DT AS LEVEL COURSEWORK

Harry Wilson

Hackett London is a very established brand and has been for many years in the UK. The brand is put across as very posh and at the same time is nostalgic and old-fashioned, much like Aston Martin with British racing green being perceived as the gentleman's sports car. Much of there clothing is formal ware but they produce a lot of rugby shirts which reflects the Hackett brand as it is a traditional sport for the British nation.

Old spice was a brand that was designed for an older generation and has been around for many years, however it had almost died out until a recent re-launch aimed at a much younger generation predominantly targeted at ethnicity this is reflected from the customers and the image from the advert showing there mascot.

POINT OF SAIL DISPLAY UNITSThis is part of a huge display that interests customers as it is abnormally large so it is unusual. However, it looks very modern and stylish as it uses the colour white and has crisp lines. the colours are simple so the bright coloured shoes stand out more and look better.

This brand of watches is a very expensive and desirable bran called Breitling. It is heavily influenced by aviation so it uses this at its styling but also advertises it flying pedigree with a model plane and image of a pilot so we can associate the make with aviation. The display is minimalist but is very sophisticated.

N0 7 Is a brand that is owned by the boots store and replicates Channel N0 5 in terms of its styling. The screen helps advertise and draw in the customers. The colour scheme makes the product stand out but its also makes it look expensive and of a high quality. The product rang is in view so there is more than one product so it may promote several sales at once.

This displays a range of Titleist golf balls in a simple but professional way. Most golfers know the established brand so it is very popular and minimal style is needed but notice how the brand name appears and excessive amount. There is an information panel which helps convince you to buy them and helps you to choose which product is best suited for you.

This shows Levi Strouse belts in a cluttered manner with very limited styling and does not compulse a person to buy them from the look of the stand. However, the brand is established so there is no need to advertise inside there own store so instead they show you a wide range of their belt products to help you choose from a wide range of their items.

This wall panel shows an Adidas shoe range with a screen at the centre to help promote the shoes and the brand. The logo is blue and this colour of blue is associated with the brand so the background is their colour as are some of the shoes. The step at the bottom also has a function for people to try the product of shoes on the help make them buy the shoes. This is clever but its is usable and advertise at the same time.

This stand displays golf clubs which allows the user to identify the brand and look through the selection for the club they are looking for, it is a very interactive display as it is easy to pic up the products and to view the range. The size of these displays may also impress the customer and the stand can be seen from a distance to help draw the customer over to brows the selection.

Max factor is a cosmetic product designed for women, this stand displays a huge range of their products for the customer to study and choose from so they can appeal to a big range of customers. The colour scheme is not to cluttered and looks simple and modern. They have images of models that are using the product to help promote the product as people may wan to look like these models and this product allows them to do so.

The lottery point of sale is easily recognisable and is a very interactive stand as there is a plinth for you to use write out your ticket. There is a lot of advertising of the brand used and details about the lottery are displayed. The signature colour of blue is heavily used. There are compartments are specially made for storing the tickets that the customer will want to use and they can be seen from distance and the unit also contains a pen so it is easier to apply for the lottery draw.

POINT OF SAIL DISPLAY UNITS

Rolex is a very established brand and in this display they a very large range of their higher end products. The layout may look cluttered but there is an order based on price, colour and style of the watch. Rolex is a very prestigious and desired brand so they use there logo a lot in the display as this is desirable to the customer and promotes sales.

This clothing stand is simple in design but it does the task very well. The simple wooden background helps to show of the colours of the shirts and makes them stand out more. The lighting is also very clever as it highlights the products and promoted them accordingly, you can also see the display from a distance. As it is made off wood it also makes it look expensive and established.

Channel is a high end brand and is very popular. The name and the logo can be seen very clearly and a wide range of the products can be seen. The lighting on the products displayed make you want to approach them and it makes them look special to entice you to buy them. There is also a wide range of the products so people are encouraged to buy a range of items.

This stand was at the top of an escalator so it is the first thing you as arrive on the upper floor. It very clearly shows the name as Debenhams and the stand is very clear and plane so it looks modern and clean, this style is popular in homes currently. Its shows a range of matching products so you may buy several rather than one. The layout is cluttered but the stack of towels and shelves make it look a home environment.

This shampoo stand is very simple and is made of cardboard, this makes it very cheap so it can be changed regularly to keep people attracted to it. It displays a large rang helping promote multiple purchases in a simple way. The product is a also very accessible and if it is popular it may not be necessary to buy a big expensive stand.

This was taken inside a Hackett store, the size of the stand was impressive and this makes you want to approach it. The colour scheme is simple but there is a clever order to the different colour shades. There is a huge selection to choose from, however to much choice may stop a purchase as the buyer may become confused as to what they want. The clever seating area helps to keep people in the area as they may want to sit down so they will study the clothing range displayed further and for longer.

WHY I CHOSE HACKETT LONDON:I chose the brand Hackett London because it is a brand that I am familiar with and can relate to as the theme of the British gentleman is an image that I think I can represent in my design of a point of sale structure for the brand.

THE CUSTOMER:Hackett London is a prestigious brand but it is more accessible then some other major designer brands. It is popular among young ontraponers and business professionals. The brand can access the jet set scene and so it is popular with a wide range of age groups from 20 onwards to 50, as people move up in the business world they may then move on to more expensive brands like Armani however, Hackett is still a high quality brand.

INFORMATION:Hackett London is a very established brand and has been for many years in the UK. The brand is put across as very posh and at the same time is nostalgic and old-fashioned, much like Aston Martin with British racing green being perceived as the gentleman's sports car. Much of there clothing is formal ware but they produce a lot of rugby shirts which reflects the Hackett brand as it is a traditional sport for the British nation.

TASK ANALYSIS

SIZE:A point od sale display unit needs to be large in a shop so that it stands out from other units and stands out from other projects. It needs to draw people in to look at it from the other side of the shop. However, depending on the environment it must be a suitable size to stand alone or fit on a shelf.

MATIRIALS:As Hackett is a classy brand it needs to be advertised in a high quality way therefor, the point of sale unit for their product must be constructed out of high class materials such as chrome finishes and stainless steal or glass. High quality acrylics can also be used.

ASTHETICS:The aesthetics of the unit are very important to entice customers and to encourage sale. High quality materials must also be used. It must have a modern feel to it but maintain class of the brand and clean lines. Images can be used much like in the marketing of the brand such as old Aston Martins cars with black and white images.

ENVIROMENT:The sale unit will be within a store to protect the products from theft. The unit needs to able to support itself as it will be floor standing. It needs to be of a certain height so people can see it easily. It needs to be small enough to be moved around easily and sit at the end of an isle. However, it must be large enough to store all products and display them properly.

SAFETY:The finished point of sale stand must not have any sharp edges or sharp points to avoid customers hurting themselves accidently. It must also have a stable base so that it is stable and cant be knocked over easily. If materials such as class is used, it must be shatter resistant so people wont cut themselves if the glass breaks.

FUNCTIONS:The point of sale display unit must enhance sales of a product. It also needs to advertise the brand and the product by catching people attention. They product on the stand must also be accessible so people can easily pick up an item displayed for purchase.

COST:The brand of Hackett London is a medium range of price. The point of sale stand must not look cheap or have a poor unattractive design however, it needs to be cost effective so that it does not cost a fortune as this would be unnecessary. Materials such as chrome and glass or not cheap but on the other hand they are a lot cheaper than gold or silver.

PURPOSE:The point of sale stand for Hackett should look attractive and reflect the brand so that people are attracted to look at it and can remember its as the Hackett brand. It should help promote sales of the product and draw people over to the stand from the other side or other areas of the shop.

MANUFACTURE:Theses point of sale stands are designed to be batch produced for multiple stores so jigs must be assembled for quick precise construction of each stand. They are not being mass produced so it would not be cost effective to use injection moulding. All of the stands must be made to a good quality with high tolerances for maximum functionality.

BREIF:Design a new point of sale display unit for a male grooming company. The unit must display at least one product from their range and must clearly identify the brand.

SITUATION:Hackett London is a very classy and established brand full of British traditionalism however, has it become stuck in the past? The brand itself needs to become more accessible to younger and older generations while maintaining its nesh in the market as a British institution because this is a very rare quality and there are not many companies in competition with Hackett that can boast this heritage.

LYNX FXL – Logical: • Having the brand name on the product and the point of sale stand.• Display the product so people know what it looks like and can easily select one to buy it.• The people must be allowed to use some of the product so they can sample to see if they like it. • It will help sales if the product is sold in an appropriate store such as House of Fraser rather than Millets.• To advertise to woman as well as men because woman may buy the product for men.• It must be positioned in the shop so that people can see it and that they are attracted to it.• To sell the product in an expensive shop as people have the amount of money to buy the product or it may seem cheaper than other

products.• To make the stand out of expensive materials so that it looks expensive and a high end product.

I – Illogical:• To sell in non-related shops such as perfume in a toy shop as people don’t go to toy shops to buy perfume.• To put the point of sale stand in a part of the shop were it cant be seen.• To make the stand to big or to small as this will make it difficult for people to use and will not promote sales effectively.• To sell an expensive brand in a cheap shop as people will not buy it because they think it is too expensive.• To make the stand flimsy as it may fall over and damage something or hurt a customer.• To make the stand out of cheap materials as it will look cheap.

N – Need:• It must display the brand so that people know who the product is made by this will promote sales.• It must be attractive and eye catching so that people are drawn over to the stand this will make people walk over to the stand so they will

look at and use the product this will promote sales.• It needs to appeal to both woman and men as although it’s a men's product, woman often by the product for men.• It must be safe for the customer to use so there must not be sharp edges and it must be stable so that it will not be knocked over easily,

damaging the product.• The stand must prevent theft so it may be positioned near the till or within the shop rather than near an entrance or exit.

K – Keep:• The us e of high quality material to give the stand an expensive look such as wood or aluminium.• The portability of the stand s so it must be light-weight enough to be moved around easily.• The use of lighting in the stands to show off the product but they also attract customers and provide lighting so the customers can see the

product easily.

S – Scrap:• I would not use cheap materials such as plastic or card as theses are not durable and can make the product look cheap or unthought-of.• I would not use ideas from the stands that use vibrant colours because although this is eye catching it is not part of the |Hackett London

colour scheme.• Some of the stands do not store many products and do not show the brand name effectively so I would use ideas from them.

Form Vs. Function:• The stand must use high end materials so that it looks modern and expensive this will help promote the brand and increase sales.• In the design process I must consider parts that are difficult to male so that I can find a way of making the easily.• The function of the stand is very important but it also needs to look good as well as work well to be affective.• I should design and create jigs to help make the manufacture process more accurate and efficient.

INITIAL SPECIFICATIONA-ASTHETICS:The aesthetics of the point of sale brand are very important as they must reflect the chosen brand Hackett London. The colours of the brand a clear and relaxed such as cream or aluminium, this can be achieved by using materials such as aluminium and glass. The shape of the stand can also be tailored to the brand so as well as the light colours the stand needs soft edges but this is supported by an angular shape.

C-COST:Hackett London is a quality brand however is it not at the top compared to brands such as Armani or Channel. The stand may use expensive materials as they will be batch produced so each unit can be made of more high quality materials. By spending more money on the unit it will look more high quality which will promote the brand. C-CUSTOMER:

The brand is aimed at a medium to high end customer as Hackett specialises in Business ware. However, it is not a massively expensive brand so it is quite accessible. The customers of this brand like subtle design and will require to test the product. They are looking for a well presented product.

E-ENVIROMENT:The Hackett brand is marginally up-market so it is most likely to be sold in shops like House of Frasier but also in cosmetic shops such as Boots. It may be stored near entrances to draw customers in however, it is at risk from theft. It should be situated at the end of an isle or within the perfume section of the store but it can also be situated by a Hackett or men's clothing section within the store.

S-SAFETY:The stand must stable so it cant be knocked over as this could cause injury to customers and damage to both the stand and products. The unit cant have any sharp edges to prevent people hurting themselves. The spray nozzle and aerosols must be high so they are out of children's reach. If a material like glass is used it must tempered so that it will not break into dangerous shards.

S-SIZE:The stand be large enough so that people can see it from a distance which will attract them over to the stand from the other side of the shop. It must also be an adequate size so that it can store some of the product on the unit. Ergonomics will be important to decide how high and were the product is situated on the stand.

F-FUNTION:As well as the stand looking good and attracting customers to it, the unit must function properly as well. It will use lighting to illuminate the stand this will attract customers but it will also help people see the product. The customers must also be able to use the product by testing it so there must be a product on display that is available to test. However, the overall function is to display the product and to promote sales.

M-MATIRIAL:The materials the unit is made of must reflect the brand Hackett London so they may be high quality metals and woods such as aluminium or oak this promotes the brand and helps ell it as high class. Glass or mirrors can be used as these are also expensive and high quality but the mirror finish makes the unit stand out. The lighting in the stand will help show off these high quality materials.

QUESTIONNAIRE:To complete the questionnaire survey I must first create a questionnaire and test it to make sure it easily understandable. I would want to find out what point of sale stands work best and how to improve them as the questionnaire would be aimed at people who work in shops that have a male grooming. I will speak to people who work in these retail shops to help me construct the questionnaire so they can understand and I find out adequate and usable information. Before I create it I will need to know what I want to know and what questions I will ask. The evidence will be documented buy pie charts showing the responses but also written extracts will also be documented.

PRODUCT INTERACTION:I will study how people operate when they are using the point of sale stand so I will watch how different people approach and use the stands in different ways. I want to learn what is it that people do so how they test the product so that I can improve my units interaction with the customer. I will conduct the research within shops that sell my brand such as House of Frasier which sell many men's grooming products and Hackett London items. I will need to know what shops sell men's grooming products and what time the shops are open as well as the time when they are selling the most. I will document the evidence with pictures and text accounts of how people use the stand.

MARKET TRENDS:I will need to go to shops that sell male grooming products so I can compare the range of point of sale units so I can determine what colours and materials are most popular at the current time. I want to learn what styles are popular and which ones work best to sell the product, also what display methods are popular such as the shape or the type of lighting used. I will conduct the research in shops that sell male grooming products or have point of sale units in use such as john Lewis. I will need to know what brands are currently popular to see the best styles used and how they style to make them popular. I will document the evidence with images and text accounts describing what I saw.

ACCESS FM:For each subject I will conduct a study and fact file on each product as ACCESS FM is a good way of evaluation products and ideas. This will show the good/bad aspects of each unit, what I would use not use. I will evaluate the stand and conduct ACCESS FM based on the information I had collected previously on point of sale stand I have seen and researched. I will conduct this research by going to shops to see the stand to collect ideas and then evaluate them using ACCESS FM. I will document the evidence by answering each of the principles through the ACCESS FM analysis of each point of sale unit.

MARKET COMPETITORS:I need to collect information about each brand to see there target market so I can compare Hackett London to its competition but to do this I need to research who the competitors are. I want to find out who my competitors are and what makes my brand better or worse than competition. I will speak to managers of shops to see conflicting brands within the shops such as male grooming products within House of Fraser store and which ones come out on top. I will conduct the research within shops such as House of Frasier. I will need to know more about the customer profile of my brand to see which other brands this conflicts with. I will document this buy written reviews on the brand highlighting there similarities and differences.

MOOD BOARD:I will construct a mood board which will display products, materials which relate to my brand and point of sale stands. From this I will learn about mu customer profile and what materials I should use to construct my stand. I will conduct the research by studying point of sale stands in shops to look at aspects of them such as materials. I will use the internet to collect the image data for the mood board. I will need to know what type of image to look for and to search for such as different types of metal and wood names. I will document the evidence by arranging the images in an order and sequence on a mood board themed page.

CUSTOMER PROFILING:I will research my brand to find out what type of person is a customer of my brand and why they like my brand. I will want to learn what materials, colours and styles they like such as modern of pop-art, and what how much money the have or even were they live. I will speak to the customers of my brand to find out about there backgrounds. I will conduct the survey within shops so that I can see which people by my brand. I will need to know which shops sell my product and what questions to ask the customers about the brand. I will document the evidence within pictures and fact files about some of the individual customers.

BRAND PROFILING: I will need to collect information about my brand possibly from their website and from the customers, I will also need to study their products and styles. I will want to learn the overall style of my brand as well as what colours they use with what materials. I will speak to people from the brand company and managers within shops to learn more of my grand. I will conduct my research within shops and by e-mailing the chosen brand to get information. I will need to know which types of shop sell my brand. I will document the evidence both in customer profiling and the mood board as well as a written text and images displayed on a page to show my brands styles and profiling.

23rd-Sep 25th-Sep 27th-Sep 29th-Sep 1st-Oct 3rd-Oct 5th-Oct 7th-OctMoodboard

Customer profiling

Brand profiling

Questionaire

Market competition

Initial specification

Market trends

First design anylsis

MOOD BOARD

CUSTOMER PROFILINGMy customer for the brand Hackett London is aimed at middle class but aspires to dress and look like upper class. Therefor, Hackett tailors its branding towards young professionals, people who have left university and have obtained a job in the city perhaps as a trainee lawyer so although they have a high end job and status, they are consumed by university debt so they are unable to afford extremely high end brands. Hackett also tries to influence the jet set as they often uses pictures of young people on speed boats at the playground of the rich, however there are no images used of super yachts so this demonstrates how the brand is not at top but makes it look glamorous and attractive to the customer. The customer is most likely young and living in a higher end flat close to there place of work. People will by mainly business ware from Hackett and you can see this in much of their advertising although this is linked with a collection of casual ware with clothing aimed towards holidays but it still looks glamorous. Hackett also has sporting heritage so they sell many items that are focused on rugby such as rugby shirts for their customer this also tells us a lot about the customer in that they play sports and are out going along side their professional work and careers. The age range of people who buy Hackett will depend on their life style and situation for example. Young professionals may use the brand from 18 to 25 or maybe 30 however, less well off people may ware the brand through out their life as they see it as high end for their budget. My customer would have a good quality car such as a BMW, Audi or Mercedes but not to the level of Ferrari or Porsche as these are too expensive and brands such as Channel or Armani would be used. My customer may be a mail or female as she may buy him the product as a gift.

HACKETT LONDON BRAND PROFILING

Hackett London is an established brand and has been for almost a 100 years however does the brand try to be something that it is not? Hackett London as a brand portrays itself as being extremely high class to contended with brands such as Armani and Channel on the other hand it is much more affordable than theses brands and this is one of its marketing strategies. It prides itself on traditional Brutishness as seen in this background image almost as a James bond, there is even a DB5 in the picture however, the real man who drives a DB5 would have an Armani suit. Hackett London gives you the style of these extremely high brands but it makes it affordable. They are very similar to Ralf Lauren as they to sell sporting ware such as for polo teams and Hackett does them for rugby and Aston Martin. Much of the brands styling hints at the English gentleman which much of the brand is focused on

BEGINNINGS: Hackett was founded in 1983 by Jeremy Hackett and Ashley Lloyd-Jennings from a stall on London's Portobello Road. The first shop, on the "wrong end" of King's Road, in London Chelsea district, was selling only used clothes.The company gradually expanded over several years, increasing the number of branches and moving from acquiring and selling second-hand clothing to designing and selling its own items. International expansion began with the 1989 opening of a Spanish branch in Madrid. Branches in the UK include Jermyn Street, Regent Street, Eastcheap, Covent Garden and Hackett has expanded to include several prime cities in Europe.Alfred Dunhill bought a majority stake in the company in 1992. This cash injection facilitated the opening of the flagship store in Sloan Street the same year. This branch remains the largest and most comprehensive of the UK shops.

1979Jeremy Hackett and Ashley Lloyd-Jennings meet in the Portobello Road, West London both combing the market for good second-hand traditional British men’s clothing. A business partnership is soon started with a small stall in Portobello themselves, selling on the clothing after cleaning and repairs.

1985It becomes apparent that market demand will always exceed supply of quality second-hand clothing and accessories and Hackett and Lloyd-Jennings decide that the answer is to manufacture from new, to complement the second-hand offering. Starting from scratch but working with traditional manufacturers, they are able to create their ideal range of clothing and accessories based on their extensive knowledge of British men’s style.

1988Hackett starts to advertise in a small way and adopts two devices, which prove to have longevity, the chequer board advertising style and the strapline, “Essential British Kit”, the perfect summation of everything that Hackett is about

1992With a growing footprint in London and abroad, Hackett attracts the attention of Alfred Dunhill (eventually to become the Richemont Luxury Goods Group) who buy a majority shareholding in Hackett. This injection of support enables Hackett to open its still current flagship store on Sloane Street, London SW1 in October 1992

1995After repeated requests from customers to make clothes for children just like Daddy’s, Hackett produces its first range for “Essential British Kids”.

2000Charley Hackett, Jeremy’s Sussex Spaniel rescued from Batterseas Dogs’ Home, makes her modelling debut and appears in numerous Hackett campaigns. Reportedly, Charley will now only set foot in the studio for a minimum of 10,000 dog biscuits a day

2003England become Rugby World Champions and are paraded around the streets of London in an open topped bus resplendent in their Hackett tailored suits. Jonny Wilkinson OBE is the hero with his last minute drop goal against Australia

2005Hackett becomes Official Partner to the GT1 works Aston Martin Racing team, providing official team clothing and selling a range of licensed clothing and accessories. Aston Martin Racing’s official presence in GT racing, the first since bowing out with victory in the 1959 Le Mans 24 Hours Race, has been successful with some significant victories and countless podium finishes. Class victory at Le Mans is the remaining ambition for the team. The Pepe London Group acquires Hackett from Richemont and invests heavily in the development of the brand with the aim of reinforcing its position as the best in British style in the UK and abroad

2009Hackett expands in Paris on the prestigious 'Rive Gauche' along the Boulevard des Capucines as well as in Marunouchi, Japan. Hackett also introduces International Tennis under the sponsorship banner by kitting out the world's best tennis players at the ATP Finals and the court officials at the Valencia Open Final, Spain. Snow Polo in Klosters continues to grow in it's second year, where all the players wear fleece lined Hackett shirts

QUESTIONAIREQUESTIONAIRE

1. Would you consider Hackett London a highend brand or a cheaper equivalent?

Yes No

2. What colours do you think represent the brand Hackett?

Soft colours Metallic colours Bright colours

3. Do you think Hackett dominates its market so sells better than the competition?

Yes No

4. What point of sale do you think works best?

5. What shops do you think Hackett would be sold in?

John Lewis Debenhams Boots Choice

6. Should it be advertised towards woman or men?

Men Woman Both woman and men

Thank you for completing the questionnaire, your input is very valuable.

yesNo

Soft coloursMetallic coloursBright colours

yesNo

Unit 1 Unit 2Unit 3

John lewisDebinams BootsChoice

MenWomanBothTHERE WERE 10 QUESTIONAIRSE SENT OUT

1: This pie chart shows that the majority of the people in the survey think of Hackett London as high end brand, however only marginally as it was a ratio of 6 for yes and 4 for no. This shows that the brand fits its target well because it is perceived as high end but its actually at the bottom of the high end range.

2: This chart shows what type of colours represent Hackett London the best. Half of the people in the survey decided that soft colours such as subtle blues represent the brand style of Hackett the best.

3: It is clear from this pie chart that Hackett does not have the market edge, as many people said that is was not a best seller and people went for brands like Armani instead. However, it was still a popular retail brand.

4: Unit 1 was the least favourite I feel that this is because it is made of cardboard and is cheap, plane and does not attract attention. The other to stands were equal and they worked much better because they are larger so store a bigger range of products, these stands also use clever lighting.

5: The majority of people in the survey thought that John Lewis is the type of shop Hackett London would be sold in as this store sells higher end brands on a large scale. Debenhams is a similar store to John Lewis however, choice is to up market for Hackett London. Boots sells a lot of male grooming products and most brands can be seen in Boots stores.

6: Although it is a men's grooming product it should advertised to woman as well because they will often buy them for men as a gift however, the survey shows that it should be advertised to both so either men or woman are attracted to buying the product.

MARKET COMPETITIONCustomer

AgeSells

Men's Fragrance

Price Range Of Fragrance

Advertises on TV

1-Fred Perry 10-60 Yes £20-£50 No2-Barbour 15-40 No NA No3-Cro’ Jack 20-50 No NA No4-John Smedley 35-60 Yes £20-£60 No5-Blue Harbour 18-30 Yes £20-£30 No6-Ben Sherman 15-40 Yes £20-£40 Yes7-Peter Werth 18-30 No NA No8-Hackett London

18-30 Yes £20-£40 Yes9-Ted Baker 15-40 Yes £10-£45 Yes

EXISTING DESIGN ANALYSISASTHETICS: The aesthetics are on a large scale as there are huge images in the background which draw your attention to the product. Furthermore, they display both woman and men so it is advertised towards both. The colour gold is also associated with the brand and the logo is displayed on large scale also. COST: The cost is expensive because of the scale but also the product is expensive as it is Gucci so it is in perspective. CUSTOMER: The customer could be a man or woman but it is very expensive so it would be a wealthy customer. MATERIALS: It uses materials such as glass and metals to add to the high end effect. ENVIROMENT: The stand is situated in the corner of the shop but it is large and very eye catching. SIZE: The stand is very large but this is why it is so effective. SAFETY: The stand has no sharp edges however, it has very pointy corners. FUNCTION: The stand is easily accessible to view the products and test them.

ASTHETICS: This stand uses a glass box to display the product, this makes it more exclusive. The simple white and black contrast looks very modern and sharp. COST: The brand is reasonably expensive and so the stand reflects this because you cant access the product. CUSTOMER: A person of middle class as this is an expensive brand, with a customer age of 25-40. ENVIROMENT: It is situated in the middle of the store but in the fragrance section. You need to go past or around it to move around the store so you will see it as it is in the centre. SIZE: The stand is a medium size but it is big enough to be seen easily throughout this section of the store. FUNCTION: It is a display of the product however, there is only limited customer interaction.

ASTHETICS: This stand is very simple and bland. It uses simple shelves and lighting to display the product. COST: The stand should would be cheap and affordable much like the brand. ENVIROMENT: The stand is small and is situated towards the back of the store and on a shelf. MATIRIALS: It uses glass shelving to display the products range. SAFETY: The display is very safe as young children cant reach it and It has no sharp edges, however it is made of glass. SIZE: The stand is small and simple but it still displays the product well.

ASTHETICS: The colour of the stand is very subtle but the colours of the products are very vibrant, this helps draw people attention towards the stand and products. COST: This is a high-end brand which can be quite expensive. CUSTOMER: This is for a well off customer and an age range from 16-30. SIZE: The stand is very large but this makes it easily visible throughout the store and makes people go over to it. It also displays a to of the product and uses lighting to display it better. MATIRIALS: Once again, glass is used this helps the customer see all of the products easier.

ASTHETICS: This stand uses clean lines but with an iconic figure and logo of James Bond- OO7. The logo is used several times on the same stand. COST: The brand is very expensive is it is exclusive and that is why people buy it.CUSTOMER: This is a very highly priced item and brand, the customer models themselves on James bond but the age range could be from 25-55. ENVIRMENT: The stand is in the middle of the fragrance section this means people have to pass it so they will look at it. It is also very eye catching the way it stands alone and will draw people in from all over the store.

ASTHETICS: This stand appears to be very glamorous and it has made the most of being a simple shelf unit. COST: This is very high end brand so it is very expensive. The materials used in making the stand are also expensive. CUSTOMER: The customer of this brand is likely to be very well off as this is a high end brand, the age range would be from 25-35. MATERIALS: The unit uses high-end materials such as glass and metal finishes to imitate gold, clever lighting has also been used to help illuminate the product but also to catch your attention as it is unusual. SIZE: The stand is quite large, this helps it draw people in from all over the store but it also displays a lot of the product. ENVIROMANT: This stand was situated in the fragrance section of the shop, on the wall facing down and isle so it can be seen from a distance.

ASTHETICS: This stand displays multiple products and brands but is positioned well at the end of an isle so people will see it as they enter an isle either side of the stand. COST: This stand would be relatively cheap, however very cost affective because it holds multiple products and multiple brands but this can affect the sale of each different brand. SAFETY: This stand is very safe because it is stable and has no sharp edges although young children are able to gain access to the product. MATERIAL: The stand uses wood and glass predominantly however due to the size and weight of all this material it has a aluminium structure supporting the stand.

ASTHETICS: This brand is Victor Rolf and it is very subtly styled. It uses black and grey and is situated on a simple glass shelf. COST: This is a middle brand in terms of its cost so it is affordable. SAFETY: Other than the use of glass this unit is very safe as it is a fixed shelving unit. CUSTOMER: An age range of 30-50, this customer is fairly wealthy as this is a medium priced item. SIZE: It is quite small and does no stand out so it could easily be missed, however it displays a lot of the product.

ASTHETICS: This unit has a very modern and high class feel to it, this works well because of the multiple brands it displays. The lighting is also very affective as it illuminates the products on the display which makes them stand out so customers are drawn to the stand. COST: This stand is very costly as are the products this reflective of the brands it displays. CUSTOMER: These are high end brands and are very expensive so a wealthy customer is required for these brands. SIZE: This stand is very large so it can be seen from a distance which will attract customers to it. ENVIROMANT: This stand was in the perfume section of the store and was a wall mounted display. MATIRIALS: The stand uses glass to make it look high end and it helps you see all the products. Clever lighting from above displays the products better so it easier to see but it also catches your attention.

ASTHETICS: Within the store this perfume section shows many different products and many different point of sale stands competing with each other to attract a customer. SIZE: The area is large which shows the scale of then competition. CUSTOMER: Both man and woman will come to this area of the shop to view these products, there is a mixture of high end expensive products and lower end cheaper products. MATIRIALS: There is a wide range of matirials used within the store, many are used to reflect the profile of their brand but also to catch the eye or for structural integrity within the stand.

PRODUCT INTERACTIONMany people will interact with the product and stand in very different ways, people prefer some test methods to other when trying out the colone. These depend on the environment and the way the product is presented, if it is in a glass box people may assume that they are unable to test it however, it will look exclusive. There for, testing should be encouraged and so it is important to see how people interact with the stand, the product should be a height that is easy for people to access but must not be eye for safety. Some people spray the fragrance on themselves however, others prefer a cardboard slip or spray the fragrance in the air all these methods must be taken into account when constructing the stand and positioning the sample fragrance.

The survey was conducted with a chain store called the perfume shop. 20 people were used in the survey through observation to see how they reacted to test a product. The most popular method was the card slip with 9 people in survey favouring this method. In the construction of my point of sale stand I feel it is important to provide testing facilities for all of the above methods as they are all heavily used.

SUMMARY OF RESEARCHUSEFULL DATA

NOT USEFULL DATA

The use of water in the stand to hint at the freshness and the jet set such as speed boats and

beaches.

Use lighting to help display the

product and make the stand eye

catching.

The stand cant be

made out of cheap

materials.

These units can be situated and various areas depending on

the stand, however it should most likely be

positioned in a perfume section of

the store.The advertising on the stand must appeal to both

woman and men.

To be situated in a store that does

not sell clothes or fragrances.

FURTHER SPECIFICATIONASTHETICS: From my research there are several colours and material finishes that match my brands house style and what my customer is looking for, these consist of mirrored surfaces, glass and aluminium but also a selection of acrylics and woods such as teak. The brand is also associated with subtle colours so it would be inappropriate to use vibrant colours.

COST: