INSIGHT COMPARISON AND ANALYSIS REPORT ELLA RICHARDS / N0557502 / FASH10106 / TEST YOUR INSIGHTS
CONTENTS 1. 2. 3. 9. 15. 21. 26. 27. 28.
Contents Introduction Five Senses Simplicity Lifestyle Consideration The Big Idea References Illustrations
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INTRODUCTION Previous research conducted within the project has led to some interesting insights within the fragrance industry and particularly how gaps within the market can be found to develop a new and interesting product which could potentially revolutionise the industry. The following report explains and analyses three insights which have been found to show the most potential when thinking about developing a new product and brand:
THE FIVE SENSES, SIMPLICITY, LIFESTYLE
After careful consideration my suggestion of The Big Idea will be explained.
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THE FIVE SENSES A Ted Talks by Jinsop Lee called ‘Design For All 5 Senses’ ignited an idea that to create a revolutionary idea within the Fragrance Industry 4 then all 5 senses needed to be utilised in order for the idea to become memorable and pleasurable. “YOU SEE, UP UNTIL NOW, US DESIGNERS, WE’VE MAINLY FOCUSED ON MAKING THINGS LOOK VERY PRETTY, AND A LITTLE BIT OF TOUCH, WHICH MEANS WE’VE IGNORED THE OTHER THREE SENSES...SO WHAT IF WE STARTED USING THE FIVE SENSES THEORY IN ALL OF OUR DESIGNS?”
(1) JINSOP LEE, TED TALKS
If you could combine the 5 senses with packaging design how could this increase a customers experience with the product?
When designing a product, packaging is a key aspect of how well a product will sell but also how it reflects the brands identity.
(3) (2)
This product is all about the excitement when opening product packaging, acknowledging the different emotions felt at different stages of the process. Can this be improved and enhanced?
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WHY IS THERE A NEED FOR THIS PRODUCT? Packaging helps create customer service at home, taking the brand identity from shop to home. This creates a brand to connection.
Fig. 1
Customers invest money in packaging from gift wrapping to product tags, having proof that you bought a product is part of the experience. This is should through vloggers sharing ‘unboxing’ videos.
There is currently no brand combining these two insights and acknowledgements. Instead there are other interesting packaging enticing customers who would be seen as competitors.
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A creative Can understand the creative knowledge that is required to develop the packaging
Technologically savvy A frequent social media user who posts about what they buy
Fig. 2
Wants to get their money worth Perhaps knows how much money actually goes into the perfume and wants more out of what they are paying for it
Predominantly women Interested in a more aesthetically pleasing object than men
Interested in an experience Values the excitement of opening packaging and treats it as part of the product they are paying for 7
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Fig. 3
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SIMPLICITY Many consumers are looking for a one dimensional scent rather than a mix of multiple scents, this has been seen through market research, indicating a need for a more personal fragrance. “PERFUME
IS LIKE A PERSONAL SIGNATURE, WHICH IS WHY I LIKE TO MIX MY OWN” - CHRISTIAN DIOR (4)
Due to the increased interest in health and well being, many people are interested in knowing what is in the food they eat, where it comes from and what is in it. This hasn’t translated over to the fragrance industry - even though people are applying the fragrances to their skin - the bodies biggest organ. A transparency between brand and consumer is a vital factor within the food industry, so this should be a playing factor when developing a new fragrance brand and product.
(5)
Combining one dimensional scents and a transparent brand ethics embraces the ideology that being honest to customers gains trust and repetitive buyers.
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WHY IS THERE A NEED FOR THIS PRODUCT?
Fig. 4
People are seeking simple scents, but also a trustworthy brand they connect to. There is a rise in the niche market between the ages of 25-34, where consumers are less influenced by brand names, hence are more open to new brands which are personal and interested in their wants and needs rather than the mass consumers.
Although this insight has competitors, a unique take on focusing on what is in the product and a connection to the consumer will set it apart from the rest.
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Interested in new and growing brands aware of the news and different industries.
Values a personal product Will spend slightly more for one
Men and Women Product is so transparent that it has no specific gender qualities, the customer decides who it is for
Fig. 5
Wanting a more personal scent Not wanting a mass consumer targeted product. Aware of what they want
Interested in health and well being Aware of what is good for your body and what many companies hide in ingredients labels
Looks for a personal shopping experience Likes the fact that a product Wants to know what can be chosen by them is in the products that specifically for them they use They want to trust the brands that they use 13
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Fig. 6
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LIFESTYLE It is known throughout the fragrance industry that 75% of perfume sales are made between the gifting season - November and December. With the smaller 25% covering the other 10 months with key selling dates being Valentines Day and Mothers Day. A consideration was made here whether this selling period could be changed if the right product was available enabling daily use causing repeat purchase and longevity in sales. Lifestyle problems are common such as stress, lack of focus and concentration. This is due to the modern lifestyle from work or education impacting our routines and wellness.
(8) (7)
IT’S NOT ABOUT WHO YOU ARE IT’S ABOUT WHAT YOU DO
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W HY IS TH ER E A N EED FO R T H I S P R O D UC T ? It must be recognised that everyone could benefit from help targeting these activities within their daily routine in order to enhance and challenge their abilities.
Fig. 7
Combining the selling longevity of a fragrance product with daily problems people suffer from it opens up an insight to be looked into. This is not Aromatherapy due to the lack of medical expertise and help, instead it is an enhancement of lifes daily routines to get the best out of your day.
The Aromatherapy market would be potential competitors for this product.
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MultitaskersPeople who juggle numerous things throughout the day
Aware of benefits Is aware and open to the benefits of fragrance upon performance . May already be a purchaser of
Fig. 8
The Modern Lifestyle Targets everyday needs which the modern generation suffers from.
Everyone Not gender specific because everyone suffers from these problems. Not age specific because whether you are in work or school enhancement is needed.
Strives for the best Wants to be the best in what they do and accepts that they may need some help in this 19
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Fig. 9
Fig. 10
THE FIVE SENSES
CONSIDERATION
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Fig. 11
SIMPLICITY
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Fig. 12
LIFESTYLE
THE BIG IDEA After analysing the pros and cons of the three insights developed so far, I feel that the insight with the most potential to be developed as a product with a USP is
THE FIVE SENSES
There is a market for a premium product where consumers are interested in aesthetic value as well as the substance of a product. It could also attract the upcoming generation who are technologically savvy and frequent users of social media in order to share their new purchases.
This is due to the lack of competitors not only in the fragrance industry but in the general market. There is no product on the market like it. The insight gives plenty of opportunity for it to developed in a creative way where any idea is possible.
The other insights have too many competitors within the same industry and also could be confused with other similar products in similar categories.
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REFERENCES 1. Lee, J. (2013). Design For All 5 Senses. 2.Woods, J. (2015). 3 Reasons for Creating ‘Unboxing-Worthy’ Packaging - Total Retail. [online] Total Retail. Available at: http://www.mytotalretail.com/article/3-reasonscreating-unboxing-worthy-packaging/ [Accessed 12 Mar. 2016]. 3.Scheidweiler, L. (2014). SPECIAL REPORT: Presentation packaging. [online] TheDrinksReport.com. Available at: http://www.thedrinksreport.com/ news/2014/15498-special-report-presentation-packaging.html [Accessed 10 Mar. 2016]. 4. Crames, M. (2016). Christian Dior said it best: - Demeter® Fragrance Library. [online] Demeterfragrance.com. Available at: http://demeterfragrance.com/christian-dior.html [Accessed 18 Mar. 2016]. 5.Mintel, (2015). Fragrances-UK-August 2015. [online] Available at: http://academic. mintel.com/display/745992/ [Accessed 10 Mar. 2016]. 6. Tru Fragrance,. Fragrance Statistics By Gender. 2011. Web. { Accessed 10 Mar. 2016.] 7. Bell, P. (2013). Nearly 50% Of Brits Suffer From Long Term Stress - Are You One Of Them?. [online] The Huffington Post UK. Available at: http://www.huffingtonpost. co.uk/2013/11/05/long-term-stress-health-anxiety-and-depression_n_4216964.html [Accessed 18 Mar. 2016]. 8. Phillips, K. (2015). The Effects of Sleep Deprivation: How Losing Sleep Impacts Your Health. [online] Alaskasleep.com. Available at: http://www.alaskasleep.com/blog/theeffects-of-sleep-deprivation-how-losing-sleep-impacts-your-health [Accessed 18 Mar. 2016].
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ILLUSTRATIONS Fig 1. Positioning Map 5 Senses, 2016 (own work) Fig 2. Consumer Illustration 5 Senses, 2016 (own work) Fig 3. Moodboard 5 Senses, 2016 (own work) Fig 4. Positioning Map Simplicity, 2016 (own work) Fig 5. Consumer Illustration Simplicity, 2016 (own work) Fig 6. Moodboard Simplicity, 2016 (own work) Fig 7. Positioning Map Lifestyle, 2016 (own work) Fig 8. Consumer Illustration Lifestyle, 2016 (own work) Fig 9. Moodboard Lifestyle, 2016 (own work) Fig 10. Pros and Cons 5 Senses (own work) Fig 11. Pros and Cons Simplicity (own work) Fig 12. Pros and Cons Lifestyle (own work)
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