Pablo Vázquez, Marketing Manager of Springwall, tells us how the company continues its evolution as specialists in the rest industry, with the renewal of its portfolio and the market launch of the “Element” line, a combination of quality, design and commitment to the environment.

By Claudia Carrivale
prensa@editoracycargentina.com.ar

What is the new product line about?

Changing a product line in our industry is not an everyday thing., that is why this line change is not only the renewal of a product portfolio, but also represents something very important for the company: the beginning of a new stage. To carry out this line change promptly, we took enough time since the lines we had been marketing never stopped being a success. And since part of Springwall's DNA is to always be in constant motion, we felt it was time for a change. It is important to clarify that we are characterized by having several product lines depending on the channel we market, for this reason the change was a very important challenge.

How was this challenging change implemented and what aspects were taken into account?

As I mentioned before, it was a comprehensive change in all the lines we market and since we launched it at the same time, it involved many hours of work, I would say months. All sectors of the company were involved, we analyzed internal indicators and also carried out some market studies to understand in detail which would be the most important variables to take into account. That is, not only what the client demands and what benefits they are looking for, but we also wanted to understand the environment, current trends, and know a little more about people's rest concerns. In this sense our R&D department played a key role.

What are the characteristics of the new “Element” line?

Something that helped and guided us was propose everything from an aesthetic and brand concept. We are looking for an aesthetic line that expresses new trends, and for this we left the world of mattresses and went to see what was happening in other disciplines or areas such as fashion, architecture and also the design of other products that do not necessarily have to do with rest. The result was to achieve a product with clean lines, simple geometric lines adding functional textures; We seek to go to the most basic, abstracting ourselves from all types of overstimulations. Hence the name that encompasses all the line called “Element”.

Another feature of the new line is the intention to add value to our productive chain and also link this with what the client needs, even addressing other types of concerns that exist in society of which we are not alien and want to be protagonists. That's why this new line contains products that have a positive impact on the environment integrating a line called “Eco Mattress”, that is, products that have textiles with a high component of recovered (recycled) fabrics. This combined with the new “Element” design results in a product that is very balanced between simplicity, warmth and well-being.

What will the marketing strategy be like?

In this sense the strategy is clear, continue positioning the brand as a cutting-edge, but also accessible product. Quality is something that the brand is not going to give up, but a lot of work was done to be able to offer a product balanced between price and quality. We believe that there is no point in having a product that no one can buy. Another important aspect is the service that the brand offers, it is a personalized service that meets the commitment that we have had as a brand for more than a hundred years.

Part of the strategy will remain the same, have a line of products for each channel we marketThis ensures that product and prices do not overlap and the sales process is clear and transparent.

How will you work with the channel to position the new products?

Our B2B channel is key to the growth of the brand, very important changes and improvements are being made to be able to provide the best service to our resellers. This line change has a lot to do with them, they were listened to a lot and many of the changes made to products arose from the feedback they gave us, from aesthetic to functional suggestions.

We work by putting not only the final consumer, but also the resellers at the center of the scene. Ultimately, they are the ones who drive the brand. For positioning, in addition to the support that the brand can provide at a communication level, it is also important to service that we offer, which is sales and product training, understanding that they are specialized and complex products. Being able to offer a training and monitoring system is very important and valued by the seller.

What expectations do you have with this launch?

The best, we are very confident in the work done, we put a lot of thought and a lot of passion into it, we are confident that we are going to have very good results. The company is working to reach regions where we did not have participation with our products. y in which we were present, continue growing and building loyalty. Springwall is a brand that bets a lot on the quality of its products, that is our most important asset and although it may be the longest path, it is where we feel most confident, and If we add design and service to that quality, I believe that what is to come can be very good!

“Element”: Design + Excellence

The new line is inspired by avant-garde movements such as rationalism and minimalism.

Combination of colors, lines and simple geometric shapes with simple and functional textures.

Return to the basics, abstracting from all types of overstimulation of everyday life.

Eco Mattress: use of fabrics obtained from recovered fabrics, combined with avant-garde designs that achieve a perfect balance between simplicity, warmth, harmony and well-being.