Nidus primarily has 2 different sets of customers- Non-NID customers who come to Nidus looking for unique, well-designed products and NID students who visit Nidus not only to shop, but also to educate themselves about the kinds of products currently popular in the market.
It was observed that the level of satisfaction with the Jawaja leather products available at Nidus and the likes, dislikes and demands of the two sets of customers were quite different (Ref: Survey Results 1 & 2 and Research Summary).
A list of suggestions/demands common to both groups of respondents was compiled. The product list included: wallets, bags, jackets, footwear, folders, notebooks/diaries and more accessories for men. The other suggestions included: significantly lower prices, softer leather and more small trinkets
Group 1 was happy with the look and feel of Jawaja leather products. But Group 2 wanted more colors, textures, and material combinations, and sought better quality fittings (zips, buttons).
Understanding
The two groups want the same products, but with very different aesthetics. It is therefore advisable to make a collection of products that both groups want, but under two different ranges, each with its own unique aesthetic quality.
Redefined Brief
Design a collection of leather products based on the common demands of the two customer groups, but under two ranges that cater to their separate aesthetic preferences.
The collection, entitled “Sweet Treats”, can have two primary ranges- “Dark Chocolate” and “Jelly Beans” and an additional range of small trinkets entitled “Assorted Candy”. The details of each range are as below:
The Sweet Treats Collection:
Range 1 caters to the demands of non-NIDian customers above the age of 30 years. These customers are mostly educated professionals in the fields of education, medicine and business, who have the means to purchase high-end product for themselves, their homes and as gifts for friends & family. Aesthetically, they demand products that are trendy and sophisticated.
Ideal Collection:
Theme: “Dark Chocolate” (see mood board)
Products: Men’s accessories (belt, wallet, watch), Office accessories (laptop sleeve, diary, folder, pen drive), Women’s accessories (small wallet, clutch purse)
Range 2 caters to NID students in the age group of 20 – 25 years. Most of them can’t afford Nidus products, and they shop there only about once a year to buy small trinkets as birthday gifts for family / very dear friends. If they do shop for themselves, they buy books, bags or other functional products. Aesthetically, they demand products that are unusual, fun, quirky and colorful.
Ideal Collection:
Theme: “Jelly Beans” (see mood board)
Design a collection of leather products based on the common demands of the two customer groups, but under two ranges that cater to their separate aesthetic preferences.
The collection, entitled “Sweet Treats”, can have two primary ranges- “Dark Chocolate” and “Jelly Beans” and an additional range of small trinkets entitled “Assorted Candy”. The details of each range are as below:
The Sweet Treats Collection:
Range 1 caters to the demands of non-NIDian customers above the age of 30 years. These customers are mostly educated professionals in the fields of education, medicine and business, who have the means to purchase high-end product for themselves, their homes and as gifts for friends & family. Aesthetically, they demand products that are trendy and sophisticated.
Ideal Collection:
Theme: “Dark Chocolate” (see mood board)
Products: Men’s accessories (belt, wallet, watch), Office accessories (laptop sleeve, diary, folder, pen drive), Women’s accessories (small wallet, clutch purse)
Range 2 caters to NID students in the age group of 20 – 25 years. Most of them can’t afford Nidus products, and they shop there only about once a year to buy small trinkets as birthday gifts for family / very dear friends. If they do shop for themselves, they buy books, bags or other functional products. Aesthetically, they demand products that are unusual, fun, quirky and colorful.
Ideal Collection:
Theme: “Jelly Beans” (see mood board)
Products: Unisex bags (messenger bag, wallet, laptop sleeve, iPod cover), Stationery (sketchbook, stationery pouch, portfolio) and Accessories (belt, slippers, jewelry).
“Assorted Candy” is a range of small trinkets- badges, key rings, hair ornaments, etc.- that can be made for either one or both collections.
“Assorted Candy” is a range of small trinkets- badges, key rings, hair ornaments, etc.- that can be made for either one or both collections.
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