Many of the big names in the fashion industry have begun manufacturing and selling bedding sets. This isn't necessarily something new, and it can be tempting to buy into the brand you know and love already.
But is it best to keep in mind that this has possibly been designed by someone with a fashion background, rather than a sleep background? And as such, is the price tag that often accompanies designer bed sets worth it?
THINGS TO KEEP IN MIND
- What makes Designer Bedding Popular?
- Fashion Industry Downsides?
- Is Designer Bedding Better Quality?
- Consumer Priorities - are they Changing?
WHAT MAKES DESIGNER BEDDING POPULAR?
Mainly it's the positive brand affiliation that people may have as a customer already. Or the aspiration to be a customer that is associated to that brand and the lifestyle it portrays.
There is an inherent promise of quality. Or at least that is the perception... Which unfortunately is often untrue.
Designer brands are of course businesses. It is quite literally their business to leverage their brand in order to sell products to consumers, at what it quite often an enormous margin. A great deal of this margin is then recycled into hugely expensive advertising campaigns which keep customers on the hook, or attract new customers.
Notice that if this margin wasn't used on advertising, then it is totally reasonable to assume that they would either be able to:
A) Charge less for their product, whilst keeping the same margin
B) Charge the same for their product, but the product would be of FAR higher quality, whilst keeping the same margin
And therein lies the conundrum... Are you buying for prestige to flaunt a label, or are you buying for quality?
FASHION INDUSTRY DOWNSIDES?
IS DESIGNER BEDDING BETTER QUALITY?
You might think that buy paying more, you are getting more. Unfortunately, this isn't always the case. When you consider that the company you are buying designer bedding from probably has tricked you previously with quality claims, would it not be fair to assume they will do that again?
Although they are claiming something on the label, it's quite likely not to be true. That Egyptian Cotton you love sleeping in has an 80%+ chance that it was grown in China. Think about that for a minute...
Do you think these companies have gone to the effort to track each step in their supply chain to understand the exact origin of the materials?
That's unlikely... What is more likely, is that they have stuck their label on an existing bedding product which a factory in China or Bangladesh has agreed to make for the lowest price possible.
CONSUMER PRIORITIES - ARE THEY CHANGING?
Designer brands continue to flourish and generate huge profits every year. We accept that this is clearly an important industry and we by no means are saying that all designer products are bed.
However, there is definitely a growing interest among consumers about the products that they buy including the source of fabrics, the end-to-end supply chain, and the manufacturing journey. People care more and more, particularly the next generation of young consumers.
Increasingly, we are all understanding more and more about our impact on the planet through the consumer choices we make or the activities in which we partake. Unlike fashion and designer labels, this isn't a trend that is going away. It a shift in consumer psychology that is here to stay...