In Collaboration with QVS
Grace Maria Sofia Cotter Friday, 4 October 13
N0448917
FCP2
Summer Brief
Research When researching beauty tools I found the majority of beauty tools had plain handles. In stores such as Boots, Debenhams, House of Fraser & Superdrug I found the shelves were filled with very plain & unexciting makeup brushes, tweezers etc. From this I decided to look into patterned beauty tool & found many were ‘one off’, ‘limited edition’ designs which were no longer available. This lead me to thinking about iconic patterns which are already well recognised, leading me to Cath Kidston. I therefore felt there was a gap in the market for more bright & patterned beauty tools with an iconic & instantly recognisable pattern.
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Current Cath Kidston Range Cath Kidston currently has an extensive range of products, including home-wares, clothing, bath & soap sets, bags, phone covers etc. She has created a travel makeup bag with mirror compact, but not beauty tools, leaving a gap for more potential products.
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Idea My final idea is for QVS to collaborate with Cath Kidston on a range of beauty tools, including tweezers & makeup brushes. These products would be targeted at her already loyal customers. These being women aged between 18 and 40. A target consumer similar to that of QVS. Cath Kidston has previously collaborated with ‘Millets’, ‘Nokia’, ‘Sky’ & ‘Roberts’, therefore making her a viable brand to collaborate with. Although Cath Kidston already has a huge range of products, she has not yet ventured in the beauty sector, making it an ideal collaboration as she already has a huge following of customers, making the beauty tools a strong prospective product.
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The Collaboration Range
The Cath Kidston beauty tool range could include: nail shiner 3-way nail buffer nail clippers nail scissors makeup brush sets individual makeup brushes compact mirror cosmetic pencil sharpener tweezers in 4 patterns Friday, 4 October 13
Potential Patterns The range of beauty tools would all have one of Cath Kidston’s striking patterns printed on. Brush sets would all be in the same patterns, whereas single brushes would come in a variety of patterns, to give customers more choice. The tweezers would come in a variety of 4 patterns, either with existing patterns on or new ones designed by Cath Kidson in honour of QVS’ 10 year anniversary.
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Market Opportunity Currently there are no patterned beauty tools on the market leaving a gap for an exciting new product. Cath Kidston would be a commercially viable brand to collaborate with as she has successfully collaborated with other brands before and is already well established both in the UK & overseas. This would give QVS an advantage as both loyal Cath Kidston fans, and new customers would be drawn to this product as the patterned beauty tools will stand out from the rest. As reported in The Telegraph (August 2013), Cath Kidston sales this year were in excess of £100 million, even in a time of recession due to the brand’s charm & affordability. Although this product would easily work well when first launched in the UK, it could easily be distributed worldwide, due to it’s already global popularity, especially in Asia. It would also tie in well with the flagship Cath Kidston store to be open in London’s Picadilly & a new store to be opened in Shanghai, Thailand. This aspirational & affordable brand would work well with a brand like QVS as they too create quality products at affordable prices, appealing to the masses. A product line like this would appeal to a wide range of female consumers, young and old. These products will also make fantastic stocking fillers and could be marketed in such a way as to appeal to women buying presents for other female friends & relatives; as the Cath Kidston brand is a well liked, warm & cheerful product whilst still being affordable.
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Distribution Small Independent Stores Department Stores: John Lewis, Debenhams, House of Fraser Paperchase Vintage shops Boots & Superdrug Online Stores: Asos, Amazon Cath Kidston Stores: 58 UK stores 60 overseas stores By collaborating with Cath Kidston, these products would not only be able to be sold in stores such as Boots & Superdrug, but also in Department stores such as John Lewis & House of Fraser where the Cath Kidston ranges are already stocked. There is also the huge potential for mass sales as this product range could also be stocked in the 118 Cath Kidston stores themselves, making it a product that is will continue to sell, rather than a Limited Edition product which will not be stocked on the shelves for long. Friday, 4 October 13