- Ecomdigest Home Decor & Furniture
- Posts
- Ecomdigest Home Decor & Furniture Newsletter - 09.26.2024
Ecomdigest Home Decor & Furniture Newsletter - 09.26.2024
PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM live discussion on October 3
Editor’s Pick 🌟
Peak season is the single best opportunity for D2C brands.
To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok.
📅 Date: Thursday, 3 October 2024
🕒 Time: 11 AM EST / 4 PM BST
Gain exclusive insight into:
Proven tactics to maximize peak period opportunities, shared live by experts
Strategies for capturing customers efficiently through a full-funnel approach
Insights on growing your customer base profitably with effective measurement
Methods for identifying and capitalizing on growth headroom for efficient scaling across channels
Specialty Bites 🍪
MARKETING INNOVATION
V&CO and Dentsu Creative Launch Innovative Paint Campaign
V&CO
V&CO and Dentsu Creative have teamed up to launch a campaign for V&CO's Dead-Flat Matt paint, aiming to captivate design-savvy home interior enthusiasts across the UK. This isn't just any paint; it's ultra-matt, chalky, and can make surfaces so flat they practically vanish. Available in 45 shades, it promises superior scrubbability and stain resilience. The campaign's message? Anything this paint touches becomes so flat, it disappears.
The campaign, running through autumn to late October, employs a multi-channel approach. Full-page ads in major interior design magazines, a 3D billboard in Shoreditch during the London Design Festival, and social media collaborations with influencers like Molly Coath are all part of the strategy. The goal? To make Dead-Flat Matt the must-have paint for anyone looking to elevate their interiors.
Tobie Lewis, head of brand at V&CO, expressed excitement about the campaign, highlighting its ability to transform spaces. Neil Walker, creative director at Dentsu Creative, emphasized the paint's unrivaled flatness and the campaign's seamless visual storytelling.
This collaboration showcases Dentsu Creative's ability to execute a client's vision across multiple touchpoints, ensuring maximum impact and reach. The campaign is a bold step for V&CO, marking their first major foray into high-profile press and out-of-home advertising, positioning them as a must-have brand for design-savvy homeowners and professionals alike.
MARKETING NEWS
Cotswold Company Unveils New Branding Campaign
The Cotswold Company has launched a new TV and BVOD campaign, "Made for Life" highlighting its high-quality, handcrafted furniture. The ad showcases family life around their products, emphasizing longevity and timeless style. Market research supports the campaign, showing customers value durable, stylish furniture.
IKEA hacks transform affordable flatpack furniture into unique, high-end designs. From simple DIY projects to sophisticated builds, these creative ideas elevate IKEA pieces, making them unrecognizable. Popularized by social media influencers, these hacks offer endless inspiration for personalizing your home decor on a budget, blending style with functionality.
HOME DECOR TRENDS
Avanti Linens Unveils Exciting Nicole Miller and Izod Collections
Avanti Linens, inspired by housing trends and lower inflation, introduces vibrant Nicole Miller and Izod collections. These feature modern, textured designs and tropical prints, moving away from traditional matchy-matchy patterns. The new lines include shower curtains, towels, rugs, and countertop accessories, aiming for a versatile, classic aesthetic.
KITCHEN GADGETS
Top TikTok-Approved Kitchen Gadgets for Fall 2024
TikTok is a treasure trove of kitchen gadget recommendations, making cooking both fun and efficient. From a versatile mandoline slicer to a sleek air fryer, these tools are both practical and stylish. Upgrade your kitchen this fall with these TikTok-approved essentials, and transform your cooking experience.
HOME FURNISHINGS
Innovative Sustainable Furniture Trends for September 2024
September 2024 furniture trends spotlight sustainable design and craftsmanship. Highlights include Bensons' eco-friendly Artisan Mattress Collection and Zanat's hand-carved furniture. These innovations enhance comfort and aesthetics, showcasing the industry's dynamic nature and commitment to sustainability.
Performance Platters 🍽️
MARKETING STRATEGIES
How Brands Like Olipop and Belgian Boys Reach U.S. Shoppers Effectively
Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. They are investing in retail media networks and hyper-localized marketing to connect with busy parents and larger households. Platforms like Hummingbirds help brands create targeted campaigns, driving sales in specific regions.
Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.
E-COMMERCE TRENDS
Live Shopping Gains Popularity Among U.S. Consumers
VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.
Ecomdigest is a Contentive publication in the DTC Ecommerce division