- she has enormous purchasing power and makes 80% of buying decisions
- she spends disposable income of whole household and buys not only for herself but also or mainly for those she loves
- sociological shift – she often has to fulfill male roles hence her buying habits and requirements has changed
- she is practical and demanding: she wants added value and not only visual features (“pink and soft” will not do it any longer)
- her body is different – biology and physical differences has to be addressed in design if a product is developed to catch her attention
- she is versatile and plays different roles during her day or week … and yes she changes her mind…and loves to experience
- she would like to connect with a product, relate to it and feel she is being understood by the designer…
Source: Design and Gender: “Thinking about Sex” Erica Eden, Agnete Enga, Yvonne Lin, Gina Reimann / Smartdesign.com
Interesting case study about how a “smarter” design of a product and new re-vamped (or re-designed) packaging are crucial in a re-positioning process of a well known beauty brand. This example proves that (Re)Branding is a team work of various disciplines building a dialog with customer’s subconscious: design, product development and marketing. It is about humor, simplicity and usability of a product making it a memorable experience for end user.
I got drawn to that book because of the eye catching title. After spending nearly 2 hours reading it I have to admit it is … well how shall I put it …. “a business” self-help book for entrepreneurs which gives us a complex strategy on how to become more creative. Linkner’s theory is based on his own enormous experience, business know-how and many real life scenarios from his professional environment.
It is a well-structured, charismatic and encouraging book written in a motivating style … however still reminding me self-help books. Nevertheless the most important finding for me from that book is the fact that creativity is in decline in the world’s business environment, not being acknowledged as a cost effective commodity.
In result the creative gap is becoming larger and more companies are facing financial difficulties despite of the fact that controversially most organizations focus their resources on increasing efficiencies and cost cuttings.
In the last 2 years there were many sad news in UK and international fashion retail environment about brands going bankrupt or being bought by large consortia ( Aquascutum, DAKS, Miss Sixty, Lee Cooper). This situation requires innovation but how to improve and introduce something new when one knows customers have seen it all already? Can it really be that the deeper reason behind current retail downturn is lack of creativity in our approach to product development, manufacturing and marketing? Mr.Linkner is probably right – maybe industries should really go back to basics and focus on processes to find a new dimension to innovation? Maybe for example the time of mass production is over and the move in a different direction where uniqueness of the product, its quality and exclusivity will win back customers loyalty so that the creativity could prove to be the trigger of innovation and source of competitive advantage?
Really enjoyed watching this lecture! Brenda Laurel made me realize how much has changed in the field of design and media in the last 35 years. In an entertaining way she reminded me where we started, summed up where are we now and hinted what challenges design might face in the future which are inevitable and controversially caused by the evolution in the design and its effect on society and our life. Also the difference between genders in the way people perceive design and the “concept of experience” imprinted me so will go this path to find out more….
I have been thinking about doing a master for couple of years already. I nearly moved to a different country since the luxury brand management pathway was very rare in UK at that point of time.
From the beginning it meant to be brand management and luxury since I am truly passionate about brands as “living, breeding organisms “and find the link between branding strategy, a product and its commercial performance very interesting in particularly (but not only) in fashion industry. Fashion and retail are constantly in the process of a change. Therefore branding and product development processes are so exciting in such a fast paced business environment.
Despite of being rational I very often follow my intuition and that’s what I did with Rave. I have turned to the open day at the college and it just felt right. People I spoke with pulled me straight away into their world and made me think about topics I have never analyzed before so … I just wanted to learn more….
Also following facts were incremental for me:
- this course encourages creative freedom so I see it personally as intellectual awakening and that is what I feel I need…
- luxury pathway at Rave is neither “commercial” nor business focused … it felt it was more about substance than the title…
- its an interdisciplinary degree so I will be able to pick and mix from different creative fields
- Fill in the gaps in my know-how and experience with new knowledge about branding & design
- Leave my professional “comfort zone”
- Find excitement and passion in the field I always wanted to study in depth but never did
- Interact and engage
- Research and read
- Outside of the box thinking