Kaleidoscope

Kaleidoscope by Dan River. Upscale bedding for a young marketplace.

Situation

Dan River, the leading textile manufacturer in the U.S. was about to embark on something very new – an upscale bedding line for the tween and teen marketplace. In the past, Dan River had developed other successful brands, like Bed in a Bag. However, they had never developed upscale items for this specific market segment. With fabric designs that were very different from their normally printed patterned fabric, they were already one step in the right direction. They now needed a brand and instore solution that this critical market segment would accept.

Idea and execution

Capturing the teen and tween market in home fashions is usually done with an established brand extending its offerings into the marketplace. While Dan River is recognized as a leader in quality bedding, they are relatively unseen in this market. Developing a fresh brand that would stand for individualism, creativity and have the fashion-forward image that tweens and teens looked for was imperative. The brand was created and distinctive packaging was needed to express the “fun-be-yourself” style that was called for. Since each pattern and style has such a life of its own within the line, an atmosphere was created around it. With each style, the bed was integrated with an illustrated surrounding that gives the consumer a sense of difference from the normal bedroom. The colorful and expressive packaging inserts were combined with a clear package that showed the fabrics colors and patterns.

Results

The Kaleidoscope collection was debuted at Market Week in New York and so far many retailers have expressed interest in carrying the new line. Kaleidoscope will soon be in a store/bed near you.

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