Characteristics of Simmons Korea
Although Simmons is the same brand, it has formed distinct images in Korea and the USA. In Korea, Simmons has established itself as a trendy brand, transforming from a traditional bedding company into a sophisticated and high-end brand. This reflects a unique case of different brand approaches based on regional characteristics.
1. Sensory Visuals and Advertising Strategy
Simmons Korea stands out for its impactful advertising and high-quality visuals that leave a strong impression on consumers without featuring beds. Notably, the OSV launched in 2022 (Oddly Satisfying Video) ads have successfully enhanced brand recognition while reinforcing Simmons' trendy image. Such sensory advertising plays a crucial role in fostering and maintaining brand fandom.
Since beds are not everyday purchases, the attachment between the public and the brand is vital. Consumers are already aware of the excellent product quality and technology that Simmons beds offer. The brand aims to create a unique culture, building a so-called 'Simmons fandom' based on this. In this process, Simmons actively reflects social trends that resonate with all generations living in the contemporary era.
2. Unique Store Strategy: Bedless Pop-up Stores
Simmons adopts a strategy of not prominently displaying beds in its offline stores. The 'Simmons Grocery Store,' opened in Haeundae, sells trendy fashion items and local groceries, targeting the preferences of the MZ generation. This store serves as a 'socializing project' that aims to reconnect a community disrupted during COVID-19.
 |
| simmons grocery pop-up store |
Additionally, the Simmons Terrace, a pop-up experience designed to enhance customer engagement, further exemplifies this innovative approach. Simmons Terrace creates a relaxed environment where consumers can explore the brand’s lifestyle offerings while enjoying various activities and events. This initiative not only boosts brand awareness but also cultivates a sense of community among younger consumers, reinforcing Simmons' trendy and approachable image.
 |
| simmons terrace |
3. Large-Scale Campaigns and Dominant Exposure Strategy
Simmons employs a strategy of repeatedly exposing its brand message through digital art installations and TV commercials during specific periods. Massive outdoor advertisements covering the Gangnam main area have deeply ingrained the brand in consumers' minds. This focused and repetitive exposure strategy has been instrumental in maintaining Simmons' strong presence in the Korean market.
4. Premium Product Line and High-Priced Strategy
The success of Simmons Korea can be attributed significantly to its premium lines, such as 'Beautyrest Black.' High-priced product lines elevate the average transaction value while reinforcing the brand's luxurious image. Strategies akin to luxury marketing, such as collaborating with luxury magazines and utilizing well-known foreign models for photo events, are also evident.
5. ESG Management Considering Consumer Health and Environment
Simmons builds consumer trust by offering high-quality products that prioritize safety and eco-friendliness. In response to the radon issue, it provided radon and thoron safety certifications for all products and introduced flame-retardant mattresses, focusing on product safety. By emphasizing sustainable consumption through eco-friendly certifications, Simmons has garnered support from the MZ generation.
Questions for Reflection
Q. Why Eliminate Dealers and Pursue an Independent D2C Strategy?
Simmons adopts an approach similar to luxury brand strategies, seeking to thoroughly control all experiences at customer touchpoints. This awareness stems from the understanding that the actual experiences customers have in stores can differ significantly from those perceived through media.
During Simmons' transformation process, the efforts to implement premium quality even in minor details were evident, with anecdotes of staff from other brands in department stores regarding Simmons as a luxury brand, reflecting a strong sense of pride. This illustrates the brand's commitment to change.
Q. Why Focus on the MZ Generation?
What are the reasons behind Simmons cultivating a positive image among the MZ generation? As a premium bedding brand with high prices, immediate purchases by the MZ generation may be challenging. However, they will eventually need to buy beds, making it crucial to leave a favorable impression now to secure future customers.
Given their tendency to scrutinize price and quality during actual purchases, brand favorability plays a decisive role. Well-known brands naturally become part of the consideration set, and in the high-end market, brand reputation can outweigh product functionality. Simmons' strategy is to understand the MZ generation deeply and build relationships, establishing a foundation to secure future customer segments and encourage positive purchasing decisions.
0 Comments