|
 April 17,
2010 - Why is
Sealy the number one
mattress brand and industry
leader? Jodi Allen, Senior Vice
President of Marketing for
Sealy® tells BEDROOM Magazine
that this is accomplished by
listening to, and serving the
needs of the consumer. From that
perspective, Sealy’s recent
introduction of the new Embody™
by Sealy line (four latex and
four memory foam mattresses) is
a lot more than just the
company’s latest introduction.
It is instead a reflection of
Sealy’s focused consumer
research to give each consumer a
sleep product that addresses
what they like and want.
The Embody line is a product
introduction driven by consumer
demand, rather than the branding
forces that often determine the
industry-driven products offered
by large mattress manufacturers,
such as supply-side engineering
and product development. As
such, the jargon and
distinctions between latex
mattresses and visco-memory foam
mattresses have been eliminated
with the offering of two sets of
four beds under the same
“Embody” branding. “Consumers
want it simple,” says Allen.
“The consumers told us mattress
shopping is really confusing.
They do not know what latex is
or the distinctions between
latex and memory foam. They do
know if they like or do not like
it when they feel it,” states
Allen.
Sealy is making it simpler for
the consumer by giving them an
attractive brand with simple
choices and offering features
the consumer is looking for.
“One consumer summed up a lot of
the sentiment we heard with the
comment, ‘I am certifiably
confused.’ References to coils,
foams and specialty sleep have
no meaning to many Americans,”
states Allen. “Consumers told
us, ‘I shouldn’t need a learning
curve for my mattress.’” Allen
says the science of sleep does
not touch the consumer’s heart
and mattress manufacturers are
often talking industry jargon.
“We (the industry) are talking
to our competitors, not to our
consumers.”
Allen shared that one consumer
who has struggled with a chronic
illness says that buying a
mattress is about him, not the
bed. People invest in heath and
their well-being, not a
mattress. The consumer said,
“This is an investment in my
back and good sleep.”
Sealy is
making it simple. “While the
latex beds have one look and
feel, and the memory foam beds
have another look and feel, it
is clearly one simple brand.
With Embody, we offer consumers
simple, healthy sleep featuring
both memory foam and latex under
one brand marketed as ‘Embody by
Sealy.’ It is all about the
‘FEEL’ of these beds in one
place, with one brand name,
allowing the consumer to choose
which comfort level they
prefer,” says Allen.
So with the
consumer in mind and a focus on
providing a healthy sleep
environment, Sealy designed
Embody to promote air
circulation. It begins with
mattress fabric that is made of
Body Climate® by Polartec®,
featuring unique air channels
that regulate body temperature,
offer maximum breathability and
wick away moisture. This fabric
is also quick drying and
anti-microbial. The mattress is
constructed with
allergen-resistant foams
providing a natural shield
against dust mites.
Additionally, Sealy informs
BEDROOM Magazine that the Embody mattresses
are safe products, free from
ozone-depleting chemicals and
formaldehyde.
 Keeping the
lifestyle and comfort of the
consumer in mind, Sealy
constructed a foundation system
with a side-pocket for such
items as books, TV remote
controls, cell phones and
magazines. “The bed and the
bedroom are becoming more and
more a place for living,” says
Allen. ”So we purposely made
this product to resemble a piece
of furniture.” Sealy used
upholstery grade fabrics in the
foundation. Each of the beds is
constructed as one single piece
to ensure all layers of
materials work in unison to
fully support the body and to
ensure long-lasting comfort and
longevity of product.
Allen was
extremely enthusiastic about the
fact the Embody line had
exceeded consumer trials and
testing, as well as retailer
approval. The line is due to
ship to selected Sealy retails
stores across the US during the
second quarter 2010.
Retailers
wishing to know more about the
Embody by Sealy should visit:
www.Sealy.com. |
