lecture notes

1. Week 7 Product labelling & Packaging

3. Fashion Talks @ Fremantle Arts Centre WA | On Until 09.05.2007 :: Ericaamerica, 7pm Wednesday, 4 April 2007 :: Emerging Designers: FORMALLYKNOWNAS & Elizabeth Delfs, 7pm Wednesday, 11 April 2007 :: Su, 7pm Wednesday, 18 April 2007 :: Megan Salmon, 7pm Wednesday, 9 May 2007 All sessions Wednesdays at 7pm. All Tickets $10. Tickets are general admission, so be sure to arrive early and enjoy a picnic in the grounds. Gates open 5.30pm. Bar open (licensed event). For bookings call (08) 9432 9555, or in person at Fremantle Arts Centre . For more info visit: www.fac.org.au

4. Fashion Show – October Venue Beverages – alcohol, non alcoholic Catering? PR & promotion Models Set up & pack down Ticket sales: presale? Door only? Door bitches? Feedback?

5. Brand recap A brand is what identifies your product or company and differentiates you from your competition Your brand is your promise to your customers

6. A brand is usually most easily recognised by its logo So what is a logo and why it is important?

7. Put simply, a logo is a visual representation of your brand. So is the labelling and the packaging. But your brand is the message that lies behind the logo.

8. A logo is a word, symbol, abbreviation etc that represents your company. It is usually your company name and is used on all company collateral. A good logo design reflects the company’s corporate identity and will help people remember and recognise your business.

9. Logos can be represented through either words, graphics or both

10. Some logos consist only of a unique font . This is usually the company or brand name. (Salvatore Ferragamo, LV) Called a logotype Other logos use an icon to create the brand identity. These often don’t use words at all (Nike, Chanel) Called an isotype

11. The main objective of a logo is to establish a distinctive and appropriate label that separates the company from its competitors. So why do you need a logo ?

12. Most companies need a commercial image to use in advertising, on company documents etc. This is when a logo is born.

13. A good logo must be three things. Appropriate the logo must easily reflect the main features of the company or product. Aesthetically pleasing the logo must not visually difficulty. Remember that visual perception is the most important factor to consider when designing! The same goes for a logo Credible people should identify with the logo as a true representation of the company.

14. Your logo should penetrate your target markets’ minds and act as a selling agent. Consumers today have more product choices and more ways to shop than ever before. Customers look for familiarity and consistency. Your logo becomes a mental shortcut for your customers - a bookmark to the consumer's mental list of perceptions.

15. Prestige fashion companies include their logo on everything they do so the market becomes familiar with it. Consumers will look for a logo before buying as an assurance they are buying the brand they want. Remember the seller’s promise? A guarantee of quality

16. If you didn’t know what the company does, these logos would mean nothing These logos have grown to represent what the companies stand for. It is this message that is communicated when people see these logos.

17. Your logo will never single-handedly establish what your company does, or what it stands for. But it can complement the brand attributes, and become a visual and mental shortcut for your target audience

18. Packaging Your brand will affect the way you package your product, and the way you package your product will reflect your brand Your logo is likely to feature strongly

19. How your product is packaged can have a big effect on who buys the product, and how it is perceived. This ultimately relates to the success of your product.

20. Depending on where the product will be sold, the importance of packaging can vary greatly. If your product is alongside many competing products, packaging may be what gets attention. So, when would packaging not matter so much?

21. If most of your sales are made on the Internet, how the product is packaged doesn't matter as much. In this environment, the website is the packaging. Online

22. Your target market also influences how you package your products. How does your market shop? What would catch their eye?

23. Consumer product companies are seeing packaging as the “ silent salesman” Companies are spending more funds on packaging that were formerly earmarked for other advertising promotions. Brand managers are optimising the use of packaging with visuals, graphics, functionality, and user benefits.

24. So, how do you turn packaging into an effective marketing tool? There are seven main ways.

26. 2. Make packaging a growth platform for marketing and the success of the organization . With mass media becoming less effective, companies are investing in making their product and package integrate better into consumers’ lives. This enhances performance, usage, and consumer loyalty. It will also encourage ‘word-of-mouth’ advertising, the most cost-efficient advertising possible.

27. 3. Look at packaging as a brand lever and brand ambassador . This builds on the idea of having consumers serve as ‘brand ambassadors,’ Make your packaging fit so well into consumers’ lifestyles that they leave the product out on their desks at work, the kitchen counter, or carry it with them. When friends, family and colleagues view a trusted friend using your product, you have gained a valuable endorsement.

28. 4. Link trends with packaging Do any lifestyle trends offer opportunities? Many fast food and snack food companies Are leveraging the trend of more people Eating in their cars, on the go. Consumer products manufacturers are successfully offering packaging options that provide are a natural fit for “in-the-car” consumption. By leveraging key consumer trends through packaging, your product can be a leader and capture growing usage occasions, fitting better into consumers’ lives.

30. 6 . Develop a consumer insights/metrics program to understand and monitor the value of packaging features and benefits . Basically this means measure how the packaging contributes to success. If it contributes greatly, packaging may become a better ROI than other marketing and promotional strategies.

31. 7. Develop memorable packaging that’s consistent with your brand Make your packaging distinctive in your category. Needs to support your branding If your product is so attractive that it justifies being shown off, consumers will become brand ambassadors. Show your distinctively packaged product in advertising, and make it easy for consumers to spot at point of sale.

32. What about labelling? How you label your product also contributes to how well it will sell. Made in Australia? Made in Paris? Real fur? Your brand!

33. Counterfeit fashion products are increasing Your label will distinguish real v fake Remember Sam’s Prada humiliation in Sex & the City? Packaging & labelling can help stop sale of counterfeits

34. Next week – no class! but… A self organised excursion Two stores excursion