Test your insights Olivia Shadbolt N0614060 FASH10106
Contents 3 4&5 6 7 8 9 10 11 12 13 14 15 16 17 18 & 19 20 & 21 Introduction
Insight 1 - Travel
The Process Competiton
Customer profile Mood board
Insight 2 - Personalisation
Competition
Customer profile Mood board
Insight 3 - Events and Experiences
Competiton
Customer profile Mood board
The big idea List of refrences and illustrations
Our brief is all about discovering a gap in the heavily saturated fragrance market. This report looks at and explores 3 potential ideas of new fragrance concepts.
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Insight 1 - Travel The idea - A service specifically for gap year travellers, a subscription box with mini travel size fragrances
"Global travel during a gap year has become an increasingly accepted feature of western youth culture" Mintel 2013
Offering a solution to the issue of having to carry round a big expensive perfume bottle.
"The Netflix generation has become used to monthly or yearly charges for unlimited access to a wealth of data and products." Mintel
"Studies suggest that taking a gap year can positively influence your brain to make you more outgoing and open to new ideas" Kira Shaw, The Guardian, 2016
Technology "64% of all holiday visitors to Australia accessed the Internet while in the country - travellers are now likely to carry at least a smart phone, notebook or laptop computer with them on their travels." Mintel 2013
"They can upload photos and travellers
seek out Wi-Fi cafĂŠs, bars and restaurants to check mail and post blog accounts of their trips. They are no longer removed from contact and the flow of communications has increased through use of social media applications and blogs." Mintel 2013
Fig 3 5
The Process 1) Pay online subscription for the whole year. 2) Inform of destination. 3) Collect box from airport. 4) Inside the box there is a journal for writing down memories and mini travel version of favourite perfume. 5) When it is time for customers to move on to their next destination, they update their location/airport so next subscription box will be ready to collect. 6) Repeat.
Competition "It is reported that the
monthly subscription box is booming" Mintel 2015
Glossybox
Fig 5
What makes our idea different?
Conscious box
Fig 6
Stationery club
Fig 7
1. The boxes are delivered to airports, as opposed to the customer's house like other subscription boxes. 2. Inside the box is a journal for the customer to record their travel memories and experiences. 3. There are currently no subscription boxes on the market tailored to the needs of travellers.
"Beauty subscription boxes are most popular amongst a 16-24-yearold female market" Mintel 2016
Graze
Fig 8 7
Customer Profile
Wanderlust
a very strong and irresistible impulse or desire to travel the world
Age: 18 to 25 Occupation: student Interests: travelling,meeting new people, experiencing different cultures Lifestyle: always on the move, not content staying in one place Purchasing habits: limited budget Needs: a product that is easy to carry around 8
Fig 9,10,11 & 12
Fig 13
Fig 14
p i h s d n e Independence Fri Bravery F r e e dom Ambition Explore Curiosity n o i t a t n e m i r e p x E Adventure Youthfulness
Fig 15
Fig 16 9
Insight 2 - Personalisation The idea - Consumers can design their "Younger Millennials are most likely own packaging. to desire products with packaging worthy of being displayed in the home." Charlotte Libby, Mintel, 2014 Combining fragrance, art, lifestyle, fashion, and personalisation.
Going against the dominant minimalism trend.
"Women are more likely to display fragrance bottles on dressing tables, resulting in a greater desire for attractive packaging" Charlotte Libby, Mintel, 2014
"Some 39% of fragrance buyers prize the high-quality look/ feel of packaging while 30% consider visually appealing design to be important, rising to almost half (48%) of 16-24-year-old buyers" Charlotte Libby, Mintel, 2014
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Fig 17
Competition
Glossier skincare with stickers
Fig 18
Why personalisation? 1. Each product is unique and individual to the customer. 2. Encourages the customer Viktor and Rolf hand painted bottles Fig 19 to share their creation on social media. 3. Stands out from the other fragrance bottles currently available on the market.
Personalised coke bottles
Burberry monogram bottles
Fig 20
Fig 21 11
Customer Profile
Age: 18 to 30 Occupation: young professional Interests: technology, socialising, latest trends Lifestyle: keeping active, taking pride in their appearance, strong work ethic Purchasing habits: online shopping, sharing their purchases on social media Needs: a stylish product to get their friends talking 12
Fig 22, 23, 24, 25 & 26
Fig 27
Fig 28
Fig 29
Fig 30
y t i U c i n t n ique e h t Au Creativity Optimism Beauty Fun Imagination Surprise
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Insight 3 - Events and Experiences
The idea - Style Tribes
Bringing fashion into fragrance as each trend/tribe has its own signature identity and scent.
More then just a product, it is a new experience. Each section of the room will be tailored to each style tribe sprayed with the relevant scent.
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Helping in-store sales increase as the internet has overtaken these sales recently.
Department stores create experiences to draw shoppers
Selfridges - fragrance lab launched in 2014 Harrods - fragrance garden in May 2015 Lush - scented cinema in December 2015 Liberty - Frederic Malle liberty chamber 2008
Fig 31
Competition
Frederic malle fragrance chamber
Selfridges fragrance lab
Harrods fragrance garden
Fig32
Fig 33
Fig 34
What makes this experience different?
Customers will walk around the store, going from room to room experiencing the different interiors and smelling the scents which all correspond to the style tribe/trend. Customers will naturally gravitate towards their particular style and favourite smelling room.
"Understand the customer. Build on their perceptions, preferences , dreams, values and lifestyles. " Alina Wheeler, Designing Brand Identity, 2012
Lush scented cinema
Fig35
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Customer Profile
Age: 18 to 25 Occupation: student/recent graduate Interests: music, fashion, social media Lifestyle: studying, partying, technology focused Purchasing habits: on a budget, occasional treats Needs: stylish but accessible 16
Fig 36,37,38, 39 & 40
e c H n onesty a t p e c c A W it t y l u f y Pla Celebrating all Individuals Passion Multi layered
Fig 41
Fig 42
Fig 43
Fig 44 17
Style Tribes
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Fig 45
The Big Idea I have chosen events and experiences insight as the idea to take forward. It is interesting that online sales have over take in store fragrance purchases, as choosing a perfume is such a hands on experience. You want to be able to smell the perfume and touch the bottle. This is why I believe our "Style Tribe" idea is the most exciting one to go ahead with, the different scented rooms would be a whole new experience for the customer. This would hopefully draw customers in and discourage them to go online when purchasing fragrance. Inspiration for the "Style Tribe" idea came from two articles that we found online. One was an article from The Guardian named "50 Years of Style Tribes". From teddy boys to glam rockers, it is apparent that through society we have always been able to identify to certain style tribes and trends. Another article was from an online magazine, The Debrief, called "Which University Style Tribe Are You?" that featured illustrations of different students dressed according to what university they go to. It was witty and tongue in cheek, and got us thinking does Nottingham Trent University have its own style tribe?
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List of Refrences Beauty Online - UK - January 2016 Available at: http://academic.mintel.com/display/759435/?highlight. [Accessed 22 March 2016]. Beauty and Personal Care Packaging Trends - UK - November 2014 Available at: http://academic.mintel.com/display/722035/?highlight. [Accessed 22 March 2016]. Gap Year Travel in Australasia - May 2013 [ONLINE] Available at: http://academic.mintel.com/ display/663962/?highlight#hit1. [Accessed 22 March 2016]. In-salon Hair Services - UK - August 2015 [ONLINE] Available at: http://academic.mintel.com/ display/745818/?highlight. [Accessed 22 March 2016]. Travel broadens the mind, but can it alter the brain? | Education | The Guardian. [ONLINE] Available at: http://www.theguardian.com/education/2016/jan/18/travel-broadens-the-mindbut-can-it-alter-the-brain. [Accessed 22 March 2016]. Wheeler, Alina, 2012. Designing Brand Identity: An Essential Guide for the Whole Branding Team. 4th ed. John Wiley & Sons; 4th Edition edition .
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Word count: 900
List of Illustrations
Fig1 http://struttinginstyle.com/2013/01/21/flirting-through-fragrance/ [ONLINE] [Accessed 22 March 2016] Fig 2 Swim in the nature. Image via: http://child-of-the-m00n.tumblr.com/ | Inspiration 6 | Pinterest | Swim, Swimming and Nature. [ONLINE] Available at: https://uk.pinterest.com/pin/110760472062493907/. [Accessed 22 March 2016]. Fig 3 http://organicmountainrecords.com/world-map-tumblr-background/world-map-tumblr-background-tumblr-m9llmwno9y1qinh1vo1-1280 [ONLINE] [Accessed 22 March 2016] Fig 4 Paradise. | t r a v e l ♡ | Pinterest | Paradise, Travel and Travel Photography. 2016. Paradise. | t r a v e l ♡ | Pinterest | Paradise, Travel and Travel Photography. [ONLINE] Available at: https://uk.pinterest.com/pin/524036106622341082/. [Accessed 22 March 2016]. Fig 5 Win! A year long subscription to Glossy Box with eHarmony! - Ideal Magazine. [ONLINE] Available at: http://www.idealmagazine.co.uk/win-a-yearlong-subscription-to-glossy-box-with-eharmony/. [Accessed 22 March 2016]. Fig 6 Vegan, Gluten-Free, Natural Health Subscription-Box Service: Glamour.com. [ONLINE] Available at: http://www.glamour.com/health-fitness/blogs/ vitamin-g/2014/11/vegan-gluten-free-non-gmo-heal. [Accessed 22 March 2016]. Fig 7 the stationery club subscription box gift by alexia claire | notonthehighstreet.com. [ONLINE] Available at: http://www.notonthehighstreet.com/alexiaclaire/product/the-stationery-club-subscription-box-gift. [Accessed 22 March 2016]. Fig 8 REVIEW – Graze.com Snack Boxes | We Forgot The Sperm – Raising Our Rainbow. [ONLINE] Available at: https://weforgotthesperm.wordpress. com/2014/07/31/review-graze-com-snack-boxes/. [Accessed 22 March 2016]. Fi 9,10,11 & 12 Travelers notebook stocking stuffer travel by AshleyCaitlinCrafts. [ONLINE] Available at: https://www.etsy.com/ie/listing/221440570/travelers-notebook-stocking-stuffer. [Accessed 22 March 2016]. [ONLINE] Available at: https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwiUg_75zsPLAhUFXhQKHWaoAlsQjRwIBw&url=http%3A%2F%2Fwww.travelcorporationasia.com%2Fbrands%2Fbusabout%2F&bvm=bv.116636494,d.d24&psig=AFQjCNE5ewHrVulB4kumryyAlt-6_cWH0Q&ust=1458163089539625. [Accessed 22 March 2016]. Fig 13 Google. 2016. Google. [ONLINE] Available at: https://www.google.co.uk/#hl=en&tbs=isz:l&tbm=isch&q=gap+year+traveller&imgrc=mbKjHqjVfnTtDM%3A. [Accessed 22 March 2016]. Fig 14 How To Travel The World For Free | Sunday Chapter | Bloglovin’. [ONLINE] Available at: https://www.bloglovin.com/blogs/sunday-chapter-12377123/how-to-travel-world-for-free-4174846824. [Accessed 22 March 2016]. Fig 15 Elephant Trekking, Thailand - Elephant Nature Park (HD) - YouTube. [ONLINE] Available at: https://www.youtube.com/watch?v=lt_fIAuVlJ4. [Accessed 22 March 2016]. Fig 17 Shadbolt, Olivia. (2016) Photoshop Fig 18 Order 9683 for roshel. 2016. Order 9683 for roshel. [ONLINE] Available at: http://www.shopandbox.com/order/9683/. [Accessed 22 March 2016]. Fig 19 VIKTOR & ROLF BOTTLE PAINTING - Google Search. [ONLINE] Available at: https://www.google.co.uk/search?q=VIKTOR+%26+ROLF+BOTTLE+PAINTING&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiw4YjDw8_LAhWlp3IKHSjFAwkQ_AUIBygB&biw=1440&bih=755#tbs=isz:l&tbm=isch&q=glossier+stickers&imgrc=_a6_moMatDV0GM%3A. [Accessed 22 March 2016]. Fig 20 Packaging Design Trends 2015 – Part 3 – Personalisation | Point 6 Design. [ONLINE] Available at: http://www.point6.co.uk/2015/01/22/packaging-design-trends-2015-part-3-personalisation/. [Accessed 22 March 2016]. Fig 21 https://uk.burberry.com/stores/covent-garden/ [ONLINE] [Accessed 22 March 2016] Fig 22, 23, 24, 25 & 26 Beauty buys that won’t break the bank! | Make-up, Brushes and Instagram. [ONLINE] Available at: https://uk.pinterest.com/pin/515591857319983288/. [Accessed 22 March 2016]. The London Eye | London, London England and England. [ONLINE] Available at: https://uk.pinterest.com/pin/413205334531404599/. [Accessed 22 March 2016]. Don’t Miss: The Parisian Look: 8 Secrets To Look Parisian Pretty | Camels, White Sneakers and Casual Styles. [ONLINE] Available at: https://uk.pinterest. com/pin/327073991666697461/. [Accessed 22 March 2016]. Shop Talk: Firefly Events | Fireflies, Desks and Office Spaces. [ONLINE] Available at: https://uk.pinterest.com/pin/501095896010424765/. [Accessed 22 March 2016] Fig 30 How To Learn A New Language: 7 Secrets To Quickly Master A Foreign Language | Flat Lay, Desk Essentials and Pink Flowers. [ONLINE] Available at: https://uk.pinterest.com/pin/455989531000079867/. [Accessed 22 March 2016]. Fig 31 http://blog.jackwills.com/tag/jw-style-tribes/ [ONLINE] [Accessed 22 March 2016]. Fig 32 http://habituallychic.luxury/wp-content/uploads/sites/2/2012/04/frederic-malle-habituallychic-027.jpg [ONLINE] [Accessed 22 March 2016]. Fig 33 http://www.dezeen.com/2014/05/02/selfridges-fragrance-lab-distill-your-character-into-a-scent/ [ONLNE] [Accessed 22 March 2016]. Fig 34 The Fragrance Garden at the RHS Chelsea Flower Show 2015 / RHS Gardening . 2016. The Fragrance Garden at the RHS Chelsea Flower Show 2015 / RHS Gardening . [ONLINE] Available at: https://www.rhs.org.uk/shows-events/rhs-chelsea-flower-show/exhibitors/archive/2015/gardens/the-fragrancegarden-from-harrods-heart-notes. [Accessed 22 March 2016]. Fig 35 http://studioxag.com/blog/2015/12/07/scented-cinema-at-lush/ [ONLINE] [Accessed 22 March 2016]. Fig 36,37,38, 39 & 40 https://uk.pinterest.com/pin/394416879846794229/ [ONLINE] [Accessed 22 March 2016]. http://www.radiotimes.com/news/2013-04-12/the-best-summer-music-festivals [ONLINE] [Accessed 22 March 2016]. https://stylesouvenir.wordpress.com/2012/09/13/organise-your-magazines/ [ONLINE] [Accessed 22 March 2016]. http://www.gosimplysocial.com/ [ONLINE] [Accessed 22 March 2016]. http://www.thedebrief.co.uk/style/fashion/leeds-exeter-bristol-sheffield-university-style-tribes-20150542520 [ONLINE] [Accessed 22 March 2016]. Fig 41 | beauty | Pinterest | Nike, Shoes Outlet and…. [ONLINE] Available at: https://uk.pinterest.com/pin/320740804693491300/. [Accessed 22 March 2016]. Fig 42 Not Found | Lipsticks, Dressing Up and Flower Crowns. [ONLINE] Available at: https://uk.pinterest.com/pin/519391769505663660/. [Accessed 22 March 2016]. Fig 43 . Pinterest: discover and save creative ideas. [ONLINE] Available at: https://uk.pinterest.com/search/pins/?q=bohemian%20style&rs=typed&0=bohemian%7Ctyped&1=style%7Ctyped. [Accessed 22 March 2016]. Fig 44 A little rock and roll.. I wish you could hear the tune I sing as I say rock and roll. swag. rock plaid out this season this way. www.StyleSista.ca… | Pinteres…. [ONLINE] Available at: https://uk.pinterest.com/pin/357051076682323441/. [Accessed 22 March 2016]. Fig 45 Shadbolt, Olivia. (2016) Photoshop
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