Isoné Olivier

Brand Re-Design & Mock-ups

I felt as if the first round of designs was too clinical and simplified. I thought that although it looks like it could be a successful design set, and it followed my design key-words, it had lost touch with what ‘RITUAL’ stands for and no longer had a connection specifically to my demographic [females 17-19 y/o]. After further research, I found an example of an original womens double-edge razor – the ‘Lady Gillette’. I decided to step back and re-think my approach. Instead of creating a completely new brand from scratch, I’ve decided to take a ‘re-branding’ approach and derive some elements of my design from the typical 1920’s – 1970’s era. This way I can make a connection to the origins of the double-edge razor in a feminine way and with a modern twist. The typographic logo has been scrapped, and the use of a symbolic logo with a ‘signature’ feel has been brought in instead. The colour pallet has been softened and makes use of raw earth tones, only using orange as an accent [possibly for warning labels, ingredient lists, etc.].  The new design easily portrays an organic, sophisticated, feminine product without appearing either too childish, or high-end.

Updated Proposal & Mock-Up’s

RITUAL – Double Edge Safety Razor Kit For Women

Throughout the innitial weeks of exploring the fundamentals and purpose of ‘RITUAL’ as a brand, the ‘advanced shaving kit for teens’ has developed into a more narrowed down goal which is to teach young women [still within the ages of 17 – 19 years] not only how to shave correctly with a double edged safety razor, but to express the value and benefits of the practice, especially within a women’s daily life.

The packaging will continue to follow the original design key-words including clean, minimal, natural, and light. The colour pallet has been refined and finalised to create a natural and feminine  touch to the currently male dominated product. The packaging and materials will be designed and chosen in a way that the packaging itself can be used as a travel box and form of storage, as opposed to a package design which will end up in the bin soon after being opened for the first time. This is not only for the consideration of the environment, but to keep the kit as a collective and cohesive product.

To keep the teenage demographic engaged with the kit, I am aiming to utilise illustrations as my form of instructional teachings with only key sentences. This is to avoid the user feeling overwhelmed with information and skipping over important steps in the shaving process. Considerations are being made towards an interactive illustrative publication based on children books with pull-tabs and rotating disks to add a layer of ‘physical’ teaching without the need to use the razor to learn about the techniques and processes, i.e.  a pull-tab drags a razor across the page, hiding hairs drawn on another layer. A lot of attention will be needed towards this section of the kit to avoid making the publication appear childish and out of place.

“We polled 110 teenagers on which brands they love and hate in 2016”

Extracted from :  We polled 110 teenagers on which brands they love and hate in 2016 by Business Insider

 

Retailers are obsessed with catering to the teen Generation Z.

What do they like? What do they want? And how can retailers survive when faced with this demanding generation?

Many companies that have failed to resonate with today’s teens have suffered; look no further than Aeropostale and PacSun, which both filed for bankruptcy.

To find out what teens really like — and what they really hate — when it comes to retail brands, we polled 110 teens, ages 12-18. There were 37 males and 73 females who responded and not everyone responded to every question.

Some of the results might surprise you.

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Out of H&M, Forever 21, and Zara, Forever 21 wins…by a hair.

We asked teens if they preferred these three brands. 39.39% picked Forever 21 and 36.36% picked H&M. 24.24% picked Zara.

The truth is that some of these teens don’t really love any of them — and Forever 21 is sort of a default.

“If I had to pick, honestly I don’t like any of the above,” one said.

“H&M is very low quality, no Zara around me,” one said.

“Pricing is reasonable,” another said.

Another asked us to “note Asos,” the British e-commerce retailer.

Forever 21 has usurped Abercrombie & Fitch, too.

Abercrombie & Fitch once ruled the teen scene, but it’s been struggling to revive its reputation. We asked teens if they preferred Forever 21 or Abercrombie, and the majority (69.23%) preferred Forever 21.

Abercrombie & Fitch was once cool…and now it’s not.

We asked teens if they ever shopped at Abercrombie & Fitch, and 45.87% said they did!

But the price is off-putting. “Too expensive for poor quality clothing,” one said said.

“I don’t like the smell of the store or the style of clothing,” one teen wrote.

“I don’t like their style or their brand values,” another wrote.

American Eagle is a favorite brand.

Out of Aeropostale, Abercrombie & Fitch, and American Eagle, 64.15% preferred American Eagle. 25.7% preferred Abercrombie, and a paltry 10.38% preferred Aeropostale.

And out of American Eagle, Lululemon, Forever 21, Hollister, H&M, Zara, and Abercrombie & Fitch, American Eagle came out on top with 25.47%. Lululemon came behind American Eagle, with 18.87%.

…But the majority of the teens we polled never shopped at Aeropostale.

Perhaps Aeropostale — which filed for bankruptcy in May — was past its prime before a large percentage of Gen Z even started spending money on apparel. 58.18% of the teens we polled had never stepped foot inside one of the retailer’s stores.

Shocker! Aerie doesn’t rule the underwear scene. Guess who does?

A whopping 90.72% of the people who answered said they preferred Victoria’s Secret to Aerie.

Though Aerie has experienced tremendous growth — comparable sales grew a very impressive 32% in its most recent quarter — it’s still just a blip on the radar compared to Victoria’s Secret, which in total (including e-commerce) brought in nearly $7.7 billion in sales in fiscal 2015.

At the end of fiscal 2015, Aerie’s parent company, American Eagle, had brought in just over $3.5 billion in revenue, and Aerie is a fraction of that business.

Teens are split when it comes to logos.

Though a slight majority — 55.45% — said they don’t care if a logo is on a piece of apparel. The rest said they do purchase certain items for the logo.

Teens care more about how clothes look than its name brand — or even its price.

We asked teens what the biggest factor is when it comes to deciding if they’ll buy apparel or not.

56.36% said “style” mattered most. “Price” came in second, with 30.91%. Only 4.55% said that “brand” mattered most, and others responded independently saying it was an amalgam of features.

“The price and style of the clothing is a definite huge decision [maker] as well as the brand. Many stores have very high prices and personally as a teen I don’t have a lot of money. Many parents get sick of buying teens new clothes constantly and sometimes will put it the burden on me, so I look for a cheap but good quality store to buy from,” one teen wrote.

Here are how some teens we polled described their senses of fashion.

“Semi-casual,” “chic and trendy,” “casual and sporty,” “casual, classic,” “sporty bohemian chic,” “outgoing,” “modern,” “modern, slick, chic, simple,” “simple, sometimes elegant (depends on mood),” “preppy or fratty,” “classic but up to date with current style trends,” “teach [sic] wear,” “preppy,” “boho,” “casual/ boho,” “classic,” “casual-preppy,”  “something between classic and casual,” “beach, preppy, formal.”

The overwhelming trend was that it was pretty eclectic.

“My style really depends on my mood and I like to take inspiration from many different sources,” one wrote.

And teens don’t seem to care what other people think. “Preppy casual fusion. Not the least influenced by any desire to be unlike everyone else,” one teen wrote. “It’s simple: if I like it, I buy it. F*** what everyone else thinks.”

And here’s what some teens wear on a typical day.

“Plain t-shirt, black leggings, denim long-sleeve, Vans sneakers, stud earrings,” “jeans, shirt, heeled booties, and a bracelet,” “top is either solid color or designs, no logos or writing, a necklace that matches the neckline, bangles or a single bracelet. Buckle jeans, tennis shoes,” “black skinny  jeans, blouse, and booties for the winter. Romper and sandals for the summer, or a dress,” and a “Polo, button down, or nice t-shirt, above knee khaki shorts and Sperrys or Vans with no-show socks.”

Some teens would wear wearable tech.

Of teens polled, 46.79% percent said they would and 27.52% said they wouldn’t. 6.42% said they’d only wear a smart watch, and 19.27% said they ‘d only wear a fitness tracker.

Teens would wear athleisure to school.

65.14% said they would wear athleisure apparel to school, and 13.76% said they wouldn’t. 17.43% said they didn’t know what athleisure is.

And then there were exceptions. Two people said they were not allowed to wear athleisure to school.

One person said “only if I’m very tired or it’s finals week.”

Surprise! They shop in stores.

63.3% said they prefer to shop in stores as opposed to online; 33.03% said they prefer to shop online. 3.67% said they’d prefer to shop online, but they don’t have credit cards.

But the mall isn’t a cool place to hang out anymore.

59.26% said the mall is not a cool place to hang out. 40.74% said it was.

Here’s who does the shopping.

45.87% said that they shop for themselves with money they’ve earned from various jobs. 24.77% said that their parents give them money to go shopping. Only 2.75% said their parents shop for them, and 26.61% said they go shopping with their parents.

Teens are divided as to how much is too much to pay for a shirt.

Most — 25.69% — drew the line at $40, followed closely by $30 (22.02%). Some were big spenders and said $100 was the line (6.42%) and a very small percentage drew the line at $10 (.92%). 11.01% said they didn’t care about price.

Here’s what makes a store cool, in the words of teens…

“Good music, cute clothes, chill atmosphere, modern and sleek.”

“Good prices, good customer service/atmosphere.”

“Well made/good looking products, aesthetics, good customer service.”

“Don’t over-perfume the store.”

“Great clothes, friendly workers, music”

“Easy to find things, lots of options/sizes, helpful sales associates”

“They have s*** I like. Period.”

…and uncool.

...and uncool.

Do you think teens like this section of Macy’s?Mallory Schlossberg/Business Insider

“Messy appearance.”

“Stores that feel like your parents joining Facebook (clearly older adults trying to be cool but failing), too many directions of apparel, teens do not like being outed as teens, the word swag, if your 40+ and just hearing about then you’re too late to the party.”

“Dirty, no cool staffs, no music, bad smell.”

“Only seeing a bunch of 12-year-olds in the store.”

“Ugly clothes”.

“Logo overload. When the staff thinks they’re too cool, even though they are working for $8/hour.”

“Plastering their logo all over their merchandise, overpricing their poor quality clothes and acting like they’re the shit when we all know they’re just a has been store whose same exact styles can be found elsewhere for better prices.”

“High prices.”

“If it’s bland, no music and has no bathrooms”.

Nike rules when it comes to shoes.

The majority (33.64%) said Nike was their favorite casual shoe brand, followed by vans (20.56%) Other favorite brands included Sperry’s, Toms, Birkenstocks, and Converse and general styles like booties.

When it comes to handbags, they’re divided.

Of teens surveyed, 37.25% owned a Michael Kors bag, 25.49% owned a Kate Spade bag, and 19.61% owned a Louis Vuitton bag, and 17.65% owned a Coach bag.

However, 30.11% said they’d prefer to receive a Louis Vuitton bag, and 25.81% said they’d prefer to receive a Michael Kors bag. 22.58% said they’d prefer to receive a Kate Spade bag, and only 5.38% said they’d prefer to receive a Coach bag. Other brands people said they’d want to receive included Gucci, Versace, Nike, Saint Laurent, Hermes, Givenchy, and Dooney & Bourke. “I don’t really care about brand very much,” one teen wrote.

When we asked them if they care about the designer of a handbag, it was practically evenly split — 50.96% said yes, and 49.04% said no.

Some teens would still want Tiffany & Co. jewelry as gifts.

60.40% said they’d still want to receive it as a gift. 39.60% said that they wouldn’t want that.

…But they’d prefer Nike sneakers.

We asked teens if they’d prefer to receive a Michael Kors bag, Tiffany & Co. jewelry, a Forever 21 gift card for $100, Nike sneakers, or a gift card for food/beverage like Starbucks or Apples as gifts — and Nike sneakers came out on top, with 35.25%, followed by Forever 21 gift card (22.86%), followed by Tiffany & Co jewelry (20.95%). Michael Kors bag and a gift card for food tied with 10.48%.

Teens are inspired by themselves…and social media.

We asked teens where they get their style inspiration — and the majority — 37.61% said “myself.” “People on social media” came in second with 30.28%.” “My friends” came next, with 24.77%. Only 4.59% said they are influenced by celebrities, and 2.75% said they are influenced by their parents.

When it comes to Instagram accounts for style inspiration, some said they follow Kylie Jenner for inspiration, and others said “none.” Others wrote select Instagram accounts like @Sincerelyjuls, @alexisren, Brandy Melville, Puravida, @laurenelizabeth, and others.

They don’t feel like retailers understand them.

41.12% said that think retailers and stores understand them, and 39.25% said no.

Some selected “other,” and it was clear they felt pretty mixed about retailers.

“Somewhat, they understand clothing but lack the knowledge on how to perfectly display it to teens. Sales are pushed to the back but trend want the sale stuff to be displayed at the front,” one wrote.

“Some do, others are pathetic,” another wrote.

“They are trying to but they can’t pin point,” another wrote.

“Stores don’t understand anything, they are predicted market trends in fashion and selling as much product while it is still in ‘fashion,’ no one actually cares just make quality clothes at affordable prices,” another wrote.

“I’m not sure because although I like some clothing, other times the shirts or shorts are short and cropped and make me feel insecure,” one teen wrote.

And one teen raises a valid point:

“They’ve never asked.”