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
Life is complicated and getting more so. We are suffering from Too
Much Information (TMI), Too Much Choice (TMC) and Too Much Technology
(TMT). We are also being subjected to multiple truths (one minute coffee
is going to kill you, the next it's a miracle cure) and fed a seemingly
endless diet of half-truths and lies from companies and politicians who
want to sell us something. The response to all this is an interest in
authenticity or 'realness'. People want to know where things (or people)
are from and whether they can trust them. They also want to know what
the story is. Of course there are contradictions. On the one hand we
expect people and products to be trustworthy, ethical, real and tell
stories about their history. On the other hand we are ourselves leading
increasingly fake lives - filling our lips with Botox, dying our hair
blonde, enlarging our breasts and pretending we're happier than we
really are.
How can you have a list of top trends and innovations without
mentioning Apple’s i-Pod somewhere? The i-Pod is an excellent example of
all sorts of trends including place shifting, device convergence,
Moore’s Law and miniaturisation. However, the most interesting thing
about the innovation is that it personifies
personalisation.Globalisation creates commodification and
homogenisation, which in turn creates the counter trend of
personalisation as people react against standard issue products. Add a
dose of technology and hey presto you’ve got a product that users can
tailor to their own tastes and needs. Expect dozens of products in
different markets to offer a similar degree of personalisation in the
coming years as customer desire meets technological possibilities.
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