers and manufacturers alike will find our deep reserve of tools to be exactly what their furniture business needs.www.furniturecore.com... more
VIEW ALL GALLERIES
