01
Visual Strategy Guide
BOOK 1 THE SHARPER IMAGE VISUA L STR ATEGY GUIDE
“I started this business in 1977 for one big reason—to have fun! Our company's mission is to share this enthusiasm—to share the fun of discovering all kinds of exciting, well-designed, and technologically advanced products.”
—Richard Thalheimer
THE SHARPER IMAGE RAISE THE SELT CONFIDENCE OF PEOPLE
TABLE OF CONTENTS BRAND HISTORY
06
BRAND OVERVIEW BREAND TIMELINE
NEW VISION
16
MISSION STATEMENT BRAND SOUL POTENTIAL + EXPANSION REBRAND OBJECTIVE BRAND VISUALIZATION TARGET AUDIENCE
COMPETITORS CURRENT COMPETITORS ADJACENT COMPETITORS ASPIRATIONAL COMPETITORS
42
O0.
TABLE OF CONTENTS
30 THE SHARPER IMAGE
01.
BRAND HISTORY BRAND OVERVIEW
08
BREAND TIMELINE
10
31 VISUAL st GUIDE
O1.
08 THE SHARPER IMAGE
09 V I S U A L S T R AT E GY G U I D E
BRAND OVERVIEW
The Sharper Image is an American brand that offers consumers home electronics, air purifiers, gifts and other high-tech lifestyle products. The sharper image was founded by Richard Thalheimer and founded in 1977 as a catalog retailer that sold jogging watches. The company was known for its pricey gimmicks and gadgets. The Sharper Image sells items through catalogs, retail stores, and a Web site. Various editions of the catalogs are mailed to 16 million customers; these account for 25 percent of sales. Offering electronic and other unique and sometimes pricey products, the company grew rapidly in the 1980s, was bolstered by a yuppie-driven demand for luxury goods. By 1990, however, the company's popularity and profitability dropped dramatically, prompting The Sharper Image to widen the scope of its retail operations to include less expensive merchandise that would appeal to a new, broader customer base. On February 19, 2008, the company filed for Chapter 11 bankruptcy, blaming low sales aggravated by a decline in consumer spending and negative publicity surrounding its Ionic Breeze air purifiers. At that time the company had 2,500 employees. By the end of 2008 all of the retail stores had closed and the company assets were acquired by Hilco Consumer Capital, Infinity Lifestyle Brands, Gordon Brothers Group and Bluestar Alliance, after which the brand name was licensed for use on products sold through third party retailers such as Best Buy and Bed Bath & Beyond or through the branded website. New products are created through partnerships with other businesses.
10 THE SHARPER IMAGE
BRAND TIMELINE
1977
1982
1987
Richard Thalheimer peddles his first mail order product, a digital watch for runners.
Revenues reached the $50 million mark.
The company goes public on the New York Stock Exchange.
1978
Incorporated the mail order business, calling it The Sharper Image.
1985
The company's first 12 retail stores open. 12 stores were introduced in such urban centers as New York, St. Louis, and Honolulu.
1990
Products for children and home living are featured.
11 V I S U A L S T R AT E GY G U I D E
1992
2002
2017
Began to market its products through mall carts and local newspaper ads.
Circuit City begins stocking Sharper Image Design products.
Rebirth
1995
Began targeting woman through its Sharper Image SPA catalog.
2008
Filed for bankruptcy protection.
12 THE SHARPER IMAGE
FOUNDED IN 1977 The Sharper Image was founded in 1977 by Richard Thalheimer. Thalheimer put himself through law school in San Francisco by selling office supplies, and three years after his graduation he hit upon a potentially profitable marketing idea that led to a full-time career in retailing. An avid runner, Thalheimer speculated that high-tech stopwatches might prove popular among others who enjoyed the sport. After lining up a supplier, he invested $1,000 in a magazine ad offering digital wristwatches with a stopwatch mechanism for sale by mail. ThalheimWer's venture coincided with the onset of a national jogging craze; he was able to sell out his entire stock of watches.
MID-1980S DECLINE In the mid-1980s, orders from The Sharper Image catalogs began to decline slightly, and the company explored new marketing techniques. When The Sharper Image advertisements on cable television proved unsuccessful, the company focused on appealing to customers who preferred not to purchase items through mail order, opening The Sharper Image retail stores around the country. In 1985, 12 stores were introduced in such urban centers as New York, St. Louis, and Honolulu. Twenty more stores were opened the following year. The new Sharper Image stores contributed strong sales to the company's overall performance, and by the end of 1985 revenues from all operations had risen to $87 million.
13 V I S U A L S T R AT E GY G U I D E
THE DOWNFALL Evert at its most profitable, Sharper Image never generated the kind of suatatned customer loyalty enjoyed by its bigger rivals, like Best Buy, which carried must-have new movies and video games that lured shoppers back into its stores every few weeks. That left The sharper Image struggling for an identity in consumer electronics, a product line that is among the most competitive in American retailing. The chain began experiencing. "steady sales declines," in 2004, according to its bankruptcy filing. Its profits fell throughout 2005, 2006 and 2007. The Sharper Image tried to avoid that problem with distinctive, even zany products that could not be found anywhere else, at least for a while. But that led the company to take big bets on a few products, a risky strategy that cost it dearly in at least one widely publicized case. The Sharper Image was an early sells of air purifiers, which it sold, rather briskly, under the name Ionic Breeze. But in 2005, a Consumer Reports study suggested that the product might be dangerous to users because the purifiers generated small amounts of ozone. Sales plunged. Air purifiers, which accounted for 28 percent of the chain's sales in 2005, fell to 9.4 percent of sales in 2007.
14 THE SHARPER IMAGE
15 V I S U A L S T R AT E GY G U I D E
30 THE SHARPER IMAGE
02.
NEW VISION MISSION STATEMENT
19
BRAND SOUL
20
POTENTIAL + EXPANSION
23
REBRAND OBJECTIVE
24
BRAND VISUALIZATION
30
TARGET AUDIENCE
33
31 V I S U A L S T R AT E GY G U I D E
O2.
18 THE SHARPER IMAGE
19 V I S U A L S T R AT E GY G U I D E
MISSION STATEMENT
OUR MISSION IS TO HELP INDIVIDUALS ELEVATE THEIR CONFIDENCE AND BUILD SUCCESS.
20 THE SHARPER IMAGE
BRAND SOUL
RAISE THE SELF-CONFIDENCE OF PEOPLE
21 V I S U A L S T R AT E GY G U I D E
22 THE SHARPER IMAGE
THREE KEYWORDS
SUCCESS ATTRACTIVE INDIVIDUAL
23 V I S U A L S T R AT E GY G U I D E
POTENTIAL + EXPANSION
Most people would agree that the inner is more important than outside, but now we realize that outside is also important too. Since it only takes a few seconds to form an opinion about a person we see for the first time, and the important thing is that it's very difficult to change the first impression! And as Maya Angelou was said" People will forget what you said. People will forget what you did. But people will never forget how you made them feel." The Sharper Image helps you discover how you are perceived at work, while navigating your career, and in social situations. The Sharper Image helps you to gain self-awareness, provide you with supportive and constructive feedback, and show you how to take practical steps to realize your goals.
24 THE SHARPER IMAGE
REBRANDING OBJECTIVE
The Sharper Image has been focusing primarily on people products from various categories and different age groups. The mission that the company had previously was to share the fun of discovering all kinds of exciting, well designed, and technologically advanced products. It was popular for people who wanted to appear higher in society. The new objective would be supporting ondinary people who want to elevate their confidence and build success. The sharper image offers a range of innovative services that help you to see yourself as others see you and to use that knowledge to make meaningful changes that enhance your impact and success.
25 V I S U A L S T R AT E GY G U I D E
MAKING CHANGES TO YOUR APPEARANCE IS ONE SURE WAY YOU’LL BE THE PERSON YOU WANT TO BE!
26 THE SHARPER IMAGE
27 V I S U A L S T R AT E GY G U I D E
28 THE SHARPER IMAGE
BRAND VISUALIZATION
29 V I S U A L S T R AT E GY G U I D E
WHO WE WERE According to Richard Thalheimer who is the founder of The Sharper Image, the mission of the company is to share the fun of discovering all kinds of exciting, well–design, and technologically advanced products. The Sharper Image came to epitomize the technologically innovative, the new and the cool.
30 THE SHARPER IMAGE
31 V I S U A L S T R AT E GY G U I D E
WHO WE WERE The future of The Sharper Image will lead to improved self-esteem and increased self-confidence to be a better person.
32 THE SHARPER IMAGE
33 V I S U A L S T R AT E GY G U I D E
The audience of The Sharper Image is ordinary people who want to make a change for the better. They are planning or wanting to achieve something they are not yet achieve. The aim is to raise their confidence and build success.
34 THE SHARPER IMAGE
DAVID ANDERSON Age: 24
/ He is one of his instructor’s favorite students which makes him feel stressed out.
Location: Los Angels
/ He has never been in a relationship since he lacks of self-confidence in front of girls.
SOCIALLY AWKWARD
/ He is very shy and afraid to talk to the strangers. / He cannot get along with his boss because he can’t express himself well. / He has trouble using software, but feels embarrassed to ask his coworkers. / He loves what he does and always looking for new projects to get into. / He often feels less fulfilled but inital social interactions that he expected or hoped.
35 V I S U A L S T R AT E GY G U I D E
JOCELYN HARRIS Age: 58 Location: SEATTLE
EMPTY NESTER
/ Her kids have left home and gone to colleges, so she starts to have her own time, but sometimes she feels lonely. / She used be a pushy mom, and she made many decisions for her children, but now her children don't need her in this way. / She has professional success in a field, and it's hard to arrive the next level, so she feels confused about her next step. / She often meets her friends and talk to each other to get some advice. / She had a dream when she was young. Now she wantstake actions to realize her dream. / She reads fashion magazines, because she wants to know what the latest fashion trends are. / Considered about her aging, she doesn't have confidence on her field.
36 THE SHARPER IMAGE
JAMAL WILLIAMS Age: 40
/ He purchased a gym membership, but he rarely used. He just feels good owning it.
Location: San Francisco
/ He never thinks he is into his job since he doesn’t feel happy working as a banker.
JOB HUNTING
/ He collects cool houseware because his kids think that he is cool. / He interested in high-teach products and will purchase it right after it releases. / He is considering changing his job because he thinks being a banker is so boring. / He reads newspaper every morning because he feels important knowing what is gong on in the world. / His wife complains that his dress style doesn't fit his age, but he feels comfortable about it.
37 V I S U A L S T R AT E GY G U I D E
LILI WANG Age: 26
/ She runs a YouTube channel about playing guitar because she likes to share her talents with others.
Location: New York
/ She doesn't have too much confidence because there is lots of acne on her face.
SHY LADY
/ She works in a cafe, and she didn't realize her potential. / She wants to explore new career opportunities. / She likes to read fashion magazine because she is learning how to dress herself. / She wants to make money because she wants her parents be proud of her. / She is so shy that she doesn't enjoy real social work. She only has a fixed circle of friends.
38 THE SHARPER IMAGE
AARON MIDDLETON Age: 29
/ He only play computer day and night, so he is not good with social skills.
Location: Chicago
/ He always takes Muni with his headphones on since he doesn’t want ang stranger to bother him.
GRADUATING STUDENT
/ He is a nerdy guy. He feels shy about showing his feeling. / His friends think he is weird because he is quiet shy man. / He feels nervous talking in front of his classmates, but he really wants to prove that he can do it. / Lives with an international student for one years but didn't talk to him, he doesn’t even know where he come from. / He always wanted to learn smoking since every one of his cool classmates do it.
39 V I S U A L S T R AT E GY G U I D E
ALLEN RIGGS Age: 32
/ Just got into his first job in his chosen career, and has little idea about how to lookahead.
Location: Oakland
/ He works late often, cause he still can't adapt to his work statues.
EARLY PROFESSIONAL
/ Due to the late work at nights, he is busy in the morning and drinks a lot of coffee. / He starts to have problem with presentations. He doesn't have enough time to prepare them, and can't think as usual because the sleep deprivation. / He works hard but the results always frustrated him. / He has little time to share with his girlfriend, so they quarrel very often. / Trying to build up his new professional relationship to fit his new life. And sometimes, it embarrasses him that doesn't know what to talk about when meeting new people.
40 THE SHARPER IMAGE
ROBERT MANN Age: 50 Location: Miami
ENTREPRENEUR
/ He has been working in the field for the years, so he is trusted by his boss. / He has known in the business field. / He self taught accountant, shows strong profession skills and ambition. / He hosts the tennis club for his company every weekend, which is how he spends time to understand his employees. / He often goes to the museum and access to the arts. / They are still close and attending marathons together every now and then. / Never stepping out of his house before looking into the mirror and making sure that he is neatly dressed.
41 V I S U A L S T R AT E GY G U I D E
LISA GREGORY Age: 41
/ She collect luxurious bags from different countries, and she has personal assistants due to her shopping needs.
Location: New York
/ She doesn’t need to work since her family owned business earns a lot of money.
AFFLUENT GENERATION
/ She hangs out with wealthy friends and always talk about how much they spend on the products. / She always trying to show off in front of her friends since she doesn’t want to lose face. / She doesn't need to worry about taking care of the business because she has three older brothers. / She has been traveling all over the world after graduate from high school. / She was the standard that all of other girls in high school want to follow since she always followed the trends.
03.
COMPETITORS CURRENT COMPETITORS
44
ADJACENT COMPETITORS
46
ASPIRATIONAL COMPETITORS
48
O3.
BRAND COMPETITORS
44 THE SHARPER IMAGE
CURRENT COMPETITORS The current competitors are the companies that compete with The Sharper Image audience by providing the same services and products. However, most products sold by The Sharper Image were from its more lucrative private label collection.The Sharper Image is finding the latest, coolest, hottest items around which to generate sales.
BEST BUY
CIRCUIT CITY
Best Buy is a US transnational consumer electronics corporation headquartered in Richfield, Minnesota, a Minneapolis suburb. Best Buy offers expert service and unbeatable price.
Circuit City is an iconic brand in the Consumer Electronic market, established 1949 and pioneered the electronic superstore format.
SKYMALL
BED BATH & BEYOND
SkyMall is a unique retailer made accessible exclusively to air travelers was born. It offers air travelers the largest and most unique selection of interesting items, novelty gifts, and genius solutions to everyday problems.
They strive to make your purchasing experience convenient, simple and stress-free so you can focus on what you do best - running your business.
45 V I S U A L S T R AT E GY G U I D E
HAMMACHER SCHLEMMER
SEARS
The company provides unique products that solve problems or represent the only one of their kind.They make an unconditional and unwavering promise that their merchandise is guaranteed for life.
Sears Holdings is a social shopping platform offering members rewards for shopping at Sears and Kmart as well as with other retail partners across categories important to them.
RADIOSHACK
RELAX THE BACK
"You've Got Questions, We've Got Answers," support RadioShack's mission to demystify technology in every neighborhood in America.
Relax The Back Corporation is to improve their client’s quality of life through spinal-health education and quality ergonomic products that relieve and prevent pain.
WILLIAMS-SONOMA
BROOKSTONE
Williams Sonoma's culinary legacy began in 1956. The store offered a collection of classic French kitchen equipment that many Americans had never seen before.
Brookstone is a nationwide specialty retailer offering an assortment of consumer products. From the start Brookstone created a fun, interactive shopping experience.
46 THE SHARPER IMAGE
ADJACENT COMPETITORS The Sharper Image provides home electronics, air pruifiers, gifts and other high-tech lifestyle products. The adjacent competition is composed of companies whose products serve to share the fun and well designed.
NORDSTROM
BLOOMINGDALE'S
Nordstrom, Inc. is an American chain of luxury department stores headquartered in Seattle, Washington.
Upscale department store for apparel, accessories & cosmetics. Most carry furniture & home goods.
MACY'S
EBAY
Macy's has the latest fashion brands on Women's and Men's Clothing, Accessories, Jewelry, Beauty, Shoes and Home.
eBay makes it easy to shop, search, bid, sell and save money whenever and wherever you are.
47 V I S U A L S T R AT E GY G U I D E
COSTCO
APPLE
Costco is known for offering low-price, limited-selection "retail treasure hunts" with expensive luxury goods next to cheap bulk goods.
Apple is about imagination, design and innovation.
AMAZON
TARGET
Amazon attends in development and design in order to enhances the customer experience and service technology.
Target is often recognized for its emphasis on "the needs of its younger, image-conscious shoppers."
WALMART
IKEA
WalMart 's ability to provide customers with "everyday low prices."
The driving idea behind IKEA was, and is, that anyone should be able to afford stylish, modernist furniture.
48 THE SHARPER IMAGE
ASPIRATIONAL COMPETITORS In The Sharper Image's future state, the company will offer a range of innovative services that help individuals elevate their confidence and build success. These competitors are the companies The Sharper Image envision where it will be after its rebranding. They stand for similar ideas or excute services that attend The Sharper Image 's ideals.
KNEWTON
SKILL SHARE
Knewton is an adaptive learning technology provider that makes it possible for others to build adaptive learning applications. Knewton uses adaptive learning technology to identify each student's particular strengths and weaknesses.
Skillshare is an online learning community for creators. Online classes at Skillshare can be created by anyone who wants to teach. The courses, which are not accredited, accept anyone who wants to learn.
TED
IDEO
TED is a nonpartisan nonprofit devoted to spreading ideas, usually in the form of short, powerful talks. TED began in 1984 as a conference where Technology, Entertainment and Design converged.
This company focus is design for people. They use design thinking and research to solve problems in innovative ways. They proved that thinking differently and using tools creatively can lead to great solution.
49 V I S U A L S T R AT E GY G U I D E
TRUNK CLUB Trunk Club is a rapidly growing clothing service based in Chicago. They combine top brands, expert service, and unparalleled convenience to deliver a highly personalized experience that helps people look their best.
KEATON ROW Keaton Row is an online platform that pairs women who are too busy to shop with stylists who can pick out clothes for them.
STITCH FIX
GENERAL ASSEMBLY
Stitch Fix is the personal style service for men and women that evolves with their tastes, needs and lifestyle. The concept of Stitch Fix could help busy people explore their personal style and make it easy to find figure-flattering clothing.
General Assembly fosters an elite professional community of individuals and companies through education and strategic career connections.
UDEMY
FIRST IMPRESSIONS
Build the life you imagine through online learning.
First Impressions offer a range of services to organizations, professionals, individuals, and groups.First Imprssions will enhance your self-awareness, relationships, communication, interpersonal skills and interview skills.
CONTENT SOURCES "About Us." The Sharper Image. Retrieved on June 21, 2016.
http://customwire.ap.org/dynamic/stories/S/SHARPER_ IMAGE_CHAIRMAN?SITE=SLWIJ&SECTION=HOME&TEMPL ATE=DEFAULT&CTIME=2008-04-10-09-10-53
Krantz, Matt (2008-02-21). "Sharper Image files for Chapter 11 bankruptcy protection". USA Today. Retrieved 2008-02-20.
Liedtke, Michael. "Sharper Image founder Thalheimer is removed as CEO". The San Francisco Chronicle. Retrieved 2007-08-09.
https://en.wikipedia.org/wiki/The_Sharper_Image
http://archives.sfweekly.com/sanfrancisco/richardthalheimer-founder-of-sharper-image-talks-for-the-firsttime-about-his-ouster/Content?oid=2164838
WHITEHOUSE, KA JA (April 11, 2008). "SHARPER IMAGE EYED BY EX-CHAIR". The New York Post. Retrieved 200809-01.
Kavilanz, Parija B. (2009-04-26). "Brands of defunct retailers making a comeback — Apr. 26, 2009". Money. cnn.com. Retrieved 2009-10-20.
IMAGE SOURCES "About Us." The Sharper Image. Retrieved on June 21, 2016.
https://www.theodysseyonline.com/8-things-coffeelovers-understand
http://www.practical-wellness-guide.com/physical/ personal-image-and-appearance/
http://styledbysally.asenz360.com/mens-personalstylist.html
https://en.wikipedia.org/wiki/The_Sharper_Image
http://www.jnrmillwork.com/portfolio/sharper/
http://fortune.com/2016/12/30/sharper-image-newowner/
https://www.theodysseyonline.com/lets-talk-aboutconfidence
DESIGN
SHUGUANG GU
CLASS
NATURE OF IDENTITY
INSTRUCTOR
HUNTER WIMMER
SEMESTER
2017 SPRING