Doug Barber, Managing Director of Barber Design Consultancy was recently asked by a very nice student from Brunel University, to give some thought as to the homewares market and how retailers could sell Research Overview: Doug’s thoughts are below….
Student Thesis Overview:
I started my research looking at the relationship between consumers, soft furnishings and design. During this research I realised that most consumers of soft furnishing accessories do not recall a brand when they think about buying these products. Following some observation into department stores and stores that sells products from different brands, I realised that these articles most of the time were presented together, normally stuck in a shelf without clear differentiation in terms of brand. For this reason I decided to develop a design and brand strategy to improve brand awareness at point of purchase of department stores. For soft furnishing accessories for the living room I am referring to cushions, throws and ready-made curtains.
Questions:
Q1 – How do you think a customer buying soft furnishings accessories for the living room could be better engaged with a specific brand?
DB: Often it is hard to envisage how certain items look in your own environment until you take them home. Could there be the opportunity to try before you buy or offer a 2-week trial of specific elements, this might reassure the customer when purchasing? Additionally – the brand needs to make better products at a better price. Why not inform the customer where the product comes from and who is being supported in the process (i.e. communities and the effect your purchase has upon them). This makes the product have more of an emotional tie in and customers become ‘fans of the brand’ and are more inclined to become loyal supporters of a cause behind the purchase. Brands like innocent drinks do this with their smoothies. They also give 10% of profits back to charities/communities that are involved in their manufacturing process.
Q2 – How do you think we can create differentiation at the point of purchase to improve brand awareness?
DB: Brands need to try hard to explain at the point of purchase the benefits of buying their product – i.e. recycled materials/carbon footprint/Environmentally friendly products/the benefits of their product – i.e. lifetime guarantee. In the current market people are looking to buy ethically and may also spend more if they feel good about their purchase. Cost is not always the driver behind a purchase, i.e. people will spend more if they believe in the product and its values.
Q3 – What is your opinion about the current display of these articles? Do you think department stores should change the way they display these products? If so in which way?
DB: Many stores get this right and also many get it wrong! Brands like IKEA encourage purchase by creating well laid out room sets where the products are in a ‘setting customers can visualise’ lots of brands don’t really showcase their projects well and this is reflected in their sales. Many brands are also jumping on the celebrity bandwagon and promoting homeware products designed by TV stars that don’t often have any design training. This is a fashionable approach rather than a long-term view of a brands direction. Habitat have introduced many ‘classic’ products back to their market designed by individuals that have a high design pedigree. Many of these products stand the test of time and will look good in 10-20 years. i.e. the classic furniture ranges and fabrics etc designed by people such as Lucienne Day.
Q4 – Do you think product tags should be re-designed to attract more customer attention and emphasize the brand? What elements do you think it is important to have on the tag?
DB: Tags should be able to inform at a detailed level. In signage navigation there is a need to identify product departments, i.e. homeware, then – i.e. cushions. Once you get to your destination the tags need to differentiate the product from its competitor and communicate the virtues of that purchase e.g. made with recycled material, supporting communities, the cost (obviously) and why the cost is this price – i.e. the product has a guarantee for 10 years and is recyclable etc. Brands need to work hard to communicate their values and what they stand for.
Over and above the profit they make, Brands need to share their vision and build a ‘fan base’ that is loyal to them over and above price. Again I cite innocent drinks. They brought a product to the market that was the most expensive, had the shortest shelf life but they communicated their vision and the health aspects of their drinks (i.e. – 100% fruit etc) and this (along with their social stand and profit share have helped them build the business very quickly into a successful business that has loyal fans. This is not obviously homewares but the same principles apply.
There is a great book called ‘Authentic Business’ by Neil Crofts that would be worth reading if you get the chance, its all about building sustainable businesses that create loyal fan bases.
