Introduction
Mini brand, witty, etc
why now? current lifestyle range, car purchasing experience, staff interviews, focus on lifestyle range within dealership.
The following aims will explore the recommendations that will increase Mini's consumer base, recongnition of the store etc.
Key things to take forward
The feedback from stage 1 resulted in looking into these key themes:
Product range extension
Space collaboration and stand alone shop - VM
Experiential stores
Technology integration
Consumer Base
staff interviews
store visits
range analysis
car purchasing environment
Then came up with these ideas
Mini Home
Consumer Profiles
Broad consumer, who, why consumer trends, etc.
The Big Idea!
Keep It Mini
Wednesday, 15 May 2013
leave a comment
Tuesday, 23 April 2013
Initial Journalist/Bloggers/Interior Designers list
Journalists to
invite to launch/send press packs: tastemakers/ bloggers etc
Publications:
The Sunday Times
Weekend Supplement
Shortlist, Stylist
ELLE Decoration
Ideal Home
Interior Design
House to Home
Metro Home and
Entertaining
Dwell
Bazaar Interirors
The guardian wish
list
The evening
standard
Metro
Time
Out-restaurants and cafes
Instyle bar and
restaurant reviews
Bloggers:
http://mocoloco.com
Interior Designers:
Nina Campbell
David Bentheim
Jane Churchhill?
Anthony Collett
Andrzej Zarzycki
Charlotte Crosland
David Collins
Cathy Connolly
& Naomi Broadbent
Pippa Devas
Stephan Eicker
Intarya
Louise Jones?
Caroline Patterson
Stephen Ryan?
Dianna Sieff
Emma Sims Hilditch
Mark Smith
Sarah Stewart
Smith
Jonathon Reed
Karen Howes
Phillipa Thorp
Staffan Tollgard
Bunny Turner &
Emma Pocock
Serena
Williams-Ellis
Joanna Wood
Maxine Brady,
Interior Stylist Freelance
Suzi Boyle- writer, interior stylist and brand
consultant. Work been published in The Guardian, The Independent, Sunday Times
Style, The Telegraph, Tiem Out Magazine, Dazed and Confused, InStyle and Home
and Comforts
Monday, 8 April 2013
Small Kitchen Appliances
Neil Mason [2012: p1 in Mintel report Small Kitchen Appliances] states that small kitchen appliances is a ‘category consumers are investing more in quality and what they perceive as value …now that consumers are less prepared to spend money on products that they think will only serve a short lifespan in their kitchens.’.
PRESENTATION PLAN
Our concept -
What is our idea? How did we get to it?
LOGO and PRODUCT
Lifestyle.. necessity rather than luxury
A NOTE
Previous to thinking of the MINI Home idea, my team and I initially had the idea to develop MINI’s current fashion range into a more credible range that British consumers would be interested in purchasing. We wanted to create a male and female range that consisted of ten key timeless pieces that everyone should have. This was the idea we first presented to Paul Phedon in the interim presentation (which is included on the hand in CD for your viewing). However, even after positive feedback we felt that the idea did not fit well with the market. How could we create a range that appeals to such a broad consumer and have confidence that it would work?
In conversation whilst talking about the PUMA cafe, we naturally stated ‘I would rather buy a MINI toaster than wear a MINI coat’ and MINI Home was born. We decided to kill our baby and run with the new idea as all of the research was still relevant , if not better suited to our idea. We were immediately confident with this idea and are happy to present it to you today.
Research - RECESSION PROOF
To back up our idea, we decided to look at consumer reports on Mintel discussing the homeware market. We found that the due to the state of the housing market, consumers are more prepared to spend on higher quality products that improve their home. They are less likely to buy something with a short lifespan. Therefore we have created a design led, high quality product range for the home. Initially the range will include three electrical appliances for the kitchen. The toaster, the kettle and the refrigerator.
MINI LIVE -
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