Lifestyle trend prediction and markert research book

Page 1



Target Market Research Report By

Star Future Company FASH30063 Lifestyle and Trend Prediction


Content


1. Objective 2. Background 2.1Brand Identity 2.2 SWOT analysis 2.3 Site visit findings 3. Generation Z Demography 3.1 Characteristics 3.2 Focus group preferenc 4. Pestle analysis 4.1 Economic 4.2 Social 4.3 Technological 4.4 Environmental 4.5 Macro environment summarize 5. Potential development factors 5.1 Cultural Influencer 5.1.1 Gift culture 5.1.2 Historical 5.1.3 Trend forecast 5.2 Gift preference & potential development factors 6. Product theme 6.1 Theme 1 - All out of love 6.1 Theme 2 - Romantic garden 6.3 Theme 3 - Catch the moment 7. Conclusion 8. Appendix 9. Reference 10. Bibliography 11. Photo Credit


Fig.1. Timeless Elegance


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Objective

This report is aimed at predict the lifestyle and trend of Generation Z male within 18 to 22 years old. Using primary research, secondary research and different analysis tools to find out the factors influencing generation Z characteristics and behavior. Then based on the result, raising unique selling proposition into the product and integrated with different design influencer what is affecting the Gen Z male preference. Three theme of trends and new direction are illustrated.


Background


Brand Identity Wedgwood is a symbolic brand which had over 250 years of history in England. With a worldwide aspect, Wedgwood provide luxury home and lifestyle products with traditional craftsmanship and classical tableware all over the world. Most of the pattern of collections is inspired by the traditional story and image. Wild Strawberry is one of the classical design over 50 year of wedgwood. Besides the tableware, wedgwood had provide seasonal gift set and for customer to choose for their love.

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SWOT Strengths

Wedgwood is a historical brand which had over 250 years of history in England. It has a good reputation at craftsmanship and the quality. Customer will Purchase because the brand are trustable. Wedgwood is recognized by the royal. As the history of the Wedgwood, they had created innovative form of earth ware , which impressed the British queen-Charlotte of Mecklenburg Stelitz to grant a official permission and name it as “Queen Ware�.

Opportunities

More collaboration with restaurant or hotel to promote a British traditional royal afternoon tea by using the product from wedgwood. People can understand more on the cultural of the high tea and the brand. It helps the brand to raising public awareness and increase local market share. As Wedgwood provided gift set for seasonal celebration or special event, wedgwood can explore more in gift culture. To keep the brand competitiveness, Wedgwood cannot only focus on mature generation group, the product development also can target on the younger group lifestyle, in the other side, it can increase the market share of the brand.

Fig.2. Tableware


Analysis Weakness

The product of Wedgwood is relatively expensive that not everyone can afford. It limited the customer group. Wedgwood has low brand awareness in Hong Kong. The brand is well-known at England but in Hong Kong it is a fresh brand to develop. People in Hong Kong may have less understanding in Wedgwood heritage and teaware culture. There are lack of explore in wedgwood gift culture, wedgwood has rich gift culture which british will give gift to family and friend in thanksgiving day and christmas to share the happiness together. While, wedgwood only capture the wedding and birthday gift, there are still a lots to promoting gift culture with more significant day. For examples, birthday, parents day, valentine day etc.

Threats

There are a lots of similar product with approximate quality in lower price. In Hong Kong, people can buy product from different countries easily. Customer have lots of choices on purchase cost-effective porcelain or teaware.

Fig.2. Tableware


Fig.3. Sogo store


Site visit findings We have organized the primary research through the observation and interview with the shop staff for deep understanding about Wedgwood existing customer. The observation has conducted on 18th September afternoon in the Causeway Bay Sogo department store 12/F, the store style is store-in-store. Although the shop traffic is less during the process, there still have two pairs of female customer purchased the Wedgwood stuff, it indicated that the brand is more focus on maturity female instead of younger male consumer. Through the communicate with the staff, she said that there are lots of young customer buy for their mother when before mother’s day or birthday. Regarding the choice of gift, most of them will choose the separated items rather than in set because of the limited budget. Another intangible findings, it discovered that the staff be provided with a great product knowledge, such as the material, brand origin and background, uniqueness product story etc, all of that also will affect the low loyalty consumers desire of purchase. In conclusion of currently existing reality situation, the brand is positioning in the premium products brand and targeting for maturity market segment.


Generation Z Demography


Characteristics Generation Z means that who were born from 1995 or later. They are the most connected, educated and sophisticated generation ever (McCrindle,2016). Technological, social, visual and global are the symbol of this younger generation. At same time, they enjoy leading the pop-culture and driving social media. This younger generation also possesses a high acceptable ability. “Gen Z customers respond to edgy and visual marketing tactics.” (Matt Kleinschmit,2015).

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Regarding to the work aspect, Generation Z tried to turn their hobbies into jobs determinedly. According to Business Insider, with 76% of Generation Z members aim to establish jobs out of what they interest. They trust that the business success comes up with the “network” rather that the educations and qualifications, they also prefer a flat organization stratum in work environment.


Generation Z is a distinct generation, creativity and individuality should be the big difference values compare with other generation persons. They are active to express their uniqueness, for example form personalizing style clothing to dying brilliant colorful hair. Also thanks to the online media successful development, Generation Z tend to value on digital communication and relied use of emojis. They pursue a quick and immediate response on their social network.

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Generation Z pay more attention on self finances. They are looking for good quality with great design in a reasonable price range. Referred to Roger’s innovation curve, generation z men located at early masses stage. They are following key opinion leaders and current trend. They believe in influencers than traditional advertisements (Retail in Asia, 2017). The power of social influencers is stronger than celebrities. Social media influencers are more attractive and trustful for generation z (Philip Ellis, 2017).


Focus group preference Regarding the questionnaire survey, there are 50 valid feedback of Gen Z male. All data have collected through online methodology in October 2017. The findings of Gen Z male behavior have concluded as below. As for the commonly demography background, the respondents occupation majority centralized in student and part-time job instead of full-time job, and nobody unemployed. Almost half of respondents average income would be HKD2000 - 6000 and through part-time job or household to earn or receive money. For monthly expenses, most of them will spend HKD2000 - 6000, it express the Gen Z male consumer be provided with strong spending power. About the relationship status, half of them are in relationship and half of them are single, accompanied on it, they have separated in different lifestyle and spending pattern.


With regard to the psychographic behavior of Gen Z male, majority respondents feedback that they will listen music and play electronic games in their leisure time, and both of that is also relevant to the mobile device such as smart phone, television and computing, it shown a clearly Gen Z male characteristics different to Gen Z female. Moreover, lots of them have chosen to have some sport activities and travel. Due the macro environment influence, the younger such as Gen Z they can plan their trip in cheaper costing for example they can buy the flight ticket through cheap flights company and reserve the homestay through airbnb etc. As for the place they will stay usually, most of them spend their time in home and campus, and the reason would be most of them are student occupation. In spending preference, the greater part of respondents are willing to spend their money on self and girlfriend, and few of them are willing to spend on family and peer. Due to the secondary research, most of Gen Z are in single kid family, it means that their parent are willing to spend money on them, but in opposite, the kids didn’t willing to spend to their family. About the cultural influencer factors, Gen Z male have been most affected by music factor, thus the international pop star and this various music platform also will affect their lifestyle. Furthermore, there are same number of respondents have chosen art and design and journalism will affect their lifestyle. In this generation, there are lots of innovative journalism and unique artwork design style for example futura, kaws, lister gallery etc. In conclude all, the internet influence is the key factors to affect Gen Z male, the coverage covered to music, electronic games, buying preference etc, and most of them are pursue the latest, immediately and quick respond. As for the spending preference, they existing the certain spending power, overall they are willing spend money to other to maintain their great social network, so that it proof the rationale of gift culture what refer to secondary research having the development space for refresh the brand product line.


Pestle Analysis


Economic According to Tirico (as cited in Wong, 2017) notes, generation Z is important to retailers because it has access to $44 billion in buying power, which includes their own spending and their influence on family spend. It can through the article to know the generation z have spending power because they majority to have part time job, it means they have income every month. They have high purchasing power. Generation Z majority is single kids in family so parent will focus on single kids and they will affect their family spend.

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Social

According to the business insider (tofugear, 2017), the marketing strategy has been influenced by social media and its tools during the last years. Because social media is driven by consumers and in this area is currently experiencing growth, it can let the relation of social media marketing strategy in the performance and creativeness of marketers so that they used social media for their marketing strategy. So we can through the tailor-made website or application to attract the person who loves uniqueness, it can through the advertisement and promotion to attract people to visit the shop or website. Therefore, consumer enhance consumerism and business performance.

According to next-generation speaker (Ryan jenkins, 2015) noted, half of Gen Z like via the instant messaging or email to conduct in-person communications. Some researchers predict that Gen Z may get more skilled in face-to-face communication since they can interact the skills between technology and communication.Gen Z already used tech tools(e.g. Skype) to have the all-round communicate with others, including sight, motion and sound. It means that Gen Z mostly through the technology to face to face to communicate, it did not have any region and time lag to obstruct the communication. Also, mean that the information will easily to share with people.


Technological A survey result finds out that Gen Z has several electronic types of equipment such as screens, smartphone, and smartwatch etc., they also get interested in the new technologies led to having an attitude of quickly to adopt the latest technique (Tofugear, N.D.). Therefore, compared with other Generation, Gen Z are easily to accept the latest things. Such as some latest or new develop materials at the product, even they will have the desire of new technique, such as some intelligent products.


Environmental More than half of adults agree that nowadays kids have more common ground with their global peers than the adults (Ryan jenkins, 2015). Gen Z living environment convenience to provide different information to them, including the global news. On the other hand, Gen Z also can search the global information easily through the internet which is easy to affect their thinking. It will let them have the diversity thinking and expectation. Moreover, different global pieces of information will make Gen Z pursue better lifestyle because of they be in touch with various aspect news make they broaden horizons.


Macro environment summarize To summarize the macro environment relevant of generation Z, this generation have been affected by three key factors, easily to accept the latest things, enjoy living in convenience environment and easily to influence by online content. Compare other generation, this generation Z are pursued on quick and immediately reply, also most of them are not too care about the process, just care on the final outcome instead of the older generation everything need step-by-step. This is absolutely affecting the generation Z lifestyle pattern, for example they loves to use ready-made furniture rather than need install furniture. In general, most of generation Z having a strong buying power due to come from single kid family and having their own parttime jobs to earn money. Affecting by the social media rising in recent 10 years, majority generation Z younger more care about maintaining their relationship with their friends, peers, lover etc. They are not care to spend their time and money to keep those relationship in healthy status.


Potential Development Factors


Cultural Influencer Since a large amount of generation z are single kids, they pay attention to manage their social cycle especially peers. They are willing to pay love and money on relationship such as giving gifts. Referred to appendices b, the most popular day for gifts is Valentine’s Day, Mother’s Day and birthday. Most of generation z male are still in student stage, the gift culture is simply an expression of emotion but not gift economics with benefits and wants. In gift culture, both giver and receiver enjoy the happiness. The younger generation z enjoy sharing with other so that getting agree and respect and social circle. It can increase generation z self-esteem and have a closer relationship with others. Besides, generation z male ages in puberty, they start gaining interest in love and sex due to hormone secrete growth. Under the influence from family and drama, generation z male learnt and discover the method for chasing girlfriend. The method always purchase gifts especially luxury goods, handcraft goods and handwritten letter. In festival and special days like family gathering and anniversary day, gift is must have item because of politeness and image.

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On the other hands, Wedgwood is a brand with a strong gift culture. From the short interview with Wedgwood staff, she mentioned customer always purchased for gifts and it a major brand identity. A professional gifting service can be found in Wedgwood official website. Customer can enjoy a free personalized gift message when purchased any product. Also a jasper blue signature blue is available for a special touch (Wedgwood, 2017). The gift cultures are match with both generation z male and Wedgwood. The trend forecast and collection concept will follow this direction to reach target groups need and the brand identity


Historical

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Older generation z is born in British colony age, they still have personal identification with British culture. Under the British colony history, Hong Kong still keeping numerous British culture such as architecture, education system, food culture. All these factor cause British culture is still one of major culture in Hong Kong and generation z male have high acceptability with the culture. Besides, Wedgwood is a British lifestyle brand with over 200 years history. The brand have a long history of teaware culture and promote a British lifestyle culture. Since British culture is highly acceptability by target group, it can be a selling point and inspiration for new collection which match with both market and the brand.


Trend forecast Refer to the research findings, the packing is directly affecting the desire of purchase, the convenient and innovative packaging design will increase desire of purchase of generation Z male. In the other hand, the packing is very relevant with the gift culture, most of best packing design can be deliver the message from the giver to the receiver. And also, the great packing can build up the right brand identity for both giver and receiver. Against to the generation Z characteristics, the product would be more practical and useful, combine with historical consideration, all products is better to have the own uniqueness story to present to the products to the customer to continue the original brand identity.

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Due to historical of the Wedgwood have produced the porcelain for British royal for a long time, so that the hand crafting porcelain artwork would be defined as one of main influencer of traditional british culture. In the material aspect, it is proposed adding the stainless steel to add the value in more futuristic and younger feeling. Therefore, the following new product range will integrated both material essence to design the product as well as the pure porcelain products.


Gift preference & potential development factors According to first questionnaire survey result focus on the Gen Z male general lifestyle behavior and preference, it discovered that the rationale on a big trend of gift culture. On this basis, this report have conducted the phase two questionnaire to Gen Z male and aimed to know the gift option and preference more in-depth. In this survey, the methodology is by using focus group through online channel to collect the data in November 2017, and there are total 50 valid response, the findings as below. In light with the survey, the data stated that majority of Gen Z male will choose the festival or seasonal special products when they buy the gifts to other, it means that in the following product development it is a good idea to add some festival essence or value into the product to increase the unique selling point for the targeting consumer - Gen Z male person. Furthermore, the research discovered that Valentine’s Day, Mother and Father’s Day and special celebrating day for example birthday will be big chance they will buy the gift.


During in those festival and celebrating day respectively, the products would provide a complete story and concept to support the reasons of purchase against to the targeting consumers. Moreover in product choice preference aspect, a greater parts of respondents will choose the home decoration, and thermos product and stationary are also the categories they will choose for other usually. The reason why gift choice preference is big different to the female, the research data also indicated that the male are more concerning on functional and design instead of female care on luxury or trendy, it men’s buying process is more rationality. And also, the research found that the safety and unisex color combination for example pastel color, metallic color and warm color would be higher chance to choose. Refer to the price range, over half of them prefer the gift is around $500 to $1500 HKD, it means that the product line will be limited due the spending power of Gen Z men. During in the buying decision process, they also stated that they will consider the packing service, a great packing outlook will increase the buying desire for this generation.


Product Theme


Theme 1 - All out of love This theme is representing the classic identity of Wedgwood, and this gift concept and design element are targeting for parents. As for the rationale behind, thermos products is one of favourite gift choice according to findings of primary research. Function and durability are the Gen Z male preference when they choose the gift. Consider the Wedgwood original identity, the product range should be the utensils category as well.

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Regarding the theme storytelling, All out of love means the parents willing to pay whole life to irrigate to their son and daughter. To bring out this meaningful message, let the younger aware it is the time to return their love to their parent. Thermos products representing the warm, and the warm feeling is the essential element in the lovely family.


As for the color tone, this theme is mainly using in warmth feeling color. Parents would be the first important relationship in the life, it wished to let the consumer feel the love and concern between the parents and their child such as the parents love like the sun to light up their child life, and the family loves is indispensable in our life. Through the products, to bring out the message of parent love will always stay with the kid. And also according to findings of the primary research, customers majority choosing the warm colour tone for gift colour, hope that can through the gift to feel the love. About the design elements, it has been divided into three parts, intimate, functional, convenient. To achieve those, the design inspired by the tumbler design for realizing intimate aspect, insulating function to comply the functional needs, and using all in one concept in final to implement the convenient consideration. Due to the proposed product range with trend forecasting and brand identity, the collection of “All out of love� is suggested using the porcelain be the outer material and using stainless steel be the inner material for insulation. Combined all the concept, design elements and the rationale based primary research, the completed collection sketches have presented in the following trend book in the theme of All out of love.

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Theme 2 - Romantic gardener ‘Romantic Gardener’ represents the merge of classic and modern elements, Which is targeted the Gen Z male who is in a relationship. This theme also develops from WEDGWOOD gift culture because the result of primary research states, one of a choice that they will buy the gift for their lover, especially on Valentine days. In addition, home decoration and aromatherapy product as popular choices at Gen Z male gift variety, therefore, the following products with combine some elements of home decoration and aromatherapy products. A Valentine day’s romantic story that has a chapter said leading actress - Julia in order to commemorate the dead leading male actor - Saint Valentine, therefore, a pink-blossomed almond tree was planted nearby his grave by Julia (Awesome stories, 2015). Concerning to the storytelling, the inspiration of the theme comes from the above story. Until today, the almond tree already as a symbol of love and friendship. Consequently, plants will be the main of developing elements in this theme. Moreover, as we all know giving flowers or plants for a favorite mate is a traditional activity in the relationship.


Concerning the color palette, basically, a majority of Organism will try using color to attract opposite sex (Serene Interiors, N.D.). Besides, color can give different feeling for people. For example, pink has an interesting ability which can halt the people stay angry status, purple is unpredictable, mysterious and full of enthusiasm. The use of pastel color will represent the pure and happiness of love. The soft pink, milk white and creamy yellow is representing the sweet of love, also the rose red and purple is highlighted to show the hot and passionate. Green is willing to adding more nature and organic feeling to keeping the freshness in love. Accordingly, it will apply the pastel color tone to present the romantic and soft feeling. At last, it can see the findings of Gen Z male survey (Appendices.? Q6) shows that pastel color also is an orientation choice for them. Regarding design elements, owing to the needs of combination romantic appearance and functionality, it will focus on appearance and divide into three parts, crystal ball concept, geometric terrariums, and eternal plants. So as to reach the above demands, the design inspired by garden factors. Then, the products category is bathroom goods since the bathroom is a private place hence only lover have the qualifications to give the bathroom products. Moreover, consider the suitable materials via the trend forecast, such as resin is easy to apply at different goods to make a unique look or put something inside to increase the uniqueness. Also, the resin has waterproof function and prevent broke. On the other hand, porcelain also is the main materials. It will apply inside of the resin or product that can offer a delicate design furthermore it will be protected by the resin.


Theme 3 - Catch the moment ‘Catch the moment’ is a gift direction for generation z giving their partner in special day such as birthday, anniversary, graduation day. Generation z is aged at the most happiness age surrounded with love and care. They faced many environmental changes such as graduation and relationship broken up. Also mental and physical changes in puberty process can be captured in life. By using memories as main theme which recorded their life. Also personalize products are highlighted for creating uniqueness and self identity. There are three seasonal statements. The first one is personalized products. Based on research, generation z interested in unique and limited goods. Customized product gave a high freedom and creative. Customer can add on their own idea for a meaningful gift. The second one is moments.They used photography recording their life especially share in social media. The third is entry product. By providing small and available goods for gen z as an entry product. Then educated and attracted them purchased main line product like teaware set in future especially gifts for partner, housewarming, wedding.


The main colour is Wedgwood tone introducing Wedgwood classic colour to generation z. Keep the traditional culture for new collection. The sub-colour is metallic colour. Metallic balloon and decoration highlight the celebration mood. Also create a modern atmosphere. The main pattern is referred to current Wedgwood floral pattern and arris for introducing the traditional pattern for generation z. Three design elements used. Firstly, Modern. By using Wedgwood classic blue and Arris as based, added metallic sterling metal as highlight for modern atmosphere. Secondly, Happiness. Since most of generation z are single kids, they values friendship and relationship. Sharing happiness and love become an element in this theme. Thirdly, Memories. Building and rewinding memories. Catch the memories and remind this beautiful moment when growing up. Sterling metal is chosen for the main materials because it can lower the production cost but the luxury image with Wedgwood. Generation z prefer home decoration and stationery as gifts (Appendices.b Q5). So ‘ Catch the moments’ main product category are stationary and home decoration including ball pen, photo album, post card, photo grid, calendar and schedule book.


Conclusion

The gift culture - the biggest rationale and development space matching with Wedgwood brand historical identity for targeting generation Z male. Due to past brand image, it is not suitable for directly focus the Gen Z younger and men consumer, so that it used the indirect method to approach this group of consumer. From the research, we know that most of generation Z male are care about maintain the healthy relationship with other for example family, lover, friends etc. And also, most of generation Z male willing to spend their money and time to others. From this culture, this proposal proposed three kinds of direction to develop the new product imperceptibly to build up positive and luxury brand image of Wedgwood. These three theme also inspired by the lifestyle trend prediction and research of generation Z basis, the products also consider to the preference and behavior of this generation and gender.


In this lifestyle and trend prediction report, it found that the generation Z is pursue on more high quality lifestyle due to they can easily receive the global information through the internet. And also, they will more pursue on more quickly, convenient and immediately things whatever the product, service or communication. It means that if Wedgwood want to target this generation group male consumer, the product development would be involve these three aspects or elements into the design. Lastly, it is the currently existing retail environment of the generation Z male in Hong Kong context, most of them are seeking on cost-effective products rather than luxury products, also they can easily conduct the price comparison through the internet if they desire to buy some premium stuff. But in reality, existing Wedgwood are standing in the luxury positioning, just opposite to the cost-effective products, that is one of reason why the brand can’t reach the generation Z consumer. To solve, the new product range might be a better way to sell in separated, but also can integrated in one frame and offer different combination within the collection to achieve the preference and demand of this targeted group.


Appendix 1


https:

Gen Z male lifestyle questionnaire

Gen Z male lifestyle questionnaire

9 12 2017

11:16

6. Average monthly income: *

*

HKD 2000 or above HKD 2000 - 6000 HKD 6000 - 10000

1. Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form. (must agree all boxes) * (

HKD 10000 or above

)

I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research

7. How much expenses per month averagely? *

HKD 2000 or below

I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights

HKD 2000 - 4000 HKD 4000 - 6000

I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project

HKD 6000 - 8000

I agree to take part in this project 2. Name of respondent: *

HKD 8000 or above 8. Please select your occupation: * (

) Student Full-time job

3. Contact of respondent (email/phone number) *

Part-time job Unemployed

Part 2

9. Relationship Status: *

4. Please select your gender: *

Single In relationship

Male

Married

Female

Divorced

5. Please select your Age range: *

10. What do you do in leisure time ? * (

)

17 years old or below

Sport

18 - 22 years old

Music

23 years old or above

Electronic games (PS4/Mobile App/Switch/etc) Travel Buying figures Hiking Watching Animation/Comic

docs.google.com forms d 1jDYWVa6SnLgrgf82M7ZUf4vi8a-u3Mk_TGlIiYZqhSg printform

1 3 https: docs.google.com forms d 1jDYWVa6SnLgrgf82M7ZUf4vi8a-u3Mk_TGlIiYZqhSg printform

2 3


11. Please rate your spending behavior as below: *

1

2

3

4

Self Family Peer Parter (Girlfriend) 12. Where you stay usually? *

School/Campus Home Shopping mall Playground / Sport field / Gym room Cubing/Bar

13. Where did your income come from? * (

) Part-time job Full-time job Household money investment return

14. Which culture factors influence you most? * (

) Music Art and design Journalism (magazine, newspaper) celebrities




Appendix 2


Consent Form

9 12 2017

Consent Form 10:07

9 12 2017

5. 5. If you buying a gift, which kind of the gift would you prefer first? * (

Consent Form *

) Tea ware Home decoration Stationary Thermos product

1. 1. Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form. (must agree all boxes) * (

)

I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project I agree to take part in this project

Aromatherapy 6. 6. What color of gift you will buy most? *

pastel color metallic color earthtone warm color cool color

2. 2. Name of respondent: * 7. 7. How much of the price range you would prefer? *

3. 3. Contact of respondent (email/phone number) *

$500 or below $500 - $1000 $1000 - $1500

Gift option survey 4. 4. When you will buy the gift to others? (can choose more than 1 option) * (

) Chinese new lunar year Valentine's Day Easter Father's day Mother's day

$1500 - $2000 $2000 or above 8. 8. Where will you buy the gift most? *

Department store Select shop Chainstore Pop-up store

Christmas Birthday

9. 9. Will you buy the seasonal/festival product? *

Yes No

10:07


Consent Form

9 12 2017

10. 10. Which essence you will consider when you buy the gift? *

Design Functional Practical Luxury feeling Durability 11. 11. Will the packing influence you to purchase desire? *

Yes No

10:07



Reference


McCrindle. 2016. Characteristics. [ONLINE] Available at: http://generationz.com.au/characteristics/. [Accessed 10 October 2017]. Matt Kleinschmit. 2015. Generation Z characteristics: 5 infographics on the Gen Z lifestyle. [ONLINE] Available at: https://www.visioncritical.com/generation-z-infographics/. [Accessed 10 October 2017]. Retail in Asia. 2017. Agility’s key insights for brands on Generation Z. [ONLINE] Available at: http://retailinasia.com/in-tech/agilitys-key-insights-for-brands-on-generation-z/. [Accessed 27 November 2017]. Philip Ellis. 2017. The social habits of Generation Z. [ONLINE] Available at: https://www.ogilvy.com/news-views/the-social-habits-of-generation-z/. [Accessed 27 November 2017]. Tofugear. 2017. Generation Z | Tofugear. [ONLINE] Available at: https://www.tofugear.com/2017/08/02/genz5/. [Accessed 01 December 2017]. Ryan Jenkins. 2017. 15 ASPECTS THAT HIGHLIGHT HOW GENERATION Z IS DIFFERENT FROM MILLENNIALS. [ONLINE] Available at: http://blog.ryan-jenkins. com/2015/06/08/15-aspects-that-highlight-how-generation-z-is-different-from-millennials. [Accessed 01 December 2017]. Tofugear, 2017. Generation Z in 5 Graphs [online]. Hong Kong: Tofugear. Available at: https://www.tofugear.com/2017/08/02/genz5/ [Accessed 28 September 2017]. Jenkins, R., 2015. 15 aspects that highlight how Generation Z is different from millennials. Ryan Jenkins next generation speaker [online blog], 6 August. Available at: http:// blog.ryan-jenkins.com/2015/06/08/15-aspects-that-highlight-how-generation-z-is-different-from-millennials [Accessed 1 October 2017]. Retail in Asia, 2017. Agility’s key insights for brands on Generation Z. [online] Retail in Asia. Available at: http://retailinasia.com/in-tech/agilitys-key-insights-for-brands-on-generation-z/ [Accessed 8 Dec. 2017]. Philip Ellis,2017. The social habits of Generation Z. [online] Ogilvy. Available at: https://www.ogilvy.com/news-views/the-social-habits-of-generation-z [Accessed 8 Dec. 2017] Wedgwood, 2017. Wedgwood Gifting Services | Wedgwood® UK [online] Wedgwood. Available at: https://www.wedgwood.co.uk/gifting-services/ [Accessed 8 Dec. 2017]


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Alex Hunt & Brian Wheeler. 2017. Brexit: All you need to know about the UK leaving the EU. [ONLINE] Available at: http://www.bbc.com/news/uk-politics-32810887. [Accessed 10 October 2017]. Beqiri. 2015. Marketers and social media marketing. [ONLINE] Available at: http://www.business2community.com/consumer-marketing/purchasing-power-generation-z-01926562#8koQXJRi2s31b118.97. [Accessed 10 October 2017]. Denise Vitola. 2016. Gen X: Ready to Spend, but Snubbed by Marketers?. [ONLINE] Available at: http://www.targetmarketingmag.com/article/gen-x-ready-to-spend-butsnubbed-by-marketers/. [Accessed 10 October 2017]. Hong Kong Government. 2017. The Facts Education. [ONLINE] Available at: https://www.gov.hk/en/about/abouthk/factsheets/docs/education.pdf. [Accessed 10 October 2017]. Klaudia Tirico. 2017. Study: Gen Z Wields $44 Billion In Buying Power. [ONLINE] Available at: https://www.retailtouchpoints.com/features/industry-insights/study-gen-z-wields44-billion-in-buying-power. [Accessed 10 October 2017]. Laura Donovan. 2017. The Purchasing Power of Generation Z. [ONLINE] Available at: https://www.business2community.com/consumer-marketing/purchasing-power-generation-z-01926562#8koQXJRi2s31b118.97. [Accessed 10 October 2017]. South China Morning Post. 2012. Protest against national education to end after government climbdown. [ONLINE] Available at: http://www.scmp.com/news/hong-kong/article/1032535/protest-against-national-education-end-after-government-climbdown. [Accessed 10 October 2017]. Tofugear. 2017. Generation Z in 5 Graphs. [ONLINE] Available at: https://www.tofugear.com/2017/08/02/genz5/. [Accessed 10 October 2017]. Wedgwood official. 2017. Background page. [ONLINE] Available at: https://www.wedgwood.co.uk/history. [Accessed 10 October 2017].


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Photo Credit


Fig.1. Timeless Elegance by victoriamag.com (2017) [Online Image] Accessed: 17 October, 2017 Fig.2. Tableware by WEDGWOOD (2017) [Online Image] Accessed: 26 October, 2017 Fig.3. Sogo store, Author’s Own




Trend & Product Directions Book By

Star Future Company FASH30063 Lifestyle and Trend Prediction




Gift Culture The main theme of collection is gift. As a large amount of generation z male are single kid. They would pay attention to manage their social cycle. Referred to appendices b, the most popular day for gifts is Valentine’s Day, Mother’s Day and birthday. Wedgwood is a brand with a strong gift culture. Gift is a main brand identity. A professional gifting service can be found in Wedgwood official website. Customer can enjoy a free personalized gift message when purchased any product. Also a jasper blue signature blue gift box is available for a special touch.

Fig.1. Thank you card

Fig.1. Bridesmaid Proposal Boxes


Entry product Most of generation z male are still in student stage, the gift culture is simply an expression of emotion but not gift economics with benefits and wants. Three collections provide small and affordable goods for generation z male as an entry product. Then educated and attracted them purchasing main line product like a classic teaware set in future especially gifts for wife and her family, housewarming, wedding. The brand can be introduced to generation z at an affordable price gift in short term. Then using the heritage and value of Wedgwood attracting them purchase in future. There are numerous successful in market for example beauty line of Chanel, small leather goods from luxury brand like Gucci and Yves Saint Laurent, Pop H necklace of Hermes. Those entry product price are less than 10% of their signature product. Fig.1.Beige card holders


Color board Primary colour the main colour theme of 3 collection. These colour are basic but classic colour which match with Wedgwood heritage. Classic colour are always on trend and stable like the high quality of the brand. Refer to appendices b, warm colour is the most preference colour for gifts so violet purple and deep red is chosen. Ultra Violet is chosen as colour of year 2018 by Pantone, it match with our prediction.


Fig.1. Flora Cabinet

Material trend Resin is an important materials for designer, especially for artist. Both of the designer brands are using the real flora apply inside of resin. Such as Marcin Rusak, Wiktoria Szawiel are using the flora at the furniture with dif-


Material trend Porcelain applies to exquisite structure, for example, plants or mushroom etc. creative design of bending stucture(Palmer, 2017)

Fig.1. Porcelain fuirt

Fig.1. Trees decoration


Material trend Due to the functional needs, stainless steel is another essential material using in the inner. Fig.1. Stainless Steel


Packaging In a relationship, there will be a lots of secret and message to share with their couples. This innovative idea of packaging is giving a feeling of secret for customer to convey massage. It will apply on the edge of the box or the card.

Fig.1. DQ Wine Label Concept



Introduction

This theme is representing the clas-

Fig.1. par ChloĂŠ Burgat

sic identity of Wedgwood, and this gift concept and design element are targeting for parents. As for the rationale behind, thermos products is one of favourite gift choice according to findings of primary research. Function and durability are the Gen Z male preference when they choose the gift. Consider the Wedgwood original identity, the product range should be the utensils category as well.


Story Telling All

Fig.2. Family life

out of love means the parents willing to pay whole life to irrigate to their son and daughter. To bring out this meaningful message, let the younger aware it is the time to return their love to their parent. Thermos products representing the warm, and the warm feeling is the essential element in the lovely family.


Theme board

Fig.3. Theme board

The parents love the sun to light up our life, parents are indispensable in our life. And hope to through the product to let people feeling love and concern the brand.


Color board

Fig.4. Color board

As for the color tone, this theme is mainly using in warmth feeling color. Parents would be the first important relationship in the life, it wished to let the consumer feel the love and concern between the parents and their child such as the parents love like the sun to light up their child life, and the family loves is indispensable in our life.


Design elements Functional:

To add the value of product, functional product is one of the best way

Fig.5. . THERMAL MUG & WATER BOTTLE SET

Fig.6. Sports Water Bottle


Fig.7. Tai Wan Artiart Magic Insulated cup

Intimate:

Fig.8. Artiart Anti-Tumble Magic Mug

Take care for the parents daily needs, the intimate consideration is an essential

Fig.9. HERMOS 膳魔師

Convenient:

Fig.10. thermos bento lunch box

Lastly to let the collection more convenient to collect, the all-in-one bag can use as integrate


Fig.11. PLATE

Materials Stainless steel:

Due to the functional needs, stainless steel is another essential material using in the inner

Fig.12. Stainless Steel Cookware Set

Fig.13. Mira 40 Oz Vacuum Insulated Bottle


Fig.14 NEW RUSTIC CERAMICS FROM FERM LIVING

Materials Porcelain:

Due to the brand original brand identity, porcelain is one the main direction of this collection

Fig.15 Dishes

Fig.16 Daisy Cooper Ceramics


Products ideas

Fig.17. Lunch Box Pictures

Fig.18.STANLEY + STARBUCKSÂŽ collection

By using the cone shape in generally in this collection, to improve its functionality and outdoor feeling, add the hanger would be one of the design elements of somr product


Fig.19. Rectangular Lunch Box 3-Piece

Fig.20. School Lunch Box Menu Plan Week 3

Square bag design with large 180° opening, the size and purpose would be able to collect all this collecction’s product inside tidily


Products Range Plan

Fig.21. Range Plan


Fig.22. Collection


Products -

Thermos flask 600ml This bottle can hold your drink in safety and not easy to pour out.

Stainless steel

Fig.23. Thermos Flask

Fig.24. Stainless steel

Porecelain

Fig.25. Porecelain


Products -

Tumbler insulated mug 350ml This insulated mug is using the innovative tumbler design in bottom, standing more steady

Stainless steel

Fig.26. Tumbler insulated mug

Fig.24. Stainless steel

Porecelain

Fig.25. Porecelain


Products -

Double square box Double layer design, the customer can use in separate, also can use as together

Stainless steel

Porecelain

Fig.27. Double square box Fig.24. Stainless steel

Fig.25. Porecelain


Products -

Insulated lunch box Insulated lunch box, for putting the rice use, extremely warm insulation than other

Stainless steel

Fig.28.Insulated lunch box

Fig.24. Stainless steel

Porecelain

Fig.25. Porecelain


Products -

Insulated soup bowl 550ml Simple insulated soup bowl, tall and slim design for more easy to collect, also can be use as multi functional boxes

Stainless steel

Porecelain

Fig.28.Insulated lunch box Fig.24. Stainless steel

Fig.25. Porecelain


Products -

All-in-one out door handbag This all-in-one hand bag can collect also five product in one space, more convenient to bring this collection use in outdoor

Stainless steel

Fig.29.All-in-one out door handbag

Fig.24. Stainless steel

Porecelain

Fig.25. Porecelain



Introduction ‘Romantic

Fig.30. My Valentine

Gardener’ represents the merge of classic and modern elements, Which is targeted the Gen Z male who is in a relationship. This theme also develops from WEDGWOOD gift culture because the result of primary research states, one of a choice that they will buy the gift for their lover, especially on Valentine days. In addition, home decoration and aromatherapy product as popular choices at Gen Z male gift variety, therefore, the following products with combine some elements of home decoration and aromatherapy products.


Story Telling

A Valentine day’s romantic story that

has a chapter said leading actress - Julia in order to commemorate the dead leading male actor - Saint Valentine, therefore, a pink-blossomed almond tree was planted nearby his grave by Fig.31. Valentine Wishes Julia (Awesome stories, 2015). Concerning to the storytelling, the inspiration of the theme comes from the above story. Until today, the almond tree already as a symbol of love and friendship. Consequently, plants will be the main of developing elements in this theme. Moreover, as we all know giving flowers or plants for a favorite mate is a traditional activity in the relationship.


Theme board A

Fig.32. theme board

s Generation Z male is a gender which desires to be in a relationship, they will protect and take care of their mate, alike with a gardener who will protect and provide the nutrient for the flora. That is the same mood of theme wants to provide.


Color board

Fig.32. color board

Concerning the color palette, basically, a majority of Organism will try using color to attract opposite sex (Serene Interiors, N.D.) The use of pas-

tel color will represent the pure and happiness of love. The soft pink, milk-white, and creamy yellow are representing the sweet of love, also the rose red and purple is highlighted to show the hot and passionate. Green is willing to adding more nature and organic feeling to keeping the freshness in love.


Design elements A

s adding the plants and flower design, the plants can keep fresh and beauty at blossoming time which is the most dazzling moment of the plant.

Fig.33. Lilypad jewelry stand

Fig.34. Gold tree jewelry stand


Using the lines and structure

to emphasize the shape of the container. The transparent resin gives more space and attention to the image inside the container. Geometric Terrariums can make the shape become more interesting and playful.

Fig.35. Snow Globe Soap Pump

Puting the image inside the contain-

er is an interesting concept to give a dreamy and romantic feeling which you can see the image clearly without touching it.

Fig.36 Handmade Geometric Terrariums

Fig.37 Modern Geometric Wedding Inspiration


Fig.38. Flora Cabinet

Materials

The resin is an important material for the

designer, especially for the artist. Both of the designer brands are using the real flora apply inside of resin. Such as Marcin Rusak, Wiktoria Szawiel is using the flora at the furniture with different appearance of resin. Because of this trend and the technology is suitable for the succeeding product’s design, therefore, the resin becomes one of the main materials.

Fig.39. Flora light

Fig.40. A chair in serie


Fig.41. Door knobs

Materials Porcelain applies to exquisite structure, for

example, plants or mushrooms etc. creative design of bending structure(Palmer, 2017). Owing to the surface of the material need to have plasticity and similar to others WEDGWOOD products so that it will be another main material of the succeeding product designs. Fig.42. Hanging set

Fig.43. Pitcher


Products ideas

Fig.44. Small Glass Spray Bottle with Aluminum Mist Sprayer

Fig.45. Ceramic Geometric Bath Accessory Set

Fig.46. Raindrop Glass Soap & Lotion Dispenser

Fig.47. Soap bottles

Here are some reference images for a soap dispenser, it can see the thin spray nozzle(fig.?) give a modern and fine feeling. Also, via the above image can see the soap dispenser design is transforming to a different shape. So, at the following part will apply some garden elements, especially of the silhouette of the product’s design.


Products ideas

Fig.48. Gold-colored bottom and lid

Fig.49. Turquoise Cagliari Seahorse Canisters

Fig.50. Fleur De Lis Canisters Set

Fig.51. Blue Glass Coastal Canisters

The above images are the reference for can container, both of them are using simple shape and having a special decoration at the top of the container. Thus, at the following product will apply the decoration at the top of the container with a simple shape.


Products ideas

Fig.52. Jessica & John’s Early mountain vineyard wedding

Fig.53. Brightly Colorful Sequined Wedding

Fig.54. Plants

For home fragrance container, those images are the flower pot with the geometric shape. In recent year, more and more home fragrance container design change the shape as a flora pot, therefore, the following design product will use some of the concepts like geometric flora pot appearance.


Products ideas

Fig.56. New fragrance suit

Fig.57. 27 Rustic Wall Decor Ideas

Regarding the corresponding trend of home fragrance diffuser, more and more retailer provide

the flowers or plants appearance(fig.? & ?) as diffuser due to having an attractive look. This idea can offer a romantic atmosphere in anywhere led to the following design part will adopt it.

Fig.55. Flower DĂŠcor Aroma Fragrance Diffuser


Products ideas

Fig.59.Coral tree Jewerly Holder

Fig.60.beautiful baubles

With respect to the accessories holder, it has a lot of design and shape in the market. In order to

match with the theme, it has some plants silhouette image for reference and the plant’s silhouette will also apply to the design products in order to have an eternal look for the plants. Fig.58.Porcelain Cactus Jewerly Holder


Products ideas By inspiring with the garden and plants, a greenhouse is an important

element to protect the plants and the hard work of farmer. Impersonating the shape of the greenhouse would emphasising the protection of love or relationship given by gen Z.

Fig.61.14 Farmhouse Bathroom Finds

Fig.62. HARTLEY CUSTOMER GREENHOUSES


Products Range Plan In our collection, we would like to design a set of bathroom product for gen Z to give as a present to their lover. The bathroom is an important part of daily life that we would use every day. The bathroom product is personal and private which only the person with a close relationship can get in touch with.

Fig.63. Range Plan


Fig.64. Collections


Products - Soap Dispenser The soap dispenser is Imitate by the garden streetlight. At the garden the street-

light is a direction at dark, it provide protection and warm to the passenger. The soap dispenser is a bathroom product which is personal, only the people with close relationship can get in touch with.

Stainless steel

Fig.24. Stainless steel

Fig.65. Soap Dispenser

Resin

Fig.66. Resin

Porecelain

Fig.25. Porecelain


Products - Container In this design, the minimal and simple shape is used to give a stronger emphasis on the blossom at the top of the container.

Stainless steel

Fig.24. Stainless steel

Fig.67. Container

Resin

Fig.66. Resin

Porecelain

Fig.25. Porecelain


Products - Home Fragrance Container

The home fragrance container combined the geometric shape. A decoration at

the top of the container which is made from porcelain. In addition, the transparent area will be using resin. At last, the frame will be using the stainless steel.

Stainless steel

Fig.68. Home Fragrance Container

Fig.24. Stainless steel

Resin

Fig.66. Resin

Porecelain

Fig.25. Porecelain


Products - Diffuser With regard to the diffuser, it using lotus leaf ap-

pearance match with the home fragrance container. The main frame will use wood and the lotus leaf will use the resin.

Resin

Fig.69. Diffuser

Fig.66. Resin

Wood

Fig.70. Diffuser wood


Products - Accessories Holder Regarding this design, it also uses the lotus to be the appearance and made of porcelain too. As the frame and tray of the geometric shape are made of stainless steel. The transparent area is made of resin.

Stainless steel

Fig.71. Accessories Holder

Fig.24. Stainless steel

Porecelain

Resin

Fig.66. Resin

Fig.25. Porecelain


Products - Frame Stand The design imitates the greenhouse at the garden. The greenhouse is an im-

portant element to protect the plants and the hard work of a farmer. A tray is used to keep organzine of the product. The materials will be mainly in resin, porcelain will be used in the outline of the Tray and metal will be used in the column of trays

Stainless steel

Porecelain

Resin

Fig.72. Frame Stand Fig.24. Stainless steel

Fig.66. Resin

Fig.25. Porecelain



Introduction ‘Catch the moment’ is a gift direction

Fig.73. Pinhole

for generation z giving their lover and closed female friends in special day such as birthday, anniversary, graduation day. Generation z is aged at the most happiness age surrounded with love and care. They faced many environmental changes such as graduation and relationship broken up. Also mental and physical changes in puberty stage can be captured in life. By using memories as main theme which recorded their life. Also personalize products are highlighted for creating uniqueness and self identity.


Story Telling Youth is limited that cannot be eter-

Fig.74. Black & White film

nally. Generation z aged at a blossom youth should record and treasure current status no matter happiness or difficulties. Freeze the most beautiful second for the unique her. Leave your precious memories and love for her. Catch the moment in time...


Fig.75. Theme board

Theme board There are different unforgetable moments in life such as wedding, birthday, graduation display as a slideshow format. Pair of hand at centre stands for catching and treasuring all the moments.


Color board

Fig.76. Theme board

The main colour is Wedgwood tone introducing Wedgwood classic colour to generation z. Keep the traditional culture for new collection. The sub-colour is metallic colour. Metallic balloon and decoration highlight the celebration mood. Also create a modern atmosphere.


Design elements Modern:

By using Wedgwood classic blue and Arris as based, added metallic sterling metal as highlight for modern atmosphere. It also mix with minimalist and urban style.

Fig.77 The Balloon Dog

Fig.78 The copper grid

Fig.79. The copper grid

Fig.80 Gloden party


Lettering:

Customer can request for bronzing handwriting text. Based on our research, generation z like to be unique. Refer to YSL beauty and Kate Spade, two brand s both provide personalized service attracting younger customer. Generation Z prefer customized and personalized product creating own identity and uniqueness.

Fig.81. Personalised lipstick

Fig.82. Hand lettered

Fig.83. Make it mine by Kate spade


Materials Sterling metal: Sliver is the main material for

home product in Wedgwood. Sterling silver is a relatively lower cost material for creating entry price product.

Paper:

Thick and embossed paper is used for a high quality design which match with the brand image. Fig.84. White Holly Swirl Embossed Background Paper

Fig.85. Wholesale 925 Silver Jewelry


Pattern Wedgwood blue with floral Wedgwood Arris collection

The main pattern is referred to current Wedg-

wood floral pattern and arris for introducing the traditional pattern for generation z.

Fig.86. Arris White Accent Plate Octagonal

Fig.87. York Wallcoverings KC1845 Blue Book Antique Floral Wallpaper


Products ideas - Home

Fig.88. Photo wall by dormify

Fig.89. college graduation idea

Fig.90. the goal of “organization”

Fig.91. 2016 Minimalist Paper Cut Desk Calendar with Solid Wood

Generation z prefer home decoration and stationery as gifts (Appendices.b Q5). So ‘ Catch the moments’ main product category are stationary and home decoration. Home decoration including photo grid and calendar. Photo grid decoration wall is on trend in room decoration. It is memorable and flexible for saving space. Calendar can remark days in a physical way.


Products ideas - stationary

Fig.92. Paint brush thank you card set

Fig. 93. Calendar and planner Large Agenda

Fig.94. Positive pens by Get Bullish

Fig.95. Hustle Pen in Gift Box in Mint and Gold

Due to many of gen z is still student, pen is a must for study. Schedule book provide a better time planning and marking special days create memories. Gift card can express emotion and love to others.


Products ideas - photography

Fig.97. Photo album

Fig.98. Libro fotogragia

Generation z always capture their memories in photo. Hipster and daily life photography are their preference. Selfie is must action in recording life. A memorable photo album can rewind and freeze the memories in a physical format. It will be a great recall when growing up. Fig.96. UOONYOU


Products Range Plan Product category are stationary and home decoration. Home decoration including photo grid and calendar.

Fig.99. Rangle Plan


Fig.100. Collection


Products - Ballpoint pen Due to many of gen z is still student, pen is a must have items

for study. Lettering is provided for inscribe initials on barrel part. Since gold is used frequency in Wedgwood design so gold plated sterling silver is chosen for the main material. Vitreous enamel is chose for the strip pattern of barrel.

Sterling silver

Fig.101. Ballpoint pen

Fig.85. Wholesale 925 Silver Jewelry

Vitreous enamel

Fig.102. Porcelain enamel coated firebox


Products - Photo album The photo album can keep the memories for the giver and re-

ceiver. Leather cover is used for duration and practicality. Personalized lettering is available on cover. DIY inner layout is available for creating uniqueness. Otherwise a suggested layout template is provided for convenience. Size: length 14 cm x width 15 cm x depth 1 cm

Leather

Fig.103. Photo album

Fig.104. Arbetex

Embossed paper

Fig.105. Lattice Embossed Paper


Products - gift card Wedgwood pattern as base pattern. Personalized for letter-

ing such as quote and name is available. Message can be written with gifts. Love and emotion can be expressed through hand written text. Embossed lattice card paper is used.

Embossed paper

Fig.106. Gift Card

Fig.105. Lattice Embossed Paper


Products - Photo grid A Sterling silver with gold plated net with Wedgwood Arris pattern. It can create a unique photo decoration wall. A DIY room decoration with flexible size.

Sterling silver

Fig.107. Photo grid

Fig.85. Wholesale 925 Silver Jewelry


Products - Calendar Special day can be marked which is customized for customer.

All unique day for customer can be marked such as birthday, anniversary, graduation. Wedge pattern as background for introducing Wedgwood history.

Sterling silver

Fig.108. Calendar

Fig.85. Wholesale 925 Silver Jewelry

Embossed paper

Fig.105. Lattice Embossed Paper


Products - Schedule book The schedule book is for recording unique own life. Schedule and activities are be written down for reminding. Personalized lettering is provided, name and quoted can be printed on cover.

Embossed paper

Fig.109. Schedule Book

Fig.105. Lattice Embossed Paper


• •

Reference

Al McCool. 2017. Solid Materials – CMF Firections. [ONLINE]. Al McCool: WGSN. Available at: https://www-wgsn-com.eproxy.vtclib9.vtc.edu.hk/content/board_viewer/#/75853/page/5 /. [Accessed 10 November 2017]. Helen Palmer. 2017. Surface & Materials Forecast A/W 19/20: Free style. [ONLINE]. Helen Palmer: WGSN. Available at: https://www-wgsncom.eproxy.vtclib9.vtc.edu.hk/content/board_viewer/#/75827/page/16 [Accessed 10 October 2017]. Helen Palmer. 2017. Surface & Materials Forecast A/W 19/20: Light Magic. [ONLINE]. Helen Palmer: WGSN. Available at: https://www-wgsncom.eproxy.vtclib9.vtc.edu.hk/content/board_viewer/#/75829/page/12. [Accessed 12 November 2017]. Allyson Rees. 2017. New Stores Round-up – Autumn 2017. [ONLINE]. Allyson Rees: WGSN. Available at: https://www-wgsncom.eproxy.vtclib9.vtc.edu.hk/content/board_viewer/#/75259/page/8. [Accessed 12 November 2017]. Theresa Yee & Emma Grace Bailey. 2017. Valentine’s Day 2019:product & Packaging Update - Beauty. [ONLINE]. Theresa Yee & Emma Grace Bailey: WGSN. Available at: https://www-wgsn-com.eproxy.vtclib9.vtc.edu.hk/content/board_viewer/#/74613/page/1 [Accessed 16 October 2017]. Taryn Tavella. 2017. Getting Personal: Customised Gifting. [ONLINE]. Taryn Tavella: WGSN. Available at: https://www-wgsncom.eproxy.vtclib9.vtc.edu.hk/content/board_viewer/#/74335/page/1 [Accessed 28 November 2017]. Allyson Rees. 2017. Plant Power: Merchandising & Display. [ONLINE]. Allyson Rees: WGSN. Available at: https://www-wgsncom.eproxy.vtclib9.vtc.edu.hk/content/board_viewer/#/74318/page/1 . [Accessed 12 November 2017].

Bibliography

Bibi •

Jaclyn Jones. 2017. Top 10 – Subscription Boxes. [ONLINE]. Jaclyn Jones: WGSN. Available at: https://www-wgsn-com.eproxy.vtclib9.vtc.edu.hk/content/board_viewer/#/74423/page/1 [Accessed 10 October 2017].


Photo Credit


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Fig.1. par Chloé Burgat by Thérapie (2015) [online image] Accessed 23 November 2017 Fig.2. Family life by Witamy w (2017) [online image] Accessed 23 November 2017 Fig.5. THERMAL MUG & WATER BOTTLE SET by Colorrissmo (2017) [online image] Accessed 23 November 2017 Fig.6. Sports Water Bottle by Aquatix (2017) [online image] Accessed 23 November 2017 Fig.7. Tai Wan Artiart Magic Insulated cup by Searching C [online image] ] Accessed 23 November 2017 Fig.8. Artiart Anti-Tumble Magic Mug by Lazada (2017) [online image] Accessed 23 Nove5ber 2017 Fig.9. HERMOS by (2017) [online image] Accessed 23 November 2017 Fig.10. thermos bento lunch box by japaninabox (2017) [online image] Accessed 23 November 2017 Fig.11. PLATE by Daehan metals (2017) [online image] Accessed 23 November 2017 Fig.12. Stainless Steel Cookware Set by Dream products (2017) [online image] Accessed 23 November 2017 Fig.13. Mira 40 Oz Vacuum Insulated Bottle by Brand new (2017) [online image] Accessed 23 November 2017 Fig.14 NEW RUSTIC CERAMICS FROM FERM LIVING by Elle decoration (2017) [online image] Accessed 23 November 2017 Fig.15 Dishes by Lifestyle favorites (2017) [online image] Accessed 23 November 2017 Fig.16 Daisy Cooper Ceramics by Daisy Cooper Ceramics (2017) [online image] Accessed 23 November 2017 Fig.17. Lunch Box Pictures by Dustymars (2017) [online image] Accessed 23 November 2017 Fig.18.STANLEY + STARBUCKS® collection by STARBUCKS (2017) [online image] Accessed 23 November 2017 Fig.19. Rectangular Lunch Box 3-Piece by Lazada (2017) [online image] Accessed 23 November 2017 Fig.20. School Lunch Box Menu Plan Week 3 by Rhonda Jai Designs (2017) [online image] Accessed 23 November 2017 Fig.21. Range Plan, Author’s Own Fig.22. Collection, Author’s Own Fig.23. Thermos Flask, Author’s Own Fig.24. Stainless steel by Gabrielle Gosha(2013) [Online image] Accessed: 29/11/17 Fig.25 Porecelain by Daisy Cooper Ceramics (2017) [online image] Accessed 23 November 2017 Fig.26. Tumbler insulated mug, Author’s Own Fig.27. Double square box, Author’s Own Fig.28.Insulated lunch box, Author’s Own Fig.29.All-in-one out door handbag, Author’s Own Fig.30. My Valentine by awesome story (N.D.) [online image] Accessed 28 November 2017 Fig.31. Valentine Wishes(N.D.) [online image] Accessed 28 November 2017 Fig.33. Lilypad jewelry stand by Anthropologie (N.D.) [online image] Accessed 28 November 2017 Fig.34. Gold tree jewelry stand by Cost Plus World market (2017) [online image] Accessed 28 November 2017 Fig.35. Snow Globe Soap Pump by Carissa (2016) [Online image] Accessed: 29/11/17 Fig.36 Handmade Geometric Terrariums by Waen (2015) [Online image] Accessed: 29/11/17 Fig.37 Modern Geometric Wedding Inspiration by style me pretty (2016) [Online image] Accessed: 29/11/17 Fig.38. Flora Cabinet by Marcin Rusak studio (2017) [Online image] Accessed: 29/11/17 Fig.39. Flora light by Marcin Rusak studio (2017) [Online image] Accessed: 29/11/17 Fig.40. A chair in serie 1 by wiktoriaszawiel (2017) [Online image] Accessed: 29/11/17

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Fig.41. Door knobs by theseplease (N.D) [Online image] Accessed: 8/12/17 Fig.42. Hanging set by Lilac coast (N.D) [Online image] Accessed: 8/12/17 Fig.43. Pitcher by metropolitan museum (N.D) [Online image] Accessed: 8/12/17 Fig.44. Small Glass Spray Bottle with Aluminum Mist Sprayer by etsy.com Fig.45. Ceramic Geometric Bath Accessory Set by Apollo Box Fig.46.Raindrop Glass Soap & Lotion Dispenser by Rail19 (N.D) [Online image] Accessed: 29/11/17 Fig.47. Soap bottles by Pinerest (N.D) [Online image] Accessed: 29/11/17 Fig.48. Gold-colored bottom and lid by Nate Berkus (N.D) [Online image] Accessed: 29/11/17 Fig.49. Turquoise Cagliari Seahorse Canisters by Haley (2015) [Online image] Accessed: 29/11/17 Fig.50. Fleur De Lis Canisters Set Of Three Clear Gl 19 13 by emilyevanseerdmans.com(N.D) [Online image] Accessed: 29/11/17 Fig.51. Blue Glass Coastal Canisters by Pinerest (N.D) [Online image] Accessed: 29/11/17 Fig.52. Jessica & John’s Early mountain vineyard wedding by Erika Lynn (2017) [Online image] Accessed: 8/12/17 Fig.53. Brightly Colorful Sequined Wedding by ruffledblog (2016) [Online image] Accessed: 8/12/17 Fig.54. plants by pinpoint (N.D.) [Online image] Accessed: 8/12/17 Fig.55. Flower Décor Aroma Fragrance Diffuser by Harvey Nichols (2017) [Online image] Accessed: 8/12/17 Fig.56. New fragrance suit by aliexpress (N.D.) [Online image] Accessed: 8/12/17 Fig.57. 27 Rustic Wall Decor Ideas by HomeBNC (2016) [Online image] Accessed: 8/12/17 Fig.58 Porcelain Cactus Jewerly Holder by Rod's Western Palace (2016) [Online image] Accessed: 8/12/17 Fig.59 Coral tree Jewerly Holder by wayfair (2017) [Online image] Accessed: 8/12/17 Fig.60. beautiful baubles by ModCloth (N.D.) [Online image] Accessed: 8/12/17 Fig.61.14 Farmhouse Bathroom Finds by Southern Made Simple (2016) [Online image] Accessed: 8/12/17 Fig.62. HARTLEY CUSTOMER GREENHOUSES by hartley-botanic.com (N.D.) [Online image] Accessed: 29/11/17 Fig.63. Range Plan, Author’s Own Fig.64. Collections, Author’s Own Fig.65. Soap Dispenser, Author’s Own Fig.66. Resin by ALAMOULD Clear Silicone Molds for Unique Resin Jewelry (2015) [Online image] Accessed: 28/11/17 Fig.67. Container, Author’s Own Fig.68. Home Fragrance Container, Author’s Own Fig.69. Diffuser, Author’s Own Fig.70. Diffuser wood by Amara (2017) [Online image] Accessed: 28/11/17 Fig.71. Accessories Holder, Author’s Own Fig.72. Frame Stand, Author’s Own Fig.73. Pinhole by Martina Braindstette (N.D.) [online image] Accessed 08/12/2017 Fig.74 Black & White Film, , Author’s Own o Black and White film by white vanilla (N.D.) [online image] Accessed 08/12/2017 o Black white by MP Photography (2012) [online image] Accessed 08/12/2017 o Light by Meredith Bury(2017) [online image] Accessed 08/12/2017 Fig.77. The Balloon Dog by WhiteFauxTaxidermy(2017) [online image] Accessed 08/12/2017 Fig.78. The copper grid by Maisons du Monde(2017) [online image] Accessed 08/12/2017 Fig.79. The fancy things by Kristin Leahy (2016) [online image] Accessed 08/12/2017 Fig.80 Gloden party (2017) [online image] Accessed 08/12/2017 Fig.81. Personalised lipstick by YSL beauty(2017) [online image] Accessed 08/12/2017 Fig.82. Hand lettered by Jordyn Alison Designs (2017) [online image] Accessed 08/12/2017 Fig.83. Make it mine by Kate spade (2016) [online image] Accessed 08/12/2017 Fig.84. White Holly Swirl Embossed Background Paper by Craftsuprint (2010) [online image] Accessed 08/12/2017


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Fig.85. Wholesale 925 Silver Jewelry by SMGL Corporation(2017) [online image] Accessed 08/12/2017 Fig.86. Arris White Accent Plate Octagonal by Wedgwood(2017) [online image] Accessed 08/12/2017 Fig.87. York Wallcoverings KC1845 Blue Book Antique Floral Wallpaper by build.com(2017) [online image] Accessed 08/12/2017 Fig.88. Photo wall by dormify(2017) [online image] Accessed 08/12/2017 Fig.89. college graduation idea by DIYScom(2015) [online image] Accessed 08/12/2017 Fig.90. the goal of “organization” by gurl(2017) [online image] Accessed 08/12/2017 Fig.91. 2016 Minimalist Paper Cut Desk Calendar with Solid Wood Stand by etsy.com(2016) [online image] Accessed 08/12/2017 Fig.92. Paint brush thank you card set by Kate Spade(2017) [online image] Accessed 08/12/2017 Fig. 93. Calendar and planner Large Agenda by Kate Spade(2015) [online image] Accessed 08/12/2017 Fig.94. Positive pens by Get Bullish (2017) [online image] Accessed 08/12/2017 Fig.95. Hustle Pen in Gift Box in Mint and Gold by Get Bullish (2017) [online image] Accessed 08/12/2017 Fig.96. UOONYOU by Urban Outfitters(2017) [online image] Accessed 08/12/2017 Fig.97. Photo album(2017), author’s own Fig.98. Libro fotogragia by lorena lorenam(2017) [online image] Accessed 08/12/2017 Fig.99. Rangle Plan, Author’s Own Fig.100. Collections, Author’s Own Fig.101. Ballpoint pen, Author’s Own Fig.102. Porcelain enamel coated firebox by Roeschinc(2017) [online image] Accessed 08/12/2017 Fig.103. Photo album, Author’s Own Fig.104. Arbetex - leather cloth by schmedt(2017) [online image] Accessed 08/12/2017 Fig.105. Lattice Embossed Paper by Recollections(2017) [online image] Accessed 08/12/2017 Fig.106. Gift Card, Author’s Own Fig.107. Photo grid, Author’s Own Fig.108. Calendar, Author’s Own Fig.109. Schedule Book, Author’s Own






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