Online bed and bath retailer dapw.co.uk has invested in new
photographic treatment to support its brand in a fiercely competitive corner of
the market. Its proposition –“simple, fabulous bed and bath products that won’t
cost the earth – delivered with happiness” underpins the latest treatment which
sees the brand choose an edgy location for its shoot which resulted in some
fabulous images which customers are responding very positively to. With
consumers now spending more time at home and a higher proportion of their money
treating themselves to home comforts rather than, for example, eating out, the
new DAPW positioning looks set to lure discerning customers from its more
expensive competitors. These include The White Company which has, incidentally,
just mailed a 20% off plus free UK delivery offer that can be used in store,
online or for phone orders, lasting up until 23 December, signaling awareness
that there is everything to play for in the linens segment this Christmas.
Jonathan Attwood, Chief Marketing Officer for DAPW (Duvet
and Pillow Warehouse) said ‘By supporting our brand with great photography we are
reinforcing the fabulous quality of our products. We are investing in a
programme of further shoots to ensure that we continue to attract new customers
as well as sell more to our existing customers as we spread our own brand of
disruption to the bed and bath sector.”
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