Ecomdigest Home Decor & Furniture Newsletter - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM live discussion on October 3

Author

Priscilla Soedarpo
September 26, 2024 • Estimated Reading Time: 7 minutes

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

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into:

  1. Proven tactics to maximize peak period opportunities, shared live by experts

  2. Strategies for capturing customers efficiently through a full-funnel approach

  3. Insights on growing your customer base profitably with effective measurement

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels

Specialty Bites 🍪

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.

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.

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.

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.

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 🍽️

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.

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