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Design tehnology fragrances

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DESIGN TECHNOLOGY JAMES PINER Start Final
Transcript
Page 1: Design  tehnology fragrances

DESIGN TECHNOLOGYJAMES PINER

Start Final

Page 2: Design  tehnology fragrances

I like how the health lottery P.O.S is mainly blue which gives a relation to the NHS and health.The Jeff Banks P.O.S is more functional by providing every product ready to get from there but it has too many products for sale.

The Lacoste P.O.S is very nice because it has a clear clinical look with simplicity, it gives you one product available in many colours so it makes buying that item more fun because you can pick any colour you desire.

The Coca-Cola P.O.S is good because it offers all chilled drinks, the best drinks will be at eye level like Coca-Cola and the others will be distributed around, the only problem of this is that there is too much choice.

POINT OF SALE RESEARCH

Page 3: Design  tehnology fragrances

The newspaper P.O.S is good because it offers all newspapers, its basic and can always be used for different papers because you simple slip out the title banner in which the title of the paper is placed.The Dove men care P.O.S is not that good because it has too much selection from the customer and they will end up not buying their products, also their P.O.S is very basic cardboard cut out and so its not very professional but rather easy to put-up. Rolex is a good P.O.S because it clearly displays its products, the only negative is that it cannot be handled because it is a valuable product it would be a target for thieves. Superdrys P.O.S is good because like the Lacoste point of sale it is simple clinical and clear. The products are there to look at touch try on and so it offers a good range of products.

POINT OF SALE RESEARCH

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HACKETTI think Hackett's user is a male of his 20s, the male would go to watch rugby, horse racing like the grand national and/or Ascot. This product would be excellent for the male because it shows and gives a sense of British class, from tradition from the 1960s suit wearer even to now in which it gives the sense of a business style but in the best possible way, almost like a style of swarve for the upper-class gentleman.

MY CHOSEN BRAND

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FISH SOHOFish Soho is aimed at the 20-25 year olds, its packaging is simple yet effective and the young man wears this to get the London look and to look different round the streets of London. This gives the sense of difference to the male ego and to stand out from the crowd. Fish is all about looking swerve in its own category the ability to be different and have a smart look with long hair, it gives the sense of smartness without looking like a university type in which they look professional at the same time of being untidy thus giving the right look when seen by people and while at work because it is a product of looking good.

HACKETTHackett fragrances and clothing are aimed at the late 20s to early 30s males, it is based more on class then informal styles, the late 20s male would wear the fragrances because of the slightly classier style and to achieve a classic British look, Hackett would be seen at places like horse racing and the grand national and so its achieves its upper class nature. Hackett gives the sense of pure smartness while wearing business attire, it gives the person a status quo when looking smart, it helps the male achieve the look in which he would be able to do anything while looking like this even to the casual events he would look dashing.

LOOKING AT ALL BRANDS

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LOOKING AT ALL BRANDS

OLD SPICEOld spice use the concept of a classic brand revitalised to suit the young man of the century, the classic smell draws the young man with advertising campaigns to boost his confidence. Older males will know that old spice was somewhat of a gimmick and that it was not expensive and most of the males 40 years ago wore the scent. They would choose this brand to move onto a more fun and athletic lifestyle. It has been rebranded to be able to attract another generation to use it in which they would be the best male around, being bold and smelling bold would be the idea in which he would definitely ne noticed.

LYNXLynx products are aimed at the younger man/teenager, this is because the products smell nice and that its advertising campaign is aimed at men being irresistible to women just by spraying the deodorant. The male is enticed to buy these products so that he has better luck with the opposite sex. The usual male would be slightly athletic and his clothing would be informal. Lynx gives the effect of what the younger people want to aspire to, to be able to get the girl with this fragrance and show off his alpha male ego in which he is a real player in his competition of age for the girls.

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L’OREAL MEN EXPERTL'Oreal men's products are aimed at the older man from the late 40s to early 50s. This is because the products are aimed at making the man look and feel younger, they supply men's revitaliser eye roller for more energetic looking eyes. So the men who use these products would be wanting to look younger like men's hair colouring serum's and shampoo. L'Oreal men expert is all about improving the look of the older male in which he has marks to show his age, these products are aimed at reducing these look and revitalise his look and morale making him look younger, this will help him as he would feel better about himself, he would have a more positive attitude and he will feel he can do things that used to be limited by age.

MR.NATTYMr natty products are aimed at males early to mid 40s because the style of language used on the website suggests that the brand is for older gentleman. They would purchase these products because they are looking for fine quality male grooming products in the London area. They want a more prestige look to go with their lifestyle, the way in which the language is used on the website suggests that its for men who work on boats. Mr natty is all about being as swish as possible for the older male, he would use these products to embrace his oldness in which he would gracefully be his age rather then try to be younger he will embrace his stage in which his age doesn’t matter anymore and that he is now comfortable with his age.

LOOKING AT ALL BRANDS

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KEEPA clinical clean lookWhat really draws the potential customer in? Keep brand colours Do not stray from original brandingKeep interactive to a certain extentBold coloursUnique font and large text for simplicitySCRAPCan the P.O.S be used for different purposes in the brand?Is it purely for one purpose?It cannot simply be a cardboard boxCan parts be thrown to use again?How much of the P.O.S can be recycled?FORM VS FUNCTIONWhat it looks like to how it worksWhat it looks like to functionIs it purely something that holds as many products as possible?Both, the look but it does hold a certain amount of the product to make it look exclusiveThink of securityIt cannot be simple or bland it must stand out from the restX-FACTORCertain style what can it do that’s different and unique?Colours that are differentTotally unique to the brandNothing which is used now in any senseA P.O.S unit never seen beforeIt cannot resemble any other p.o.s on the shop floor in which it would be totally new and people would want to see it.

LOGICALIt must stand out and ad advertise the brandUse ergonomic considerations in the design Reflect the brand theme and styleIt must draw the customers inBright colours, noise, video, lighting, sizeThe product must be visibleThey must be able to test the productIt must be user friendlyUSP- unique selling pointPositioning in relation to footfall (at the check out)It must be interactive in some wayILLOGICALToo much informationToo little informationNo brand/brand identityVisual noise, too many bright coloursToo interactive without any thought of purchase (apple store)Removing product from the point of sale display unitToo many optionsBelow eye levelSustainabilityNEEDWhat does the product need to be successful?Must display clearly the product and allow the customer to interact with the product Must display the brandMust attract customer attentionNeeds to consider ergonomic safety and theftMust hold the potential customers attentionDisplay clearly any important informationGive the customer direct access to purchase the product

LINKS FX

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FUNCTIONALITY ANF FEATURES

To sell the scent

Display the background of the brand

To stock at least 5 units on the P.O.S

Attract the buyer with colours and eye catching

VISIBILITY AND POSITION

Must be at eye level

Must be placed on its own

Near the products of similar type

Entrance to the fragrance section

TARGET MARKET

Use brand colours

A mature touch to point of sale unit

Use photos to entice customer

In places the target market would go

MATERIALS

It must be made of suitable durable materials

Materials must be robust

It must be suitable for areas its in

It must have a high quality finish

AESTHETICS

It must display brand colours and features

It must be culturally neutral to most countries

The point of sale must be ease of use

It must be comfortable with its colours and materials

SAFETY

It will have ergonomics in mind, It will have rounded edges

If glass is used it will be reinforced, It must be fully constructed

SITUATION BRIEFThere is a problem with advertising for Hackett because they do not have any advertising for any of its products. This means Hackett could be losing out on potential sales of their products because their product has not been voiced to the public. A solution to this is that Hackett needs advertising for their products.BRIEFDesign a new point of sale display unit for Hackett. The unit must display at least 1 product from Hackett's fragrance range and the P.O.S must entice the potential customer to the product. The display unit must also be able to let the user handle the product and use it.

INITIAL SPECIFICATION

ENVIRONMENTSelf standingMust blend in with environmentBut must be coloured to stand out from the restIt must be placed wellPOSITIONIt must be in a logical spotIt could be near checkoutIt could be near front of fragrance sectionEye levelINTERACTIVEHold the productSmell the productLook at booklets about the brandTick sheet of how you find the smellSOCIAL NETWORKINGFacebook group#scan a barcode for bbmE-mail alerts for where product is being soldQrc code for where website of brandCONSTRUCTIONThe point of sale unit will not require a tremendous amount of effort to assembleIt will require minimum assemblyIt must be free standingERGENOMICSIt should be user friendlyIt should help with the curving of edges and it should never cause strain to the userPRICEThe amount of units on the point of sale should equal how much it is to buildThe prototype will be considerably more to produceThe standard P.O.S should be no more then 100 pounds sterlingFUTUREThe point of sale should be able to be used for the brand but in different productsThe brand name should be inscribed into the P.O.S

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ACCESS FMAESTHETICSIt would have the brand colours, shapes related to the brand. The point of sale unit would also have company logos and would include patterns. There would be movements related to the brand as well as images and social networking information. Also it would contain a background of Hackett's history in which what it started out and what it is today with all sponsors and everything it is involved in. I would include all the basics of my brand in which the customer would know everything there is to know about that brand before they buy that product just by looking at my point of sale unit.COSTThe cost of the point of sale would be low if the point of sale was made in bulk however, it would be higher priced if the point of sale unit goes into selected shops in certain areas. The materials can be of high cost and floor space in selected shops can be very expensive but if it is in shelves it can be much cheaper. CUSTOMERThe right customer has to be targeted by use of mature materials and the shops its placed in and the area of the shop it placed in.size and height for the customer makes the difference too, it also would contain warm colours in which they would subconsciously be drawn into the point of sale display unit and they would have to see what it is all about.ENVIRONMENTwhere the point of sale is positioned. Where could be right place for my product. How sustainable is my point of sale display unit for the environment. Is part of the p.o.s disposable products . The P.O.S would have its on shop floor space to get the biggest impact on the customer in which he would have to look at it for his

ACCESS FM

SIZEIt must be eye level for their customer. It must stabilised for its height. The size goes into the floor space and that subtle can be good. Size in relation to product means it cannot be too big for the product. It must be able to tell the story background quickly nut enough to keep the customer there for a long time in which they will consider buying the product.FUNCTIONThe function is to be able to experience the smell of the product , it can get involved with the history of the brand and that the accessibility of the product must be able to reach the product with ease. It must tell the story of Hackett whilst keeping the customer there. It must show the real meaning of Hackett and then offer the ability to try the product. Also it must not interfere with the point of sale to reach the product the male must not strain his arm to reach it and so it all has to be in arms length. Of course there has to be some sort of security but it could be very subtle in which they wouldn’t even realise they aren't allowed to get the bottle out of the point of sale unit perhaps.MATERIALSThe product will be made of good quality durable materials, the materials can be coloured and that I will use glass machined metal and wood.The materials must be able to be coloured bold and also have fabric for the upmost professional look because it would really give the sense of Hackett and it would be able to be not worn away because it would be protected and certain materials of the point of sale unit would not be able to be worn away.It must be robust to take knocks, a motion tester could be dangerous for the asthmaticPersons assembling the product need to make sure they are not straining themselves during assembly.

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GANT CHART

Person and product interaction is about how the client handles the product point of sale display unit what they look at for how long and how they methodically work their way through, ill look at what they look at first and how long they are at the point of sale unit. Why they would walk straight past and not even glance at the unit itself and why, ill also look at what can draw the customer in whether it be the fragrance itself or the colour scheme or the background image of the display unit., ill be looking at the type of person who looks at the unit and note down what they are wearing and if a staff member walks over and discusses the products on sale and perhaps give their own opinion.

10 minute observation is similar to person and product interaction but it is purely seeing how many people will look at the unit and the type of person they are. What they will look for other then the fragrance itself and perhaps what they are wearing, how many people will just walk past and not even glance at the unit, maybe they just do not want that fragrance or they don’t like it which could not be a problem of mine because I don’t make the fragrances. Perhaps the people already have the fragrance or are just passing by, ill look at how many approach the unit how long they will be there for what they might discuss and if they actually purchase the products or not.

Environmental snapshot Is about the point of sales display unit location, I will look in luxury shops where my point of sale display unit will be based and I will look at how and whereabouts in the shops are they positioned, what they are surrounded by and what could draw them into customers, maybe they have to walk past it to get to the checkout or maybe it could be at the entrance to the fragrances section, this is what ill be looking for.

Market research will be about looking at other products on the market that could compete with Hackett's fragrances and how do they compete to take customers from each other. I will look at famous brands such as Hugo Boss and diesel which I think are competitors to Hackett and I will also look at new arrivals to the male fragrance market which could take the market by storm so I will look at expensive products and new products, see what they take away from Hackett and where Hackett has the upper hand.

Competitive products is about looking at Hackett's rivals again similar to market research, it will look at what rivals Hackett and what Hackett could do to regain the top mark and come out on top as they used to until most companies went worldwide and they became a very famous brand. Ill look at advertising campaigns and where ads could be placed and where certain products are in certain shops.

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The Hugo boss p.o.s is good because it gives you something to hold such as the bag, it keeps the customer there and so its successful, also it covers the testing bottles so that is a downside.It simplistic and so its easy to look at and interact with and so it is a good P.O.S.

The Hugo boss unit at Harrods was not special in anyway to the others, it was difficult to find and that the only difference is the background photograph[h and the bottles itself, they have a bright light to display and so that can draw the customers in. the point of sale unit displayed all bottles that Hugo Boss has to offer but there was too much selection for one customer I think it would have had to have been limited.

PERSON AND PRODUCT INTERACTION

The newly released 007 fragrance is the highlight of Harrods at the moment and so it heavily influences the fragrances department together with adverts point of sale units and promotions in the windows, its good because 007 is well known through the world and so anyone who glances at the unit knows instantly what its related to.

When testing men's fragrances the potential customers approach the point of sale unit.Firstly they look at all the products on sale for the P.O.S brand, once they have found a product they are familiar with they pick up the bottle, spend a few seconds at it and then they proceed to test the fragrance on left and right hands, then they shake their hands for the scent to settle in and then show their family and friends their wrist, the bottle, then they show the products at the point of sale unit. Then and only then did they request the price of the bottle because the point of sale did not contain any information about the pricing of the product.There was staff always around giving information on all products and so I conducted my research at Harrods luxury outlet store, Harvey Nichols and many upper class stores in London's Canary Wharf.

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While doing my research I stayed around in Harrods and Hackett, Hugo Boss and other shops looking at how many people approached the point of sale units, what they did and their age and style.

Firstly while in Harrods I watched a male in his late 20s in business attire approach the Hugo Boss stand, he had a talk with the assistant who explained all of the fragrances and discussed his favourite and why.

The male then asked to try the scent in which the staff behind the counter readied a testing strip and then sprayed the point of sale bottle onto the strip, they then proceeded to wave the strip around and then handed it to the customer, the male them viewed his opinion and then done the same with another bottle.

Out of the ten minutes I was viewing only around 3 people approached the male fragrances I would associate to be near Hackett's target market and age range, all whom looked to be returning from work.Out of all the males who approached the product most put their hands on the product and went through the same process.

10 MINUITE OBSERVATION

Most of the people who walked past the point of sale just gave a glance and nothi9ngg more, occasionally they would stand for as few seconds almost analysing what the products are for sale but the bright light showing all the products really draw them in. to me the bright light and the background photograph drew me in and so I enjoyed looking at the environment the scent could be used in. the staff behind the counter knew all about the fragrances and so they could give me all the vital information.

0-3 minutes- 3 persons walked past the unit glancing and one male did stop and test the fragrance and showed interest to his friends, didn’t buy the products then left the stand to have a look at the 007 fragrance..4-7 minutes- up to ten people walked past this unit only merely glancing while talking to friends, one male on his own did look test and though about purchasing one of the products and then looked around at diesel products and then also went to the 007 stand.8-10 minutes- no none stood at the unit and some glances were drawn but it seems the promote devices of the 007 fragrance had taken away potential customers, so I found out that if other products are promoted well enough they will gain a reputation and v ads as well as ones in the street. That they will draw the market to them thus cornering the market from all other products.

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ENVIRONMENTAL SNAPSHOT

While looking at male fragrances I looked at the environment surrounding them. In Hackett's Canary Wharf store the environment was their clothing and the style of the store was of traditional British feel, old chairs and polished wood was used for most of the store, it gave the feel of real class as well as wealth.

Looking in boots shops the environment of the men's fragrances was that they were all placed together. There was nothing special about them behind glass cabinets other then a few selected lines which took up floor space in which the potential customer would have to walk past them in order to see the rest so it has the angle of being first. So the Hugo Boss stall was one of these which displayed a bag which claimed that if you bought a big enough bottle of the fragrance you would receive the bag for free. This angle bought many males to the bag rather then the bottle as it was more interesting at first glance. They would play around looking at the bag for a couple of minutes before then looking at the bottle which to me is a successful way in keeping the potential customer there.

When I went to Harrods there was nothing special about any of the sale points for male fragrances, they were all light up brightly and that they contained one background picture of where their best fragrance could be used which to me I found was a little bit too repetitive in the store. I had to ask a member of staff to help me find certain fragrances and that you could never easily distinguish the fragrances while walking around at a glance.What Harrods did have however was a large promotion of the new 007 fragrance which was placed in the window area with a vehicle and many devices used and associated with the 007 feel, this to me was outlandish and was very large promotion just for a bottle of male fragrance.

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Diesel is also another competitive product because it is targeted at the same age range and style as well as pricing as its cheaper then Hugo Boss. It focuses heavily on being casual but its different again from Hackett as Hackett is all about being totally British and of style, brands like diesel can be for most occasions because its not held down by one style, the style of a traditional British gentleman and so that’s why Hackett has competition, because it is not expanding its horizons. I found that diesel had the market of younger males who have a busy lifestyle which also brings in the need to look good even as the bottle shows, while looking I saw young males in their 20s looking at the unit and even purchasing the product not even caring of Hugo boss or even Hackett, this shows me that the lifestyle portrayed from diesels advertising campaign has proven successful in the long run.As I stated in all competitive products it is the advertising that lets Hackett down, if they are to reach out more they will need to prove themselves with more advertising.

COMPETITIVE PRODUCTS

For competitive products I chose Hugo Boss and Diesel as they both have a similar age range and that they combine business and pleasure. Hugo Boss Is good because their male fragrance is quite popular, they are a well known brand and their primary sale is of business wear such as suits attire.Hugo Boss’ pricing however is not similar as the bottles are more expensive by 20 pounds sterling. They offer a wider range of situations to Hackett's fragrance of what to do and where to go because it has daytime bottles, night-time bottles and also sport bottles. This is why Hugo Boss could be taking away Hackett's sales. Boss is a TNC a trans national company operating all around the world they are well known through out and their advertising is on the television, posters and units in shops everywhere, they get their word out to the public and they do it well, advertising could be one of the major factors Hackett is missing out on as they do not have any advertising campaigns in public for example around the underground in London or on the high-street. Their brand also is well known and they really do have a say in the market because they are so well known. Alfred Dunhill is also another competitive product against Hackett, other

then Dunhill actually buying into Hackett their fragrances also crave their way into the market against Hackett when they are also a business and casual wear brand also about British clothing so this is a very close match to Hackett. They have more then one fragrance and have women's fragrances as well. This means they are already one up on Hackett but they lack what Hackett lacks, standard public advertising, Alfred Dunhill has no advertising so like Hackett they may be a quiet brand which not many people know about only jus the people who are really in the loop. They also aim themselves at middle aged people to slightly younger depending on the persons taste but they are also male and female and do not have a children's line for attire so they could be just beneath Hackett London.

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MARKET RESEARCH

When I went to London and done my research I found that big brands such as Hugo Boss, Diesel Alfred Dunhill etc. are the main players in the fragrance market and so they show off their business side being professional and also they have their casual side which means they really do appeal to the young mans market in which he will have casual times and also times to be smart so why not go for that type of fragrance which appeals to both side. Another strong point Hugo boss is that they are known worldwide as Hackett is not known as much so people will generally go for the brands that they will know so Hackett needs to be able to sell their fragrance and tell their history at the same time in order to successfully sell their product, that’s what I think.

cost

popularity

Hackett has many different styles about it, in which it is of traditional British gentleman but also casual. Its style is hard to make wider available because it is only aimed at a small situation of business of very different casual wear. On the other hand the fragrance is different because the fragrance can be used as widely as wanted no matter what you are wearing, where you are going or who you are with. It gives the sense of a traditional British smell and gives the essence of a nice scent no matter what you look like in terms of attire.

However there is other parts of the brand you have to think of though because it is all about the traditional gentleman, its not for young males but it can go all the way up to the older gentleman. You need to be in the older style of clothing in order to shop there because otherwise it will just not be your style if you do not want to be almost an elite smart.

To me Hackett needs to be smart and casual at the same time so their point of sale unit needs to be friendly but also dead smart too, this will be a good task of its own as it can be the fun of the fragrance but also the precision and the materials of the point of sale unit.

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HACKETT started out from being a small stall selling traditional used Men's clothes on Portobello road. This was the year of 1979.By 1983 they had a thriving business and so they opened their first store under the name HACKETT at the ‘wrong end’ of new kings road, they only sold the finest quality second hand British clothing and accessories. From this they grew considerable interest from ‘young fogeydom’.By 1985 they were selling new men's clothing on their own line with their vast knowledge of male clothing and so it gave a new traditional style of men’s clothing to the market.1986 they were opening more stores based on specialities for each, tailoring , shirts and ties and a gentleman's accessory shop. They were on the way up!In 1989 HACKETT received lots of interest from Europeans and so they branched out to Spain in which they were very successful. In 1992 Alfred Dunhill buys shares in Hackett in which they opened their flagship store on Sloane street in the October.Through the years Hackett is involved in many sports such as motor racing and horse racing as well as Polo, this gives them a big status among the land.By 2006 Hackett have a children's department and is involved in Aston Martin and the British Rugby union. They have 269 across Europe including Dubai and Hong KongBy 2012 Hackett is a globally known brand about traditional British clothing and accessories and so they have a thriving and bustling business across the globe.Hackett are the leaders in tailored suits and the traditional British dress of males and children as well as ladies.So Hackett now being established for well over 30 years have gained a very good voice in todays market for upmarket clothing accessories and attire for all.

BRAND PROFILING

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The customer would live in London central in a studio flat, he would holiday in perhaps Switzerland or maybe new York. He would dine in only the best of restaurants and when he is on his travels he would stay at the Ritz or the four seasons hotel around the globe.His job would be in Canary Wharf and would work for a stock trading company making a healthy income for his family. He would be between 25 up to 50 years of age assuming on the Hackett clothing and attire. He would attend evening events such as company dinners and on weekends he would spend his time at his country manor residence perhaps having a pheasant shoot when in season. In the city he would drive his pride and glory Aston Martin high speed vehicle and in the countryside he would drive his Land Rover Defender for his off roading antics. The client wears Hackett attire because he knows it is real quality clothing and that it shows off pure British class and that he wants and knows he must show himself as the best at all times to keep his professional profile. The draw to Hackett is that his wife will buy him the attire and the fragrance as gifts because she knows that Hackett is really what he wants because he knows that he wants to look his best. The client would also wear other high priced attire including Jaeger London and Austin reed tailoring but he would always appreciate Hackett products.

CUSTOMER PROFILING

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RESEARCH SUMMARY

What I have learntThe purpose of this research summary is to help me determine what I can do to make a point of sale display unit for Hackett which will draw in customers who don’t even need to know the brand, this will help me make my further specification ready to design my display unit and what I could use. Also this page will give me relevant information and non relevant information so I know how to make my display unit as appealing as possible.

RELEVANT NON RELEVANT

What the client wearsBuilding out of cheap materialsThe price of clothingWhere the client livesWhat the client drives or ownsWhether it is male or female purchasingHaving to have the p.o.s at various points at checkoutWhere the client worksStaff discussing the productsWhat the client does casuallyWhat the client ownsWhere the client goes on holidayWhere he lives

Price to build p.o.sWhat store it will be inWhere it will be positionedTo tell the background historyBe made out of quality materialsBe eye catchingHave bold colours and partly visual noiseIt must look traditionalTo perhaps use a bright light in the processThe price of similar products to how good their p.o.s is.It must look sophisticated, classic, suaveIt must appeal to 25 to 45 year oldsIt must be placed in a luxury store such as HarrodsThe point of sale display unit can be one that hasn’t been done before using lighting and background history rather then where the fragrance has been used.What position it is in the storeHow tall it isEye levelAttracts target market male and femalebold to see from a distanceThe money to be spent on the point of sale unit has to be in relation to how much a bottle of fragrance costs.

Top 5 relevant information1. What store it will be in2. Appeal from 25 to 40 year olds3. How tall the P.O.S is 4. It must look classic and traditional5. Made out of quality materials

Top 5 relevant in non formation1. Building of cheap materials2. What the client wears3. Where the client works4. What the client owns5. Staff discussing products

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FURTHER SPECIFICATION

FURTHER SPECIFICATION

AESTHETICS- my P.O.S would have the brand colours of blue and green, it will have the company logo and lettering. There will be images in relation to Hackett and its history and background.This will mean the customer will know all about Hackett's history when buying the product. It will also have lighting too light up the history wall and the product itself. It will also have a mechanism in which the sensitive touch sensor will give the fragrance a burst onto the wrist using a system I will develop.COST- my point of sale display unit will cost no more then the amount of products held on it at rrp. This will mean once it has been restocked it will have paid for itself and can then start to help make money straight off.CUSTOMER- the target market will be for males aged 25 years through to 40. it will be appealing in look and style and so will have to be drawn in to its uniqueness.ERGENOMICS- it will be easy to interact with and there will be no way you could strain yourself reaching for the Hackett bottle.FUNCTION- its function will be to allow for the handling of the bottled product and also to view the history and background of Hackett London while testing the product on your own skin but there will be fabric alternatives if you wish.SIZE- it ill be big enough or on a plinth to be at average eye level of 1 and a half metres so that if you wish to handle the product you don’t‘ strain your arms reaching for it and so its just below or chest height.MATERIALS- the P.O.S will be made of aluminium, oak and glass because these are all high quality materials and they will be proven to be durable.

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