Making your line marketable

16 Jul Making your line marketable

Dorothy, Margaret and Jean…Making your line marketable

My clients often ask me “what’s the magic pill to make their product lines marketable and commercial.” Sadly, there isn’t any. This is a process that comes with experience, successes and failures and to some degree, developing a sixth sense for what the consumer is looking for. We learn from them all.

One technique that I started to use in my business back in 1998 and still use with my clients today is to personify the “end user customer”. Let me explain. In 1998 while designing a classic and functional core handbag brand a group of very loyal customers who also became my friends were in the habit of giving me feedback (whether I wanted it or not). They were big fans of my designs.

Their names were Dorothy, Margaret and Jean. All three were close in age, of similar financial backgrounds and lifestyles so they essentially made up a core group of the larger population that I had in mind for this particular brand. I placed Dorothy, Margaret and Jean in my mind as my “end user”. Having a face and a name to use as a frame of reference for my target market really helped in understanding the needs and desires of who would be buying my product.

So with Dorothy, Margaret and Jean in mind I have a good idea of what this type of customer wants. They were very specific about what they liked and now, whenever I design new handbags and accessories I think about these ladies: I am able to create a brand that people like them really want. They tend to choose quality materials and construction and smart organizational details. They tend to choose practicality over trendy.

During the design process I will ask myself:

• Does the item have all the outside pockets and sizes they like?
• Are the front panel designs in line with the clean and classic look they prefer?
• Does this bag offer the organized function that they demand?
• Is the hardware being used in line to fit with the classic feel of the bag?
• Is there consistency in the ornaments and raw materials?
• Is it a multiple entry bag, I know they love this.
• Is the material content and workmanship in line with what these ladies will see as value for this bag?

For this concept you have to add the “needs and desires” of the end user.

• What is the end user looking for?
• What does “value” mean to them?  Not everyone has the same concept of “is this product worth the money being charged?”
• Are they looking for function, fashion, trends?

This notion can really help you focus.  When sample shopping it helps crystallize what you’re after which makes the whole process of choosing materials, design details, ornaments, zippers, zipper pulls, prints etc…. so much easier to zoom in on.

My team and I used to really enjoy these imaginary people and had some good laughs making up their individual stories. But through the laughter and occasional “craziness” came a product that set us apart and sold on the shelf!!

Having a good sell-through is of course your ultimate goal.

Call Apple and Pear Design, we would be happy to “make up virtual friends” for you and help in the creativity of your product development!

Knowledge is Power!