CONCEPT DEVELOPMENT (EXAM)

Daniel Grabow Jensen 8th of May 2019

279403

279403@via.dk

Conceptbook 1 (new concept)

Concept development final assignment

HAY was founded in 2002 with the ambition to create contemporary furniture with an eye for modern living and sophisticated industrial manufacturing. That remains our ambition today.

Through our commitment to the design and production of furniture, lighting and accessories with an international appeal we strive to make good design accessible to the largest possible audience.

THE VISUALS

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CONCEPT

STYLE TONE OF VOICE CONCEPT STORE / PACKAGING VALUE PROPOSITION / IDENTITY PROFILE VALUE MAP

CUSTOMER SEGMENT

FONTS AND COLORS

BRAND LOGO

BRANDMARK / TAGLINE

BRAND LOGO

MOODBOARDS

TOUCHPOINTS

HAY RESELL MARKET / HAY Resell Market is a market, where you as a consumer can resell your HAY products when you don’t need it anymore. In that way we minimize waist and someone else can use the items and be happy for it.

Doing a business in this way we would like to embrace everything that is sustainable and take part as an active role towards a clean and sustainable future. Not only for the companies sake, but for yours as well. However, when you hand in your used piece at our HAY Resell Market we would like to credit you with a voucher as you can use on other products from our assortment.

HAY RESELL MARKET / According to McKinsey’s State of Fashion 2019, has been one of the main reasons for the concept. When looking into their report, it shows clearly that Getting Woke trend becomes more and more popular.

Not only is it based upon Mckinsey’s State of Fashion 2019 trends. HAY is a global brand who has several retailstores around the world.

Therefore, the trend is based upon the ongoing and future retail trends.

This means that the younger generations has had a rising interest within sustainable, social and environmental causes because of the future.

According to the Retail Institute there is a lot of different retail trends, that has increased their popularity over time.

The concept Hay Resell Market is based upon this trend.

The experience economy, Pablo Dia’s success paramters and the 4 main retails trends from 2018.

The concept’s purpose is to take action towards a sustainable future as well as maintaining the retail industry, where you as a consumer get’s a personal feeling and experience when visiting the new concept stores.

(1): https://retailinstitute.dk/global-retail-trends-innovations-2018-4-dominerende-retailtrends-i-2018/ (2): https://retailinstitute.dk/butikkens-fremtidige-rolle/ (3): https://retailinstitute.dk/omniexperience-ny-trend-sae ter-scenen-for-den-fuldendte-kundeoplevelse/ (4): https://cdn.businessoffashion.com/reports/The_State_of_Fashion_2019.pdf

BUY LESS CHOOSE WELL

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