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Archive for December 2012
Monday, 10 December 2012
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Friday, 7 December 2012
To do over Christmas
Product Expansion
-Sub brand?
-Product range or collaboration
-Case Studies
British, timeless
10 key pieces
Licensing - compare how luxury brands use perfume and other cheaper products to allow a wider range of conusmers to be able to buy into the brand, without the hughe pricetag.
Zara, Mango, Burberry Trench,
Diverse consumer - needs to be timely but appeal to everyone. So that each individual can personalise it in their own way. M&S-diverse range of ages.
-Cultured consumer so may appreciate more sustainable and ethical products.
Location and Experience
-Sub brand launch around country in pop up shops. 'Pop up event'. Campaign could appeal to everyone 'fashion for everyone'
-Nationwide event (rather than one single thing going on) allows everyone to have a feel for it (death of the flagship)
-Space utilisation
Put clothing within a cafe (puma)
Pie and mash shop, restaurant (gina talked about in london), Back in 5 minutes
Boxpark - first pop up mall
Afterwork shopping events
Adidas interactive window shopping
-Interaction between dealership and pop up
-Interaction in store - experience. How could the new range interact within the store alongside other things going on?
VM
-look at pop up artists in vacant shops
-Museums, art galleries
-Fashion films
-Theatre design/ concerts/ live installations
Feedback From Interim Presentation
Well done for today girlies!
Feedback from Paul & Matt
- The Interactive Shopping Window/Pop up/Visual Merchandising Aspects went down well.
- Suggested we could link in our idea at Boxpark – Shoreditch.
- To keep the ‘merchandise’ range - create a whole new sub brand/lifestyle that is a separate fashion brand, get the credibility and collaboration from designers.
- They liked the way we are heading and felt we got the fun element of MINI.
- The Puma Café element was great, unexpected.
- As well as the Experience & Location links & Concept Store.
- They liked the In-store aspects and use of space.
(Hols writing up what we discussed to head
onto from today)
xxx
Monday, 3 December 2012
PRIMARY RESEARCH: MINI CONSUMER
When asked if she knew that Mini had a lifestyle range Vasanti Vaitha who is a 36 year old Mini loving solicitor said:
"No I didn't know that! Even to get their accessories is such a mission as the show room do not always stock everything. Their outlets are also out of city and so not easy to get to.
I recently needed to change my car mats and in the end, I had to pay a fortune got customised ones as Mini has a specific style."
I recently needed to change my car mats and in the end, I had to pay a fortune got customised ones as Mini has a specific style."
Sunday, 2 December 2012
MINI DEALERSHIP LEICESTER
I visited the Mini dealership in Leicester today - Sunday 2nd December to have a look around and compare to the one I've seen in Nottingham and the couple that Sarah has been to. I walked in amazed just as I did with the Nottingham one. It looked brand new and shiny, clean and crisp. The right, contemporary music was playing and the colourful decor on the black backdrop, although familiar to me now was still impressive. Unlike the Nottingham branch, they had a reception desk and Laura who was sat at the desk was my first port of call. After explaining my reason for visiting she was really helpful, running to grab the 2012/13 lifestyle booklet. It was good to see that this dealership actually had the up to date catalogue/booklet. I was allowed to look around and took the photos below. (Unfortunately had to use my phone)
I asked her who the main consumer was as she sees them first on reception and she said
"Mainly female, early twenties, although now we've got the new range the 'Countryman' (it's a lot bigger and a bit like a 4x4) I'm seeing more families with young children being interested"
The lifestyle range (to no surprise of mine) was tucked away in the far left corner of the dealership. When I asked Laura if anybody ever browsed through it she said:
"I've not been here a great amount of time but I've never seen anybody go over and have a look at it"
She mentioned that the layout stays the same in that area.
But people do come in and ask what accessories they can buy as a gift for somebody who owns a Mini but she normally sends them over to the "Parts" department as that is where everything is stocked. She mentioned key rings quite a lot, it seems that lots of people are interested in those! This made me think of the merchandise vs. fashion range ideas that we've had.
I talked Laura through the brief and she said that she used to work for Lexus and they focus a lot more on their lifestyle range and suggested that maybe it's because it suits their consumer more. This suggests that the Mini lifestyle range doesn't suit its consumer. Which is I think a valid point and should be taken into account. This also adds something that we can further research and use as a case study.
This was their coffee table with reading material for the consumer. This shows perfectly the range of people that come into the dealership. Having worked for the middle two magazines I can confirm that their target audiences are completely different. Dluxe magazine is for LeicesterSHIRE readers over the age of around 35, and 69degrees is 20+ city loving youngsters.
She mentioned the word "fun" a lot also and said it is obviously a very fun brand and well established as a car; just not in the fashion world.
This was outside across the road where I guess they store the Minis! The street that the dealership is located on is exactly like the Nottingham branch, in an industrial looking area and is about 30 mins away from the town centre, bringing up accessibility issues (when looking at the fashion range - I wouldn't want to drive all that way just for one store, I would do it if the range was truly worth it)
Saturday, 1 December 2012
NOTES TO FOCUS ON FOR PRESENTATION
Notes taken at meeting on Wednesday 28th November 2012
14:00 - 17:30
What do we want to do?
What are they missing?
What makes the mini consumer tick?
AIM:
We want to make the Mini lifestyle range more accessible and desirable. We want it to be an aspirational buy, creating brand loyalty, brand ambassadors (/lovers), brand awareness resulting in consumers eventually making a bigger investment by entering a dealership and purchasing a Mini.
How are we going to achieve this?
> personalisation
> making shopping an experience
> product expansion
> move out onto the hightstreet and link it with the dealership, interaction between the high street store and dealership
> space squatting (pop up stores, maybe before a fully functioning store is set up)
Pop up stores/High street stores
Art installations/ galleries/museums
Window displays
Events
Fashion films
Theatre design/ concerts/ live installations
Collaborations
Having a high street store will bring the brand/sub brand forward, into a new market. The fashion/lifestyle market.
We think that the products are lost within a car dealership environment, they're lost, have no purpose there, are pushed into a corner and not spoken about. They're an afterthought to the salesmen.
Unsurprising as they're not particularly desirable products anyway.
CASE STUDIES: Hollister, A&F (experience when shopping)
Product expansion
Collaborations - British design, to keep it British, timeless, statement pieces, not so trend driven, classic pieces, good quality, just a few REALLY good pieces.
Environmentally friendly.How people oare becoming more conscious. Brands need to be setting the example for consumers to follow. Make better choices available. If they're not there, the conusmer won't buy it if it isn't there.
Suits the current, diverse consumer range
Competitors - someone who already is quite British. A British brand. Independent niche labels. Not high street brands.
Menswear - independent timeless pieces, transeasonal
Invest in one piece (recession blah blah blah)
Authenticity - made or done in an original, traditional way, true or real. (is the a trend in itself?)
Mini only does one product range in a year - we need at least two to be taken seriously in the fashion world.
CASE STUDIES: Hollister, A&F (types of product), Topshop collaborating with Mary Katranzou
Personalisation - HOW DO WE IMPLEMENT THIS?
How people want things to be unique, customisable, indivual
Limited addition
Tailored
Sentimental value (*marketing* - telling a story)
Making a shopping experience
Consumer journey - take the consumer through the store as they would travel through a website, like an exhibition, so they're not bombarded by everything at the same time (need to research how consumers shop)
Link between the high street store and the dealership
Something new, not done before in this country: CASE STUDY, SHANGHAI - car dealerships within shopping centres. Why should they not be included?
The death of the flagship - we believe that all stores should be the same/very similar, customers are unfairly disadvantaged if they happen to live in Liverpool and a flagship store is in London
Space squatting (pop up stores, maybe before a fully functioning store is set up)
Look into using retail spaces that are closed from 5pm, to open up a new evening shopping market
Holly's research to expand on this
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