Pattern book sketches (have 300dpi on hard drive)

Consumer Research Findings

Nottingham City Centre. Thursday 17th April, lunchtime. Weather: grey clouds, windy but dry

1. How often do you browse online/offline for interiors?

2. Where?

3. Fashion - favourite brands

4. TV - what you last watched

5. Colours and patterns you are drawn to

6. Favourite colour flower

7. Favourite font

8. Associations of curate, curateme and youcurate

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Consumer answers

Outside Debenhams- 1.25 to 1.55pm

1. Only when I am redecorating my house so once a year, Debenhams for fashion and interiors, Match of the Day, Orange, no associations with the words.

2. Only when I am redecorating my house so once a year, M&S and Next for both, Game of Thrones, Purple, reminds me of museum

3. Once a month to browse, everywhere - didn't get a brand,  New Look, Dorothy Perkins for fashion, Blues, Floral, Museum.

4. Once a month to browse, everywhere - didn't get a brand,  New Look, Dorothy Perkins for fashion, Pinks, Floral, Church because it sounds like a word similar!

Outside House of Fraser 2 to 2.30pm

5. Twice a year, maid.com and dwell, Zara for clothes, Stripes and checked, blue at the moment, because I follow trends.

6. Once every 6 months, Nash - a boutique in Nottingham, Hobbs.

7. Once a week, Hoff, Hobbs, Fuschia pink, Last watched Endeavour. 

8. Everyday, John Lewis, Next, BHS, For fashion - M&S, Next, Hoff, John Lewis, Blues and Greens, last watched Chicago Fire

9. Once a week, John Lewis, Hobbs and Laura Ashley for fashion, Black, last watched Undeniable.

10. Twice/3 times a week, Dunelm, John Lewis, for fashion - Wallis, John Lewis, Hoff, fuschia, pink.

11. Once a month, John Lewis for both, green and gold for interiors and clothes. 

Outside Flannels/ Ted Baker 1.25 to 1.55pm

12. once a month- depends if looking specifically as then it will increase, john lewis mainly- love that everything is there, Dress- M&S/cardigan- H&M/shoes- clarks, last week- casualty, soaps e.g. coronation street and emerdale, blues and geometric, associations- serious, thoughtful, me/you- more personal

13. most days- get out of the office and browse, M&S/Nash, Suit-Hobbs/Shoes-M&S, don't watch tv but watched a box set of vampire diaries, floral/magenta/peach/cream, reminds me of exhibitions. me= personal, you=inviting

14. 2/3 a month, boutique shops near where I live, head to toe Ted Baker, Catch up tv- MIC, lemon/pale pink but not really a pattern person, formal vs informal/chattier 

15. Once a month, specialist shoes- try to stay local e.g. Nash, hopewells, shoes-Dune/shirt-present/trousers-charity shop/ jacket-m&s, BBC news, red and polka dots, formal and not warmer vs warmer associations with me/you

16. When a room needs decorating, Homebase/B&Q/IKEA, shirt- river island/ cardigan and jacket- H&M/trousers-topshop, don't watch TV, grey with pops of neon for colour and stripes, making something, then me/you is me creating something specifically

17. Once a month, fabric shops for fabric/furniture shops for furniture, shoes- ecco/coat-debenhams (ages ago)/dress-m&s, Corry, neutral colours, creams etc., textures over patterns, exhibitions and gallery spaces- professional. me/you is warmer especially with handwritten font

Outside John Lewis 2 to 2.30pm

18. As and when needed, friends homes!, head to toe M&S,N/A, soft colours and patterns, serious and intimidating, me/you is easier

19. once  a year usually in summer, boutiques, boutiques, read instead of tv, all- but pink atm with squares, put together and personal

20. once a month, M&S do a good range, scarf-present/coat-a friends/top and skirt-old m&s, radio 4 listener over tv, all colours but orange and wacky colours, posh then it is made personified

21. when i need something, John Lewis for everything, various JL concessions, corry, cream and brown with subtle patterns, careful/craft/create me/you= inclusive

The Aaker Model: Curate

The Aaker Model: Curate

Brand as Product: Digital, Physical, Book, Website, Community, Webinars, Trend Guides

Brand as Experience:  Interactive, Creative, Sharing, Customised,

Brand as Symbol: Fabric, swatch, book, string, tape measure, scissors, pattern, hand crafted

Brand as Person: advisor, expert, welcoming, inclusive, unique, personable, reassuring.

Brand as Organisation: trustworthy, accessible, diverse, 

Justification of Colour Palette

Neutral Tones: It is important for the website aesthetic not to draw attention away from the fabrics- which are essentially the core essence of the service. Our website will serve as a blank canvas for design- allowing the sheer volume of pattern to breathe and not be too overwhelming for the user.

Linear: The hand drawn nature of our aesthetic reflects the art and design industry- it was the preferred style of our consumer shown through their choice of font and their favourite brands. 

Colour is replaced with Texture: The website will not be deemed minimalistic with its neutral colour tones as these will be enhanced with texture- i.e masking tape, ripped paper. These hints will not take attention away from the fabrics but work as a structure around them.

List of Moodboards

• Website inspiration
• Font development 
• Curate Aesthetic (masking tape, hand drawn, and colour palette etc). 
• Consumers as Curators (pinterest, instagram, their lifestyle, how they collect things)

The Curate Consumer Conclusions

The Curate Consumer

Conclusions:

·         They Shop Around- Our target consumers are not loyal to brands, they shop for both fashion and interiors in varying places each time.

·         They are not afraid of pattern and colour- shown through consumer interviews where stripes, geometrics and fuschia pinks are favourites.

·         They look for reassurance- our research found our consumer preferred to look to family and friend for reassurance on their purchases. This gives them confidence.

·         They are Individual and unique- Based on research using the rosette personality test, we found most of our consumers belong to group B; “They are decisive in rejecting anything that would threaten or restrict the individuality. Their desired lifestyle is individualistic and unique, and not infrequently “alternative”.

·         They are organised and considerate purchasers- our consumers like to research and plan before they buy- this was shown in the scenario’s we tested them on- cars and events.

·         They are online and offline- our consumers use both physical and digital platforms to categorize.

·         They seek expert opinion; research shows consumers like the advice of a professional e.g oral b and fashion council case studies. 

·         Active role- Consumers are looking to play a more active role in the creative process- this has been noted by interior designers as more are bringing in their own moodboards etc. 

rosette test

GROUP B: INTROVERTED

The need for inner tranquility and harmony as well as the possibility of being able to develop their own individuality, characterise this user group. As a result of their psychological make-up, they tend to both relate to their environment, while simultaneously defining themselves against it. Their characteristic attitudes and behaviour patterns are:

Pondering a great deal about themselves and others – Rejection of those who are merely superficial – They would rather stay at home than go to a boring party – Living alone on a deserted island for months or years on end would pose no problems for them – They are decisive in rejecting anything that would threaten or restrict the individuality. Their desired lifestyle is individualistic and unique, and not infrequently “alternative”.

http://www.faithful-to-nature.co.za/natural-organic-blog/63/natural-perfume/personality-types-perfumes/