wedgwoodsupportingreport.pdf
1
10/12/2017
17:16
MAKO TREND FORECAST Lifestyle and Trend Prediction FASH 30063 GEN Y MEN
C
M
Y
CM
MY
CY
CMY
K
fig#1
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
2
10/12/2017
17:16
wedgwoodsupportingreport.pdf
3
10/12/2017
17:16
C
M
Y
CM
MY
CY
CMY
K
fig#2
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
4
10/12/2017
17:16
wedgwoodsupportingreport.pdf
5
10/12/2017
17:16
Nottingham Trent University School of Art & Design Hong Kong Design Institute ba
ifb
2017 / 2018
IVE
Module: Lifestyle and Trend Prediction Module reference: FASH30063 Module Leader: Ena Brown Module Name Declaration This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. C
M
Y
CM
MY
CY
Should this statement prove to be untrue, I recognise the right and duty of the Board of Examiners to recommend what action should be taken in line with the University’s regulation on assessment contained in its handbook. I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.
CMY
K
Signed ………………………………………………………………(Full Name)…………………..………………………… ………………………………………………………………(Full Name)…………………..………………………… ………………………………………………………………(Full Name)…………………..………………………… ………………………………………………………………(Full Name)…………………..………………………… ………………………………………………………………(Full Name)…………………..………………………… ………………………………………………………………(Full Name)…………………..…………………………
Date ………………………………………………………………………………………………………………………………… (Word Count:_____________)
wedgwoodsupportingreport.pdf
6
10/12/2017
17:16
C
M
MAKO
Y
CM
MY
CY
CMY
K
Who we are Mako is the trend forecasting company, it is help the companies succeed with business, networking, market research, the industry know-how and expert how-to advice. You brand is important to us, our mission is helping you interpret trend abstract and transform them into your products. We aim to offer you easily applicable, clear ideas for creative applications of future trends.
wedgwoodsupportingreport.pdf
7
10/12/2017
17:16
INTRODUCTION R E S E A RC H S U P P O RT I NG R E P O RT
C
M
Y
CM
MY
CY
CMY
The current lifestyle and trend prediction industry works within an
K
innovative and exciting system of a variety of research methods. This report is going to demonstrate the knowledge of Wedgwood and a fully consideration of the breadth and depth of selected target consumer, Generation Y Men. A highly innovative and visual trend publication will be created at the end.
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
8
10/12/2017
17:17
wedgwoodsupportingreport.pdf
9
10/12/2017
17:17
CONTENT BACKGROUND OBJECTIVE METHODOLOGY GENERAL DESCRIPTION
C
M
Y
CM
IDENTIFIED PERSONA
MY
CY
CMY
K
STORE OBSERVATION PESTLE (MACRO ENVIRONMENT RESEARCH) DESIGN INFLUENCERS CONCLUSTION RECOMMENDATION ADDITIONAL SERVICES
fig#3
wedgwoodsupportingreport.pdf
10
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
fig#4
wedgwoodsupportingreport.pdf
11
10/12/2017
17:17
BACKGROUND
Wedgwood is a historic brand, at the same time Wedgwood was faced with an other problem. According to the product life cycle C
theory, Wedgwood has become to the mature stage. The stage due to the market becoming saturated such as the customers who
M
Y
will buy the product have already purchased, the loyal customer have already gone and the consumers are switching to a different
CM
MY
type of products. Because of this, it found that Generation Y men is the potential consumer that Wedgwood is looking for. This
CY
CMY
project aim to research Generation Y men especially early 30s lifestyle and hobbies and tap on the information to design and
K
create a new product line, a brand new concept which could attract Generation Y men to buy Wedgwood’s product.
wedgwoodsupportingreport.pdf
12
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
The
OBJECTI
wedgwoodsupportingreport.pdf
13
10/12/2017
17:17
C
M
This research report aims to conduct the respective research to identify the new potential customers group -
Y
CM
Generation Y, Men and through the survey to find out those consumer behaviour. Besides that, we need to go
MY
CY
CMY
K
through the consumer behaviour and analysis what aspect will attract them in this way to design a new product
line of Wedgwood, which help the brand to expand a new market and build awareness in Hong Kong.
VE
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
14
10/12/2017
17:17
wedgwoodsupportingreport.pdf
15
10/12/2017
17:17
C
M
Y
fig#5
CM
MY
CY
CMY
K
R E S E A RC H METHODOLOGY
wedgwoodsupportingreport.pdf
16
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
I N T H I S R E S E A RC H R E P O RT, W E US E D B OT H QUA N T I TAT I V E A N D QUA L I TAT I V E R E S E A RC H TO CO N DUC T T H E DATA FO R T H E P R I M A RY R E S E A RC H . FO R T H E QUA N T I TAT I V E R E S E A RC H , W E C R E AT E D A QU E S T I O N NA I R E W H I C H A I M S TO I N V E S T I GAT E W H AT FAC TO R S W I L L A F F EC T “ W E D GWO O D ” TO AT T R AC T T H E I R TA RG E T AU D I E N C E S A N D U N D E R S TA N D T H E TA RG E T CO N S U M E R S ’ B E H AV I O R S . T H E QU E S T I O N NA I R E P ROV I D E D T H I RT E E N QU E S T I O N S A N D T H E SA M P L E S I Z E I S F I F T Y. W E D I S T R I BU T E D T H E QU E S T I O N NA I R E TO T H E R E S P O N D E N T S AT 1 2 / F L O O R , S O G O H O N G KO N G , C AUS E WAY BAY W H E R E N E A R BY T H E P H YS I C A L S TO R E O F W E D GWO O D DU R I N G W E E K DAY ( 2 0 , 2 2 , N OV E M B E R ) A ROU N D 4 : 3 0 P M TO 7 : 3 0 P M A N D W E E K E N D ( 1 9 , N OV E M B E R ) A ROU N D 2 : 3 0 P M TO 5 : 3 0 P M . A PA RT F RO M T H E QU E S T I O N NA I R E , W E D I D T H E S I T E V I S I T AS OU R QUA L I TAT I V E R E S E A RC H S O TO M A K E S U R E T H E I N FO R M AT I O N I S R I C H E R A N D H AS A D E E P E R I N S I G H T I N TO T H E P H E N O M E -
wedgwoodsupportingreport.pdf
17
10/12/2017
17:17
C
M
Y
fig#36
CM
MY
CY
CMY
K
N O N U N D E R S T U DY. FO R T H E S I T E V I S I T, W E W E N T TO T WO B R A N C H E S W H I C H A R E BAS E D I N C I T Y P L A Z A , TA I KO O A N D S O G O H O N G KO N G , C AUS E WAY BAY O N 8 , S E P T E M B E R A ROU N D 3 : 0 0 P M TO 6 : 0 0 P M . I N T H E O B S E RVAT I O N, W E M A I N LY FO C US O N T H E E N V I RO N M E N T, P RO DUC T S E L EC T I O N A N D T H E CO N S U M E R TYPE OF THE BRANCHES. O N T H E OT H E R H A N D, W E D I D T H E O N L I N E R E S E A RC H O F W E D GWO O D FO R T H E S EC O N DA RY R E S E A RC H , I N C LU D I N G T H E O F F I C I A L W E B S I T E O F W E D GWO O D A N D D I F F E R E N T I N T E R N E T P L AT FO R M . T H E S E H E L P TO U N D E R S TA N D T H E BAC KG ROU N D I N FO R M AT I O N, T H E 4 P S A NA LYS I S A N D T H E M AC RO E N V I RO N M E N T O F T H E B R A N D.
g#36
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
18
10/12/2017
17:17
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
19
10/12/2017
17:17
GEN Y MAN -CONSUMERS IDENTIFICATION-
fig#6
wedgwoodsupportingreport.pdf
C
M
Y
CM
20
10/12/2017
17:17
General Description
MY
CY
Generation Y refers to the specific generation born between the 1980 to 1990, aged between 23 to 37. For the demographic segmentation, according to the research from Census
CMY
K
and Statistics Department, around 909,000 population in Hong Kong. About the education, the generation Y men have high education level, there are around 401,600 people
have degree level in Hong Kong. According to estimates, generation Y men have quality requirement to the product they purchase. On the other hand, there are around
601,700 people were not married which mean they would like to dress up themselves to attract the opposite sex. For the monthly income, around 308,200 people have more
than $20000 a month which mean they have enough spending power to buy and afford the goods in Wedgwood and meet their lifestyle. A journals found that, generation Y
men have an income to do different activities, such as hangout, music, buy symbolic things and, fashion and prefer online shopping (Medwell journal, 2017).
For the psychographic segmentation, according to the journal that generation Y men born in the era of communication technology have the lifestyles with active use of
communication technologies and interact in social media and internet(Medwell journal, 2017). According to the primary research, the result shown that our interviewee were
wedgwoodsupportingreport.pdf
21
10/12/2017
17:17
C
M
Y
CM
MY
CY
mostly used social media and internet to receive the information and entertainment. As the result, online strategy is important and necessary. According to the observation,
CMY
K
generation Y men in Hong Kong are love sport. They would gathering with their friends through sport including soccer and basketball which are the most popular sport in
Hong Kong. Especially the soccer match, the generation Y men would gather and go to the bar to support their favorite team but also wear the match shirt. Based on the
survey, it found that 78 percent interviewees have been touched in British sport, the British sport including soccer, snooker and cricket. It is an opportunity that the new
collection use sport as one of the design element to touch the generation Y men. Due to the generation Y men were born in the British Hong Kong, they have affected by the
British culture particular in fashion. According to the result of the questionnaire, it found that 84 percent interviewees agree that British culture could represent Hong Kong
and also many interviewees engaged in the professional industry, they need to wear suit from monday to friday. Thus, the British style could attract the generation Y men
effectively.
wedgwoodsupportingreport.pdf
C
M
Y
22
10/12/2017
17:17
Identified Persona
CM
MY
CY
A total of 50 respondents were interviewed.(see appendix 1) 100% of them were male. 20 respondents were aged 23-28, born in 1989 -1994 and the other of them aged 29-37 separately. 78% of the
CMY
K
respondents had achieved bachelor or above education, most of them are single and 72% of respondents income level reached more than HKD$20000.
96% interviewee would buy homeware product for decorating their home. 29.3% of interviewee knew Francfranc and Wedgwood are the second famous homeware brand 17.1% that interviewee had
heard before, few of the interviewee stated IKEA. Most of them would buy home accessories to decorate their home, and the other option are disperse evenly. 44% of them would spend
HKD$2001-$6000 on homeware product yearly. 33 respondent choose design as main factor of choosing homeware product and 30 respondent choose reasonable price as their major concern of
choosing homeware product. 46% respondent buying homeware product for personal use, 27.6% and 17.2% are for gift and for decoration separately. For interior design style one quarter of interviewee
would prefer modern style and second highest option would be english heritage style, it occupied 27.1% and also minimalism style. Few of the respondent don’t interested in British culture. Sports, food
and Movie are the top three option which respondent would touched about British culture. In majority of respondent agree that British culture could represent Hong Kong. 37 interviewee interested in
customize(3D printing) and 22 interviewee interested in engraved name, 5 of them interested in dead pet ashes potter. Mainly respondent expect quality and uniqueness for a luxury tableware brand,
only a small percentage choose useful, aesthetic and gift boxes. Internet and social media are easier way for interviewee to get the latest homeware product information.
wedgwoodsupportingreport.pdf
23
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
fig#7
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
24
10/12/2017
17:17
wedgwoodsupportingreport.pdf
25
10/12/2017
C
M
Y
CM
MY
CY
CMY
K
fig#8
17:17
wedgwoodsupportingreport.pdf
26
10/12/2017
17:17
12/F, SOGO CAUSEWAY BAY, 555 HENNESSY ROAD, CAUSEWAY BAY
TEL: 28318628
C
M
Y
CM
MY
CY
CMY
K
To learn the retail market of Wedgwood in Hong Kong, store visit and customers interview are undoubtedly. According to the sales associate, among the three shops in Hong Kong, Sogo store is the shop with the greatest
product
category and collections. Sogo store located in 12/F, Sogo, Causeway Bay, which is an advanced upscaled area, the same level and type of shops are nearby such as, Bernardaud, Christofle, Villeroy & Boch etc. The entry and window of shop is an open-back window, it can clearly observed the whole shop with a warm white lighting and very clean sidewalk. A small floor-to-ceiling window with a LED monitors has installed at the left and a huge classic table placed at the entry part to diverse two traffic path. Eye Catchy products and plants props are placed on the table. Whole store can be divided into two room. Products mostly displayed in the four layers shelf and fixtures by coordination and theme instead of by category. If the new product line
wedgwoodsupportingreport.pdf
27
10/12/2017
17:17
12/F, SOGO CAUSEWAY BAY, 555 HENNESSY ROAD, CAUSEWAY BAY
fig#10
C
M
Y
CM
fig#9
MY
fig#11
CY
CMY
K
developed, the display situation will follow the above method. Although Wedgwood products are exquisite and small, its display situations are doing well and the products are easy to find. Also, the price tags and signages are placed clearly and generously. Overall, the Sogo shop is clearly to address the Wedgwood brand image to the customers, store’s outside appearance and display method are attractive, store is easy to shop and well-organized. In terms of the product category, Sogo store is mainly owning and carrying tableware and home accessories collection. However, there are a lot of competitors and nearby brand in the same floor also carrying this product category as well. At the same time, this industry is developed mature and toward saturation. It would be highly challenging to dominate in this industry. That explained why develop a new product line collection is imperative and necessary. fig#12
wedgwoodsupportingreport.pdf
28
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
POLITICAL Hong Kong and Mainland China are deal with the Hong Kong reunification issue for long time. Hong Kong people have strong will of Hong Kong sovereign rights, most of them tend to be independent, especially in Generation Y men. Their sense of belonging are really low and they don’t admit Mainland China as their nation, because they born in the British governance period and affected by the British culture. British take over Hong Kong and started the British Crown rule from 1841 to 1997 which was the period that Generation Y men were born. They grow up and studying under the British doctrine and thought so that the British phenomenon affect the Generation Y men making decision and special personality.
wedgwoodsupportingreport.pdf
29
10/12/2017
17:17
MACRO
E NVIRONMENT RESEARCH C
M
Y
CM
MY
CY
CMY
K
PES TLE A N A LY S I S fig#13
Hong Kong people seems to be more obedience to the British rule under British governance rather than Mainland China. Mainland
China try to force and take over Hong Kong before their law ‘guaranteeing Hong Kong way of life for 50 years’, this act may cause Generation Y men resist China governance. In a democracy campaign, the leader who is Generation Y men tend to let Hong Kong turn to British style and British governance mode and want to leave the control of The People Republic of China. In view of that, British culture could represent Hong Kong.
wedgwoodsupportingreport.pdf
30
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
ECONOMICAL
wedgwoodsupportingreport.pdf
31
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
fig#14
As demographic profile mentioned, high population of Generation Y men would strengthen in the purchasing power. This condition would lead them increase Hong Kong GDP. In addition, their knowledge and living level keep increasing, they are the wealthiest group since they almost employed full time jobs as they finish their college programme. The main factor about unemployment rate. On the basis of 2017 June, Trading Economics websites provided the newest update of unemployment rate. Hong Kong had decreased to 3.1 percent from 3.2 percent in the period before, it was the lowest jobless rate. The Secretary for labour and Welfare stated that the whole labour market conditions are prospective to stay beneficial which is good for Generation Y to keep their purchasing power. According to the survey, many Generation Y men are working in professional industry. They need to wear the suit every weekdays even weekend need to go to the dinner party. Consequently, replace the suit accessories could use less money but feel uncommon everyday.
wedgwoodsupportingreport.pdf
32
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
SOCIAL/ SOCIO-CULTURAL
wedgwoodsupportingreport.pdf
33
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
Hong Kong property developers make arts and culture more accessible for all people (John.C., South China Morning Post, 2017). According to the South China Morning Post, A number of Hong Kong’s developers fig#15
have been concerted efforts over the years to support and commission the work of local artists and designer. The developers believe that arts should be accessible in people’s daily life. Which mean, infusion of arts and culture is the future trend and the potential market. In recent year, many educated people are concern about the environment and sustainable development. Especially in our target consumer group, there were 96 percent interviewees have a high education level. The Generation Y Men pay more attention to the quality of life including the living products and the detail of clothing. It is an opportunity for Wedgwood to design the new product line to satisfy the consumer’s need.
wedgwoodsupportingreport.pdf
34
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
TECHNOLOGICAL The technology keeps booming as time passed, different company or organisation will maximize their profit or growth through the advanced technology. Therefore, Wedgwood is not an exception. It can cater to the external technological environment to grow more rapidly. The first application is 3D printing. It is a kind of popular technology recently. We can transform a 2 dimensional product into a 3 dimensional product. For example, Adidas is using the concept. Adidas’s sneaker “FutureCraft 4D” is using the method called Continuous Liquid Interface which can pull out a surface of liquid and fix the sneaker into a desired shape using the UV light in 3D printing. Adidas can produce such premium sneaker with mass production. It can increase efficiency and effectiveness. Like Adidas, Wedgwood can make use of the technology to generate more design ideas and inspiration. 3D printing is a large stepping stone of technology and it must be the future trend. We may find opportunities in this external technological environment to enhance our position and also generate a higher profit eventually..
wedgwoodsupportingreport.pdf
35
10/12/2017
17:17
C
M
Y
CM
MY
fig#16
CY
CMY
K
fig#17
The second application is DIY system. Customisation is a kind of technique to provide custom design or tailor made product to customer. This can be applied to Wedgwood. Many company will establish a mobile app to allow customer design their own product online, such as Nike. NikeiD is launched in recent years, it is a kind of online services that allows customers to design their own products like sneakers. Not only the outlook and colour of it, they can also design the product’s own features. Although the price is not very cheap, many people still embracing the new unique and customised service. Therefore this make Nike to grow more rapidly and earn a lot of profits which increased by 1.4% points on a year over year basis. We can see that it is important to follow the trend to generate higher revenue and profits. Wedgwood can be one of them and can also let customer to design their own wares and so reposition their brand image. Customer may feel more unique of their products and this can let the designs be more multi-diverse and finally attract more youngsters. This will surely enhance the position of Wedgwood and generate a higher profit.
wedgwoodsupportingreport.pdf
36
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
Legal
China’s top legislative body, the National People’s Congress Standing Committee, decided to incorporate the mainland’s national anthem law into Hong Kong’s Basic Law on November 4, which mean the city government must pass a local law to the same effect. The law, effective on the mainland on October, requires everyone to stand solemnly when March of the Volunteers is played. Anyone who maliciously modifies the lyrics, or plays or sings the song in “a distorted or disrespectful way in public”, can be detained for up to 15 days in “administrative detention” by police under the law, or imprisoned for three years under the mainland’s criminal code (Christy.L., South China Morning Post, 2017).
wedgwoodsupportingreport.pdf
37
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
fig#18
Hong Kong soccer fans was booing Chinese national anthem continually. According to the South China Morning Post, Hong Kong has seen a rise in booing the national anthem in recent years. On October, a group of Hong Kong fans were booed the national anthem when it was played before the match against Malaysia at Hong Kong Stadium. And this action to lead the Hong Kong Football Association was given “a stern warning” by The Asian Football Confederation. If this action still continually happen would be “met with more severe punishment, which mean a large fine or the team having to play matches in an empty stadium. This action may affect the image of Hong Kong Football Association as the organizer. According to the survey, there were 78 percent target consumer interested in sport especially in football. Thus, if Hong Kong football team need to play match in an empty stadium, it will reduce the sports match for see and enjoy. On the other hand, this behavior of Hong Kong people reflected that Hong Kong people have lack sense of belonging with China which mean they still look forward to the British Hong Kong. Therefore, British culture is very important to the generation Y men with full of memories.
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
38
10/12/2017
17:17
Environmental
wedgwoodsupportingreport.pdf
39
10/12/2017
17:17
With the souring of technology and the development of society, Generation Y live in a better generation which provided enough substance and opportunities to learn, they are not only pursue what they need but also the quality of life since the attitude towards life is their first priority. Focus on Hong Kong, an organization “Clean Air NetworkďźŒCANâ€? analysis revealed that 2,196 people had died earlier in Hong Kong in 2015, among them, the death toll in the popular shopping area including Causeway Bay, Mong Kok and Cental was the highest, besides, CAN also noticed that from 2006 to 2014, the total increase in ozone concentration in all general monitoring stations in Hong Kong was 27.2%. Compared with 2010, the ozone growth rate of the general monitoring stations in Hong Kong increased by 17.1%. Generation Y who are the power users of C
M
Y
CM
technology, they would prefer online shopping at home rather than in store shopping due to the poor environment in Hong Kong. As a result, it is a good opportunities to development the online selling platform such as create an app to convenience and attract the customers.
MY
CY
CMY
K
Apart from the air pollution affected the shopping habit of Generation Y, sustainability are also one of the important factor. Regarding to studies by Nielsen & Deloitte, they show that Generation Y willing to pay more for the sustainability products and services, also the socially and environmentally responsible companies. For Wedgwood, they are popular in making bone china products, which contain fine bone china (ashes of the animals) and those products are belong to environmental green consumer goods. Therefore, Wedgwood should enhance their brand awareness and promote their mindset of environmental protection widely so to attract the Generation Y who pay attention to the sustainability.
fig#19
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
40
10/12/2017
17:17
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
41
10/12/2017
17:17
wedgwoodsupportingreport.pdf
42
10/12/2017
17:17
RETAIL
ENVIRONMENT C
M
Y
CM
MY
CY
CMY
K
HONG KONG’s
SUIT CULTURE Most of the Generation Y men are involved in the professional industry, the suit accessories are demanding. Moreover, Generation Y men attracted by the western suit style and culture. Oversea suit accessories market already occupied the Hong Kong market currently. However, the suit accessories market are insufficient in Hong Kong local market. In generally, oversea suit accessories market are bigger enough to satisfy their customer needs. Since Hong Kong tailoring industry were ripped off, the representable local tailoring store such as The Armoury, Kwun Kee Tailor, W. W. chan and Sons tailor or L&K Custom Tailor etc. In view of that, the suit accessories is demand exceeds supply, the excess demand to urge the company design the new collection of suit accessories.
wedgwoodsupportingreport.pdf
43
10/12/2017
17:17
fig#21
C
M
Y
CM
fig#20
fig#22
MY
CY
CMY
K
fig#23
wedgwoodsupportingreport.pdf
44
10/12/2017
17:17
Which kind of additional service(s) you would interested in? (Could be more than one)
80 70 60 50 40
77%
30 C
M
Y
CM
MY
CY
44%
20 10 0
10% Customize (3D printing)
Engraved name
Dead pet ashes potter fig#24
CMY
K
The customize service would included DIY
into the products or let their dead pets ashes be
system, dead pets ashes pottery, engraved name
the materials of pottery for recall the precious
and 3D printing. As stated to the questionnaire
moment.
result, 74 percent of interviewees interested in customize service(3D printing) and 44 percent
3D printing is the latest technique that many
of interviewees interested in engraved name
materials would engaged. Generation Y mens
and 10 percent of them interested in dead pet
as potential customer appreciate with the 3D
ashes potter. Apparently, these technique
printing skills. Wedgwood catered that
would strengthen Wedgwood’s competitiveness
technical skills would be head of the future,
and create unforgettable shopping experience
especially 3D printing skills would leading the
to Wedgwood customer. DIY system is a service
suit accessories market.
to achieve customer needs, like engraved name
wedgwoodsupportingreport.pdf
45
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
fig#25
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
46
10/12/2017
17:17
wedgwoodsupportingreport.pdf
47
10/12/2017
17:17
CULTURAL INFLUENCERS C
M
Y
CM
MY
CY
CMY
K
fig#26
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
48
10/12/2017
17:17
wedgwoodsupportingreport.pdf
49
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
Modern As Hong Kong was under British rule for 156 years between 1842 and 1997, it is hardly surprising that British influence continue to feature heavily in its culture. According to the consumer survey, the most interviewees select the modern interior design which mean they love modern style. About the modern design is a style of decor that focuses on minimalism, neutral colors, clean design lines and environmentally-friendly materials. The signature symbol to be sure to the marble. Actually, marble's popularity in the modern design world has waxed and waned for decades. It had used the modern design element to create and design the one of the collection.
fig#27
wedgwoodsupportingreport.pdf
50
10/12/2017
17:17
British Movie According to the interview research, there were 42 percent interviewees have been touched in the British movie. In addition, most of the interviewees were engaged in professional industry, they need to wear the suit to work on monday to friday. It inspire to design the new collection of Menswear accessories. The inspiration was from the movie call “Kingsman”. The Kingsman movie is about a spy network whose is a high-class London tailor’s shop. Kingsman is a great crash course in styling dressing and full of British culture. According to the socio-culture finding, Generation Y men pay attention to the quality of life including the living products and the detail of clothing. Thus, the good quality of Menswear accessories is a potential market for Wedgwood. The Menswear accessories will include tie pin, lapel pin, cuff link, umbrella, pen and pocket watch using the Wedgwood material such as glass, pottery and bone china.
C
M
Y
CM
MY
CY
CMY
K
wedgwoodsupportingreport.pdf
fig#28
51
10/12/2017
17:17
fig#29
C
M
Y
CM
MY
CY
CMY
K
fig#30
fig#31
wedgwoodsupportingreport.pdf
52
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
Sport
Due to the domination of British in late 19th century, Hong Kong has been the headquarter of western athletics compared to other Asia regions. British culture affect Hong Kong culture deeply.
Nowadays, the most popular sports in Hong Kong to watch must be horse-racing. In Hong Kong, there have two race tracks that held over 700 races each year and there are more than four thousand participant in every race. Besides, rugby is also one of the popular british athletics in Hong Kong, where has set up a rugby football union to promote this sports. (InterNations 2017). As you can see, Hong Kong has put lots of resources and positive attitude to protect and maintain the British sports. fig#34
wedgwoodsupportingreport.pdf
53
10/12/2017
17:17
C
fig#33
During the domination of British, Generation Y men were being in school life, so they could firstly have a touch on the western
M
Y
athletics. However, it not just affected a period but a the long-term influence factor to Generation Y. According to the questionnaire
CM
results(see appendix 1), sports are the top option which respondent would touched about British culture. It seems that British sports
MY
assimilate into Hong Kong and especially Generation Y men love involving in those sports such as soccer, snooker and cricket. Those
CY
sports become their habit in leisure time. This is a proof of how successful British culture and Hong Kong fusion, therefore, using
CMY
K
fig#32
british sports as the design inspiration is also a good opportunity to Wedgwood to attract Generation Y Men.
fig#35
CONCLUSION
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
54
10/12/2017
17:17
wedgwoodsupportingreport.pdf
55
10/12/2017
17:17
Major Findings and Implications from Target Consumer Group About the target consumer group - Generation Y Men aged between 23 to 37 years old. Based on the secondary research from Hong Kong from Census and Statistics Department, there are around 909,000 population in Hong C
Kong which is the big market to expand. They have high education level, there are around 401,600 people have
M
degree level in Hong Kong. Also, around 308,200 people have more than $20000 a month which mean they have
Y
enough spending power to buy and afford the goods in Wedgwood. A journals found that, generation Y men have
CM
MY
CY
CMY
K
an income to do different activities, such as hangout, music, buy symbolic things and, fashion and prefer online shopping (Medwell journal, 2017). According to the primary research from the survey and observation, Generation Y men used social media and internet to receive the information and entertainment. As the result, online strategy is important and necessary. On the other hand, Generation Y men in Hong Kong are love sport and watch soccer match. They would gather and go to the bar to support their favorite team but also wear the match shirt. Due to the generation Y men were born in the British Hong Kong, they have affected by the British culture particular in fashion. Thus, the British style could attract the generation Y men effectively.
wedgwoodsupportingreport.pdf
56
10/12/2017
17:17
Major Findings and Implications from Macro Environment For the Macro Environment is would using PESTLE to analysis. About the political, due to Hong Kong and Mainland China are deal with the Hong Kong reunification issue for long time. C
M
Generation Y men have strong will of Hong Kong sovereign rights, also they grow up and studying under the British doctrine and thought so that the British phenomenon affect the Generation Y men making decision and
Y
special personality. Next, the economical is about Hong Kong unemployment rate had decreased to 3.1 percent
CM
from 3.2 percent. The Secretary for labour and Welfare stated that the whole labour market conditions are
MY
CY
prospective to stay beneficial which is good for Generation Y to keep their purchasing power. Thirdly, the
CMY
socio-cultural is about Hong Kong the developers believe that arts should be accessible in people’s daily life.
K
Which mean, infusion of arts and culture is the future trend and the potential market. For the technological mainly focus on the 3D printing and customize service. 3D printing is a popular technology recently. It could transform a 2 dimensional product into a 3 dimensional product. Customisation is a kind of technique to provide custom design or tailor made product to customer. About the Legal, China’s top legislative body, the National
wedgwoodsupportingreport.pdf
57
10/12/2017
17:17
Leverage and consolidation from Design influences With the long period of rule by England, the citizens who born in that period - Generation Y, were not only maintained a deep cognition in their mindset but also used to the British lifestyle and culture, among them, generation y men beloved C
modern style, which focuses on minimalism, neutral colors, clean design lines and environmentally-friendly materials.
M
Besides, generation Y men generally wearing suit everyday since their professional occupation. In addition to the touch
Y
CM
with British movie by gen y men, a popular British movie - Kingsman has been an inspiration as the character - Kingsman
MY
is a great crash course in styling dressing with British traditional suit.
CY
Last but not least, Hong Kong has also being the headquarter of western athletics compared to other Asia regions and
CMY
Generation y men could firstly have a touch on the western athletics, they loves sports, wear jerseys and pay attention to
K
the information of sports, such as gathering with friends to watch the football match, these habits of generation y men has been the other inspiration to the new collection. To sum up, modern, movie and sports will be used to be each theme of the new collection of Wedgwood.
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
58
10/12/2017
17:17
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
59
10/12/2017
17:17
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
60
10/12/2017
17:17
wedgwoodsupportingreport.pdf
61
10/12/2017
17:17
SPORT
C
M
Y
CM
MY
CY
CMY
K
Mr. Wedg’s GreenlandDuring the domination of British, the British culture affect Hong Kong culture deeply. They born in the British governance period and affected by the British culture. They grow up and studying under the British doctrine and thought so that the British phenomenon affect the Generation Y men making decision and special personality. Generation Y men firstly have a touch on the western athletics in their school life. They loves sports, wear jerseys and pay attention to the information of sports. British sport is one of the traditional cultures of United Kingdom. British sport has big influence for generation Y men in our research finding. It becomes the inspiration to create the theme. This theme named Mr Wedg’s Greenland that is inspired from some elements, shapes and silhouettes from British sport.
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
62
10/12/2017
17:17
wedgwoodsupportingreport.pdf
63
10/12/2017
17:17
MOVIE
C
M
Y
CM
MY
CY
CMY
K
Mr. BoneDue to the generation Y men were born in the British Hong Kong, they have affected by the British culture particular in fashion. Hong Kong and also many interviewees engaged in the professional industry, they need to wear suit in every working day. According to the socio-culture finding, Generation Y men pay attention to the quality of life including the living products and the detail of clothing. The inspiration of last theme is british movie, Kingsman. Kingsman is a great crash course in styling dressing and full of British culture. Movie is the channel to spread british style about fashion, lifestyle and attitude of life. The classic formal british style is influenced Generation Y men from movie. The theme named Mr Bone that related to the material of the product. Using the bone china and silver as the material to create this collection. These products contain fine bone china to made that is the environmental green consumer goods. Bone china also has the strong quality that it can offer the luxury look for the customers to upgrade the taste in formal dressed up.
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
64
10/12/2017
17:17
wedgwoodsupportingreport.pdf
65
10/12/2017
17:17
MODERN
C
M
Y
CM
MY
CY
CMY
K
TimelessWith the long period of rule by England, Generation Y were born in that period. They were not only maintained a deep cognition in their mindset but also used to the British lifestyle and culture, among them, generation y men beloved modern style. Generation Y men is interested in british modern style. Modern is the most popular interior design style in the questionnaire survey. This theme named Timeless that represents the modern interior design are included minimum color, geometric form and metal element. About the modern design is a style of decor that focuses on minimalism, neutral colors, clean design lines and environmentally-friendly materials. Actually, marble's popularity in the modern design world has waxed and waned for decades. Therefore, marble is chosen as the material to represent the theme, Timeless.
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
66
10/12/2017
17:17
ADDITIONAL SERVICES
S
wedgwoodsupportingreport.pdf
67
10/12/2017
17:17
WEDGWOOD CUSTOMIZE C
M
Y
CM
MY
CY
CMY
K
Based on the research, technology service is the future trend in retail selling. Wedgwood can make use of the technology to generate more design ideas and inspiration.The customize service would included DIY system, dead pets ashes pottery, engraved name and 3D printing. Apparently, these technique would strengthen Wedgwood’s competitiveness and create unforgettable shopping experience to Wedgwood customer. DIY system is a service to achieve customer needs, like engraved name into the products or let their dead pets ashes be the materials of pottery for recall the precious moment. Besides, the DIY system also can used in the umbrella of the collection. Customer can choose the pattern and color they like to print out in the fabric. These services will surely enhance the position of Wedgwood and generate a higher profit.
wedgwoodsupportingreport.pdf
68
10/12/2017
17:17
PHOTO REFERENCE Fig#1 Wedgwood gift box. [digital image] Available at: https://www.wedgwood.com.au/wedgwood-wonderlust-crimson-oriental-teacup-saucer.html [Accessed 5Dec,2017] Fig#2 Wedgwood product. [digital image] Available at: https://www.amazon.com/Wedgwood-50156201197-NANTUCKET-BASKET-MUG/dp/B0000B1ULN [Accessed 8Dec,2017] Fig#3 Wedgwood product. shot. [digital image] Available at: www.wedgwood.com/collections/wedgwood-renaissance-gold [Accessed 8Dec,2017] Fig#4 Table of Life cycle theory. [digital image] Available at: http://crackmba.com/wp-content/uploads/2012/03/Product-Life-Cycle.jpg [Accessed 10 Dec,2017] Fig#5 Wedgwood gift box.[digital image] Available at: https://www.wedgwood.com.au/wedgwood-wonderlust-crimson-oriental-teacup-saucer.html [Accessed 8Dec,2017] Fig#6 Mark Cho, partner of The Armoury. [digital image] Available at: https://www.permanentstyle.com/trunkshows/2016-11-30 [Accessed 8Dec,2017] Fig#7 Man in suit. [digital image] Available at: http://fashionzilla.net/shirt-and-tie-for-blue-suit/ [Accessed 8Dec,2017] Fig#8 Photo of Wedgwood Sogo store. [Author’s own] Fig#9 Photo of Wedgwood Sogo store. [Author’s own] Fig#10 Photo of Wedgwood Sogo store. [Author’s own] Fig#11 Photo of Wedgwood Sogo store. [Author’s own] Fig#12 Photo of Wedgwood Sogo store. [digital image] Available at: http://www.sogo.com.hk/sogoessentials/?p=566&lang=en [Accessed 8Dec,2017] Fig#13 Business enviroment analysis. [digital image] Available at: http://drvidyahattangadi.com/etop-analysis/ [Accessed 8Dec,2017] Fig#14 Businessman. [digital image] Available at: https://www.hrispayrollsoftware.com/hris-software-and-team-building/ [Accessed 9Dec,2017] Fig#15 Hong Kong Art Centre. [digital image] Available at: http://www.hkac.org.hk/sc/press_photodetail.php?id=36 [Accessed 8Dec,2017] C
M
Y
CM
Fig#16 Adidas 3D-print Ultraboost. [digital image] Available at: https://www.engadget.com/2015/12/10/adidas-futurecraft-3d-closer-look/ [Accessed 8Dec,2017] Fig#17 3D print oven. [digital image] Available at: https://kknews.cc/tech/gq6g9pe.html [Accessed 8Dec,2017] Fig#18 Court hummer. [digital image] Available at: http://www.gregoryhubert.com/contact-us [Accessed 8Dec,2017] Fig#19 Sky. [digital image] Available at: https://pxhere.com/zh/photo/103660 [Accessed 8Dec,2017]
MY
CY
CMY
K
Fig#20 Pitti Uomo [digital image] Available at: https://www.gq.com/gallery/street-style-pitti-uomo-spring-summer-2017 [Accessed 8Dec,2017] Fig#21 W.W. Chan and Son Tailor. [digital image] Available at: wwchan.com/ [Accessed 8Dec,2017] Fig#22 Kwun Kee Tailor. [digital image] Available at: www.kwunkeetailor.com/en/ [Accessed 8Dec,2017] Fig#23 The Armoury. [digital image] Available at: https://thearmoury.com/ [Accessed 9Dec,2017] Fig#24 Table of Questionaire Q.11 [appentix 1] Fig#25 Umbrella with engraved name. [digital image] Available at: www.umbrellaworkshop.com/portfolio/engraving-handle/ [Accessed 8Dec,2017] Fig#26 Victoria Harbour. [digital image] Available at: http://eshop41.itacademia.com/central-area/ [Accessed 8Dec,2017] Fig#27 Modern interior design. [digital image] Available at: https://design-niche.com/designer-living-rooms.html [Accessed 10Dec,2017] Fig#28 Birtish Movie star. [digital image] Available at: [Accessed 8Dec,2017] Fig#29 Screen capture of the film “Johnny English” [digital image] Available at: https://www.youtube.com/watch?v=Lgf0pZk7mtw [Accessed 8Dec,2017] Fig#30 Poster of “Kingsman”. [digital image] Available at: www.imdb.com/title/tt2802144/ [Accessed 8Dec,2017] Fig#31 Poster of the movie “007” [digital image] Available at: https://www.fatosdesconhecidos.com.br/7-teorias-da-conspiracao-mais-malucas-do-cinema/ [Accessed 8Dec,2017] Fig#32 HK Racecourse. [digital image] Available at: racing.hkjc.com/racing/english/index.aspx [Accessed 9Dec,2017] Fig#33 Marco Fu. [digitial image] Available at: http://news.xinhuanet.com/english/photo/2015-11/29/c_134865640.htm [Accessed 9Dec,2017] Fig#34 Hong Kong Rugby. [digitial image] Available at: https://www.hkrugby.com/pages/hkru-under-20s-rugby [Accessed 9Dec,2017] Fig#35 Hong Kong Football team. [digitial image] Available at: http://www.offside.hk/hkteam/for-the-love-of-the-game-interview-with-francis-chung-former-hkfa-project-phoenix-steering-committee-member/ [Accessed 9Dec,2017] Fig#36 Wedgwood product. [digitial image] Available at: https://www.wedgwood.com.au › Shop by Collections › Collections › Vera Bande [Accessed 7Dec,2017]
wedgwoodsupportingreport.pdf
69
10/12/2017
17:17
REFERENCE Christy.L., 2017. No let up in Hong Kong soccer fans booing Chinese national anthem [Online]. South China Morning Post: Christy.L. Available at: http://www.scmp.com/news/hong-kong/politics/article/2119909/hong-kong-soccer-fans-grow-bolder-they-boo-chinese-national [Accessed 21 November 2017] John.C., 2017 Art attack: Hong Kong property developers make arts and culture more accessible for all [Online]. South China Morning Post: John.C. Available at: http://www.scmp.com/special-reports/business/topics/luxehomes-2017-annual-edition/article/2122202/art-attack-hong-kong [Accessed 1 December 2017] InterNations, 2017 Spectator Sports in Hong Kong [Online]. InterNations. Available at: https://www.internations.org/hong-kong-expats/guide/15908-culture-shopping-recreation/sports-in-hong-kong-15923/spectator-sports-in-hong-kong-2 [Accessed 1 December 2017] HKTDC, 2017 Houseware Industry in Hong Kong [Online]. HKTDC. Available at: http://hong-kong-economy-research.hktdc.com/business-news/article/Hong-Kong-Industry-Profiles/Houseware-Industry-in-Hong-Kong/hkip/en/1/1X000000/1X0040GK.htm [Accessed 1 December 2017] Bryn.D., 2013. Column:Setting up Shop in Hong Kong – The British are Coming![Online].South China Morning Post: Bryn.D. Available at: http://www.scmp.com/property/international/article/1155520/setting-shop-hong-kong-british-are-coming [Accessed 2 December 2017] Lisa.H., 2017 Top Retail 2017 [Online]. Pwc UK: Lisa.H. Available at: https://www.pwc.co.uk/industries/retail-consumer/insights/total-retail-2017.html [Accessed 2 December 2017] C
M
Y
CM
MY
CY
CMY
K
Medwell Journals., 2017 The Social Sciences, 12 (1), pp.160-166
wedgwoodsupportingreport.pdf
70
10/12/2017
17:17
C
M
Y
CM
MY
CY
CMY
K
| APPENDIX 1 |
50 respondents of the questionaire
wedgwoodsupportingreport.pdf
C
M
Y
CM
MY
CY
CMY
K
71
10/12/2017
17:17