This document provides details on conducting market research for a point of sale display unit for Hackett fragrances. It outlines several areas of research including: observing customer interactions with the display and competitive products, conducting an environmental snapshot of potential display locations, and competitive market research of similar fragrance brands. The goal is to design a display that attracts customers, clearly communicates the Hackett brand identity and history, and allows users to interact with and sample products in order to potentially increase sales.

1. DESIGN TECHNOLOGY
JAMES PINER
Start Final

2. I like how the health lottery P.O.S is mainly blue
which gives a relation to the NHS and health.
The Jeff Banks P.O.S is more functional by
providing every product ready to get from there
but it has too many products for sale.
The Lacoste P.O.S is very nice because it has a
clear clinical look with simplicity, it gives you one
product available in many colours so it makes
buying that item more fun because you can pick
any colour you desire.
The Coca-Cola P.O.S is good because it offers all
chilled drinks, the best drinks will be at eye level
like Coca-Cola and the others will be distributed
around, the only problem of this is that there is too
much choice.
POINT OF SALE RESEARCH

3. The newspaper P.O.S is good because it offers all
newspapers, its basic and can always be used for
different papers because you simple slip out the title
banner in which the title of the paper is placed.
The Dove men care P.O.S is not that good because it has
too much selection from the customer and they will end
up not buying their products, also their P.O.S is very
basic cardboard cut out and so its not very professional
but rather easy to put-up.
Rolex is a good P.O.S because it clearly displays its
products, the only negative is that it cannot be handled
because it is a valuable product it would be a target for
thieves.
Superdrys P.O.S is good because like the Lacoste point
of sale it is simple clinical and clear. The products are
there to look at touch try on and so it offers a good range
of products.
POINT OF SALE RESEARCH

4. HACKETT
I think Hackett's user is a male of his 20s, the
male would go to watch rugby, horse racing
like the grand national and/or Ascot. This
product would be excellent for the male
because it shows and gives a sense of British
class, from tradition from the 1960s suit
wearer even to now in which it gives the sense
of a business style but in the best possible
way, almost like a style of swarve for the
upper-class gentleman.
MY CHOSEN BRAND

5. HACKETT
FISH SOHO Hackett fragrances and clothing are aimed at the late 20s to early 30s
Fish Soho is aimed at the 20-25 year olds, its packaging is simple yet males, it is based more on class then informal styles, the late 20s male
effective and the young man wears this to get the London look and to would wear the fragrances because of the slightly classier style and to
look different round the streets of London. This gives the sense of achieve a classic British look, Hackett would be seen at places like horse
difference to the male ego and to stand out from the crowd. Fish is all racing and the grand national and so its achieves its upper class nature.
about looking swerve in its own category the ability to be different and Hackett gives the sense of pure smartness while wearing
have a smart look with long hair, it gives the sense of smartness without business attire, it gives the person a status quo when looking
looking like a university type in which they look professional at the smart, it helps the male achieve the look in which he would
same time of being untidy thus giving the right look when seen by be able to do anything while looking like this even to the
people and while at work because it is a product of looking good. casual events he would look dashing.
LOOKING AT ALL BRANDS

6. LYNX
Lynx products are aimed at the younger
man/teenager, this is because the products smell nice and
that its advertising campaign is aimed at men being
irresistible to women just by spraying the deodorant. The
male is enticed to buy these products so that he has better
luck with the opposite sex. The usual male would be
slightly athletic and his clothing would be informal. Lynx
gives the effect of what the younger people want to aspire
to, to be able to get the girl with this fragrance and show
off his alpha male ego in which he is a real player in his
competition of age for the girls.
OLD SPICE
Old spice use the concept of a classic brand revitalised to suit the young
man of the century, the classic smell draws the young man with advertising
campaigns to boost his confidence. Older males will know that old spice
was somewhat of a gimmick and that it was not expensive and most of the
males 40 years ago wore the scent. They would choose this brand to move
onto a more fun and athletic lifestyle. It has been rebranded to be able to
attract another generation to use it in which they would be the best male
around, being bold and smelling bold would be the idea in which he would
definitely ne noticed.
LOOKING AT ALL BRANDS

7. L’OREAL MEN EXPERT
L'Oreal men's products are aimed at the older man
from the late 40s to early 50s. This is because the
products are aimed at making the man look and feel
younger, they supply men's revitaliser eye roller for
more energetic looking eyes. So the men who use
these products would be wanting to look younger like
men's hair colouring serum's and shampoo. L'Oreal
men expert is all about improving the look of the
older male in which he has marks to show his age,
these products are aimed at reducing these look and
revitalise his look and morale making him look
younger, this will help him as he would feel better
about himself, he would have a more positive attitude
and he will feel he can do things that used to be
limited by age.
MR.NATTY
Mr natty products are aimed at males early to mid 40s because
the style of language used on the website suggests that the brand
is for older gentleman. They would purchase these products
because they are looking for fine quality male grooming
products in the London area. They want a more prestige look to
go with their lifestyle, the way in which the language is used on
the website suggests that its for men who work on boats. Mr
natty is all about being as swish as possible for the older male,
he would use these products to embrace his oldness in which he
would gracefully be his age rather then try to be younger he will
embrace his stage in which his age doesn’t matter anymore and
that he is now comfortable with his age.
LOOKING AT ALL BRANDS

8. LOGICAL
It must stand out and ad advertise the brand
Use ergonomic considerations in the design
Reflect the brand theme and style
It must draw the customers in KEEP
Bright colours, noise, video, lighting, size A clinical clean look
The product must be visible What really draws the potential customer in? Keep brand colours
They must be able to test the product Do not stray from original branding
It must be user friendly Keep interactive to a certain extent
USP- unique selling point Bold colours
Positioning in relation to footfall (at the check out) Unique font and large text for simplicity
It must be interactive in some way SCRAP
ILLOGICAL Can the P.O.S be used for different purposes in the brand?
Too much information Is it purely for one purpose?
Too little information It cannot simply be a cardboard box
No brand/brand identity Can parts be thrown to use again?
Visual noise, too many bright colours How much of the P.O.S can be recycled?
Too interactive without any thought of purchase (apple store) FORM VS FUNCTION
Removing product from the point of sale display unit What it looks like to how it works
Too many options What it looks like to function
Below eye level Is it purely something that holds as many products as possible?
Sustainability Both, the look but it does hold a certain amount of the product to make it look
NEED exclusive
What does the product need to be successful? Think of security
Must display clearly the product and allow the customer to interact with the product It cannot be simple or bland it must stand out from the rest
Must display the brand X-FACTOR
Must attract customer attention Certain style what can it do that’s different and unique?
Needs to consider ergonomic safety and theft Colours that are different
Must hold the potential customers attention Totally unique to the brand
Display clearly any important information Nothing which is used now in any sense
Give the customer direct access to purchase the product A P.O.S unit never seen before
It cannot resemble any other p.o.s on the shop floor in which it would be totally
new and people would want to see it.
LINKS FX

9. ENVIRONMENT
FUNCTIONALITY ANF FEATURES Self standing
To sell the scent Must blend in with environment
Display the background of the brand But must be coloured to stand out from the rest SITUATION BRIEF
It must be placed well There is a problem with advertising for Hackett because
To stock at least 5 units on the P.O.S
POSITION they do not have any advertising for any of its products.
Attract the buyer with colours and eye catching It must be in a logical spot This means Hackett could be losing out on potential sales
VISIBILITY AND POSITION It could be near checkout of their products because their product has not been
Must be at eye level It could be near front of fragrance section voiced to the public. A solution to this is that Hackett
Must be placed on its own Eye level needs advertising for their products.
INTERACTIVE BRIEF
Near the products of similar type
Hold the product Design a new point of sale display unit for Hackett. The
Entrance to the fragrance section Smell the product unit must display at least 1 product from Hackett's
TARGET MARKET Look at booklets about the brand fragrance range and the P.O.S must entice the potential
Use brand colours Tick sheet of how you find the smell customer to the product. The display unit must also be
A mature touch to point of sale unit SOCIAL NETWORKING able to let the user handle the product and use it.
Facebook group
Use photos to entice customer
#scan a barcode for bbm
In places the target market would go E-mail alerts for where product is being sold
MATERIALS Qrc code for where website of brand
It must be made of suitable durable materials CONSTRUCTION
Materials must be robust The point of sale unit will not require a tremendous amount of effort to assemble
It will require minimum assembly
It must be suitable for areas its in
It must be free standing
It must have a high quality finish ERGENOMICS
AESTHETICS It should be user friendly
It must display brand colours and features It should help with the curving of edges and it should never cause strain to the user
It must be culturally neutral to most countries PRICE
The amount of units on the point of sale should equal how much it is to build
The point of sale must be ease of use
The prototype will be considerably more to produce
It must be comfortable with its colours and materials The standard P.O.S should be no more then 100 pounds sterling
SAFETY FUTURE
It will have ergonomics in mind, It will have rounded edges The point of sale should be able to be used for the brand but in different products
If glass is used it will be reinforced, It must be fully The brand name should be inscribed into the P.O.S
constructed
INITIAL SPECIFICATION

10. ACCESS FM
AESTHETICS
It would have the brand colours, shapes related to the brand. The
point of sale unit would also have company logos and would SIZE
include patterns. There would be movements related to the It must be eye level for their customer. It must stabilised for its height. The size goes
brand as well as images and social networking information. Also into the floor space and that subtle can be good. Size in relation to product means it
it would contain a background of Hackett's history in which cannot be too big for the product. It must be able to tell the story background quickly
what it started out and what it is today with all sponsors and nut enough to keep the customer there for a long time in which they will consider
everything it is involved in. I would include all the basics of my buying the product.
brand in which the customer would know everything there is to FUNCTION
know about that brand before they buy that product just by The function is to be able to experience the smell of the product , it can get involved
looking at my point of sale unit. with the history of the brand and that the accessibility of the product must be able to
COST reach the product with ease. It must tell the story of Hackett whilst keeping the
The cost of the point of sale would be low if the point of sale customer there. It must show the real meaning of Hackett and then offer the ability to
was made in bulk however, it would be higher priced if the point try the product. Also it must not interfere with the point of sale to reach the product
of sale unit goes into selected shops in certain areas. The the male must not strain his arm to reach it and so it all has to be in arms length. Of
materials can be of high cost and floor space in selected shops course there has to be some sort of security but it could be very subtle in which they
can be very expensive but if it is in shelves it can be much wouldn’t even realise they aren't allowed to get the bottle out of the point of sale unit
cheaper. perhaps.
CUSTOMER MATERIALS
The right customer has to be targeted by use of mature materials The product will be made of good quality durable materials, the materials can be
and the shops its placed in and the area of the shop it placed coloured and that I will use glass machined metal and wood.
in.size and height for the customer makes the difference too, it The materials must be able to be coloured bold and also have fabric for the upmost
also would contain warm colours in which they would professional look because it would really give the sense of Hackett and it would be
subconsciously be drawn into the point of sale display unit and able to be not worn away because it would be protected and certain materials of the
they would have to see what it is all about. point of sale unit would not be able to be worn away.
ENVIRONMENT It must be robust to take knocks, a motion tester could be dangerous for the asthmatic
where the point of sale is positioned. Where could be right place Persons assembling the product need to make sure they are not straining themselves
for my product. How sustainable is my point of sale display unit during assembly.
for the environment. Is part of the p.o.s disposable products .
The P.O.S would have its on shop floor space to get the biggest
impact on the customer in which he would have to look at it for
his
ACCESS FM

11. Person and product interaction is about how the client handles the
Environmental snapshot Is about the point of sales display product point of sale display unit what they look at for how long and how
unit location, I will look in luxury shops where my point of they methodically work their way through, ill look at what they look at
sale display unit will be based and I will look at how and first and how long they are at the point of sale unit. Why they would walk
whereabouts in the shops are they positioned, what they are straight past and not even glance at the unit itself and why, ill also look at
surrounded by and what could draw them into customers, what can draw the customer in whether it be the fragrance itself or the
maybe they have to walk past it to get to the checkout or colour scheme or the background image of the display unit., ill be looking
maybe it could be at the entrance to the fragrances section, at the type of person who looks at the unit and note down what they are
this is what ill be looking for. wearing and if a staff member walks over and discusses the products on
sale and perhaps give their own opinion.
Competitive products is about
looking at Hackett's rivals again
similar to market research, it will look
at what rivals Hackett and what
Hackett could do to regain the top
mark and come out on top as they used
to until most companies went
worldwide and they became a very
famous brand. Ill look at advertising
campaigns and where ads could be
placed and where certain products are
in certain shops.
10 minute observation is similar to person and product
interaction but it is purely seeing how many people will look at the
Market research will be about looking at other products on the market that could compete
unit and the type of person they are. What they will look for other
with Hackett's fragrances and how do they compete to take customers from each other. I will
then the fragrance itself and perhaps what they are wearing, how
look at famous brands such as Hugo Boss and diesel which I think are competitors to Hackett
many people will just walk past and not even glance at the
and I will also look at new arrivals to the male fragrance market which could take the market by
unit, maybe they just do not want that fragrance or they don’t like
storm so I will look at expensive products and new products, see what they take away from
it which could not be a problem of mine because I don’t make the
Hackett and where Hackett has the upper hand.
fragrances. Perhaps the people already have the fragrance or are
just passing by, ill look at how many approach the unit how long
they will be there for what they might discuss and if they actually
purchase the products or not.
GANT CHART

12. The Hugo boss unit at Harrods was not
special in anyway to the others, it was
difficult to find and that the only difference is
the background photograph[h and the bottles
itself, they have a bright light to display and
so that can draw the customers in. the point
of sale unit displayed all bottles that Hugo
Boss has to offer but there was too much
selection for one customer I think it would
have had to have been limited.
The Hugo boss p.o.s is good because it gives
you something to hold such as the bag, it keeps
the customer there and so its successful, also it
covers the testing bottles so that is a downside.
It simplistic and so its easy to look at and
interact with and so it is a good P.O.S. The newly released 007 fragrance is the
highlight of Harrods at the moment and
When testing men's fragrances the potential customers so it heavily influences the fragrances
approach the point of sale unit. department together with adverts point of
Firstly they look at all the products on sale for the P.O.S sale units and promotions in the
brand, once they have found a product they are familiar windows, its good because 007 is well
with they pick up the bottle, spend a few seconds at it and known through the world and so anyone
then they proceed to test the fragrance on left and right who glances at the unit knows instantly
hands, then they shake their hands for the scent to settle in what its related to.
and then show their family and friends their wrist, the
bottle, then they show the products at the point of sale
unit. Then and only then did they request the price of the
bottle because the point of sale did not contain any
information about the pricing of the product.
There was staff always around giving information on all
products and so I conducted my research at Harrods
luxury outlet store, Harvey Nichols and many upper class
stores in London's Canary Wharf.
PERSON AND PRODUCT INTERACTION

13. While doing my research I stayed around in Harrods
and Hackett, Hugo Boss and other shops looking at
how many people approached the point of sale units,
what they did and their age and style.
Firstly while in Harrods I watched a male in his late 20s
in business attire approach the Hugo Boss stand, he had
a talk with the assistant who explained all of the
fragrances and discussed his favourite and why.
The male then asked to try the scent in which the staff
behind the counter readied a testing strip and then Most of the people who walked past the point of sale just gave a glance
sprayed the point of sale bottle onto the strip, they then and nothi9ngg more, occasionally they would stand for as few seconds
proceeded to wave the strip around and then handed it almost analysing what the products are for sale but the bright light
to the customer, the male them viewed his opinion and showing all the products really draw them in. to me the bright light and
then done the same with another bottle. the background photograph drew me in and so I enjoyed looking at the
environment the scent could be used in. the staff behind the counter knew
Out of the ten minutes I was viewing only around 3 all about the fragrances and so they could give me all the vital
people approached the male fragrances I would information.
associate to be near Hackett's target market and age
range, all whom looked to be returning from work. 0-3 minutes- 3 persons walked past the unit glancing and one male did
Out of all the males who approached the product most stop and test the fragrance and showed interest to his friends, didn’t buy
put their hands on the product and went through the the products then left the stand to have a look at the 007 fragrance..
same process. 4-7 minutes- up to ten people walked past this unit only merely glancing
while talking to friends, one male on his own did look test and though
about purchasing one of the products and then looked around at diesel
products and then also went to the 007 stand.
8-10 minutes- no none stood at the unit and some glances were drawn but
it seems the promote devices of the 007 fragrance had taken away
potential customers, so I found out that if other products are promoted
well enough they will gain a reputation and v ads as well as ones in the
street. That they will draw the market to them thus cornering the market
from all other products.
10 MINUITE OBSERVATION

14. While looking at male fragrances I looked at the environment surrounding them. In
Hackett's Canary Wharf store the environment was their clothing and the style of the
store was of traditional British feel, old chairs and polished wood was used for most of
the store, it gave the feel of real class as well as wealth.
Looking in boots shops the environment of the men's fragrances was that they were all
placed together. There was nothing special about them behind glass cabinets other then
a few selected lines which took up floor space in which the potential customer would
have to walk past them in order to see the rest so it has the angle of being first. So the
Hugo Boss stall was one of these which displayed a bag which claimed that if you
bought a big enough bottle of the fragrance you would receive the bag for free. This
angle bought many males to the bag rather then the bottle as it was more interesting at
first glance. They would play around looking at the bag for a couple of minutes before
then looking at the bottle which to me is a successful way in keeping the potential
customer there.
When I went to Harrods there was nothing special about any of the sale points for male
fragrances, they were all light up brightly and that they contained one background
picture of where their best fragrance could be used which to me I found was a little bit
too repetitive in the store. I had to ask a member of staff to help me find certain
fragrances and that you could never easily distinguish the fragrances while walking
around at a glance.
What Harrods did have however was a large promotion of the new 007 fragrance
which was placed in the window area with a vehicle and many devices used and
associated with the 007 feel, this to me was outlandish and was very large promotion
just for a bottle of male fragrance.
ENVIRONMENTAL SNAPSHOT

15. Diesel is also another competitive product because it is targeted at the
same age range and style as well as pricing as its cheaper then Hugo
For competitive products I chose Hugo Boss and Diesel as they Boss. It focuses heavily on being casual but its different again from
both have a similar age range and that they combine business and Hackett as Hackett is all about being totally British and of style, brands
pleasure. Hugo Boss Is good because their male fragrance is like diesel can be for most occasions because its not held down by one
quite popular, they are a well known brand and their primary sale style, the style of a traditional British gentleman and so that’s why
is of business wear such as suits attire. Hackett has competition, because it is not expanding its horizons.
Hugo Boss’ pricing however is not similar as the bottles are more I found that diesel had the market of younger males who have a busy
expensive by 20 pounds sterling. They offer a wider range of lifestyle which also brings in the need to look good even as the bottle
situations to Hackett's fragrance of what to do and where to go shows, while looking I saw young males in their 20s looking at the unit
because it has daytime bottles, night-time bottles and also sport and even purchasing the product not even caring of Hugo boss or even
bottles. This is why Hugo Boss could be taking away Hackett's Hackett, this shows me that the lifestyle portrayed from diesels
sales. Boss is a TNC a trans national company operating all advertising campaign has proven successful in the long run.
around the world they are well known through out and their As I stated in all competitive products it is the advertising that lets
advertising is on the television, posters and units in shops Hackett down, if they are to reach out more they will need to prove
everywhere, they get their word out to the public and they do it themselves with more advertising.
well, advertising could be one of the major factors Hackett is
missing out on as they do not have any advertising campaigns in
public for example around the underground in London or on the
high-street. Their brand also is well known and they really do
have a say in the market because they are so well known. Alfred Dunhill is also another competitive product against Hackett, other
then Dunhill actually buying into Hackett their fragrances also crave their
way into the market against Hackett when they are also a business and
casual wear brand also about British clothing so this is a very close match
to Hackett. They have more then one fragrance and have women's
fragrances as well. This means they are already one up on Hackett but they
lack what Hackett lacks, standard public advertising, Alfred Dunhill has no
advertising so like Hackett they may be a quiet brand which not many
people know about only jus the people who are really in the loop. They
also aim themselves at middle aged people to slightly younger depending
on the persons taste but they are also male and female and do not have a
children's line for attire so they could be just beneath Hackett London.
COMPETITIVE PRODUCTS

16. When I went to London and done my research I found that big brands such as Hugo Boss, Diesel
Alfred Dunhill etc. are the main players in the fragrance market and so they show off their business
side being professional and also they have their casual side which means they really do appeal to the
young mans market in which he will have casual times and also times to be smart so why not go for
that type of fragrance which appeals to both side. Another strong point Hugo boss is that they are Hackett has many different styles about it, in which it is of traditional British
known worldwide as Hackett is not known as much so people will generally go for the brands that gentleman but also casual. Its style is hard to make wider available because it is
they will know so Hackett needs to be able to sell their fragrance and tell their history at the same only aimed at a small situation of business of very different casual wear. On the
time in order to successfully sell their product, that’s what I think. other hand the fragrance is different because the fragrance can be used as widely a
wanted no matter what you are wearing, where you are going or who you are with
It gives the sense of a traditional British smell and gives the essence of a nice scen
no matter what you look like in terms of attire.
However there is other parts of the brand you have to think of though because it is
all about the traditional gentleman, its not for young males but it can go all the wa
up to the older gentleman. You need to be in the older style of clothing in order to
popularity shop there because otherwise it will just not be your style if you do not want to be
almost an elite smart.
To me Hackett needs to be smart and casual at the same time so their point of sale
unit needs to be friendly but also dead smart too, this will be a good task of its ow
as it can be the fun of the fragrance but also the precision and the materials of the
point of sale unit.
cost
MARKET RESEARCH

17. MOOD BOARD

18. HACKETT started out from being a small stall selling traditional used Men's clothes on Portobello road. This was the
year of 1979.
By 1983 they had a thriving business and so they opened their first store under the name HACKETT at the ‘wrong end’
of new kings road, they only sold the finest quality second hand British clothing and accessories. From this they grew
considerable interest from ‘young fogeydom’.
By 1985 they were selling new men's clothing on their own line with their vast knowledge of male clothing and so it gave
a new traditional style of men’s clothing to the market.
1986 they were opening more stores based on specialities for each, tailoring , shirts and ties and a gentleman's accessory
shop. They were on the way up!
In 1989 HACKETT received lots of interest from Europeans and so they branched out to Spain in which they were very
successful.
In 1992 Alfred Dunhill buys shares in Hackett in which they opened their flagship store on Sloane street in the October.
Through the years Hackett is involved in many sports such as motor racing and horse racing as well as Polo, this gives
them a big status among the land.
By 2006 Hackett have a children's department and is involved in Aston Martin and the British Rugby union. They have
269 across Europe including Dubai and Hong Kong
By 2012 Hackett is a globally known brand about traditional British clothing and accessories and so they have a thriving
and bustling business across the globe.
Hackett are the leaders in tailored suits and the traditional British dress of males and children as well as ladies.
So Hackett now being established for well over 30 years have gained a very good voice in todays market for upmarket
clothing accessories and attire for all.
BRAND PROFILING

19. The customer would live in London central in a studio flat, he
would holiday in perhaps Switzerland or maybe new York. He
would dine in only the best of restaurants and when he is on
his travels he would stay at the Ritz or the four seasons hotel
around the globe.
His job would be in Canary Wharf and would work for a stock
trading company making a healthy income for his family. He
would be between 25 up to 50 years of age assuming on the
Hackett clothing and attire. He would attend evening events
such as company dinners and on weekends he would spend his
time at his country manor residence perhaps having a pheasant
shoot when in season. In the city he would drive his pride and
glory Aston Martin high speed vehicle and in the countryside
he would drive his Land Rover Defender for his off roading
antics. The client wears Hackett attire because he knows it is
real quality clothing and that it shows off pure British class
and that he wants and knows he must show himself as the best
at all times to keep his professional profile. The draw to
Hackett is that his wife will buy him the attire and the
fragrance as gifts because she knows that Hackett is really
what he wants because he knows that he wants to look his
best. The client would also wear other high priced attire
including Jaeger London and Austin reed tailoring but he
would always appreciate Hackett products.
CUSTOMER PROFILING

20. RELEVANT NON RELEVANT
Price to build p.o.s What the client wears
What store it will be in Building out of cheap materials
Where it will be positioned The price of clothing
To tell the background history Where the client lives
Be made out of quality materials What the client drives or owns
Be eye catching Whether it is male or female purchasing
Have bold colours and partly visual noise Having to have the p.o.s at various points at
It must look traditional checkout
To perhaps use a bright light in the process Where the client works
The price of similar products to how good their p.o.s is. Staff discussing the products
It must look sophisticated, classic, suave What the client does casually
It must appeal to 25 to 45 year olds What the client owns
It must be placed in a luxury store such as Harrods Where the client goes on holiday
The point of sale display unit can be one that hasn’t been done Where he lives
before using lighting and background history rather then
where the fragrance has been used.
What position it is in the store
How tall it is Top 5 relevant in non formation
Eye level 1. Building of cheap materials
Attracts target market male and female 2. What the client wears
bold to see from a distance
The money to be spent on the point of sale unit has to be in
3. Where the client works
relation to how much a bottle of fragrance costs. 4. What the client owns
5. Staff discussing products
Top 5 relevant information
1. What store it will be in
2. Appeal from 25 to 40 year olds What I have learnt
3. How tall the P.O.S is The purpose of this research summary is to help me determine what I can do to
4. It must look classic and traditional make a point of sale display unit for Hackett which will draw in customers
5. Made out of quality materials who don’t even need to know the brand, this will help me make my further
specification ready to design my display unit and what I could use. Also this
page will give me relevant information and non relevant information so I know
how to make my display unit as appealing as possible.
RESEARCH SUMMARY

21. FURTHER SPECIFICATION
AESTHETICS- my P.O.S would have the brand colours of blue
and green, it will have the company logo and lettering. There will
be images in relation to Hackett and its history and background.
This will mean the customer will know all about Hackett's history
when buying the product. It will also have lighting too light up the
history wall and the product itself. It will also have a mechanism in
which the sensitive touch sensor will give the fragrance a burst
onto the wrist using a system I will develop.
COST- my point of sale display unit will cost no more then the
amount of products held on it at rrp. This will mean once it has
been restocked it will have paid for itself and can then start to help
make money straight off.
CUSTOMER- the target market will be for males aged 25 years
through to 40. it will be appealing in look and style and so will
have to be drawn in to its uniqueness.
ERGENOMICS- it will be easy to interact with and there will be no
way you could strain yourself reaching for the Hackett bottle.
FUNCTION- its function will be to allow for the handling of the
bottled product and also to view the history and background of
Hackett London while testing the product on your own skin but
there will be fabric alternatives if you wish.
SIZE- it ill be big enough or on a plinth to be at average eye level
of 1 and a half metres so that if you wish to handle the product you
don’t‘ strain your arms reaching for it and so its just below or chest
height.
MATERIALS- the P.O.S will be made of aluminium, mahogany
because it is a high quality material and they will be proven to be
durable.
FURTHER SPECIFICATION

22. My concept designs I have done I have found
my inspiration from lots of different things,
from vintage and original designs of products in
the 50s to modern designs ranging from vehicles
to things associated with Hackett. These designs
I have put forward are my ideas on what I could
do in order to display the Hackett aftershave
splash. The designs I done again from the notes
on the left are the best ones I have chosen and
that they would be the most feasible to do in
order to have it displayed in a store and that it
would cost the minimal amount of money, time
and labour costs, so these concepts are realistic
to be made and used for branding.
CONCEPTS

23. This concept is about a luggage trunk, a vintage piece of luggage only the
upper class can afford. This type of trunk would be a steamer trunk or
trunks that are used when people go on holiday, I chose this because it
adds to the classic traditional British dress and that it will add to the sense
of tradition and quality having a well built quality trunk for the brand. The
trunk is going to fit into any Hackett shop and in a store such as boots it
will stand out and be noticed so customers will be drawn in. its main
functions are that it can be used as luggage as well as when open it will
show off the aftershave and it will be able to be tested and also extra
bottles can be collected from there and paid at the checkout.
CONCEPT DESIGNS

24. I made this design based on the
actually H of the Hackett name, its
going to have 2 testers at the front and
its also going to have the banner
showing that it is Hackett, and that the
way I designed this it is accessible
from both sides for the unit so it’s a
good sign if there are a few people at a
time, also I'm going to have scenario
pictures around the base and also I'm
going to have reinforced glass at the
bottom to look better with materials.
And so it would stand out a lot
compared to the other stands so it will
definitely attract the customers.
CONCEPT DESIGNS

25. This design is based o
horseracing's tote board and
that its because of Hackett's
sponsorship to do with
horses, I have a picket style
fence for the testers in which
they can have and use, the
tote board looks very original
and the clocks may even be
battery powered to work and
that it has to look as
authentic as possible
complete with door, board
and window.
CONCEPTS

26. Step 1: to design the inner frame of the luggage trunk using
Styrofoam, this gives me an idea at how the skeleton of the
trunk will look before being covered by an inner layer and an
outer layer
I've done this so I get an idea of what I would be doing first in
order to make a luggage trunk.
This will be made of an mdf and screwed together using
screws, it will then be able to have a leather décor wrapped on
the outside with wood panels placed on the inside for more
support and to be robust.
This is my original concept, I'm changing it slightly so
that inside there are no drawers and that it will be
hollow with the product held where it is by leather
straps to give a more vintage feel to this luggage trunk,
it will be scaled down to fit on a shelf so it will be a
mini style trunk design primarily to hold a fragrance
and on the left the 2nd part will still stay as a scrapbook Step 2: in order for the frame to be
dedicated to the Hackett Brand. steadied it needs to have the right
There will be a shelf inside so that the main tester will panelling, Louis Viton used beech as
be on top and the boxes for sale will be underneath inside panelling for their steamer trunks
ready to be taken to the checkout. and so that’s what should be used to
Also the point of sale I'm producing will be on a stand replicate the most upmarket luggage
in the store it ill be 50 cm in height, it will be 25 there is. Or I could go with another way
centimetres in depth and each half section will be 30 and simply have the frame and then
centimetres in length. canvas or leather around like other
products of LV as you can see in the
picture. This would make construction
easier but would require more
craftsmanship with the leather or canvas.
Also looking at how the leather is put on
is by glue or small rivets so that could
make wrapping it on easier.
DEVELOPMENT STAGE 1

27. The other woods I looked at was mdf-medium density
fibreboard which I would use on inside panelling because of
how cheap it is and how easy it is to work with, I may use this
but if I did I would need to have a
Looking at leathers, they can be purchased from
leather stores and come in lots of colours, ill use
a brown for my luggage trunk meaning that it
will look like a vintage trunk, they aren't very
expensive but It has to be able to look good.
A leather that could be used for the trunk could Block board is a good alternative because even though it is
be Heavy Chap Leather Sides, a heavy leather in a man made board it has softwood inside but hardwood on
brown which is hard wearing a sounds to be the outside giving it an expensive look for what it really is,
suitable for the product. this could go on the inside of the trunk because it would still
Also another leather that I can use is zora Whole look aesthetically pleasing.
Hide Brown which is used for handbags and
other luggage. It is soft and has a distinct grain in
appearance.
Veg Tanned Kangaroo Skin Whiskey is a good
leather which is lightwieght but has a good
tensole strenth, it is able to take knocks and Looking at mahogany it is a good hardwood
scrapes and is very dureable. because it is nice to look at, has good durability
With all of these though, to be connected to the and can take knocks and scrapes, the only limiting
frmae of the trunk they will need to be glued on factor of mahogany is that it is expensive but this
using a can of water based cement specially wood would be good to have for my luggage
designed for leather in mind, this means the trunk.
leather will not become unstcuk and no way will
the edges start to curve up.
I used the internet on how to find out about upholstering a luggage trunk using leather and so these are
the instructions I found, to do this I will need, Fabric, Measuring tape, Fabric chalk, Screwdriver,
Leather scissors, upholstery tacks, Corner caps
Remove the handle using a screwdriver if necessary. Keep all the pieces since the handle will be
reattached to the trunk later.
Mark the material according to your measurements, then cut the material. Use fabric chalk to avoid a
Looking at woods I can use for my trunk I had a permanent mark. Also, mark the inside of the material that will be next to the trunk instead of the side
look at a few, beech is a good hardwood with a facing the outside. Use a ruler to ensure you have straight edges, which will make the trunk look neater
nice grain, it is durable and is not too expensive once you put the upholstery on it.
in comparison to other hardwoods, I would use Fold a hem on one side of the material, making sure it's about 1-inch thick and facing down. Tack that
beech on the inside panelling of my trunk to give edge onto the corresponding side of the trunk. You may have to place upholstery tacks at both corners of
it a high class look. the side you're tacking down. Don't put the tacks in the very corner, however; leave about an inch on the
Also I looked at a softwood like pine which ends because you will be folding hems all the way around the material.
doesn’t look as pleasing but I is cheaper and it Hem each side and tack the corners down. Make sure the material is pulled taught and the hems face the
also has a nice grain, I could also use this in my trunk rather than being upward and exposed.
project as all the woods I am looking at are good Add upholstery tacks to secure the sides of this piece of material down. These should resemble rivets in
to work with and play basic roles in the the way that they cover the length of the material on each side and spaced about 2 inches apart.
construction of my trunk mostly being out of Repeat the process until all the sides of the trunk are covered.
sight and are used mainly as a frame for the Add corner caps to each corner of the trunk to provide extra reinforcement to the upholstery.
canvas and or leather. Replace the handle and any other hardware you took off to upholster the trunk
DEVELOPMENT STAGE 1

28. Looking at locks for my trunk I
considered a key lock as well as a classic
brass latch lock pictured left below. All
the locks would have to be screwed and
Next I looked at luggage corners for my trunk. The so I would again use screws that would
corners I will need are fan shaped corners preferably be able to not cause to much disruption
from brass or aluminium, this will add great feature to the leather or the wood framing.
to the trunk as well as be durable to the floor for On the right you can see a rivet, I would
when being carried around like a normal luggage case use this for pinning the leather in the
but even when being a point of sale unit it needs to wood of the trunk, this is how it was
have the same function of a trunk because otherwise done originally and so I should follow
it will not look like on as well as it not being a trunk the steps of how to make a vintage style
in the end. I understand that some trunks have leather trunk. The lock below me is a classic
but as well as being traditional it does need to have a lock used on sheds but I think it could be
modern twist to it. It would be fitted to the trunk used for the front lock of the trunk for a
using screws that would go through the leather or vintage look as well as a lock.
canvas and into the wood framing inside.
Through out the last few pages I have decided that I'm going to have a frame
made of MDF as it will not be seen internally or externally, it will be joined
together using the angle brace joint to add extra stability to the frame as well
as the design being able to wrap leather around it easier. Also I am going to
use brass coloured metal corner caps for durability and appearance as using
leather corners could mean that the trunk be damaged easier then if metal was
used.
Thinking about lock I thought about a lock with a key but I think it could be
too complicated and expensive to get a lock mechanism that was suited to the
Joins trunk so instead I’m deciding on is a lock usually used on sheds, this will
Looking at joins I thought about using the angle braces for the mean that it can have a lock of its own then put on so that if it cannot be
inside of the frame, this way construction will be easier and the accessed and the key is lost it isn't very hard to then use bolt cutters on the
Mitre joint lock to open its contents. Also I know the leather will be put on using rivets
frame will not be seen on the inside anyway so it will be the easiest
I've also thought about using the mitre join for the made for leather and that the corner caps will be nailed in and that the brace
for construction. Angle braces are always glued and screwed or
frame using glue to hold it together but I think this joint will be screwed together. Externally I will use mahogany for the best
nailed
is the weakest join of the 3 effect for the classic look.
Dowel joint
I could use a dowel joint, its strong and could be used for the
frame
‘This joint is quite easy to make, it consists of drilling accurate
holes in both sections of wood and joining them with dowel pegs.
Within in industry this is often used to construct flat pack
furniture’.
DEVELOPMENT STAGE 1

29. For the scrapbook style on the 2nd
part of the luggage trunk I will use a
piece of mdf to board up the inside , I
will use a mahogany veneer to give it
the look of being a hardwood, I will
make sure its in the rectangular shape
of the trunk and I will glue it into
place using an epoxy resin so it will
stay in place.
For when my frame is to be made ill use a jig to make
sure that the pilot holes for the wood frame will be the
On the inside on the trunk for the shelf I am going to use mdf for the shelf itself same through out so that the frame will be consistent
but its going to be layered with a green tweed for the point of sale to be sat on through out so that it will be as precise as possible.
and the bottom shelf which holds the stock will also have the stock but the Therefore I will use a jig, it will be good form my frame
bottom will have a plinth of 16mm plywood for increased effect of a ‘step’ and because if the frame is not perfect then the whole project
so it will give a real effect of luxury as well as tweed which is what lots of will become slanted and it will not look professional at
British attire is made of so it shows of ‘essentially British’. all.
But underneath the shelf I am going to put a mahogany veneer so that if
someone looks underneath it looks professional and made from quality
materials.
Next I decided to look at hinges for the trunk, the part
which will keep both parts together this means that they
will have to be durable and cannot be cheap buy twice, it
needs to be buy right buy once, I thought about using
parliament hinges as they look nice and would go well
with the brass corner caps. They are simple and would go
well on my trunk, I also looked at solid drawn hinge as Looking at handles which must go onto my trunk for safe handling I
well because they are both similar but it is then down to thought about perhaps a leather handle as seen pictured right, I also
which one will match the corner caps as well s the handle thought about perhaps having a metal one but I think it would
on the trunk which I am yet to look at. Also looking at definitely suit the trunk with a leather handle, one of which will be
the piano hinge, the piano hinge could be used but may durable and match the same colour of the leather on the case because
be too thin for the size of the luggage trunk as it will it cannot be the same colour but slightly lighter or darker because it
need to open up wide. will not look like a quality product.
DEVELOPMENT STAGE 1

30. I looked at glues for the leather onto wood as well as the corner
caps onto leather too and this is what I found. The leather glue is a
polyurethane based, heat activated glue that remains flexible even
once set. This means that you can repair damage on high use areas
and not be worried about the damage splitting open.
Polyurethane based glue available in five different sizes.
Remains flexible once set. Dries in about 15 minutes but
I am going to put a wood coating onto continually sets over a 24 hour period.
the mahogany to keep it from the Suitable for use on all leather types in all industries, this glue can
elements, this is going to keep it from be used for leather and so it can also be used for wood as well as
woodworm moisture damage and metals. There is also fabric glue which is said to be good for use
warping, this will protect the wood for on leathers.
years to come.
I could put a latch onto the scrapbook area
of the trunk to make it look like it opens
These are the tools I am going to need for everything I've looked at so far I when it doesn’t so that it gives that
have leather scissors for the leather, the drill and bits for the wood frame effect, this would have to be screwed in by
and the screws to go with it, I'm using chalk to outline the leather with screws and the drill.
chalk and use the rivets to put the leather in place. The hammer is for
banging the rivets in.
For my trunk to be secure when it is standing it
needs to have feet preferable rubber or metal.
This will make it secure and it will not fall over
unless pushed so it will be as safe as possible.
They will either be screwed in or glued using
fabric glue which works on metals as well as
rubbers.
I thought about putting wood into the external area of
the trunk, it will reinforce the trunk and also help to
give it a vintage look,. I will use rivets to put it into
the leather through to the wood, this is the classic way
of how luggage trunks are done so rivets need to be
used. The wood I would use would be mahogany to
match the other woods of the trunk. To give it the look
of being old I can use a
DEVELOPMENT STAGE 1

31. Green-I have done this
Red I am not going to do this
FUNCTIONALITY ANF FEATURES Amber I am going to consider this
To sell the scent
Hold the product
Display the background of the brand
Smell the product
To stock at least 5 units on the P.O.S
Look at booklets about the brand
Attract the buyer with colours and eye catching
Tick sheet of how you find the smell
Must be at eye level
Facebook group
Must be placed on its own
#scan a barcode for bbm
Near the products of similar type
E-mail alerts for where product is being sold
Entrance to the fragrance section Qrc code for where website of brand
Use brand colours The point of sale unit will not require a tremendous amount of effort to assemble
A mature touch to point of sale unit
It will require minimum assembly
Use photos to entice customer
It must be free standing
In places the target market would go
It should be user friendly
It must be made of suitable durable materials
It should help with the curving of edges and it should never cause strain to the user
Materials must be robust
The amount of units on the point of sale should equal how much it is to build
It must be suitable for areas its in
The prototype will be considerably more to produce
It must have a high quality finish
The standard P.O.S should be no more then 100 pounds sterling
It must display brand colours and features
The point of sale should be able to be used for the brand but in different products
It must be culturally neutral to most countries
The brand name should be inscribed into the P.O.S
The point of sale must be ease of use
It must be comfortable with its colours and materials
It will have ergonomics in mind, It will have rounded edges
If glass is used it will be reinforced, It must be fully constructed
The leather for the trunk is brown and the wood is also coloured brown, to make it brand colours I'm going to put the Hackett name onto the trunk which I
haven't showed yet so I'm going to show that soon, it will also have a skirting of green around the trunk which I will put on. I have said that it will contain
at least 5 units of stock on it which I have shown underneath the shelf of the unit so that’s complete, the trunk is nothing seen in a clinical store so it will
stand out and attract the buyer due to its dark brown look of the leather included with the lettering of the name. with the sizes shown it will be at eye level
and that it will not be able to be placed on its own, it will need to be on a stand because it is no longer going to be a full sized trunk.
The lettering as I said will show brand colours of the Hackett name and the green lining around the trunk, it adds a mature touch with the use of leather and
the actual product itself, it’s a vintage style luggage trunk and that it is going to look old and styled, it is going to use photos to entice the customer as I'm
doing a scrapbook of Hackett's history on the right side of the trunk. The materials I have chosen at the moment are the right choice for what im using
them for like the wood for the frame and the exterior hardwood as well as the leather im going to be using, also things such as the corner caps and the lock
are also good material products, I haven't yet looked at the 2 leather straps I'm going to use to keep the trunk closed but I will be looking at them next. It is
going to be culturally neutral with its use of colours but it needs to have the identity of the brand so I have used the least amount of colours at the moment
to stay as neutral as possible. The wood is going to have a high quality finish and I'm going to discuss the leather soon as well as the upkeep of the trunk.
The unit at the moment is still easy to use it is easily accessible and so ill come back to this very soon. The colours I'm going to use must go together
nicely, they cannot look out of place at anytime.
At the moment I haven't looked at ergonomics for the product but I will soon, perhaps having rounded edges or making it easy for the bottle to be handled
by the customer. I haven't thought about using glass yet and so I may not use it yet. I wont be having booklets for the brand as its going to be visually
learning instead about the brand, I wont be having as tick sheet for how you find the smell as it will be down to personal choice and it could affect the
brands reputation. I haven't talked about having social networking on the unit but I will be talking about it. It will require minimum because it will be
made in the factory and then delivered how the product will be shown in the shop. At the moment the trunk will not be able to be used for another brand
because it is going to be labelled.
SPECIFICATION CHECK-POINT

32. On my scrapbook side I'm going to have
networking facilities to Hackett and for the
brand itself and also people will be able to
talk about it. There is also going to be a
For my trunk to be safe the edges are going to have caps so Facebook link to Hackett as well as their
that the edges are round to a certain degree, also the corners twitter. This gets the advertising for
are going to be curved to take away the sharp edging so the Hackett for free and the word will spread.
wood frame is going to be rounded so the leather will wrap
round it nicely. And take away sharp edges.
I looked at Louis Vuitton and how they make their trunks I found this video and it shows
parts of how they build their trunks, how they apply the leather, they sand down the wood
they use and many more points I can use to help build my own trunk.
http://www.youtube.com/watch?v=d5I5ttT-dvw&list=PL475BD779172562DF&index=6
DEVELOPMENT STAGE 2

33. DEVELOPMENT STAGE 2

34. DEVELOPMENT STAGE 2