Recommended
More Related Content
Similar to Moschino Pack Test
Similar to Moschino Pack Test (20)
Recently uploaded
Recently uploaded (20)
Moschino Pack Test
- 1. Pack Test Willis CHEN | Ijeoma OCHUBILI | Amritha SHENOY
- 2. Brand Identity ● Italian luxury fashion house ● Fascinating fusion of thought- provoking design and couture values – but always with an irreverent edge ● Wild irony and a sharp, often mocking humor
- 3. Fresh Couture ● Embodiment of the brand style ● Provocatively irreverent ● Perfume bottles that literally "sprays” ● Dichotomy of high and low ● Design recalls to the packaging of household cleaning products
- 4. Survey ● Sample Size: - 85 people ● Format: - 3 Close-ended questions with multiple choice options - 1 open-ended opinion question ● Objective: - Determine if restyling in packaging caused any changes in customer’s perception and purchase intention. - Discern acceptability of the change.
- 5. Personal Information Permanent Residence GenderAge
- 6. 6
- 7. PerceptionWould you purchase this perfume based on its packaging alone?
- 8. 8 What aspects of the packaging influenced your decision?
- 10. PerceptionWould you purchase this perfume based on its packaging alone?
- 11. What aspects of the packaging influenced your decision?
- 13. If both of these perfumes were sitting side by side on shelf, which one would you purchase? Both Perfume No. 1 Neither Perfume No. 2
- 14. Conclusion ● Restyled pack --------> Change in customer acceptability ● Packaging plays a major role in perceived quality of a product ● Customer received intended message from pack design = Successful packaging ● Successful packaging≠ Successful product ● “Packaging na everything”
- 15. Thank You
Editor's Notes
- 16 Nov 2018
- Has a reputation for being an “eccentric yet inspirational fashion brand” It was founded in Italy, in 1983 by Franco Moschino - a “ragazzo” wild boy - who believed that socio-psychological aspect of products is of utmost importance. Quickly after the brand’s debut catwalk, it became famous for its originality, innovativity and quirky sense of humour. The current creative director of the company, Jeremy Scott often takes inspiration from pop culture. He specially curated a collection to celebrate the 5th anniversary of The Candy Crush Saga. He is referred to as an “entertainer designer”. The first of his fragrant unveilings was *this* perfume called Moschino Toy. It was an ode to the founder of the brand who loved to use toys in his collections. However, it was the first time a bottle’s cuddly appearance hid fragrant liquid inside. It was an instant sell-out. Moschino Cheap & Chic is a tribute to Popeye’s girlfriend, Olive Oyl.
- The launch of Fresh Couture EDT was even more daring. 2nd perfume under Creative Director, Jeremy Scott. “Dichotomy of high and low” “Juxtapose a mundane and common-place object with something so precious - juice of a luxury brand’s fragrance” It is a citrus floral fruity scent by Alberto Morillas
- The launch of Fresh Couture EDT was even more daring. 2nd perfume under Creative Director, Jeremy Scott. “Dichotomy of high and low” “Juxtapose a mundane and common-place object with something so precious - juice of a luxury brand’s fragrance” It is a citrus floral fruity scent by Alberto Morillas
- Survey Sample Size: 85 people Format: 3 Close-ended questions with multiple choice options, 1 open-ended opinion question Objective: Determine if restyling in packaging caused any changes in customer’s perception and purchase intention. Discern acceptability of the change.
- https://www.fragrantica.com/news/Moschino-Fresh-Couture-7133.html
- Evaluated the product alone Most people wouldn’t purchase this product based on its packaging alone More females said that they wouldn’t purchase this product whereas more males said that they would purchase this product
- Wanted to find out what component of the packaging influenced their decision on whether or not to purchase the product Factors used were: Concept, Shape of the bottle, Head (Nozzle) of the bottle, Color of the bottle, and the perfume box itself We found that regardless of whether or not they would purchase the product, the main purchasing influence was the concept of the pack design
- Next, we tried to see whether or not people would purchase our restyled packaging of this fragrance. Same fragrance, different bottle with a more daring concept.
- Again, we asked the same question. However, this time, there is an almost unanimous decision that people would not purchase this fragrance based on the packaging alone. We know that Moschino is known to have very provoking ideas for their fragrance, but we were interested to know how far we could take it and it seems like this was too far.
- Like the original design, people were mostly polarized by the concept of the bottle. In addition, we saw that people who did want to buy the product noticed its color more, whereas, the people who didn’t want to purchase the product were influenced by the head (nozzle) of the pack.
- Word cloud generated from the single Open-ended opinion question. Moschino’s intention for the original packaging of Fresh couture was to recall to mind, the packaging of household cleaning products. Their objective was clearly successful because when we asked our customers what their first impression of the fragrance was, the most common answer was Cleaner. Cleaning and fresh were also common perceptions, in accordance with intention of the pack design. Even though the fragrance was the same, the new pack design provoked a different reaction in the same audience. Toilet was the major impression followed by cleaning, and this may explain why this pack design was clearly less favored by the customers. Thus, while the customers perceived the message behind the pack design, it was a message they didn’t like. Still, from an objective point of view, the pack did its job successfully - communication of the brand message. Same product content and real quality + different pack translated to a difference in perceived quality of the product in the customer’s mind
- Overall, more males than females had purchase intentions The pack of Perfume 1 provoked higher acceptability in customers than Perfume 2, irregardless of gender The unusual concept of the pack proved unpopular among customers. Apparently, the pack of the product wasn’t consistent with the expectations for a perfume - elegance, luxury, class - even though the perfume juice itself was all this. Fragrance is only skin deep.