for what it’s worth

stories and stimulus from a consumer insight consultant

Kitchen Appliances as Boutique Buys

kitchen luxeAfter the launch of the Porsche Poggenpohl kitchen collaboration, it seems that household appliances are the latest in luxury must-haves. Known for it’s exclusive fashion ranges and uber-cool design offerings, Parisian concept store Colette is the first to cross over into the kitchen with it’s newest addition: an exclusive collection from Hoover.

Collection Black is a range of household appliances in matt black that “premiered” in the store last week, hoping to raise the design profile of the brand through what it describes as a collection of “extreme elegance, perfectly in line with the new tendencies of the kitchen”- whatever that means. An impressive coup for the brand, though not sure what it says about the much-respected store: a true belief in the product and design, or selling out for a slice of the marketing budget?

Hoover Collection Black – (only available in French)

Filed under: brand extensions, clever promotion

Selfridges aims to be Eco-friendly and Upmarket

selfridges In an effort to not be forgotten during the Anya Hindmarch bag hype, Selfridges decided to stage an eco event of its own last week, replacing all of the famous yellow plastic carrier bags at the Oxford Street department store with paper ones. According to Drapers Record, Selfridges chief executive Paul Kelly claimed that this was an environmental move that also happens to represent the retailer’s upmarket image. Admittedly the paper version is more impressive and expensive-looking, but the move does seem more like a publicity stunt rather than a concerted environmental effort. Genuine good or greenwashing- lets wait to see if it becomes a permanent move and spreads across all their stores before we pass judgement.

Filed under: clever promotion

Coco Ribbon Neutral

picture-113Coco Ribbon, the boudoir boutique in Notting Hill where fashionistas stock up on lingerie, soft furnishings, candles et al, are adding another range to their store- your clothes! Wanting to do their bit to help the environment, the company’s founders came up with a unique way to shop and recycle at the same time. The new scheme, called Coco Ribbon Neutral, aims to get customers to bring in unwanted designer clothes and swap them for shopping vouchers to spend in the store. Fifty per cent of the sale price of your garment will come back to you in the form of Coco Ribbon pounds, alongside the knowledge that you are doing a good deed- thus alleviating your guilt and allowing you to buy more!

Coco Ribbon Neutral launches next month, read more at vogue.co.uk

Filed under: clever promotion, products with a purpose

Gold by Giles Deacon sparkles at New Look

NewlookgoldGiles Deacon’s impressive line for New Look hits shops today- so expect crowds of screaming fashionistas at stores around town. The advertising on the New Look website shows the collection in a glamorous photoshoot with the face of the ‘Gold by Giles Deacon’ range Drew Barrymore, pics of all the accessories laid out individually with accompanying prices, an interview with the designer himself and an accompanying video- all impressively packaged as an online magazine.

check it out here

Filed under: clever promotion

Kate Spade lets us Behind the Curtain

kate spade

Kate Spade has launched a brilliant little mini-site as part of her website called ‘Behind the Curtain’, offering news and ideas from the Kate Spade Design Studio. Engaging the consumer further into the Kate Spade story, the site builds on a more personal relationship with five different areas each letting you know more about the the goings on behind the scenes inside the brand.

‘In the Studio’ gives you a peek into what the team are busy doing- currently this involves an explanation of the season’s ad campaign- alongside a mixtape of what they’re listening to (which is also available to download), “Projects’ lets you know what other things the company are up to, ‘Events’ are shown from around the world, ‘Desktop Profile’ gives you snapshots into the lives and loves of a member of the Kate Spade team (including a very clever option where a picture of a bookshelf offers an amazon link to a list of her favourite books), and ‘Things we Love’ shows an amazing array of influences and inspirations which is constantly growing thanks to an option for anyone to add ‘Things You Love’.

The site is clean and elegant, reflecting the brand perfectly, and the concept is lovingly personalised without feeling forced or fake. A great interactive site that tailors itself cleverly to Kate Spade’s target audience. We love it.

Filed under: clever promotion

Timberland launches The Boroughs Project

The Timberland Company have launched a community-building initiative called the Boroughs Project, where they hope to inspire people to express their neighbourhood through design. To kick off the scheme five artists representing the five boroughs of New York City have been hired to each produce a Timberland boot that reflects their passion for their community.  Keeping it close to home, the limited edition boots will only be available at selected New York retailers where they retail for roughly $150. The Queens, Manhattan and Bronx designs were launched last week, whilst the Staten Island and Brooklyn styles will launch on February 26.

“The Boroughs Project was created to help inspire people of all ages and backgrounds to express themselves through design. By partnering with local artists and designers we expect to really tap in to people’s passions for each of the boroughs.”

The designers for the five boroughs boots include:
* Jeff Ng, artist and founder of Staple Design, representing Manhattan
* The RZA, rap artist, producer and founding member of Wu-Tang Clan,
representing Staten Island
* Chris Mendoza, painter and line artist, representing the Bronx
* Atsuko Tanaka, world-renowned photographer, representing Queens
* David “Skwerm” Ellis, artist and film maker, representing Brooklyn

The next step for the project is to take it further afield, extending to other cities and communities throughout the year, and building their online design contest where consumers can express their community pride through any form of uploadable creativity, and rank the work of others.

“The whole premise of The Boroughs Project is to celebrate community and the spirit of self-expression…we’re excited to see how consumers nationwide express their passion for community, and also to see how their peers react. This new forum for self-expression will then evolve and grow over time.”

Interestingly this does not seem to be another company simply getting the consumer to do the designing for them within a competition framework (although they do plan to produce a limited run of boots from the winning entry which will be auctioned off to benefit a qualified non- profit organization of the winner’s choice), instead Timberland are cleverly involving community and creativity to help strengthen both the perception of the brand and their own understanding of the customer. And from the website it looks like a lot of people have already been keen to submit their creative interpretations and opinions.

Timberland_1

check out the new website to see the Boroughs Project
via HipHopPress

Filed under: clever promotion, collaborative working,

ICA Launches All Tomorrow’s Pictures

Alltomorrowspics
As part of it’s 60th anniversary celebrations, the ICA have joined forces with Sony Ericsson to create ‘a vision of the future highlighting the creative potential of fusing art and technology’. 59 high-profile creatives from across the cultural spectrum have been asked to produce an image or series of images inspired by the theme of ‘Tomorrow’ using a cybershot Sony Ericsson K800i phone. The 60th space will be filled by a member of the public through a competition to be launched in February.

The resulting images will be produced in a hardback book, with the original prints being auctioned off at a charity event later this year to raise money for the future of the Institute. Already confirmed photographers include the Chapman Brothers, Bloc Party, Helena Christensen, Peter Blake, Alison Goldfrapp and Nathalie Press, a list of names that many an aspiring creative would love to join.

Ekow Eshun, Artistic Director of the ICA, commented: “The ICA has been championing new art, ideas and creativity since 1947 and as part of our 60th anniversary celebrations we are delighted to be collaborating with Sony Ericsson on this exciting project which will present a vision of tomorrow from 59 of the world’s leading and upcoming creative talent
and one member of the public. Each image will be as unique as the individuals. Ultimately the resulting collection will not only reflect a prescient vision of tomorrow but in doing so will also reveal a fascinating view of today.”

John Harber, MD Sony Ericsson UK & Ireland said: “”We are
constantly searching for tomorrow’s innovations that will make a better today. A today where people can express themselves with the ease, convenience and creativity that they desire and so we’re thrilled to be working with the ICA on this revolutionary project. “The Sony Ericsson K800i is one of the world’s most innovative and feature-rich imaging
phones, so our creative talent will be well equipped to successfully capture their visions of ‘Tomorrow’.”

read more at the ICA website – and look out for info on the competition
via Artdaily

Filed under: clever promotion, collaborative working

Trussardi’s Moving Showcase

trussardi

The coolhunter has some great photos from Trussardi’s display at the Milan menswear shows last week. The company cleverly showcased its extensive leather goods collection alongside its clothing range through the use of a conveyor belt.

Filed under: clever promotion, Luxury

Thom Browne video website

Picture_1Designer-to-watch Thom Browne has launched a video website showcasing his new collection entitled ‘The Septemberists’. Directed by Anthony Goicolea and with music by Sigur-Ros, the video cleverly and succesfully displays the very stylish collection under the premise of a rather bizarre cleansing therapy- definitely worth watching.

see it at thombrowne.com

Filed under: clever promotion

BEAUTY SURPRISE

We’ve seen it with clothes, handbags and shoes, now Yellow Box Beauty brings the element of surprise to your makeup too.

Focusing on ‘finding brands that are either new to the spotlight or may be on the verge of being the next “it” thing’, the company offer a makeup or beauty product from a hot new brand delivered to your door once a month. Each month a different brand is spotlighted on the website, and alongside the product you receive are different offers such as gifts with a purchase or discounts on orders.

A great way of trying some of the many new cosmetic brands out there, and getting you to branch out from your normal safe choices- as the site says ‘You never know what will show up at your door and that is part of the fun.’

Filed under: clever promotion, , ,

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