What’s happening: DreamFit has launched a “Sleep, Dream, Thrive: American Craftsmanship, Premium Materials,” marketing initiative designed to emphasize two unique components of the company’s culture — its passion for American craftsmanship and focus on using quality materials in all its products. Available across all its platforms, it was developed by the manufacturer’s marketing and sales teams in collaboration with its retail partners.
Among the initiatives in the program, product packaging will soon include thank-you cards expressing gratitude to consumers for their business and for supporting American workers. The company also has added QR codes to all of its swatch cards that direct to digital content that educates consumers on its materials and manufacturing mission.
Why it matters: “There’s never been greater interest among shoppers in quality products that are crafted in America,” says Rachel Gomez, vice president of marketing at DreamFit. “While we know there have always been consumers who will intentionally seek out products crafted in America, recent world events combined with economic conditions are heightening awareness about the importance of supporting companies that keep Americans working. We believe it’s very important for DreamFit to share this facet of our company’s story.”
While many home textiles companies moved overseas in search of low-cost labor, family-owned and -operated DreamFit has remained steadfast in its support of the American workforce since the company was founded in 1987. The company currently employs more than 450 people, working in more than 1 million square feet of domestic production and distribution facilities in Alabama, North Carolina, Tennessee and South Carolina.
“Our commitment to American manufacturing is one of the key differentiators of our brand,” says Chris Taheny, vice president of sales for DreamFit. “I know from my conversations with retailers across the country, telling consumers that our products are crafted in America gives them one more reason to buy and boosts their perception of the product’s high quality.”
According to Taheny, a strong preference for products that have been handcrafted in America has been a growing trend over the past several years.
“Research tells us that consumers are willing to pay up to 20% more for products that support the American workforce and economy,” he says. “Our goal is to provide dealers with the tools they need to effectively tell the DreamFit story and maximize the opportunity.”