Transcript Intergrating Design and Marketing

value addition
the role of design & brand
integrating design & marketing
llenay ferretti
home décor & fashion accessories advisor
east & central africa trade hub
lifestyle trends
economy recovery= meaning & value,
comfort & familiarity, authenticity &
genuine relationships & materials
re-thinking consumption
• post global financial consumer
• end to mindless consumption
– what really matters, new ways to do much
more with much less
– how does our consumption affect the wider
world
• looking for ways to create healthier,
greener, fulfilled lives.
• Looking for value vs. cheap
lifestyle trends
green & ecological solutions
lifestyle
meaning & value
• individuals looking for more meaning and
purpose within their lives
• demand for companies to have ‘values’
– environmental, ethical, social responsibility
– “good for me, good for you, and good for the planet”
Mary Portas UK
• realization that value and price are
different
– moving away from just about ‘cheap’
– Verdict Research Study: value sensitive, looking for
more quality and service
new brand values
Muji brand-We have “a belief that Muji must
become something like slow food”
Muji does not showcase mass-produced items and
compete on production costs.
Wants to act as a magnetic field where one can
slim down an excessive life, pursue the basic
essence of things….’
power shift
• from manufacturers making all decisions,
to customers.
• businesses inviting their customers to
contribute ideas and solutions:
facebook,twitter
• customers in control
– “Consumers who are voting with their dollars are
creating the tipping point. Consumers are now
shaping business rather than the other way round”
unilever
personalization
• Customization of products and services
– “The idea is that something has your name on
it – not mine” Anya Hindmarch
– Nike ‘Workshop” people can customise their
own T-shirts and board shorts
• Customer is a co-creator with the brand
• “The market is complex; demographics,
cultural diversity, family dynamics…a onesize-fits-all shopping experience no longer
applies” (Deloitte)
24/7 connected
• cyber life becoming a norm
• data and information easily available
• smart phones = web on the go
– price check and purchase from your mobile
while in or on way to store
– compare ethical and environmental policies
authentic & genuine
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about being ‘real’
a genuine product history
compelling stories
delivering real customer experiences
‘cookie-cutter’ is boring, out
expression, artful, making connections, in
accessories authentic materials
relationships & sharing experience
art of hand weaving ethiopia
spring 2012 europe takes notice
return of premium
• not just about adding a logo
– or ‘look at me’ bling
• well-considered & well-crafted
– designed to last
• story to tell
• also more mixing of lower and premium
price-points….individuality and values
spring 2012 burberry
experience centers
• bricks and mortar stores can be experience
centers in ways on-line can’t
• physical appeal to the senses…high-touch
– ”see me, feel me, touch me, buy me” Paco Underhill
• often high-tech e.g. Apple
• design statement….generate talk
• direct interaction with staff
Anthropologie
• sense of discovery
• tactile, visual,
aesthetic, sensual
elements
• vignettes / stories
with mini collections
• Not about any one
product, more about
a range of ideas
• average visit 11/4 hr
design & marketing recap
• trend toward experience driven purchases
integrates design & marketing
• trend of multiple outlets with increased emphasis
on technology increases the need: e commerce,
store environment, social media
• the lines blur between product design & product
marketing
• integrated design & marketing directs the brands
expression at each point of customer interaction
beauty & meaning everyday
thank you!
[email protected]
llenay ferretti
home décor & fashion accessories advisor
east & central africa trade hub
bhavana world project inc.