The document discusses the initial specifications for designing a new point of sale display unit for the Hackett London brand. The display unit must clearly represent the Hackett London aesthetic through materials like aluminum and glass, be safely situated in a store environment like House of Fraser, and utilize quality materials within a moderate cost range befitting the Hackett London brand. The display unit should draw customers in while safely housing and promoting Hackett London products.

1. DT AS LEVEL
COURSEWORK
Harry Wilson

2. Old spice was a brand that was designed for an older generation and has been around for many
years, however it had almost died out until a recent re-launch aimed at a much younger
Hackett London is a very established brand and has been for many years in the UK. The brand is put generation predominantly targeted at ethnicity this is reflected from the customers and the
across as very posh and at the same time is nostalgic and old-fashioned, much like Aston Martin with image from the advert showing there mascot.
British racing green being perceived as the gentleman's sports car. Much of there clothing is formal
ware but they produce a lot of rugby shirts which reflects the Hackett brand as it is a traditional
sport for the British nation.

3. POINT OF SAIL DISPLAY UNITS
This shows Levi Strouse belts in a cluttered
This is part of a huge display that interests manner with very limited styling and does
customers as it is abnormally large so it is not compulse a person to buy them from
unusual. However, it looks very modern and the look of the stand. However, the brand is
stylish as it uses the colour white and has crisp established so there is no need to advertise
lines. the colours are simple so the bright inside there own store so instead they show
coloured shoes stand out more and look better. you a wide range of their belt products to
help you choose from a wide range of their
items.
This brand of watches is a very expensive and This wall panel shows an Adidas shoe range
desirable bran called Breitling. It is heavily with a screen at the centre to help promote
influenced by aviation so it uses this at its the shoes and the brand. The logo is blue
styling but also advertises it flying pedigree and this colour of blue is associated with
with a model plane and image of a pilot so we the brand so the background is their colour
can associate the make with aviation. The as are some of the shoes. The step at the
display is minimalist but is very sophisticated. bottom also has a function for people to try
the product of shoes on the help make
them buy the shoes. This is clever but its is
N0 7 Is a brand that is owned by the boots usable and advertise at the same time.
store and replicates Channel N0 5 in terms of
its styling. The screen helps advertise and
draw in the customers. The colour scheme This stand displays golf clubs which allows the
makes the product stand out but its also user to identify the brand and look through the
makes it look expensive and of a high quality. selection for the club they are looking for, it is a
The product rang is in view so there is more very interactive display as it is easy to pic up the
than one product so it may promote several products and to view the range. The size of
sales at once. these displays may also impress the customer
and the stand can be seen from a distance to
help draw the customer over to brows the
selection.
This displays a range of Titleist golf balls in a
simple but professional way. Most golfers
know the established brand so it is very Max factor is a cosmetic product designed for
popular and minimal style is needed but women, this stand displays a huge range of their
notice how the brand name appears and products for the customer to study and choose
excessive amount. There is an information from so they can appeal to a big range of
panel which helps convince you to buy them customers. The colour scheme is not to cluttered
and helps you to choose which product is and looks simple and modern. They have images
best suited for you. of models that are using the product to help
promote the product as people may wan to look
like these models and this product allows them
to do so.

4. POINT OF SAIL DISPLAY UNITS
The lottery point of sale is easily recognisable and is a This stand was at the top of an escalator so
very interactive stand as there is a plinth for you to it is the first thing you as arrive on the upper
use write out your ticket. There is a lot of advertising floor. It very clearly shows the name as
of the brand used and details about the lottery are Debenhams and the stand is very clear and
displayed. The signature colour of blue is heavily plane so it looks modern and clean, this
used. There are compartments are specially made for style is popular in homes currently. Its
storing the tickets that the customer will want to use shows a range of matching products so you
and they can be seen from distance and the unit also may buy several rather than one. The layout
contains a pen so it is easier to apply for the lottery is cluttered but the stack of towels and
draw. shelves make it look a home environment.
Rolex is a very established brand and in
this display they a very large range of This shampoo stand is very simple and is
their higher end products. The layout made of cardboard, this makes it very
may look cluttered but there is an order cheap so it can be changed regularly to
based on price, colour and style of the keep people attracted to it. It displays a
watch. Rolex is a very prestigious and large rang helping promote multiple
desired brand so they use there logo a purchases in a simple way. The product is
lot in the display as this is desirable to a also very accessible and if it is popular it
the customer and promotes sales. may not be necessary to buy a big
expensive stand.
This clothing stand is simple in design but it does the
task very well. The simple wooden background helps
to show of the colours of the shirts and makes them
stand out more. The lighting is also very clever as it
highlights the products and promoted them
accordingly, you can also see the display from a This was taken inside a Hackett store, the size
distance. As it is made off wood it also makes it look of the stand was impressive and this makes
expensive and established. you want to approach it. The colour scheme is
simple but there is a clever order to the
different colour shades. There is a huge
selection to choose from, however to much
Channel is a high end brand and is very popular. choice may stop a purchase as the buyer may
The name and the logo can be seen very clearly become confused as to what they want. The
and a wide range of the products can be seen. clever seating area helps to keep people in the
The lighting on the products displayed make you area as they may want to sit down so they will
want to approach them and it makes them look study the clothing range displayed further and
special to entice you to buy them. There is also a for longer.
wide range of the products so people are
encouraged to buy a range of items.

5. INFORMATION:
Hackett London is a very established brand and
has been for many years in the UK. The brand is
put across as very posh and at the same time is
nostalgic and old-fashioned, much like Aston
Martin with British racing green being perceived
as the gentleman's sports car. Much of there
clothing is formal ware but they produce a lot of
rugby shirts which reflects the Hackett brand as
it is a traditional sport for the British nation.
THE CUSTOMER:
Hackett London is a prestigious brand but it is
more accessible then some other major designer
brands. It is popular among young ontraponers
and business professionals. The brand can
access the jet set scene and so it is popular with
a wide range of age groups from 20 onwards to WHY I CHOSE HACKETT LONDON:
50, as people move up in the business world I chose the brand Hackett London because it is
they may then move on to more expensive a brand that I am familiar with and can relate
brands like Armani however, Hackett is still a to as the theme of the British gentleman is an
high quality brand. image that I think I can represent in my design
of a point of sale structure for the brand.

6. BREIF:
TASK ANALYSIS
Design a new point of sale display unit for a male grooming company. The unit must display at least
one product from their range and must clearly identify the brand.
SITUATION:
Hackett London is a very classy and established brand full of British traditionalism however, has it
become stuck in the past? The brand itself needs to become more accessible to younger and older
generations while maintaining its nesh in the market as a British institution because this is a very rare
quality and there are not many companies in competition with Hackett that can boast this heritage.
SIZE: ENVIROMENT: MANUFACTURE:
A point od sale display unit needs to be large in a The sale unit will be within a store to Theses point of sale stands are designed to be
shop so that it stands out from other units and protect the products from theft. The unit batch produced for multiple stores so jigs must be
stands out from other projects. It needs to draw needs to able to support itself as it will be assembled for quick precise construction of each
people in to look at it from the other side of the floor standing. It needs to be of a certain stand. They are not being mass produced so it
shop. However, depending on the environment it height so people can see it easily. It needs would not be cost effective to use injection
must be a suitable size to stand alone or fit on a to be small enough to be moved around moulding. All of the stands must be made to a
shelf. easily and sit at the end of an isle. However, good quality with high tolerances for maximum
it must be large enough to store all products functionality.
and display them properly.
FUNCTIONS:
MATIRIALS:
The point of sale display unit must
As Hackett is a classy brand it needs to be
enhance sales of a product. It also needs
advertised in a high quality way therefor, the
to advertise the brand and the product by
point of sale unit for their product must be
catching people attention. They product
constructed out of high class materials such
on the stand must also be accessible so
as chrome finishes and stainless steal or glass.
people can easily pick up an item
High quality acrylics can also be used.
displayed for purchase.
ASTHETICS: SAFETY:
The aesthetics of the unit are very The finished point of sale stand must not
important to entice customers and to have any sharp edges or sharp points to
encourage sale. High quality materials avoid customers hurting themselves
must also be used. It must have a modern accidently. It must also have a stable base
feel to it but maintain class of the brand so that it is stable and cant be knocked
and clean lines. Images can be used much over easily. If materials such as class is
like in the marketing of the brand such as used, it must be shatter resistant so
old Aston Martins cars with black and people wont cut themselves if the glass
white images. breaks.
PURPOSE: COST:
The point of sale stand for Hackett should look The brand of Hackett London is a medium range of
attractive and reflect the brand so that people are price. The point of sale stand must not look cheap or
attracted to look at it and can remember its as the have a poor unattractive design however, it needs to be
Hackett brand. It should help promote sales of the cost effective so that it does not cost a fortune as this
product and draw people over to the stand from the would be unnecessary. Materials such as chrome and
other side or other areas of the shop. glass or not cheap but on the other hand they are a lot
cheaper than gold or silver.

7. LYNX FX
L – Logical:
• Having the brand name on the product and the point of sale stand.
• Display the product so people know what it looks like and can easily select one to buy it.
• The people must be allowed to use some of the product so they can sample to see if they like it.
• It will help sales if the product is sold in an appropriate store such as House of Fraser rather than Millets.
• To advertise to woman as well as men because woman may buy the product for men.
• It must be positioned in the shop so that people can see it and that they are attracted to it.
• To sell the product in an expensive shop as people have the amount of money to buy the product or it may seem cheaper than
other products.
• To make the stand out of expensive materials so that it looks expensive and a high end product.
I – Illogical:
• To sell in non-related shops such as perfume in a toy shop as people don’t go to toy shops to buy perfume.
• To put the point of sale stand in a part of the shop were it cant be seen.
• To make the stand to big or to small as this will make it difficult for people to use and will not promote sales effectively.
• To sell an expensive brand in a cheap shop as people will not buy it because they think it is too expensive.
• To make the stand flimsy as it may fall over and damage something or hurt a customer.
• To make the stand out of cheap materials as it will look cheap.
N – Need:
• It must display the brand so that people know who the product is made by this will promote sales.
• It must be attractive and eye catching so that people are drawn over to the stand this will make people walk over to the stand so
they will look at and use the product this will promote sales.
• It needs to appeal to both woman and men as although it’s a men's product, woman often by the product for men.
• It must be safe for the customer to use so there must not be sharp edges and it must be stable so that it will not be knocked over
easily, damaging the product.
• The stand must prevent theft so it may be positioned near the till or within the shop rather than near an entrance or exit.
K – Keep:
• The us e of high quality material to give the stand an expensive look such as wood or aluminium.
• The portability of the stand s so it must be light-weight enough to be moved around easily.
• The use of lighting in the stands to show off the product but they also attract customers and provide lighting so the customers
can see the product easily.
S – Scrap:
• I would not use cheap materials such as plastic or card as theses are not durable and can make the product look cheap or
unthought-of.
• I would not use ideas from the stands that use vibrant colours because although this is eye catching it is not part of the |Hackett
London colour scheme.
• Some of the stands do not store many products and do not show the brand name effectively so I would use ideas from them.
Form Vs. Function:
• The stand must use high end materials so that it looks modern and expensive this will help promote the brand and increase
sales.
• In the design process I must consider parts that are difficult to male so that I can find a way of making the easily.
• The function of the stand is very important but it also needs to look good as well as work well to be affective.
• I should design and create jigs to help make the manufacture process more accurate and efficient.

8. INITIAL SPECIFICATION
A-ASTHETICS:
The aesthetics of the point of sale brand are
very important as they must reflect the
chosen brand Hackett London. The colours of
the brand a clear and relaxed such as cream
or aluminium, this can be achieved by using
materials such as aluminium and glass. The
shape of the stand can also be tailored to the
brand so as well as the light colours the stand
needs soft edges but this is supported by an E-ENVIROMENT:
angular shape. The Hackett brand is marginally up-market
so it is most likely to be sold in shops like
House of Frasier but also in cosmetic shops
such as Boots. It may be stored near
entrances to draw customers in however, it
is at risk from theft. It should be situated at
the end of an isle or within the perfume
C-COST: section of the store but it can also be S-SAFETY:
Hackett London is a quality brand however is situated by a Hackett or men's clothing The stand must stable so it cant be knocked
it not at the top compared to brands such as section within the store. over as this could cause injury to customers
Armani or Channel. The stand may use and damage to both the stand and products.
expensive materials as they will be batch The unit cant have any sharp edges to
produced so each unit can be made of more prevent people hurting themselves. The spray
high quality materials. By spending more nozzle and aerosols must be high so they are
money on the unit it will look more high out of children's reach. If a material like glass
quality which will promote the brand. C-CUSTOMER: is used it must tempered so that it will not
The brand is aimed at a medium to high end break into dangerous shards.
customer as Hackett specialises in Business
ware. However, it is not a massively
expensive brand so it is quite accessible.
The customers of this brand like subtle
design and will require to test the product.
M-MATIRIAL: They are looking for a well presented F-FUNTION:
The materials the unit is made of must reflect product. As well as the stand looking good and
the brand Hackett London so they may be attracting customers to it, the unit must
high quality metals and woods such as function properly as well. It will use lighting
aluminium or oak this promotes the brand to illuminate the stand this will attract
and helps ell it as high class. Glass or mirrors customers but it will also help people see the
can be used as these are also expensive and product. The customers must also be able to
high quality but the mirror finish makes the use the product by testing it so there must be
unit stand out. The lighting in the stand will S-SIZE: a product on display that is available to test.
help show off these high quality materials. The stand be large enough so that people can However, the overall function is to display
see it from a distance which will attract them the product and to promote sales.
over to the stand from the other side of the
shop. It must also be an adequate size so that
it can store some of the product on the unit.
Ergonomics will be important to decide how
high and were the product is situated on the
stand.

9. QUESTIONNAIRE: PRODUCT INTERACTION: MARKET TRENDS:
To complete the questionnaire survey I must first create a I will study how people operate when they are using the I will need to go to shops that sell male grooming
questionnaire and test it to make sure it easily point of sale stand so I will watch how different people products so I can compare the range of point of sale
understandable. I would want to find out what point of sale approach and use the stands in different ways. I want to units so I can determine what colours and materials are
stands work best and how to improve them as the learn what is it that people do so how they test the most popular at the current time. I want to learn what
questionnaire would be aimed at people who work in shops product so that I can improve my units interaction with styles are popular and which ones work best to sell the
that have a male grooming. I will speak to people who work the customer. I will conduct the research within shops product, also what display methods are popular such as
in these retail shops to help me construct the questionnaire that sell my brand such as House of Frasier which sell the shape or the type of lighting used. I will conduct the
so they can understand and I find out adequate and usable many men's grooming products and Hackett London research in shops that sell male grooming products or
information. Before I create it I will need to know what I items. I will need to know what shops sell men's grooming have point of sale units in use such as john Lewis. I will
want to know and what questions I will ask. The evidence products and what time the shops are open as well as the need to know what brands are currently popular to see
will be documented buy pie charts showing the responses time when they are selling the most. I will document the the best styles used and how they style to make them
but also written extracts will also be documented. evidence with pictures and text accounts of how people popular. I will document the evidence with images and
use the stand. text accounts describing what I saw.
MARKET COMPETITORS: ACCESS FM:
I need to collect information about For each subject I will conduct a
each brand to see there target 23rd-Sep 25th-Sep 27th-Sep 29th-Sep 1st-Oct 3rd-Oct 5th-Oct 7th-Oct study and fact file on each product
market so I can compare Hackett Moodboard as ACCESS FM is a good way of
London to its competition but to do evaluation products and ideas.
this I need to research who the This will show the good/bad
Customer profiling
competitors are. I want to find out aspects of each unit, what I would
who my competitors are and what use not use. I will evaluate the
makes my brand better or worse Brand profiling stand and conduct ACCESS FM
than competition. I will speak to based on the information I had
managers of shops to see collected previously on point of
conflicting brands within the shops
Questionaire
sale stand I have seen and
such as male grooming products researched. I will conduct this
within House of Fraser store and Market competition research by going to shops to see
which ones come out on top. I will the stand to collect ideas and then
conduct the research within shops evaluate them using ACCESS FM. I
such as House of Frasier. I will need Initial specification will document the evidence by
to know more about the customer answering each of the principles
profile of my brand to see which Market trends through the ACCESS FM analysis of
other brands this conflicts with. I each point of sale unit.
will document this buy written
reviews on the brand highlighting First design anylsis
there similarities and differences.
MOOD BOARD: CUSTOMER PROFILING: BRAND PROFILING:
I will construct a mood board which will display I will research my brand to find out what type of person is a I will need to collect information about my brand possibly from
products, materials which relate to my brand and point customer of my brand and why they like my brand. I will want their website and from the customers, I will also need to study
of sale stands. From this I will learn about mu customer to learn what materials, colours and styles they like such as their products and styles. I will want to learn the overall style of
profile and what materials I should use to construct my modern of pop-art, and what how much money the have or my brand as well as what colours they use with what materials. I
stand. I will conduct the research by studying point of even were they live. I will speak to the customers of my brand will speak to people from the brand company and managers
sale stands in shops to look at aspects of them such as to find out about there backgrounds. I will conduct the survey within shops to learn more of my grand. I will conduct my
materials. I will use the internet to collect the image within shops so that I can see which people by my brand. I research within shops and by e-mailing the chosen brand to get
data for the mood board. I will need to know what type will need to know which shops sell my product and what information. I will need to know which types of shop sell my
of image to look for and to search for such as different questions to ask the customers about the brand. I will brand. I will document the evidence both in customer profiling
types of metal and wood names. I will document the document the evidence within pictures and fact files about and the mood board as well as a written text and images
evidence by arranging the images in an order and some of the individual customers. displayed on a page to show my brands styles and profiling.
sequence on a mood board themed page.

10. MOOD BOARD

11. CUSTOMER PROFILING
My customer for the brand Hackett London is
aimed at middle class but aspires to dress and
look like upper class. Therefor, Hackett tailors
its branding towards young
professionals, people who have left university
and have obtained a job in the city perhaps as a
trainee lawyer so although they have a high end
job and status, they are consumed by university
debt so they are unable to afford extremely
high end brands. Hackett also tries to influence
the jet set as they often uses pictures of young
people on speed boats at the playground of the
rich, however there are no images used of
super yachts so this demonstrates how the
brand is not at top but makes it look glamorous
and attractive to the customer. The customer is
most likely young and living in a higher end flat
close to there place of work. People will by
mainly business ware from Hackett and you can
see this in much of their advertising although
this is linked with a collection of casual ware
with clothing aimed towards holidays but it still
looks glamorous. Hackett also has sporting
heritage so they sell many items that are
focused on rugby such as rugby shirts for their
customer this also tells us a lot about the
customer in that they play sports and are out
going along side their professional work and
careers. The age range of people who buy
Hackett will depend on their life style and
situation for example. Young professionals may
use the brand from 18 to 25 or maybe 30
however, less well off people may ware the
brand through out their life as they see it as
high end for their budget. My customer would
have a good quality car such as a BMW, Audi or
Mercedes but not to the level of Ferrari or
Porsche as these are too expensive and brands
such as Channel or Armani would be used. My
customer may be a mail or female as she may
buy him the product as a gift.

12. BEGINNINGS:
Hackett was founded in 1983 by Jeremy Hackett and
Ashley Lloyd-Jennings from a stall on London's
HACKETT LONDON
Portobello Road. The first shop, on the "wrong end" of
King's Road, in London Chelsea district, was selling only
used clothes.
BRAND PROFILING
The company gradually expanded over several years,
increasing the number of branches and moving from 1979
Jeremy Hackett and Ashley Lloyd-Jennings meet in the Portobello Road, West London both combing the market for good second-hand
acquiring and selling second-hand clothing to designing traditional British men’s clothing. A business partnership is soon started with a small stall in Portobello themselves, selling on the clothing
after cleaning and repairs.
and selling its own items. International expansion began
with the 1989 opening of a Spanish branch in Madrid. 1985
It becomes apparent that market demand will always exceed supply of quality second-hand clothing and accessories and Hackett and
Branches in the UK include Jermyn Street, Regent Street, Lloyd-Jennings decide that the answer is to manufacture from new, to complement the second-hand offering. Starting from scratch but
Eastcheap, Covent Garden and Hackett has expanded to working with traditional manufacturers, they are able to create their ideal range of clothing and accessories based on their extensive
knowledge of British men’s style.
include several prime cities in Europe.
Alfred Dunhill bought a majority stake in the company in 1988
Hackett starts to advertise in a small way and adopts two devices, which prove to have longevity, the chequer board advertising style and
1992. This cash injection facilitated the opening of the the strapline, “Essential British Kit”, the perfect summation of everything that Hackett is about
flagship store in Sloan Street the same year. This branch 1992
remains the largest and most comprehensive of the UK With a growing footprint in London and abroad, Hackett attracts the attention of Alfred Dunhill (eventually to become the Richemont
Luxury Goods Group) who buy a majority shareholding in Hackett. This injection of support enables Hackett to open its still current flagship
shops. store on Sloane Street, London SW1 in October 1992
1995
Hackett London is an established brand and has been for After repeated requests from customers to make clothes for children just like Daddy’s, Hackett produces its first range for “Essential
almost a 100 years however does the brand try to be British Kids”.
something that it is not? Hackett London as a brand 2000
portrays itself as being extremely high class to Charley Hackett, Jeremy’s Sussex Spaniel rescued from Batterseas Dogs’ Home, makes her modelling debut and appears in numerous
Hackett campaigns. Reportedly, Charley will now only set foot in the studio for a minimum of 10,000 dog biscuits a day
contended with brands such as Armani and Channel on
the other hand it is much more affordable than theses 2003
England become Rugby World Champions and are paraded around the streets of London in an open topped bus resplendent in their
brands and this is one of its marketing strategies. It Hackett tailored suits. Jonny Wilkinson OBE is the hero with his last minute drop goal against Australia
prides itself on traditional Brutishness as seen in this
background image almost as a James bond, there is even 2005
Hackett becomes Official Partner to the GT1 works Aston Martin Racing team, providing official team clothing and selling a range of
a DB5 in the picture however, the real man who drives a licensed clothing and accessories. Aston Martin Racing’s official presence in GT racing, the first since bowing out with victory in the 1959
Le Mans 24 Hours Race, has been successful with some significant victories and countless podium finishes. Class victory at Le Mans is the
DB5 would have an Armani suit. Hackett London gives remaining ambition for the team. The Pepe London Group acquires Hackett from Richemont and invests heavily in the development of the
brand with the aim of reinforcing its position as the best in British style in the UK and abroad
you the style of these extremely high brands but it
makes it affordable. They are very similar to Ralf Lauren
2009
as they to sell sporting ware such as for polo teams and Hackett expands in Paris on the prestigious 'Rive Gauche' along the Boulevard des Capucines as well as in
Hackett does them for rugby and Aston Martin. Much of Marunouchi, Japan. Hackett also introduces International Tennis under the sponsorship banner by kitting out the world's
best tennis players at the ATP Finals and the court officials at the Valencia Open Final, Spain. Snow Polo in Klosters
the brands styling hints at the English gentleman which continues to grow in it's second year, where all the players wear fleece lined Hackett shirts
much of the brand is focused on

13. QUESTIONAIRE 1: This pie chart shows that the majority of the
people in the survey think of Hackett London as
high end brand, however only marginally as it
was a ratio of 6 for yes and 4 for no. This shows
yes
QUESTIONAIRE that the brand fits its target well because it is No
perceived as high end but its actually at the
bottom of the high end range.
1. Would you consider Hackett London a high
end brand or a cheaper equivalent?
2: This chart shows what type of colours Soft
represent Hackett London the best. Half of the colours
Yes No people in the survey decided that soft colours Metallic
such as subtle blues represent the brand style of
Hackett the best.
colours
2. What colours do you think represent Bright
colours
the brand Hackett?
3: It is clear from this pie chart that Hackett does
Soft colours Metallic colours Bright colours not have the market edge, as many people said
that is was not a best seller and people went for
brands like Armani instead. However, it was still yes
3. Do you think Hackett dominates its market so sells better a popular retail brand.
No
than the competition?
4: Unit 1 was the least favourite I feel that this is
Yes No because it is made of cardboard and is
cheap, plane and does not attract attention. The
Unit 1
other to stands were equal and they worked Unit 2
4. What point of sale do you think works best? much better because they are larger so store a
bigger range of products, these stands also use Unit 3
clever lighting.
John
5. What shops do you think Hackett would be sold in? 5: The majority of people in the survey thought lewis
that John Lewis is the type of shop Hackett
London would be sold in as this store sells higher Debinams
John Lewis Debenhams Boots Choice end brands on a large scale. Debenhams is a
similar store to John Lewis however, choice is to
up market for Hackett London. Boots sells a lot of Boots
6. Should it be advertised towards woman or men? male grooming products and most brands can be
seen in Boots stores.
Choice
Men Woman Both woman and men
Thank you for completing the questionnaire, your input is very 6: Although it is a men's grooming product it
valuable. should advertised to woman as well because Men
they will often buy them for men as a gift
however, the survey shows that it should be Woman
advertised to both so either men or woman are
THERE WERE 10 QUESTIONAIRSE SENT OUT attracted to buying the product. Both

14. MARKET COMPETITION
Customer Sells Price Advertises
Age Men's Range Of on TV
Fragrance Fragrance
1-Fred Perry 10-60 Yes £20-£50 No
2-Barbour 15-40 No NA No
3-Cro’ Jack 20-50 No NA No
4-John Smedley 35-60 Yes £20-£60 No
5-Blue Harbour 18-30 Yes £20-£30 No
6-Ben Sherman 15-40 Yes £20-£40 Yes
7-Peter Werth 18-30 No NA No
8-Hackett 18-30 Yes £20-£40 Yes
London
9-Ted Baker 15-40 Yes £10-£45 Yes

15. EXISTING DESIGN ANALYSIS
ASTHETICS: The aesthetics are on a large scale as there are huge
images in the background which draw your attention to the product.
ASTHETICS: The colour of the stand is very subtle but
Furthermore, they display both woman and men so it is advertised
the colours of the products are very vibrant, this helps
towards both. The colour gold is also associated with the brand and
draw people attention towards the stand and
the logo is displayed on large scale also. COST: The cost is expensive
products. COST: This is a high-end brand which can be
because of the scale but also the product is expensive as it is Gucci
quite expensive. CUSTOMER: This is for a well off
so it is in perspective. CUSTOMER: The customer could be a man or
customer and an age range from 16-30. SIZE: The stand
woman but it is very expensive so it would be a wealthy customer.
is very large but this makes it easily visible throughout
MATERIALS: It uses materials such as glass and metals to add to the
the store and makes people go over to it. It also
high end effect. ENVIROMENT: The stand is situated in the corner of
displays a to of the product and uses lighting to display
the shop but it is large and very eye catching. SIZE: The stand is very
it better. MATIRIALS: Once again, glass is used this
large but this is why it is so effective. SAFETY: The stand has no sharp
helps the customer see all of the products easier.
edges however, it has very pointy corners. FUNCTION: The stand is
easily accessible to view the products and test them.
ASTHETICS: This stand uses a glass box to display the product,
this makes it more exclusive. The simple white and black
contrast looks very modern and sharp. COST: The brand is
reasonably expensive and so the stand reflects this because
you cant access the product. CUSTOMER: A person of middle
class as this is an expensive brand, with a customer age of 25- ASTHETICS: This stand uses clean lines but with
40. ENVIROMENT: It is situated in the middle of the store but an iconic figure and logo of James Bond- OO7.
in the fragrance section. You need to go past or around it to The logo is used several times on the same
move around the store so you will see it as it is in the centre. stand. COST: The brand is very expensive is it is
SIZE: The stand is a medium size but it is big enough to be seen exclusive and that is why people buy it.
easily throughout this section of the store. FUNCTION: It is a CUSTOMER: This is a very highly priced item
display of the product however, there is only limited customer and brand, the customer models themselves on
interaction. James bond but the age range could be from
25-55. ENVIRMENT: The stand is in the middle
of the fragrance section this means people
have to pass it so they will look at it. It is also
very eye catching the way it stands alone and
ASTHETICS: This stand is very simple and bland. It uses simple will draw people in from all over the store.
shelves and lighting to display the product. COST: The stand
should would be cheap and affordable much like the brand.
ENVIROMENT: The stand is small and is situated towards the
back of the store and on a shelf. MATIRIALS: It uses glass
shelving to display the products range. SAFETY: The display is
very safe as young children cant reach it and It has no sharp
edges, however it is made of glass. SIZE: The stand is small and
simple but it still displays the product well.

16. ASTHETICS: This stand appears to be very glamorous and it has ASTHETICS: This unit has a very
made the most of being a simple shelf unit. COST: This is very modern and high class feel to it, this
high end brand so it is very expensive. The materials used in works well because of the multiple
making the stand are also expensive. CUSTOMER: The brands it displays. The lighting is also
customer of this brand is likely to be very well off as this is a very affective as it illuminates the
high end brand, the age range would be from 25-35. products on the display which makes
MATERIALS: The unit uses high-end materials such as glass and them stand out so customers are
metal finishes to imitate gold, clever lighting has also been drawn to the stand. COST: This stand is
used to help illuminate the product but also to catch your very costly as are the products this
attention as it is unusual. SIZE: The stand is quite large, this reflective of the brands it displays.
helps it draw people in from all over the store but it also CUSTOMER: These are high end brands
displays a lot of the product. ENVIROMANT: This stand was and are very expensive so a wealthy
situated in the fragrance section of the shop, on the wall facing customer is required for these brands.
down and isle so it can be seen from a distance. SIZE: This stand is very large so it can
be seen from a distance which will
ASTHETICS: This stand displays multiple products and attract customers to it. ENVIROMANT:
brands but is positioned well at the end of an isle so This stand was in the perfume section
people will see it as they enter an isle either side of of the store and was a wall mounted
the stand. COST: This stand would be relatively cheap, display. MATIRIALS: The stand uses
however very cost affective because it holds multiple glass to make it look high end and it
products and multiple brands but this can affect the helps you see all the products. Clever
sale of each different brand. SAFETY: This stand is very lighting from above displays the
safe because it is stable and has no sharp edges products better so it easier to see but
although young children are able to gain access to the it also catches your attention.
product. MATERIAL: The stand uses wood and glass
predominantly however due to the size and weight of
all this material it has a aluminium structure
ASTHETICS: Within the store this perfume
supporting the stand.
section shows many different products and
many different point of sale stands
competing with each other to attract a
customer. SIZE: The area is large which
ASTHETICS: This brand is Victor Rolf and it is shows the scale of then competition.
very subtly styled. It uses black and grey and CUSTOMER: Both man and woman will
is situated on a simple glass shelf. COST: This come to this area of the shop to view these
is a middle brand in terms of its cost so it is products, there is a mixture of high end
affordable. SAFETY: Other than the use of expensive products and lower end cheaper
glass this unit is very safe as it is a fixed products. MATIRIALS: There is a wide range
shelving unit. CUSTOMER: An age range of of matirials used within the store, many are
30-50, this customer is fairly wealthy as this used to reflect the profile of their brand but
is a medium priced item. SIZE: It is quite also to catch the eye or for structural
small and does no stand out so it could integrity within the stand.
easily be missed, however it displays a lot of
the product.

17. PRODUCT INTERACTION
Many people will interact with the product and
stand in very different ways, people prefer some
test methods to other when trying out the colone.
These depend on the environment and the way
the product is presented, if it is in a glass box
people may assume that they are unable to test it
however, it will look exclusive. There for, testing
should be encouraged and so it is important to see
how people interact with the stand, the product
should be a height that is easy for people to access
but must not be eye for safety. Some people spray
the fragrance on themselves however, others
prefer a cardboard slip or spray the fragrance in
the air all these methods must be taken into
account when constructing the stand and
positioning the sample fragrance.
The survey was conducted with a chain store called the perfume shop. 20 people were used in
the survey through observation to see how they reacted to test a product. The most popular
method was the card slip with 9 people in survey favouring this method. In the construction of
my point of sale stand I feel it is important to provide testing facilities for all of the above
methods as they are all heavily used.

18. SUMMARY OF RESEARCH
USEFULL DATA These units can be
situated and various
areas depending on
the stand, however it
should most likely be
positioned in a
perfume section of
The advertising on the the store.
stand must appeal to both
woman and men.
Use lighting to
help display the
The use of water in product and make
the stand to hint at the stand eye
the freshness and catching.
the jet set such as
speed boats and
beaches.
To be situated in a
store that does
not sell clothes or
fragrances.
The stand
cant be
made out
of cheap
materials.
NOT USEFULL DATA

19. FURTHER SPECIFICATION
ASTHETICS: From my research there are several colours and material finishes that
match my brands house style and what my customer is looking for, these consist
of mirrored surfaces, glass and aluminium but also a selection of acrylics and
woods such as teak. The brand is also associated with subtle colours so it would be
inappropriate to use vibrant colours.
COST: