1. Shift in consumer confidence - interviewing consumers (why do they not use interior designers any more) and interior designers.
2. Interview interior designers on how their role has changed etc.
3. Sharing and being Hyper-connected and links with increasing confidence - case studies in and out of sector
4. Fashion - differences between this and interiors, textures (need to be physical) and how they sell via landmarks.
5. Consumer Interviews (Carolyn, Jo and more?) - opinions on texture and quality and need to touch
6. Think of a Big Idea - to do with Re- categorisation
7. Start Pinterest board with branding ideas etc.
8. SWOT of our idea
9. Testing the water with our press release- happy to mix with other brands
Friday, 21 February 2014
The Book Idea
Bespoke service
Create own profile online and use filter system to get pages of specific likes e.g. page of reds. Receive physical book for a surcharge and/or view their book digitally (ISSUU). (BLANK OUT PREVIEW SO WE CAN CHARGE)
Physically the book will have an opening spine where customer can move and shift swatches around. Digitally, they will also be able to grab certain swatches and make them as a moodboard, which they can share via social media/friends for confidence and advice. (Studiotex)
When you pick the samples there is the option to learn about the inspiration behind the collection, where it was made etc. It is something they can go back too; they don't have to do it all straight away. Redecorating can sometimes be overwhelming.
There will be 'surprise section' in the book which will push them out of their comfort zone offering them swatches they wouldn't necessarily like.
On your profile you can have recently viewed/history and likes from other people's books and on this basis can get have a 'recommendation' tab offering your new swatches to add or takeaway from your book.
For another additional surcharge, you can log into a private portal online and look at other people's books, view interior designers talking about latest trends and maybe showing their own swatch collection and what they would put with it. Interior designers have the opportunity to promote their expertise.
In the portal/for an additional charge if you want it posted physically with your book, you can look at trend document/look book e.g. The Country House that will offer the latest inspiration from designers (both interiors/accessories) that relates to that trend.
Also digitally it could have (similar to fashion) people who chose this swatch, also chose this swatch and this lamp (maybe attracting furnishing companies) Other people can also upload pictures of their new sitting room so people can see what they have done with their chosen swatches (like Houzz) useful for the Jo consumer.
Users will have the chance to enter their moodboard's and collections into competitions for the best; winners could serve as the inspiration for the next look book e.g ASOS competition best outfit.
The look book is a physical and digital thing that users can click through to shop and can include scannable images that will take users through to the shop e.g Louis Vuitoon fashion
We would offer a range of designers for the customer to chose from so we would be become affiliates, so the sales go back to ROMO for commission.
There is a possibility for collaboration; e.g achica
Once you are finished with your physical book, you can send them back and receive a voucher (5 free swatches in your next book for e.g or a certain retailer/brand) as an incentive/reducing wastage.
As an add on: use an app similar to Ikea 3D app where you can use the swatch and apply it to your furniture etc.
Long term: maybe 3d printing compatible
Creative Outcomes
1. Website (talk to Bryony)
2. Branding - logo, business cards,
3. Communication strategy (how to promote website) (recruiting new talent e.g graduates opportunity for them to have their fabrics available to buy for a limited time) (Stall in designers shows)
4. Book mock-up physically/digitally - GET HELP!
5. Make a press release to test the water
6. Look Book mock up digital and/or physical
7. If we have extra time create a CAD prototype for delivery box
Create own profile online and use filter system to get pages of specific likes e.g. page of reds. Receive physical book for a surcharge and/or view their book digitally (ISSUU). (BLANK OUT PREVIEW SO WE CAN CHARGE)
Physically the book will have an opening spine where customer can move and shift swatches around. Digitally, they will also be able to grab certain swatches and make them as a moodboard, which they can share via social media/friends for confidence and advice. (Studiotex)
When you pick the samples there is the option to learn about the inspiration behind the collection, where it was made etc. It is something they can go back too; they don't have to do it all straight away. Redecorating can sometimes be overwhelming.
There will be 'surprise section' in the book which will push them out of their comfort zone offering them swatches they wouldn't necessarily like.
On your profile you can have recently viewed/history and likes from other people's books and on this basis can get have a 'recommendation' tab offering your new swatches to add or takeaway from your book.
For another additional surcharge, you can log into a private portal online and look at other people's books, view interior designers talking about latest trends and maybe showing their own swatch collection and what they would put with it. Interior designers have the opportunity to promote their expertise.
In the portal/for an additional charge if you want it posted physically with your book, you can look at trend document/look book e.g. The Country House that will offer the latest inspiration from designers (both interiors/accessories) that relates to that trend.
Also digitally it could have (similar to fashion) people who chose this swatch, also chose this swatch and this lamp (maybe attracting furnishing companies) Other people can also upload pictures of their new sitting room so people can see what they have done with their chosen swatches (like Houzz) useful for the Jo consumer.
Users will have the chance to enter their moodboard's and collections into competitions for the best; winners could serve as the inspiration for the next look book e.g ASOS competition best outfit.
The look book is a physical and digital thing that users can click through to shop and can include scannable images that will take users through to the shop e.g Louis Vuitoon fashion
We would offer a range of designers for the customer to chose from so we would be become affiliates, so the sales go back to ROMO for commission.
There is a possibility for collaboration; e.g achica
Once you are finished with your physical book, you can send them back and receive a voucher (5 free swatches in your next book for e.g or a certain retailer/brand) as an incentive/reducing wastage.
As an add on: use an app similar to Ikea 3D app where you can use the swatch and apply it to your furniture etc.
Long term: maybe 3d printing compatible
Creative Outcomes
1. Website (talk to Bryony)
2. Branding - logo, business cards,
3. Communication strategy (how to promote website) (recruiting new talent e.g graduates opportunity for them to have their fabrics available to buy for a limited time) (Stall in designers shows)
4. Book mock-up physically/digitally - GET HELP!
5. Make a press release to test the water
6. Look Book mock up digital and/or physical
7. If we have extra time create a CAD prototype for delivery box
Thursday, 20 February 2014
20/2 Meeting - Moving forward with things to research/consider for Implementation stage
1. Re-categorisation is key as it affects other others e.g environmental, bespoke
2. The pattern book needs to be able to suit all levels of the chain e.g. retailer, designer etc
3. Needs to include a filter system, inspiration and a personal narrative
4. Dialogue and narrative are key in interiors
5. There has been a shift in consumer confidence --> have more power than the interior designers
6. Consumer conversation has changed, we are replaying industry advice with advice from friends - 'best friend' analogy
7. We need to make sure interior designers can still benefit from this (possible threat?) don't want them to become defunct
8. Landmarks will relate to the design of the book - look into this further?
9. Sharing is key --> how is this trend changing the industry and beyond? (look back at out of sector where sharing knowledge/advice is key, e.g. Google Hangout)
10. Find stats on how many retailers sell to interior designers vs consumers, how does the narrative change across platforms?
11. Ask all interior designers how their role has changed, how useful they consider themselves, change in dialogue between other platforms?
12. Look into fashion more --> how is this industry changing, what does fashion do that interiors doesn't, innovations in textures are popular, which supports the fact that there has to be a physical element and how it links with landmarks well e.g. maternity wear.
13. Concentrate on looking into the consumers that translated their style un/successfully (Carolyn etc) and ask them more questions on their opinion on textures, their relationship with the other platforms, how they interact with fashion etc.
14. Test idea across all platforms.
15. If we can mix and match designers in the book, how will the individual designers feel about this - interview ROMO, textiles designers and interiors etc to ask this. They may not be selected for every book, so would this benefit them? (threat) Our job is to tell them that this is the future.
16. Does mix and match link with the type of consumer that likes to mix and match?
2. The pattern book needs to be able to suit all levels of the chain e.g. retailer, designer etc
3. Needs to include a filter system, inspiration and a personal narrative
4. Dialogue and narrative are key in interiors
5. There has been a shift in consumer confidence --> have more power than the interior designers
6. Consumer conversation has changed, we are replaying industry advice with advice from friends - 'best friend' analogy
7. We need to make sure interior designers can still benefit from this (possible threat?) don't want them to become defunct
8. Landmarks will relate to the design of the book - look into this further?
9. Sharing is key --> how is this trend changing the industry and beyond? (look back at out of sector where sharing knowledge/advice is key, e.g. Google Hangout)
10. Find stats on how many retailers sell to interior designers vs consumers, how does the narrative change across platforms?
11. Ask all interior designers how their role has changed, how useful they consider themselves, change in dialogue between other platforms?
12. Look into fashion more --> how is this industry changing, what does fashion do that interiors doesn't, innovations in textures are popular, which supports the fact that there has to be a physical element and how it links with landmarks well e.g. maternity wear.
13. Concentrate on looking into the consumers that translated their style un/successfully (Carolyn etc) and ask them more questions on their opinion on textures, their relationship with the other platforms, how they interact with fashion etc.
14. Test idea across all platforms.
15. If we can mix and match designers in the book, how will the individual designers feel about this - interview ROMO, textiles designers and interiors etc to ask this. They may not be selected for every book, so would this benefit them? (threat) Our job is to tell them that this is the future.
16. Does mix and match link with the type of consumer that likes to mix and match?
Friday, 7 February 2014
Presentation Feedback 5/2/13 - PEOPLE ADD THEIR NOTES Catherine - blue Beth - red
1. Liked our choice of words, such as catalyst and landmarks
2. Liked the fact we voiced the opinions of people we interviewed. Clear that we had done a lot of research.
3. Valuable subsections e.g. out of sector..
4. For the next module, focus on project specific e.g. recategorisation, social media is too broad.
5. Identify how landmarks have affected behaviour change
6. Fashion responds to landmarks e.g. pregnancy but not interiors - what does fashion do which interiors doesn't?
7. Visually - use composition to highlight disconnections
8. Identified our consumers, but so what? What do we represent?
9. Trend in interiors atm - nobody wants pattern. "Design" is predictable these days. Minimal styles currently mean high level, pattern means low level/ not in "vogue"
10. Liked the narrative trend - its not accessible to the consumer. Strengthen our idea of narrative. This is something that is clearly missing from interiors. Dialogue is key- support. This can be verbally or through another means of inspiration
11. There's a shift in consumer confidence --> role of interior designer is changing (links with narrative) getting inspiration from elsewhere, online etc.
12. How have interior designers see their jobs changed? e.g. Ian, Hopewells using CAD.
13. Case Studies - the take aways are advice to who? retailers? consumers? who benefits? So what? PIKE, retailers. A mixture? Can see link with landmarks with IKEA case study
14. For next module, pick key themes - think realistic, timeframe, own career
15. Some technological case studies the other group used - Oled Technology (flexible glass) and Sonte Digital Shade (changing interior walls using mobile)
16. Portfolio - Different visual layout for different consumers
17. Can have forward-thinking projections, don't worry about finance
18. Consumer talk has changed - 'best friend' looking for their affirmation
19. Consumers are replacing industry - eclipsing brand authority with expertise and knowledge
20. Next module - test people's taste? Using pictures, focus group?
21. What information does the pattern book provide for different consumers? What will they be more interested in?
22. Grow up in your taste - favour different qualities of fabric in interiors and fashion e.g. 20 year old might like synthetic, cheaper materials and buy 3 dresses & a 40 years old may buy one dress made of 100% silk As we grow older, appreciations change. As young people there is some acceptance of artificial as we lack money and want to be able to change style more- we want a certain look instantly. Older people have evolved taste and look at the stitching, construction- authenticity.
23. We had the ultimate mix of summary and solutions
24. 20 years of media has democratised look and style. This has translated into fashion but not interiors- still a snobbery
25. Fashion collections defined by look/ style. They take you through life, and we accept that as we go through life some brands become irrelevant to us, whilst others become more appealing with age.
26. Interesting concept that family and friend involvement strengthens style confidence. This traditionally was face to face but now can be done virtually as shown through Google Hangout examples.
27. Make portfolio more client specific- visually needs to correlate with PIKE if possible
28. Think about the layers of recommendations. Some will be free, others will come with a price tag. Currently the Pattern book is not flexible, but this could be a way of making it adaptable to many different people
29. Tyranny of choice/ service. Too much/ too little can make the difference between good/bad service. But different touchpoints expect different experiences.
30. Interesting to get stats from retailers- how many sales to interior designers/ customers? This will help distinguish how you set about creating narrative/ implement other ideas. Extension of point 26. is best friend advice replacing industry advice?
31. Threat is consumers cutting out the middle man i.e. interior designers. What role do they play today?
32. Come up with crazy ideas as long term goals, but them make realistic suggestions for short term goals. Having the crazy ideas makes the short term goals seem much more achievable.
33. Interiors are a few steps behind fashion- consumer is saavier, and technology is advancing.
34. Consumers are alienated by information of swatch at present- this is decoded by interior designers/ retailers. Why is there not this information for consumers?
35. Question is, can pattern books reclaim their authority back in the industry? Added inspiration- possibly yes.
36. It will be vital to revisit consumers/ interviewees in the next stage- do our ideas meet their ever changing demands? And are they appropriate to each level of the buying chain/ touchpoints?
36. 20 years of media has produced trend support and new skills
37. Raw, real and mono are our aspirational tastes eg. Elle Decor. things move in and out of vogue, what is the future?
38. Consider display dynamic beyond the boards (portfolio)
39. Personal taste can not eclipse the client
2. Liked the fact we voiced the opinions of people we interviewed. Clear that we had done a lot of research.
3. Valuable subsections e.g. out of sector..
4. For the next module, focus on project specific e.g. recategorisation, social media is too broad.
5. Identify how landmarks have affected behaviour change
6. Fashion responds to landmarks e.g. pregnancy but not interiors - what does fashion do which interiors doesn't?
7. Visually - use composition to highlight disconnections
8. Identified our consumers, but so what? What do we represent?
9. Trend in interiors atm - nobody wants pattern. "Design" is predictable these days. Minimal styles currently mean high level, pattern means low level/ not in "vogue"
10. Liked the narrative trend - its not accessible to the consumer. Strengthen our idea of narrative. This is something that is clearly missing from interiors. Dialogue is key- support. This can be verbally or through another means of inspiration
11. There's a shift in consumer confidence --> role of interior designer is changing (links with narrative) getting inspiration from elsewhere, online etc.
12. How have interior designers see their jobs changed? e.g. Ian, Hopewells using CAD.
13. Case Studies - the take aways are advice to who? retailers? consumers? who benefits? So what? PIKE, retailers. A mixture? Can see link with landmarks with IKEA case study
14. For next module, pick key themes - think realistic, timeframe, own career
15. Some technological case studies the other group used - Oled Technology (flexible glass) and Sonte Digital Shade (changing interior walls using mobile)
16. Portfolio - Different visual layout for different consumers
17. Can have forward-thinking projections, don't worry about finance
18. Consumer talk has changed - 'best friend' looking for their affirmation
19. Consumers are replacing industry - eclipsing brand authority with expertise and knowledge
20. Next module - test people's taste? Using pictures, focus group?
21. What information does the pattern book provide for different consumers? What will they be more interested in?
22. Grow up in your taste - favour different qualities of fabric in interiors and fashion e.g. 20 year old might like synthetic, cheaper materials and buy 3 dresses & a 40 years old may buy one dress made of 100% silk As we grow older, appreciations change. As young people there is some acceptance of artificial as we lack money and want to be able to change style more- we want a certain look instantly. Older people have evolved taste and look at the stitching, construction- authenticity.
23. We had the ultimate mix of summary and solutions
24. 20 years of media has democratised look and style. This has translated into fashion but not interiors- still a snobbery
25. Fashion collections defined by look/ style. They take you through life, and we accept that as we go through life some brands become irrelevant to us, whilst others become more appealing with age.
26. Interesting concept that family and friend involvement strengthens style confidence. This traditionally was face to face but now can be done virtually as shown through Google Hangout examples.
27. Make portfolio more client specific- visually needs to correlate with PIKE if possible
28. Think about the layers of recommendations. Some will be free, others will come with a price tag. Currently the Pattern book is not flexible, but this could be a way of making it adaptable to many different people
29. Tyranny of choice/ service. Too much/ too little can make the difference between good/bad service. But different touchpoints expect different experiences.
30. Interesting to get stats from retailers- how many sales to interior designers/ customers? This will help distinguish how you set about creating narrative/ implement other ideas. Extension of point 26. is best friend advice replacing industry advice?
31. Threat is consumers cutting out the middle man i.e. interior designers. What role do they play today?
32. Come up with crazy ideas as long term goals, but them make realistic suggestions for short term goals. Having the crazy ideas makes the short term goals seem much more achievable.
33. Interiors are a few steps behind fashion- consumer is saavier, and technology is advancing.
34. Consumers are alienated by information of swatch at present- this is decoded by interior designers/ retailers. Why is there not this information for consumers?
35. Question is, can pattern books reclaim their authority back in the industry? Added inspiration- possibly yes.
36. It will be vital to revisit consumers/ interviewees in the next stage- do our ideas meet their ever changing demands? And are they appropriate to each level of the buying chain/ touchpoints?
36. 20 years of media has produced trend support and new skills
37. Raw, real and mono are our aspirational tastes eg. Elle Decor. things move in and out of vogue, what is the future?
38. Consider display dynamic beyond the boards (portfolio)
39. Personal taste can not eclipse the client
Wednesday, 5 February 2014
Chapter plan for Christmas
1.
The Brief
2.
Introduction to the interior design:
·
Timeline
with consumer buying behaviour correlating with taste (book Georgina looked at,
and original timeline)
·
Perceptual
map (G)
·
Storyboard
of supply chain (C)
·
Insights
from secondary research (reports about the future of retail and home living)
What does your home say about you?
·
Taste
(books x2)
·
Timeline
of landmarks in life
·
Does
your style translate into your home? (Olly, Lynn, Jo, Georgina’s mum)
Consumer insight
·
Introduction
to 3 tribes (cool names)
·
Further
details in profiles of all 3 (Moodboard’s using Tom, Bronwen and Maureen)
3.
The Pattern book
·
History
of swatch books (history of wallpaper book and blog posts)
Touch-points
·
Textile
Designers
·
Interior
Designers
·
Retailers
·
Consumers
·
SWOT
and PEST (to summarise the above)
4.
Case Studies (To show how important it is to
understand your consumer/ they are more savvy than we think)
Who? Successful? Application?
·
Ikea
·
John
Lewis
·
Habitat
(Failed)
5.
Out of sector
·
Travel
·
Food
·
Fashion
·
Cars
·
Beauty
·
Interiors
·
What
can we take away from all of them? (Telling
a story, multi-sensory, bespoke, re-categorization, filtering).
6.
Future Thinking
·
Technology
(Haptics/ Disney Revel)
·
Next
Generation (savvy and visual)
7.
Where do we go from here? (summary of SWOT)
·
Consumers
are savvy
·
Consumers
are multi-dimensional
·
Online
is big threat but you need to touch
·
Environmental
issues
·
Personalisation/
Re-categorization
8.
Bibliography and List of
Illustrations/ references
9.
Appendix
·
Consent
forms
·
Transcripts
·
Questionnaires
·
Photos
·
Tutorial
record sheets (your own)
·
Emails
·
Blog
address
·
Transcripts
from feedback?
Thursday, 30 January 2014
email from jon allen about pattern book query
Hi Catherine,
I enjoyed the day, too, thank you for all your efforts!
I have attached a simplified sequence of the main operations that we use when new production operators join us, to introduce them to our peculiar vocabulary – I hope this helps. Of course, you’re welcome to visit and see this first-hand when it would make more sense!
The ‘identification’ stage is usually EITHER ‘ticketing’, ‘framing’ or ‘heatseal’ (not all three). And an important stage not shown is the SECOND cut before ‘relaying’ when stacks of patterns are trimmed down to final size.
With best regards
Jon
Jon Allen
Managing Director
Pike Textile Display
Tel: (++44)(0)1945 461361
Mobile: (++44)(0)7774 433189
eMail: jon.allen@pike-textiles.com
From: Catherine Wells 2011 (N0376064) [mailto:catherine.wells2011@my.ntu.ac.uk]
Sent: 05 December 2013 11:09
To: Jon Allen
Subject: Pattern book production query
Sent: 05 December 2013 11:09
To: Jon Allen
Subject: Pattern book production query
To Jon
It was great presenting to you last Friday. I hope you do not mind me emailing you for some help?
I wondered if you could provide me with the general steps involved in producing a pattern book?
Best wishes
Catherine
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Interiors innovations continued
http://news.cnet.com/8301-1023_3-57603190-93/polyvore-expands-to-home-and-decor-products/
(Credit: Polyvore)
(Credit: Polyvore)
Polyvore, the fashion-focused social commerce site, added a new category on Tuesday that has been a long time coming -- stylings for the home.
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