FMP Project proposal Research
Starting Point From last week Can a brand be honest when they want to sell and make profjt? - Address this questions Where do I stand on it? Potential route I want to re -magine fragrance shopping/experience Continue with the personalise experience route! (Personalise retail) How brands do and could work? - Something I need to keep coming back to Create an alternative brand Potentially; brand something that needs branding? Fragrance;. Shift of norms from status to values Visualising smells Individualisation of perfumes - personal experiential way of purchase I am trying to ask questions with everything I fjnd as a way of understanding authenticity
Brand Experience Research Ad Age: How online retailers are creating immersive brand experiences in the real world. Stores of the future - take on an experience fjrst approach Being e- commerce allows them to have inventory online and use there store as an experience Re-imagining the ‘stores’ purpose Kit & Ace (active wear store in New York) Store doubles as community table London’s Late Night Chameleon Cafe Not a cafe but appointment- only private event space Bonobos’ Guideshop Bonobos’ Guideshop Kit & Ace Sores made for showrooming Transforms themselves as a cultural or social hub Consumption rituals - keep consumer in stores longer; Is this unauthentic? Trying to use experience to sell How can I work around this? London’s Late Night Chameleon Cafe
Brand Experience Warby Parker Warby Parker - Eye Wear Retailer (Store in Soho) “Tall stacked shelves with hand picked literature, vintage issues of Paris review and comfy mid-century chairs - invite soho shoppers to take a load off & sink into a book” Not about purchasing in the store more about the experience (reading) Apples Angela Ahrends; “I don’t want to be sold to when I walk into a store. Don’t sell! No! Because that’s a turn off. Build an amazing brand experience and then it will happen naturally”
Personalising Research Digital Marketing Magazine; Retail gets personal Personalising the user experience Consumers easily swtich between brands based on pricing, new products ect. Consumers deviate from the classic linear buying path; disconnected conversations with the same consumer Unifjed data management is important - meaningful analysis of consumer behaviour & effective personalisation In-store personalisation; tables Share information between consumer & retailer - personalise clothing to try on, consultant can recommend or bring replacements Didn’t fjnd this article very relevant to what i mean by personalisation; Here it means stalking the consumer to know what to sell to them (unauthentic, all about profjt?) Talks about; priority for brands is meaningful consumer journey (is it though?) Is it about making it easy for them to consumer more for profjt?
Fragrance Psychology Research Sabotage times - Fragrance psychology; Smells build around play dough, cookie dough how smells are subconsciously controlling & fresh towels your moods Vanilla + chocolate = comfort & baking Olfactory pathways to the brain; processes Tabacco + leather = comfort for men smell, meditates moods & stores memory “We are at the dawn of understanding how Passing through a fragrance department - risk this all works” of being sprayed by the 150 new releases this year Super markets pump out smells of bakeing Fast becoming least convincing method that Underground systems - scents to keep some new concoction is for you passengers calm Behind modern fragrance design - is aroma- Fascinating, slightly Orwellian idea! (Mind chology (psychology of how we react to smells) controlling?) “Smells are emotional” Azzi Pickthall Canadian scent creators (Riviera Concepts) “The rise of aromatherapy and the alternative health industry” Finding correlation between certain smells & colours, textures & sounds Scents’ evocative powers “the last and best reserve of the past, the one which when all Synaesthesia? - Could this link in somehow? tears have run dry, can make us cry again” Roja Dove - fragrance trends; oriental, oceanic and gourmand - Evoke stress free places or childhood
Fragrance Wheel Michael Edwards Michael Edwards - The Perfumes experts’ expert “Although your sense of smell is emotional, the fragrances you most enjoy will probably belong to just one or two fragrance families.” Experiences invariably infmuence our tastes in perfume Fragrance counter; hard to make sense of, as far as our nose is concerned the arrangements seem illogical Easier to group fragrances according to the way they smell! Comprehensive classifjcation system(The Fragrance Wheel) Organises fragrances by dominant accords what gives smells there special character - invaluable in understanding individuals personal preference Maps out the connections among groups of scents 4 main families - subdivided within a range of characters - all link into one another around the wheel “It makes selecting the right perfume an exciting process of discovery” The only complete accurate and industry respected fragrance classifjcation system Uncover the true character of fragrances, independent of brand and marketing campaigns
Scents of the World Research Michael Edwards - Database and research A way of fjnding fragrances - works with existing brands Understanding the fragrance families and what perfumes out there fjt into them Finds fragrances for you Could almost be a separate brand - instead of promoting existing brands Used to educate and inform people - personalised fragrance experience?
Scent Pallet Other Work Kyugum Hwang - Design Products RCA MA degree show Project called Scent Pallet “Scent palette aims to make the experience for creating personalized perfume more emotionally intuitive” Colour and shape are used as a way of visualising the invisible Circular board (info graphic) based on The Fragrance Wheel Top, Middle and Base notes - Make up the bottle Easy to visually create your fragrance through her design (not just throw lots of smells together that you like) Something id need to explore ; colours , shapes how to visualise scent, a way of making the fragrance shopping/ creating experience easier!
Memory Palace Other Work Scent is the biggest way of triggering memory (Olfactory pathway to the brain) Johnny Kelly - Animator Interactive project for the V&A ‘If you could keep one memory what would it be?” Invited people to draw their memories, using parametric interactive design, combined them into posters Screen printed the outcome and displayed in the museum Celebrating peoples personal experiences - tie in with smell?
Next Steps Development Re-imaging fragrance ‘shopping’ - does it even need to be shopping? Is it more about creating? Personalising? Continue asking questions Not just create another mass market fragrance brand! Explore the possibilities Brand something that needs branding? Keep exploring possible routes I fjnd through my research Continue Reading - Michael Edwards research Areas to read; Branding in the non- profjt sector (something I can borrow from this) To Read: Brand New - The shape of brands to come (Wally Olins)
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