Monday, 30 November 2009

macro trends key words:

this is a bit small but i'll show it you tomorrow anyway. im going to include this at the end of the macro trend section as a kind of conclusion for what we're taking forward etc.

Jo.T

Been having to look up loads of stuff & looking at journals so will carry on with the second part now. This is a "Society and Culture" section to macro trends, split it up so easier to read and make sense of. next bit is news and media.

Just a little intro:

As we are aiming to increase Shu Uemura’s marketshare within the L’Oreal group, it is vitally important to analyse trends in the social and retail market that will directly affect the brand in the future, to ensure we remain ahead of other brands in terms of innovation and service.

We have therefore split the following section into Micro and Macro trends, and focused on the key future happenings from our trends research that will benefit Shu Uemura.

Macro Trends:

SOCIETY AND CULTURE.

1. Anxiety:

With the UK going into recession earlier this year, consumers have started to become more anxious when buying into brands. This will further drive an interest in safety, security and permanence, as “People are no longer in the mood to experiment, and therefore we can expect the return of simplicity, no frills, back to basics”. (nowandnext.com:online,2009) This consumer uncertainty will benefit Shu in terms of its simple and clear brand identity, and its status as a luxury cosmetics brand combining Science, Nature and Art. This strapline will ensure the consumer feels as though the product has been through a process of being experimented with, and will therefore be more likely to trust the product, however, to increase it’s market share, Shu Uemura needs an innovative way of marketing that stands out from other cosmetics brands, to ensure they increase brand awareness and brand loyalty in this difficult economic crisis. To achieve this, Shu Uemura could offer products and services that offer a sense of security, or reduce stress as part of a daily cleansing routine. Instead of just a product, reassurance could be provided by service in store, as “generally it’s reassurance with a human face attached that people

are after” (nowandnext.com:online,2009) These nostalgic products and experiences that offer the belief that we once lived in less anxious times will work well to ensure the consumer feels a vital part of the brand.

2. Ageing:

“According to the UN’s latest biennial population forecast, the median age for all countries is due to rise from 29 now to 38 by 2050.” (economist.com:online,2009)

Currently, the world’s societies are ageing at a rapid pace, as people are now living for much longer than what they used to, “In 1900, average life expectancy globally was 30. The figure now is 67.” (economist.com:online,2009) Although less children are being born, and therefore less could-be consumers for Shu Uemura, now is a time when it is vital to gain and retain consumers at an early age, to ensure they stay with the brand when society is ageing. Shu Uemura is an innovative brand in terms of its beauty process, rather than a fixed focus on one type of cosmetics, and this appeals to all ages of consumer, as we have found from our primary research. This is a benefit for the Shu Uemura, as if they introduce the process of cleansing and being made up to particularly a younger audience, consumers will be more likely to be loyal to the brand and trust enough to stay with it in the future.

Bit of a rough copy. Blah.

Jo.T

QUOTE FOR OPPURTUNITIES.

"In terms of opportunities, products and services that give a sense of security or reduce stress will do well.

This could be provided by technology but generally it’s reassurance with a human face attached that people

are after. Nostalgic products and experiences that tap into the (largely false) belief that we once lived in safer

and more certain times will also do well"

best quote for our project.

http://www.nowandnext.com/PDF/2009_complete.pdf

Jo.T

MORE.

click here to see them all.

Jo.T

ASICS ORIGAMI LOUNGE IN BERLIN

Flickr.

Jo.T

moodboard- glam grunge

EVEN SOMETHING SIMPLE LIKE:

FLASHING "CRAZY SHADOW" COLOURS.

Origami Seizure Comparison from Pete McPartlan on Vimeo.

JO.T

LINKS WITH MACRO TRENDS & RECESSION.

Origami from One Shot Film Festival on Vimeo.

The One Shot Film Festival. An online celebration of how creativity can beat financial limitations.

Jo.T

ORIGAMI IN FRANCE- FOR ORANGE.

http://www.orange.fr/bin/frame.cgi?u=http://www.orange-origami.orange.fr/

ORANGE ORIGAMI FIRST from Jérôme Lozano (Headeater) on Vimeo.

JO.T

SIMPLE BUT EFFECTIVE.

This ones really short and sweet.

Just trying to find ones more related to consumer/make up.

BHF - Animation (final mock) from Jamie Boyd on Vimeo.

Jo.T

ORIGAMI PATTERNS FROM SAME GUY.

http://www.mabonaorigami.com/de/gallerien/galleries/galleries/galerie/faltplaene.html

LOVE THE DIAMOND SHAPE AT THE TOP!

JO.T

MORE ORIGAMI VIDS.

Tony Williams: DREAMING OF YOUR LOVE (KOFT video contest WINNER!!!) from MABONA ORIGAMI on Vimeo.

THESE ARE ALL BY BY SIPHO MABONA
http://www.mabonaorigami.com/de/videos/origami-in-the-pursuit-of-perfection.html

JO.T

BINGO!!!

OH MY GOD WATCH THIS.

Jo.T

LOVEEYES/COLOURS

JUST LOVE THE COLOURS

EMC

ORIGAMI CREASE PATTERN

EMC

Opportunity Analysis - Instore Environment

In store Environment:

From our primary observational research that took place in London including a visit to the Shu Uemura store on Neal Street, we found that the store currently does not provide an interactive experience for the consumer based on the products. The store currently allows consumers to be given a makeover by one of the Shu Uemura representatives using the products but does not allow them to engage within a lifestyle experience.

The layout of the store features counters displaying the products allowing consumers to observe and test, but goes no further in engaging them into a lifestyle.
An opportunity for the brand would be to improve the in store environment by expanding on the interactive aspect already present in the store. To reinforce the history and rich heritage behind the brand, an emphasis could be on the ‘path to beauty’ and the steps involved in creating the Shu Uemura makeover. This will be expanding on the makeover consultation that already exists within the store but translating this into an experience which would keep the consumer fully engaged so that a purchase is made at the end of their visit.

This high level of interactivity and concept of creating an experience for the consumer can be conveyed through the visual merchandising of the shop window, internal displays and the use of the walls of the store which in-turn proves a solution for the lack of history and heritage shown throughout the current in-store environment.

Rebecca.

DRAFT OPPORTUNITY ANALYSIS

CONSUMER/PRODUCT/HERITAGE

Products and heritage getting to the consumer.

Having visited the Shu Uemura store on Neals Street, London, we came to find that there was little correlation between the history of the brand and Shu Uemura himself to the products sold displayed and the way in which they were merchandised.

As the ‘hook’ of the brand is seen to be the brand story and the ethos of the product range, it is important that the message is passed on to the consumer and the essence is not lost in the vastness of its owner L’Oreal.

An opportunity for Shu Uemura would be to use their heritage and brand story as a unique selling point to distinguish them in the crowded cosmetics market. It is essential for Shu Uemura to differentiate themselves, and touching more on aspects of the Japanese culture would be one way of doing this. Allowing the brands culture and heritage to shine through in an elegant and respectful way will help the consumer understand and relate to the brand essence better.

A particular focus on the process of applying cosmetics for Geishas would be something to look into. The traditional, beautiful make-up that the Geishas wear takes time and skill; it is a long and careful process to get the incredible results.

Shu Uemura says that there is “an art to beauty” and that “beautiful make-up starts with beautiful skin”. These quotes from Shu Uemura relate back to the traditional methods which were used for the Geishas and this could be an opportunity for the brand to touch on.

An opportunity focusing on the idea of slowing the process of beauty down; focusing on the care and detail of each step of the beauty regime to ensure that the outcome is professional and beautiful. This can be applied to the in store environment of the store, the service provided and even the packaging and ways in which the products are merchandised.

MILY

DRAFT- OPPORTUNITY ANALYSIS

RAISING AWARENESS

At the end of 2008, Mintel did market research to find out the familiarity of niche cosmetic and toiletry brands. Of the 1056, female internet consumers who were asked, a huge 81% were unfamiliar with the brand Shu Uemura.

We think that raising awareness of the brand is a huge opportunity which L’Oreal must focus on to make sure that Shu Uemura is well known and is being talked about.

There are forms of promotion which may focus on the product range, such as collaborating with another brand or persona; this can help produce more visuals and further selling points for the brand. An advertisement within magazines or on billboards is another common way of promoting the brand and reaching out to more consumers. However with Shu Uemura being a luxury cosmetic in a niche market, there are more innovative and exciting ways of connecting the brand to the right consumers.

Word of mouth is one of the most effective marketing tools for promoting a brand, however to achieve this, the brand must excel and stand out from the market and give the consumer something to talk about.

Creating a pop up store can create buzz around a brand as it is a short term and is seen to be innovative and exciting.
Creating a unique experience within the store can provoke word of mouth, whether it is the exceptional in store service, innovative visual merchandising or point of sale methods or some form of interaction with the consumer which may make the experience stand out and become memorable.

MILY