Sleep Retailer eNews | September 27, 2018

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Listen To A Preview Of Sleep Retailer's New Fall Issue

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Get a sneak peek at the upcoming fall issue of Sleep Retailer in the new episode of the Sleep Retailer Podcast! In this episode, we preview the new issue's feature stories, emerging industry trends and new High Point Market introductions. And Kurt Ling, co-founder and principal of Posh + Lavish, discusses his company's unique retail strategy.

Have you subscribed to the Sleep Retailer Podcast yet? This new audio series features exclusive interviews with today's bedding industry leaders and in-depth discussions on the latest products, innovations and trends.

Listen to the new episode of the Sleep Retailer Podcast now.

Why Do We Introduce New Products In The Winter?

Strategic Planning

As we’re getting ready to head to the fall High Point Market, the buzz around the winter Las Vegas show is already in full swing. In fact, we first started hearing winter teasers months ago - even before the summer market. This probably won’t come as a surprise to most industry folks: this has become the name of the game. While other markets are still on the docket, the Winter Las Vegas Market reigns supreme when it comes to major product introductions and new collection roll-outs. Though this has become accepted as common industry practice, we can’t help but wonder why that is. Considering that most consumers only replace their mattresses every eight years (at the earliest), is it necessary for bedding brands to roll out entirely new products every winter? Is the sleep industry investing time, money and energy in an intro cycle that doesn’t actually translate into more sales?

In some ways, the popularity of the winter market does make some sense. Coming at the heels of Black Friday Sales and the holiday season, a late-January market gives retailers and buyers enough time to explore new products to be placed in stores before the rush of spring sales picks back up. Geographically, Las Vegas also attracts buyers from all across the country and the world - a draw for an industry that has become increasingly nationally and globally focused (as opposed to the more regional appeal of the High Point Market). And of course, retailers are busy. Packing all the major collection debuts into one market means that store owners and buyers can, theoretically, see all that they need to see in one go.

But as the number of mattress companies continues to rise, with major brands and smaller manufacturers both focusing their attention on the winter show - are valuable collections getting lost in the mix?

More than simply debating the merits of the winter market specifically, we also wonder if it is necessary for mattress manufacturers to roll out new collections every year, regardless of the season. While top-of-bed accessories and sleep tech may be a more regular purchase for some consumers, most are not replacing their mattresses every year—nor should they. According to the National Sleep Foundation, mattresses have an approximate lifespan of eight years, and should be replaced accordingly. But even with that accepted wisdom, few consumers actually do that.

So why are brands routinely adding new models to the market? One of the biggest consumer complaints about the mattress industry is the confusion. There are too many options within showrooms, with not enough clear variation between them. Oftentimes, similar or identical collections feature different names across different retail stores, which makes comparison shopping difficult. While in theory, this practice could benefit the retailer, it also leads to added frustration. By routinely replacing the mattresses on showroom floors, RSAs are tasked with learning new product information and component details—and manufacturers and retailers must invest in more training.

Over the past few years, a number of mattress brands have dialed down the frequency with which they make new product introductions, choosing instead to direct most of their attention towards winter. While this has become an unspoken rule for some, others have taken it a step further. A few years ago, Tempur-Sealy announced that it would be slowing its introduction cycle from a 24-month schedule to a 36-month schedule. The company cited numerous reasons for doing so. Not only it allow them “better continuity in running their business,” but the brand was also “confident that the quality and innovation behind these new collections will continue to offer great value for years.” Further, it allowed the company to invest more heavily in “full 360-degree integrated marketing plans designed to surround the consumer and drive retail traffic and demand.” According to Tempur-Sealy, the investment in marketing was of greater value to their bottom line than more frequent product news.

Of course, we’re not advocating for manufacturers to stop innovating but, rather, think more thoughtfully about where to place their focus. Is each new collection better than the ones that came before it? Or are we simply throwing new ideas at the wall and seeing what sticks? 

According to Joan Schneider and Julie Hall in an article from the Harvard Business Review, companies face a lot of risk when introducing new products into the market. “Numerous factors can cause new products to fail,” they explained. “The biggest problem we’ve encountered is lack of preparation: companies are so focused on designing and manufacturing new products that they postpone the hard work of getting ready to market them until too late in the game.”

The article goes on to explain the necessary work - and some of the pitfalls brands face when making introductions. Sometimes the new product falls short of the claims laid out by the brand - or it exists in ‘product limbo’ wherein the features or benefits are not enough to sway potential buyers. Sometimes, it goes the other way, and the product is so innovative that it requires “substantial consumer education” before people understand its value or purpose.   

By taking the time to thoroughly test new products and gather meaningful data on technology trends and consumer shopping habits, companies can make their product roll-outs more dynamic—and potentially more successful as well. But the work doesn’t end once the product hits the market.

“Prepare yourself: Your launch never ends,” said Marsha Lindsay in an article for Fast Company that outlines eight ways to ensure the success of a product launch. “Marketers must face that their launch will be forever in beta, a state of continuous improvement that prevents the brand from losing momentum, or worse, stalling out. Studies confirm that marketers who assume their launch is over, who pull back, who stop innovating, or who let share of voice fall below their market share, do not fare well.”

We’re seeing this line of thinking more and more. Rather than focus solely on rolling out new innovations, manufacturers are taking the time to reinvest in existing line-ups and legacy brands. Though styling updates or specific product tweaks can seem less than exciting, they can be very successful on the retail floor. By reenergizing collections that consumers already know with meaningful step-up features, these brands understand how to engage with potential mattress customers.

As the mattress retail market continues to evolve, many manufacturers are reconsidering a number of different ways things have always been done. If we’ve learned anything from the online bed-in-a-box boom, it’s that sales success does not rely on product alone. From developing new manufacturing efficiencies and consumer marketing to in-store displays and shipping options, there are plenty of ways brands can keep things fresh. With that in mind, maybe it is time to reconsider the way and frequency that new products are introduced as well.

Read more here, here, here and here.

Solving The 8 Hour Debate

SR how much sleep you need

How much sleep do we really need?

With daylight savings a little over a month away, school routines back in place and business ramping up, fall tends to be a time to buckle down and solidify a consistent schedule. At the same time, back to school and longer hours at work can often translate into less sleep for many—while pressure to perform in both venues demands more rest. One hotly debated aspect of sleep hygiene is the amount of shut-eye to aim for each night in order to be productive during the day. While the full eight hours have long been encouraged, there are new arguments for more sleep and others for less. We explored them to get to the bottom of the eight-hour debate.

According to sleep scientist, Daniel Gartenberg, there’s a new optimum amount of sleep in town: 8.5 hours. The TED talking researcher and entrepreneur has other thoughts on the correlation between sleep and work too. In a recent Quartz interview, Gartenberg championed the idea of sleep as a worker’s right, explaining that, “People should be able to sleep like they’re able to get healthcare. This also means making our work environments more conducive to sleep. For optimum productivity, we need around eight hours of sleep, right? But that doesn’t have to be in one go. Maybe I’ll get a little less than that during the night, and then I’ll take a 20-to-30-minute power nap at midday.” We’d take a guess that Gartenberg is on board with nap pods.

He also talked more explicitly about the sleep amount debate by saying that, “In order to get a healthy eight hours of sleep, which is the amount that many people need, you need to be in bed for 8.5 hours. The standard in the literature is that healthy sleepers spend more than 90% of the time in bed asleep, so if you’re in bed for eight hours, a healthy sleeper might actually sleep for only about 7.2 hours.” So his theory isn’t necessarily that 8.5 hours sleeping is better, but building in time to fall asleep can help people achieve a fuller amount.

To this point, a recent CNBC article shared that researchers analyzed data from Fitbit and “found that people who slept an average of 5 hours and 50 minutes to 6 hours and 30 minutes per night performed better on the test than people who slept more or less.”

Although these numbers are lower than what is typically advised, the article goes on to say that, “Fitbit research scientist Jonathan Charlesworth said these guidelines are based on how much time people spend in bed as opposed to how much time people actually sleep. However, he said even Fitbit's numbers are just averages, and the numbers can vary per person, especially based on factors like age and gender.”

Other sleep experts take a more cavalier approach, focusing less on how many hours of sleep people ideally need and more on how much sleep will prevent health issues like emotional instability, detriments to metabolism and more. Additionally, they are exploring the amount of sleep you need to accomplish day to day tasks, arguing that as people age they can (and must) function with somewhat less sleep.

In this recent Time article, several sleep experts discussed sleep at different ages and the resulting changes in ability and needs. “It’s pretty clear that sleep ability decreases with age,” says Michael Grandner, director of the Sleep and Health Research Center at the University of Arizona College of Medicine.  Another sleep expert in the article talked about how people use their sleep, “When people ask me how much sleep they need, I ask them, need for what?” says Max Hirshkowitz, a professor emeritus at Baylor College of Medicine and former chairman of the National Sleep Foundation. “Do you need sleep to do complex math or drive a truck for 14 hours, or do you need it to watch TV?” This is an interesting question since we are generally so focused on determining a precise but also universal number, and rarely think about sleep like a currency – a certain quantity needed for some activities, more or less needed for others.

While experts featured in this article overall agree that babies, children and teens need more sleep than adults, they also emphasize that middle-aged to elderly individuals may struggle more to get adequate sleep and that might be ok. “We say, on average, try to get seven or eight, but inevitably you’ll have people who need more or less than that,” Grandner says. Ultimately Grandner posits, that while we should aim for a target 7-9-ish hours, this is unrealistic and it’s ok to have a 6-hour night here and there.

All of this in mind, the National Sleep Foundation offered updates to the suggested amounts of sleep per age group in 2015:

National Sleep Foundation

  • Newborns (0-3 months): Sleep range narrowed to 14-17 hours each day (previously it was 12-18)
  • Infants (4-11 months): Sleep range widened two hours to 12-15 hours (previously it was 14-15)
  • Toddlers (1-2 years): Sleep range widened by one hour to 11-14 hours (previously it was 12-14)
  • Preschoolers (3-5): Sleep range widened by one hour to 10-13 hours (previously it was 11-13)
  • School age children (6-13): Sleep range widened by one hour to 9-11 hours (previously it was 10-11)
  • Teenagers (14-17): Sleep range widened by one hour to 8-10 hours (previously it was 8.5-9.5)
  • Younger adults (18-25): Sleep range is 7-9 hours (new age category)
  • Adults (26-64): Sleep range did not change and remains 7-9 hours
  • Older adults (65+): Sleep range is 7-8 hours (new age category)

Overall, the consensus among all these hypotheses is it is crucial to form regular sleep habits, and that no matter how busy life gets, sleep must remain a priority for overall positive health. While 30 minutes here and there may not make the biggest difference, giving ourselves more time settle in and fall sleep could help us get a larger quantity and better-quality rest overall. That said, this debate will probably continue to go on as individual needs vary. One specific recommendation is unlikely to work for everyone – though we can confidently say that you really do need sleep to be healthy.

Read more here, here, here, here and here.

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