The connecting element between the brand and the product is the DreamFit “degree system” – allowing DreamFit™ to identify quality levels of their linen product without employing the over-used system of “thread-count.” With the gallery display, all key elements of the brand are packaged into a small form, allowing retailers to set up a product-centric experience space in a very short time.

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Analyzing reality gaps between customers & bedding manufacturers
helped DreamFit better articulate its points of difference and develop
a new standard for measuring quality within the bedding industry.
RETAIL CASE STUDY | Gallery Display & Degree System
DREAMFIT
®
COMPANY SNAPSHOT:
DreamFit is a leading innovator in the
global textile industry. Founded in 1987
with operations spanning Alabama, North
& South Carolina, China & India
Industry:
• furniture & bedding
Markets:
• retail bedding centers, online &
specialty dealers
THE REALITY GAP:
DreamFit was having difficulty:
• identifying their niche markets and
positioning their products
accordingly
• creating a cohesive corporate
identity
• differentiating their fabric quality
levels from their competition
• creating a seamless experience
across all their touchpoints
Customers were having difficulty:
• understanding the benefits of
DreamFit's patented technology
• understanding the improved quality
of DreamFit products, since the
industry term, “thread count”, does
not capture quality of the textile

2. CHALLENGE
More than 25 years ago, DreamFit family members sat cutting and sewing their first sheets late into the night.
Since then, this once small, family-owned company has grown to become a leading innovator in the global
textile industry. But as the company grew, DreamFit realized that continued growth would require three things:
a new, consistent corporate identity and clear direction for product positioning, a unique metric for
differentiating fabric quality levels from their competition and a seamless experience across all touchpoints.
SOLUTION
Before diving into the project at hand for DreamFit, InReality conducted a “reality gap” analysis and research.
This phase identified DreamFit’s points of differentiation in the bedding industry, niche markets and
disconnects between the current brand identity and messaging and the actual needs and expectations of their
customers.
To combat these gaps in the overall DreamFit customer
experience, InReality created a powerful corporate identity and
product positioning specifically targeted at the newly identified
customer base. Additionally, InReality moved forward with
designing a consistent experience across all of DreamFit’s
touchpoints.
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"Closing the reality gap
would require clear product
positioning and a better
way to measure product
quality."
-GARY LEE
President & CEO, InReality
The DreamFit showroom was a launch platform to present a revised brand and product line.

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InReality provided a cohesive brand voice to
successfully guide future business enterprise and
marketing programs and better communicate
DreamFit’s distinct personality and value proposition.
RESULTS
Ultimately, InReality’s solutions offered
DreamFit a new brand identity, establishing
a strong corporate voice for DreamFit and
their family of products. By focusing design
efforts on both the aesthetics and
positioning of the brand, DreamFit was able
to accomplish clear strategic direction for
their product positioning along with added
consistency of the customer experience.
NEW DEGREE SYSTEM
A key component of establishing the DreamFit identity was creating a unique system to overcome industry
misuse of the term, “thread count”, which refers to the number of threads woven within a square, but not the
quality of the textile. To better showcase the improved quality of DreamFit products, InReality established a
proprietary “degree” system—ranging from seven degrees of quality—to clearly identify the unique
performance levels of linens. This new system makes it easier for shoppers to see the real value and superior
quality offered by DreamFit products.
A CONSISTENT EXPERIENCE
In addition to executing DreamFit’s identity and
product positioning, InReality moved forward to
establish a consistent experience across all
DreamFit touchpoints—packaging, collateral,
web design, merchandising, showroom design
and digital solutions. This consistency provided
DreamFit a stronger brand presence and definite
advantage in a world where customers expect a
seamless omnichannel experience.
DreamFit's Degree System introduces a new way of differentiating fabric
quality levels from competition.

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InReality
Retail Marketing Firm
About InReality
InReality transforms how customers experience
brands and retailers in-store. We turn customer
insights into innovative solutions for the reality of
21st century retail.
For almost 20 years, we’ve worked with clients,
like The Coca-Cola Company, Tempur Sealy and
The Home Depot, to build stronger, more enduring
customer relationships, while creating measurable
results. And, we offer the real-world expertise and
convenience of handling everything under one roof—
from research, strategy and design to production,
implementation and analytics.
To learn more about our services, team, work, and
latest insights, visit www.inreality.com.
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info@inreality.com
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120 Interstate North Pkwy E, Suite 226
Atlanta, GA 30339
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