VISUAL strategy GUIDE
The Sharper Image
GR 604 NATURE OF IDENTITY VISUAL strategy GUIDE Typeface_Blender Pro & Graphik
All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of TSI.
THE VISUAL strategy GUIDE
VISUAL strategy GUIDE
The Sharper Image
THE VISUAL strategy GUIDE
“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
6
7
The Sharper Image
8
THE VISUAL strategy GUIDE
TABLE OF CONTENTS 1
BRAND OVERVIEW BRAND HISTORY // 12 BRAND TIMELINE // 13
2
BRAND RENEW BRAND SOUL // 18 MISSION STATEMENT // 20 POTENTIAL FOR DESIGN // 22 BRAND VISUALIZATION // 24
3
BRAND PERSONAS AUDIENCE PROFILES // 30 PERSONAS // 32
4
BRAND COMPETITORS CURRENT COMPETITORS // 42 ADJACENT COMPETITORS // 44 ASPIRATIONAL COMPETITORS // 46
9
The Sharper Image
THE VISUAL strategy GUIDE
BRAND OVERVIEW BRAND OVERVIEW BRAND HISTORY // 11 BRAND TIMELINE // 12
10
1
CHAPTER
11
The Sharper Image
12
THE VISUAL strategy GUIDE
The sharper image is the premier destination for cutting-edge gadgets, electronics, and luxury home lifestyle products. The unique products add style and comfort to any home and make great gifts for any occasion, especially the holiday season. Customers visit their website to find original and creative gifts like drones, hover, boards, air purifiers, massage chairs, audio accessories, travel accessories, and sleep solutions.
13
The Sharper Image
14
THE VISUAL strategy GUIDE
BRAND HISTORY
The Sharper Image is an American brand that offers consumers home electronics, air purifiers, gifts and other high-tech lifestyle products through its website, catalog, and third-party retailers. The brand has been in operation since its relaunch in 2010. The earlier consumer products retailer by that name was founded by Richard Thalheimer and was in business from 1977 until its closing in 2008. The company sold merchandise through dozens of retail stores throughout the United States, a monthly catalog and its website, along with business-to-business sales teams which marketed products for corporate incentive programs and wholesale to retailers. The Sharper Image’s sales began to drastically fall, as they lost pace with major competitors like Best Buy. The company tried to revive itself by introducing risky, original products, but that ultimately failed, according to The New York Times. The Sharper Image name is now licensed as a product brand to sell products through third party retailers, like Bed Bath & Beyond. Which means this company is worth less than its logo.
15
The Sharper Image
THE VISUAL strategy GUIDE
BRAND TIMELINE
The Sharper Image was founded in 1977 by Richard Thalheimer. Richard peddles his first mail order product, a digital watch for runners
In 1981, the company reported revenues of $28 million and profits of $1.4 million.
In 1985, 12 stores were introduced in urban centers such as New York, St. Louis and Honolulu. The following year opened another 20 stores, mainly in affluent areas, including Beverly Hills, Connecticut and Stamford.
1977
1981
1985
1980
1982
Profits from The Sharper Image’s mail order operations rose steadily throughout the early 1980s. In 1982, revenues reached the $51 million mark, and three years later, The Sharper Image was issuing 42 million catalogs annually and reporting sales of 69 million.
Richard Thalheimer, Founder of The Sharper Image
Sharper Image Times Square holiday pop-up shop marks physical store comeback
16
The company’s earnings had fallen to $4.7 million, despite sales of $209 million that represented a 10 percent increase over the previous year.
1989 1987
1990
The company goes public on the New York Stock Exchange.
Products for children and home living are featured.
Dehumidifiers
In August 1993, the company announced that it had finalized marketing deals with several department stores, including, most notably, Bloomingdale’s, to sell its products at boutiques in their stores.
With more functional and affordable merchandise, The Sharper Image had made strong strides in its effort to refashion itself for the 1990s. Future success would depend on its ability to adapt to changes in the marketplace through creative and aggressive marketing. In February of 2008, the company filed for bankruptcy, and it planned to auction its assets in late May.
1993
2008 1995
2002
With more functional and affordable merchandise, The Sharper Image had made strong strides in its effort to refashion itself for the 1990s. Future success would depend on its ability to adapt to changes in the marketplace through creative and aggressive marketing.
Circuit City begins stocking Sharper Image Design products.
Irvine-based ThreeSixty Group buys Sharper Image for $100 million
2020
In February of 2008, the company filed for bankruptcy
17
The Sharper Image
THE VISUAL strategy GUIDE
BRAND RENEW BRAND RENEW BRAND SOUL // 16 MISSION STATEMENT // 18 REBRANDING OBJECTIVE // 19 POTENTIAL FOR DESIGN // 20 BRAND VISUALIZATION // 22
18
CHAPTER
2
19
The Sharper Image
THE VISUAL strategy GUIDE
BRAND SOUL
TO HELP PEOPLE BUILD CONFIDENCE IN WORK AND LIFE.
20
21
The Sharper Image
THE VISUAL strategy GUIDE
THE MISSION STATEMENT
Helping people stand out in society. Making people proud of themselves and have stronger self-esteem.
22
IMAGERY
LITERAL
ABSTRACT
ASPIRATIONAL
23
The Sharper Image
THE VISUAL strategy GUIDE
POTENTIAL FOR REDESIGN The Sharper Image sells various products, and there are both advantages and disadvantages. Nowadays, consumers only find Sharper Image products at third-party retailers, such as Macy’s, Bed Bath & Beyond or Nordstrom. The Sharper Image needs to reposition their customer and concentrate on hightech lifestyle and electronics products that can help people improve work efficiency and live better. People who want to achieve success and look high-end in the eyes of others will buy The Sharper Image products.
24
25
The Sharper Image
THE VISUAL strategy GUIDE
BRAND VISUALIZATION The founder Richard Thalheimer said that 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. As The Sharper Image has grown, his passion for new products has grown, too, and today they are an international icon innovation—a unique kind of specialty retailer that represents the highest standards of customer service.
26
WHO WE WERE
THE SHARPER IMAGE
27
The Sharper Image
THE VISUAL strategy GUIDE
BRAND VISUALIZATION In the future, The Sharper Image will help people work efficient, build self-confidence, enhance personal taste and attractiveness, live better and stand out in society.
28
WHO WE ARE
THE SHARPER IMAGE
29
The Sharper Image
THE VISUAL strategy GUIDE
BRAND PERSONAS BRAND PERSONAS AUDIENCE PROFILES // 28 PERSONAS // 30
30
CHAPTER
3
31
The Sharper Image
THE VISUAL strategy GUIDE
Personas are fictional characters of actual users and are applied in the early stages of brand development direction or product tentative. Personas are vital to the success of a brand because they can position the brand and drive design decisions. Personas can help the designer to recognise that different people have different needs and expectations, and identify with what kind of users design for.
32
33
The Sharper Image
THE VISUAL strategy GUIDE
INNOVATOR He interests in digital technology because it makes he feel intelligent. He lives alone because he likes to work in a quiet environment. He likes to travel. He has been to London, Italy, Paris, Australia, and Japan, etc. He loves buying the latest and innovative technology because the technology can create and record good moments for him. He always encourages her friends to experience new things and expand their view.
Karl Vincent 29 years old Designer San Francisco Male
34
He loves IKEA Augmented Reality App because it helps him preview how furniture looks in his home before he buys it. It can save more time. He likes the high quality of life because it makes him feel confident inside and out when he talks to others.
AN EXTROVERT She does not like being alone because she likes to find herself in communicating with others. She loves to join social activities because she can communicate with different people. She will study new things carefully because she values intellectual pursuits. She loves shopping and new high-tech products. She will consult others and experience before buying things. She likes sharing the interesting discovery with her friends. She loves getting massages and watching movies with her friends at the weekend.
Mary Richards 32 years old Bank manager New York Female
35
The Sharper Image
THE VISUAL strategy GUIDE
INDOORS-MAN He likes to stay at home because it is quiet and he can concentrate on his work. He is more interested in intellectual pursuit than relationships. He focuses on science and technology reports and news. He does not like social, so he sometimes shops online or watches the movie at home. He interests in esoteric and sense of technology things because he yearns for the future life in the film. He interests in Augmented Reality because it allows him to experience different environments without going outside.
Noel Johnson 36 years old Architect Los Angeles Male
36
He will consider that is this product suitable for him before he purchases because he does not want to waste money.
CREATIVE GENERATION He is a graphic designer, and he likes sharing his works, life and experiences with people. He maintains a blog that teaches people some fantastic ways to use photoshop, 3D modelling or video editing. He loves photography because he can find design inspiration in photos. He has lots of electronic equipment because he wants to make high-quality work. He loves to use Meetup application because he can meet new friends who have same interests through the app. He goes to the gym when he has time because exercises fill him with energy.
Edward Coleman 26 years old The blogger San Francisco Male
He creates some meaningful or useful works because he knows that design can influence people’s life in some ways.
37
The Sharper Image
THE VISUAL strategy GUIDE
GAME HOBBYIST He sometimes works part-time at the electronics store. He is good at playing games because he has played countless different games. He meets game developers at the weekend and talks to them very well. He interests in digital products because she loves video game. He embraces counterculture. He is very excited about new theories and ideas because he can always find some things that surprised him.
William Wong 28 years old Professional gamer Las Vegas Male
38
He cares about his outfit because the characters in the game have lots of unique outfits.
ELECTRONICS AMATEUR He is good at fixing electronics products because he has the independence of spirit of explore new things and ideas. He likes to explore high-tech and innovative products and buy them. He likes shopping at retailer store because he can experience the product. He works steadily towards identified goals. He interests in security, convenient and peaceful life. He believes that Virtual Reality has the potential to change people’s life.
James Zeringue 36 years old Business owner Washington, DC Male
He likes to go to the social activities to know different people because of promoting the development of his company.
39
The Sharper Image
THE VISUAL strategy GUIDE
HANDCRAFT COLLECTOR She loves shopping because she wants to look different and beautiful every day. She has a son who loves play video games. She enjoys intelligent life because it is convenient and time-saving. She is not good at decorating the room and making use of space. She loves simple lifestyle products because it makes her life more comfortable and easier. She brings her son to the store that has entertainment facilities every weekend. Her husband loves buy electronics.
Yasmina Edwards 30 years old Salesperson Seattle Female
40
MOTIVATOR She is good at getting people to have fun in college because she is outgoing and social. She is a design student, so she always enthusiastic and creative. She goods at brainstorming in her teamwork, and she has a quick understanding. She pays attention to novel products because she is excited by new ideas and new things. She likes to meet new friends and experience new things in the world. She wants to use her design to help people solve problems and make people’s lives easier.
Diane Jordan 25 years old College student Houston Female
She feels comfortable in unfamiliar situations because she loves to try new things.
41
The Sharper Image
THE VISUAL strategy GUIDE
BRAND COMPETITORS BRAND COMPETITORS CURRENT COMPETITORS // 40 ADJACENT COMPETITORS // 42 ASPIRATIONAL COMPETITORS // 44
42
CHAPTER
4
43
The Sharper Image
THE VISUAL strategy GUIDE
CURRENT COMPETITORS The current competitors are the companies that compete for The Sharper Image audience by providing the same products and services such as well-designed, and technologically advanced products.
Bed Bath & Beyond strive to make your purchasing experience convenient, simple and stress-free so you can focus on what you do best—running your business.
Ross focus has been on bringing our customers a constant stream of high quality department and specialty store brands at extraordinary savings a.k.a. bargains, while providing an easy, fun and organized shopping experience.
Room & Board believes expertly crafted modern furniture offers the best value in terms of quality, design longevity and environmental sustainability.
Walmart is an American multinational retail corporation that operates a chain of hypermarkets, discount department stores, and grocery stores. Every Day Low Price is the cornerstone of Walmart strategy.
44
Best Buy is an American multinational consumer electronics corporation that offers expert service and unbeatable price headquartered in Richfield, Minnesota, a Minneapolis suburb.
RadioShack is an American chain of electronics stores, founded in 1921. RadioShack's mission is to demystify technology for the mass market.
Brookstone is a nationwide specialty retailer offering an assortment of consumer products that are functional in purpose, distinctive in quality and design and not widely available from other retailers.
Sears Holdings Corporation is a leading integrated retailer focused on seamlessly connecting the digital and physical shopping experiences to serve our members—wherever, whenever and however they want to shop.
SkyMall is a multi-channel, direct marketer offering products through direct marketers and manufacturers. To deliver more than just cool stuff through creativity, innovation and fun.
Hammacher Schlemmer is a non-profit consumer advocacy organization created in 1983 to research, test, and rate consumer products objectively until determining the items that are truly superior in each category.
45
The Sharper Image
THE VISUAL strategy GUIDE
ADJACENT COMPETITORS The Sharper Image’s mission is to share this enthusiasm and to share the fun of discovering all kinds of exciting, well-designed, and technologically advanced products. The adjacent competitors are the companies that also share the fun and provide well-designed products.
Macy's has the latest fashion brands on women's and men's Clothing, accessories, jewelry, beauty, shoes and home Products. Macy's, Inc. is a premier omnichannel retailer with iconic brands that serve customers through outstanding stores, dynamic online sites and mobile apps.
Nordstrom is a leading fashion retailer offering compelling clothing, shoes and accessories for men, women and children. Since 1901, they've been committed to providing our customers with the best possible service—and to improving it every day.
Saks Fifth Avenue is an American luxury department store owned by the oldest commercial corporation in North America, the Hudson's Bay company.
Westfield create superior shopping centres in major cities that deliver great experiences for retailers and consumers.
46
Amazon has built its business strategy and rhetoric around lowering prices for consumers and serving consumers more generally. Amazon’s goal is a takeover of retail itself, both physical and digital.
Target is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our expect more and pay less brand promise.
IKEA is an internationally known home furnishing retailer. IKEA offers the wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
Bloomingdale's is a department store founded in April 1872 and currently owned by Macy's, Inc. Bloomingdale’s offers a full range of services to meet your needs.
eBay intends to further improve its customer experience by intermediating payments on its Marketplace platform.
Costco is a membership warehouse club, dedicated to bringing our members the best possible prices on quality brand-name merchandise. Costco provides a wide selection of merchandise, plus the convenience of specialty departments and exclusive member services, all designed to make your shopping experience a pleasurable one.
47
The Sharper Image
THE VISUAL strategy GUIDE
ASPIRATIONAL COMPETITORS The Sharper Image’s aspirational competitors will provide custom tailored service and innovative entertainment that make people work and life more effective and reliable to raise confident and achieve success in future growth.
ACT is a mission-driven, non-profit organization dedicated to helping people achieve education and workplace success.
IBM’s mission is to lead in the creation, development and manufacture of the industry’s most advanced information technologies and translate these advanced technologies into value for our customers through our professional solutions, services and consulting businesses worldwide.
IDEO is a global design company committed to creating positive impact. We work with organizations on complex challenges around the world.
McKinsey & Company is a worldwide management consulting firm. It conducts qualitative and quantitative analysis to evaluate management decisions across the public and private sectors.
48
TED is a global nonprofit dedicated to ideas worth spreading. Our goal is to make great ideas accessible and spark conversation.
Mercedes-Benz main business objective is to be the best provider for technical accessories and collection. With innovative and high quality products, we ensure sustainable economic growth and a constant contribution to the group’s success.
NIKE, Inc. is committed to building deeper community connections and spurring positive social change around the world.
BCG is one of the world's leading consulting firms. We are dedicated to solving our clients' hardest problems and transforming them to compete in the 21st century.
Newtek not only excel in the areas you need to run your business—from financing to information technology—we are committed to your success and growth.
Microsoft our mission and values are to help people and businesses throughout the world realize their full potential.
49
The Sharper Image
THE VISUAL strategy GUIDE
CONTENT SOURCES https://www.encyclopedia.com/Sharper-image-corp http://money.cnn.com/2008/02/20/smbusiness/sharper_image.fsb/index.htm https://www.sharperimage.com/ https://en.wikipedia.org/wiki/The_Sharper_Image https://www.brainyquote.com/
IMAGE SOURCES https://www.pexels.com/photo/ https://www.google.com/
50
THE NEXT PHASE In the next phase, we will move forward into the visual development of The Sharper Image. We will explore various and numerous ways to design our new official logo.
51