Category
Lifestyle
Assisted Choices
Trend cluster
Category
Sleepy
Wellness
Sleep-related brands pivot their marketing to emphasize wellness.
6.0
Trend score
Trend
What is the Sleepy Wellness trend?
Sleepy Wellness: Brands within the sleep industry, such as nap popups, matress developers, and sleepwear retailers are pivoting their marketing tactics from deals and discounts, to centering themselves within the growing industries of experience and self care.
Insight
The consumer insight behind the Sleepy Wellness trend
Employing campaigns that cater to busy professionals and offer relaxation-focused escapist experiences, brands within the sleep space are rebranding as wellness experts. This shift in tactics allows for the sleep industry to remain relevant to the contemporary values and branding that draw in modern consumers.
Trend themes
Themes within the Sleepy Wellness trend
Three behaviours holding the trend together01
Sleep Wellness Branding
Sleep-related brands are pivoting their marketing tactics from deals and discounts, to centering themselves within the growing industries of experience and self care.
02
Experiential Marketing for Sleep
The Nap Station and Siesta & Go function as excellent examples of how brands can create better experiential marketing tactics such as Pop-Up Napping Stations and All-Day Nap Bars to engage with targeted consumers.
03
Interactive Sleep Retail Experience
Interactive and immersive displays in brand flagship stores and pop-ups like The Casper Sleep Shop and Lunya's 'The Bedroom' encourage visitors to feel, touch and experience sleep-related products within a cozy environment that evokes the comforts of home
Industry implications
What the Sleepy Wellness trend means for industry
Where the trend changes the playbookFor
Wellness Industry
By emphasizing the value of sleep, the sleep wellness branding trend provides opportunities for businesses in the wellness and self care industry to pivot their marketing strategies toward relaxation and personal wellness.
For
Experiential Marketing Industry
Businesses in the experiential marketing industry can create targeted marketing campaigns for stressed and overworked consumers through the creative use of Pop-Up Napping Stations and All-Day Nap Bars.
For
Retail Industry
The Interactive Sleep Retail Experience trend creates opportunities for brands to offer an immersive and interactive shopping experience through pop-ups and flagship stores such as The Casper Sleep Shop and Lunya's 'The Bedroom'.
Workshop question
How could your business better rebrand to suit the expectations of the modern consumer?
Trend signals
Trend signals for Sleepy Wellness
Trend score 6.0 out of 10, from popularity 88%, activity 85%, freshness 8%.
Popularity88%
Activity85%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Sleepy Wellness trend
5 featured examples from May 9, 2017 to Dec 7, 2018CategoryLifestyle
All-Day Nap Bars
'Siesta & Go' Rents Beds and Rooms for Catching Up on Sleep
The hospitality industry can explore the creation of nap bar spaces within hotels or other accommodations, offering guests a unique and revitalizing experience.
CategoryLifestyle
Sleep Wellness Retail Experiences
Casper Opens a New Sleep Shop on Toronto's Queen Street
Innovations in sleep products industry can include designing and showcasing products that prioritize comfort, support, and promote good sleep habits.
CategoryMarketing
Pop-Up Napping Stations
The Nap Station Was an Interactive Marketing Tactic by the Brand eve
Innovating sleeping solutions for better comfort and support.
CategoryBusiness
Interactive Luxury Sleepwear Retail
Lunya's 'The Bedroom' Opened in Santa Monica
The luxury sleepwear industry can explore the potential of interactive retail spaces and wellness activations to redefine the sleepwear shopping experience and differentiate thems…
CategoryArt & Design
Canadian Mattress Brand Flagships
The Casper Sleep Shop is the First of Its Kind in Canada
The mattress retail industry should innovate its physical spaces and move towards more interactive retail experiences to bring the traditionally offline, high-cost sales process o…
