On Tuesday morning, We had a lecture with Harriet about HAND-MADE. During her speech, we talked about craftsmanship or craftswomanship. I thought I have both sides between conceptual thinking and actual working due to I used to work as a fashion designer before.
Then, we talked about the craft. In my perspective view craft is not a mass product, it has limited to produce the same pieces of work.
But in our generation, people feel more interested in the handmade product because they need to be uniqueness (different from the others). Hence, the company always use the words like ‘hand-made’, ‘home-made’ and ‘craft’ for adding the value and selling point to their product.
Harriet gave us the lecture about William Morris (1834-1839) that so inspired me. He is the godfather of the craft. He was a significant contributor to the revival of traditional British textile arts and methods of production.Morris founded a decorative arts firm with Burne-Jones, Rossetti, Webb, and others: the Morris, Marshall, Faulkner & Co. Becoming highly fashionable and much in demand, the business profoundly influenced interior decoration throughout the Victorian period, with Morris designing tapestries, wallpaper, fabrics, furniture, and stained glass windows.
From the concept of branding something as home-made and giving a nostalgic feel for it. Harriet gave us a task for exploring the Grand Arcade and look for the stores that use this technique.
The first shop that we found is Topshop, in the store, there is a little corner. That has the recycled and upcycled vintage clothing name Loving Youth by Blue Rinse.
This type of clothes stands out from the other garments in Topshop.
And when we looked at the tags that hang on the clothes. The description was typed in a handwriting font.
Krispy Kreme store decoration massive focusing on a nostalgic branding technique. Their logo still uses the retro American concept.
Even though the pictures on the wall, it the old scene of Krispy Kreme in the past. I think they want to add value to their doughnut more feel classic and original taste.
In the VANS store. I think they have a strong key marketing that related to brand history. They decorate entire store and name the different shoe styles inspired by their past.
The most obvious example of this marketing strategy is Chocolat Chocolat. In this store, we can see it clearly that chocolate was handmade.The decoration in this shop playing on the concept of French chocolate store. Apart from the interior design, we focus on the advertising in front of the store. Everything was handwritten with chalk.
At the end of the afternoon, we came back to class and compared about our exploration. I think this is one kind of a strong marketing strategy for telling the brand narrative that they want to say to their customers.