• Jennifer Marks

No Brands, You Say?

Top-tier bedding companies cultivate their images

Fashion bedding suppliers to the broader retail market have an uphill climb in any attempt to build their own corporate brands. They swim in a sea of private label assignments and licensing agreements. But at the luxury end of the business, supplier brands are bone fide and maximized.

A Google search for “luxury linens” pulls up Frette and Peacock Alley ahead of Horchow, Williams-Sonoma and Bloomingdale’s. Frette also comes out on top in the Bing search. And with nearly 107,000 hits to its web page during the month of June, according to TrafficEstimate. com, Frette clearly puts a lot of effort into its SEO (search engine optimization) efforts.

There are others whose sites yielded a substantial number of hits last month: Sferra (76,100), Matouk (63,400), Nancy Koltes (54,400), Peacock Alley (42,400), among them.

Ann Gish fans flock to Pinterest, where some 400 pins of the designer’s bedding ensembles, blankets, pillows and bath products reside alongside comments such as “I die for the ribbon pattern on this bedding - Ann Gish.” There’s a separate board devoted just to Ann Gish bedding. That one houses 250 pins.

Hit me. The number of ‘likes” on Yves Delorme’s U.S. Facebook page Hit me
Hit me Hit me. nearly double many of its luxury linens competitors. Meanwhile, Sferra’s Twitter page, below, is one of the leaders in attracting followers.
Talk about pin interest. Ann Gish products have been pinned more than 400 times on Pinterest. Talk about pin interest

Yves Delorme, which issues tweets in both French and English, has racked up more than 11,000 likes on Facebook — making it a high scorer among luxury linens suppliers active on the site.

Does all of this social media brand management really matter? It does. The luxury consumer in the U.S. is as likely to seek out information on a brand’s website (45%) as in a store setting (46%), according to the 2013 Journey of a Luxury Consumer Research produced by Albatross Global Solutions. Moreover, 36% of U.S. luxury consumers follow one or more luxury brands through social media. Seventy-seven percent of them do so because they simply like the brands; only 2% become followers to learn about discounts and promotions.

The rising use of smart phones as buying and research tools means luxury marketers need to stay on their toes.

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