Nottingham Research Day

"Perfume is a sector that drags down luxury"

Using Nottingham as our initial primary research location, we wandered around in our groups asking questions and taking photos of various shops which embody scent through all different aspects. Doing this helped us to refine our research focus and look into team priorities prior to our planned trip to London to carry out more primary research. Before we got started our initial idea was to look into unisex fragrances as from our first thought there isn't a lot around that is easy to find. 

We were given 9 research starting points then asked to choose 4 in order to help us refine what we were looking into

. Price

. Gender

. Age

. Story

. Trend

. Object

. Range

. Context

. USP

 Lush Nottingham were very helpful in explaining thoroughly that each of they're newer collections all have stories and are all inspired by various album covers one being by band 'Janes addiction'. Each single scent then from the collection could be mixed together to create one final body spray, making it easy for you to mix and match making personal scents for yourself. This helped us as a group to look into having a solid inspiration when coming up with our own perfume. It also helped us to think about maybe doing a set of scents.

We also went into various other shops such as Molton Brown, The Body Shop, Jo Malone and Kiels. All are on an equal price level and each shop assistant told us that all of their products can be unisex. This threw us off guard and we went back to the drawing board to think of a new initial concept before London. 

Celine- Final Presentation

This is our final Celine presentation. As a group we compiled all the information and also each had sections in which we had to present on our own. The presentation itself was 10 minutes long, previously timing ourselves we kept within the time limit. We mirrored the layout in each slide and kept true to the clean cut Celine look. 

 My contribution the team was the brands position within the market. Celine is a high end expensive luxury brand, positioned high in the market it has a network revenue of €172.2 million a year. Phoebe Philo for vogue in 2005 stated that "Everything we're doing is about going forward" meaning that the brand is always evolving to suit new trends and its consumer but always stays true to it's classic luxury style. I created a design equation depicting how Celine is an elegant, sophisticated, luxurious, classic brand. It specialises in high quality luxe sportswear and offers its consumers a feminine identity with an androgynous look. Its competitors include other high end luxury brands such as Bottega Venetta, Balenciaga, Michael Kors, Louis Vuitton and Chloe, and even copycat brands such as high street brand Zara. 

My other contribution was the making of the Invitation on photoshop, We looked at creating a specialist invitation in the form of a flight boarding pass mirroring the luggage theme. The invitation itself won't depict a lot of information just a date and note of secret location, this make the release more exclusive. We ill also make envelopes in the style of the classic diamond bag keeping part of its brand identity.