Below is a link to WGSN in the Marketing section for Spring Summer 2011 seasonal ad campaigns. These could be helpful when thinking about the marketing for our products ....

http://www.wgsn.com/content/report/Marketing/Campaigns/Seasonal/Spring_Summer_2011/s_s_11_seasonal_adcampaignsanalysis.html

Both of the images below are the logo's for Louis Vuitton and Sony. When thinking about creating our product we need to decide whether to create our own brand logo or whether to just keep it as it is ...

Above is a screen grab of the inside of a current Louis Vuitton handbag which we liked, so were thinking of using this as inspiration for the lining of our bag ...

Colour Trends ...

Okay, so we were saying the other day that we like the idea of using the classic colours of Louis Vuitton for the outside of the bag (without the motif) but then incorporating a different colour into the lining of the bag, or for the skin for the laptop.
I have done some research from WGSN into colour trends for Spring/Summer 2012, so that we can get an idea of what is coming into trend, and whether we want to incorporate these ideas into our product.

Colour Analysis

The colour barometer tracks the evolution and development of specific colour. The colour matrix is available as an Illustrator download tool and is user-interactive so you can build and customise your own palettes. It displays the seasonal palette in colour families from left to right, and tonal levels from top to bottom. The levels analysis explains the seasonal colour depth and tone.

Colour Inspiration

Seasonal message

In a season with no one direction or leading trend, the driving influence for colour is that of enhanced processes, which explore what we see when images pass through the camera, the computer, the printer, the internet or physically applied art, and overlays in a cycle of shift and distortion.

Applied lacquers add refinement to darks. Caked-on pigment and laser-light brights are used selectively on backdrops of desert and darkness. Mid-tones are derived through processes of time, with natural growth or synthesised ageing. Nostalgic filters alter and soften cool pastels, while veiled and impure neutrals offer a raw, minimal narrative.

Colour barometer

Pale neutrals take on a primitive and raw quality, a clear move on from the stark and unprocessed white of autumn/winter. Yellowed tones of ecru, vanilla and buttermilk are key.

Warm tones of peach, saffron and orange emerge, and brown appears as a single essential dark.

Pinks sit in both the red and purple areas; there is a brownish cast to pale pinks with tea-stained dusky hues. Life-affirming warm reds have an orange cast for coral, intense fiery shades, deeper baked reds and intense cochineal.

Layering of yellow is a key message, used tonally from retro vanilla and buttermilk through to fresh primrose and yellow-green citrus tones.

Green remains a key colour group with two distinct messages. Yellow/green cast with gleaming olive shades, and blue/green cast with the teals being replaced by softer aqua and pine.

Blue continues to provide one of the most changeable areas. Cool and clear blues move on from last summer’s turquoise, with lilac-cast blue. Indigo emerges as an important dark.

Purple and pink merge, with pink-hued purples and cool, blue-cast pinks.

LOUIS VUITTON F/W 11-12

I thought it would be useful to have a look at the most current Louis Vuitton bags seen on the fall/winter 11-12 runway to to get an idea of textures, colours and bag shapes.

The collaboration between Fashion and Luggage ...

The collaboration between Fashion and Luggage

The current fashion for large handbags means that they can be used to transport hand luggage, rather than a dedicated holdall or rucksack.

With six in ten adults currently owning luggage, purchase, apart from replacing broken items, will often be a lifestyle choice rather than a necessity.

Thus, luggage purchase will compete with a whole range of pre-holiday spending. This ranges from the more expensive cameras and sunglasses, to lower-ticket items such as beachwear, books and suncare products.

The decision of whether or not to purchase luggage may also be taken in the context of other bags such as handbags and sports bags, with, in times of economic hardship, consumers having to choose just one type to buy at a time.

Spend on handbags has risen significantly over the last few years – being worth an estimated £468 million in 2007 compared to £238 million in 2003. Fashion has been a crucial factor in the development of this market. It has led to shortening replacement cycles, multiple ownership and greater willingness to spend at higher price points with certain bags and brands becoming ‘must-haves’ such as Hermès’ Kelly bag, YSL Muse.

This trend has been strongly influenced by WAGs and other celebrities and it is quite possible that it could extend into the luggage market as consumers become more aware of their ‘total look’. It is most likely to affect bags that are used as hand luggage and thus stay with the consumer (and are also not subject to the rough treatment dealt out by baggage handlers). There is scope here for celebrity-endorsed luggage; Posh and Becks are famed for travelling and could team up with Louis Vuitton, Kylie and Samsonite for instance, and perhaps Madonna and Gucci creating a range?

The differences between handbags and luggage are also blurred by the current fashion for large handbags, which are able to double up as a holdall. In Mintel’s research for this report, almost a quarter of women had used a large handbag as a piece of luggage when travelling.

Strengths and Weaknesses in the Market

Strengths:

Luggage is considered a necessity.

It is easily available from a wide range of retailers and, increasingly, online.

There is a lot of choice of styles, materials and colours.

New technology is providing both better-quality products and meeting the consumer’s need for lighter luggage.

Increased use of celebrities and fashion trends may help drive sales.

Weaknesses:

Not a regular buy.

Bought as a necessity rather than consumers are attracted to it.

Economic gloom will mean that consumers continue to cut down on non-essential purchases.

Less travel will mean longer replacement cycles.

Less scope to bring luggage on holiday due to less weight allowances.

Expensive to take excess luggage when travelling.

Most consumers have little interest in luggage brands.

LOUIS VUITTON PRODUCTS

Below are some screen shots taken directly from the Louis Vuitton website. They show just how broad the range of products are. Ranging from handbags, travel bags, wallets and coin purses there is plenty to choose from.

Here are some examples of the actual products and the prices...

Handbags

Shoulder Bags and Totes

Top Handles

Clutches and Evening

Travel

Softsided Luggage

Rolling Luggage

Hardsided Luggage

Travel Accessories

Wallets and Coin Purses

Looking at laptop cases ...

As an idea we have looked at the idea of creating a new and stylish laptop case, which can be used in an everyday situation, which will still be fashionable yet functional. 

Most laptop cases which are around at the moment, are big and bulky and don’t fall into the fashionable ‘area’.

I  looked at the Luggage - UK - October 2008 report on mintel, and came across this information on laptop cases:

Laptops spreading

Figure 7: Laptops owned at home, 2003-08

Base: adults aged 15+

         2003 2004     2005  2006     2007   2008

         %          %        %    %         %     %

All adults 5.9        7.6      11.5     17.5      24.1   26.0

Taken from the TGI survey of around 25,000 adults

download into spreadsheet | create new graph

Source: GB TGI, BMRB Q2 2004-08/Mintel

Deflationary prices mean that home ownership of laptop computers has risen rapidly, driving the demand for protective cases for use, either within the home or when on the move.

However, rather than adding to the number of bags that need to be transported, consumers may prefer special protective compartments in other pieces of luggage. This was the concept behind Samsonite’s launch of its Proteo range of backpacks, office cases and messenger bags in July 2007.

This is especially likely to be the case among those travelling by air, with most carriers only allowing one item of hand luggage aboard.

The volume of laptop bags is rising, driven by the increase in penetration of this type of computer. Value is being added to the market by the increasing availability of bigger bags with a laptop compartment, such as the Samsonite Proteo range.

Although overall just one in ten use a laptop case, this rises to two in five ABs, reflecting both the greater likelihood of this group to own one and to be travelling for business purposes. However, the penetration of laptops is broadening, and this means that a wider group will need suitable ways of transporting them

This may apply particularly to younger people who would welcome laptop bags from ‘their brands’ for example Quiksilver, Timberland – or at the other end of the price range – Primark.

Louis Vuitton - a few statistics ....

Louis Vuitton, a trunk-maker in Paris since 1854, became a legend in the art of travel by creating luggage, bags and accessories as innovative as they were elegant and practical. 

A century and a half later, the legend lives on. Strengthened by its international renown, the legend is embodied by the Monogram canvas, which has enjoyed unrivalled success since 1896 and played a starring role in the development of modern luxury. Innovation shapes the story of Louis Vuitton. 

Always leading the avant-garde of fashion without compromising traditional craftsmanship, Louis Vuitton is now active in other creative spheres: ready-to-wear, shoes, watches and jewelry. Under the artistic direction of Marc Jacobs, the new collections met with immediate success and renown. 

Innovation at Louis Vuitton is blended with tradition. The House is associated with major events which reflect its passion for excellence. 

In Jan. 2009, Louis Vuitton continued is longstanding relationship with the world of sailing at the highest level, organizing the Louis Vuitton Pacific Series, a friendly match racing event. 

Continually expanding, Louis Vuitton today boasts 17 production workshops, an international logistics center, and exclusive shops worldwide. 

Louis Vuitton sells its products through its own Stores Network in more than 460 Locations, and through the e-commerce section of its website 

Specialties : Trunks, leather goods, ready-to-wear, shoes, watches, jewelry, accessories, sunglasses, books.

LOUIS VUITTON LUGGAGE

Since the 19th Century, manufacture of Louis Vuitton goods has not changed: luggage is still made by hand. The creation of Louis Vuitton trunks involves craftsmen lining up the leather and canvas, tapping in tiny nails one by one and securing the five-letter solid pick-proof brass locks with an individual handmade key, designed to allow the traveller to have only one key for his or her luggage.

The wooden frames of each trunk are made of 30-year old poplar that has been allowed to dry for at least four years. Each trunk has a serial number and can take up to 60 hours to make.

Materials

Many of the company's products utilise the signature brown Damier and Monogram Canvas materials, both of which were used in the late 19th Century.All of the company's products exhibit the eponymous LV initials.

Below is a Louis Vuitton 'Tea Case' from 1926!

BRAND RESEARCH LOUIS VUITTON

About

The world leader in luxury, Louis Vuitton has been synomynous with the art of travel since 1854.

Since 1997, with the arrival of fashion designer Marc Jacobs, it has extended its expertise to men's and women's ready-to-wear, shoes watches and jewellery and sunglasses combining traditional craftsmanship with flair and innovation to create a complete lifestyle experience. 

Making travelling a unique and personal experience - this is Louis Vuitton's primary mission.

In 2008, Louis Vuitton launched a new personalisation service called Mon Monogram. This offers customers the opportunity to entirely create a bag from their own vision in four easy steps.

Firstly, the customer chooses one of their 3 most iconic bags; Speedy, Keepall and Pergase...

Secondly, place either vertical or diagonal stripes, followed by picking a set of two-tone colours and finally they can stamp their initials with up to three letters.

Here's a short video of the 'Mon Monogram' Service...

http://www.youtube.com/watch?v=smqVzbCCK4M&feature=related

Issues to Overcome

Hi Girls,

So just to recap what we went through yesterday...

We were asked to consider any issues we may have with the design of our product, and came up with the following:

• Laptop Protection - there needs to be some sort of interior protection to avoid damage
• Weight - the product is for women and will be containing her everyday things such as makeup, diary, mobile phone etc so the weight distribution has to be even to avoid strains
• Size - if the product is too bulky it can be difficult getting on and off transport
• Security - will contain valuable goods so need to think about pockets and zips and how to prevent things falling out
• Shape - the bag may have to hold a range various shaped objects such as deodorant cans, hairbrush etc 
• Weatherproof - most importantly against rain, especially as the bag will be holding electrical goods
• Storage - inside there has to be sectioned off compartments in case of any spillages

Nicola x

So the first part of research which I have carried out is on WGSN (Worth Global Style Network) a trend website, which keeps up to date with all the latest trends, from women's wear, men's wear and kids, to accessories and branding.
I have searched under the "Design and Product development" section, and searched under "accessories". It then came up with a range of different areas in which we can research. One of the first things I looked at was an article called "Worn Traveller; Tokyo: Bag Inspiration"
The link below will take you straight to the page.

http://www.wgsn.com/content/report/Trend_Analysis/Accessories/2011/February/worn_traveller_mensaccessoriestrendanalysis.html

The next interesting thing I found on WGSN was about young girl's accessories, what is coming into fashion for Spring Summer 2012. The pictures below are examples of this trend.

The final thing I looked at on WGSN for the time being was the trend for Spring Summer 2012 Women's bags: Key Shapes - the link below will take you to the page in which it shows this trend.
It talks about:

• Neat Fringing
• Portrait Portfolio
• Sophisticated Sports
• Slim Envelope
• Hobo Sack 

http://www.wgsn.com/content/report/Design_Direction/Accessories/Spring_Summer_2012/SS12womens_accessories_keyshapes_bags_shoulder.html