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MINI REPORT S&X MEDIA

IMPLEMENTATION STAGE


N0308034

FCP3

GINA SOLANKI

LIVE PROJECT


CONTENTS to begin........................................................................ 7 key findings ............................................................ 8 decisions made.................................................... 9 the concept..........................................................10 why now................................................................. 13 the market...............................................................15 logo development.......................................16 the consumers..................................................19 design inspiration.........................................26 the products..................................................... 29 the store: inspiration................................35 the store: concept....................................... 36 tabletop interaction............................... 38 smartphone app................................................ 50 website........................................................................ 52 communication strategy................... 59 the creative idea............................................. 60 campaign journey......................................... 62 direct mail and press................................ 63 print campaign................................................. 69

face-to-face campaign...................................... 70 in store campaign.................................................. 72 television campaign.............................................74 consumer journeys..............................................82 integration....................................................................88 measuring success................................................. 90 the future........................................................................ 94 appendix............................................................................. 96 influential press....................................................... 98 design layout inspiration..........................100 initial consumer profiles............................102 initial product designs.................................108 store development..............................................110 critical path................................................................112 tutorial record sheets................................114 declaration form................................................120 ethical checklist...................................................121 references......................................................................122 list of illustrations..........................................123 bibliography.................................................................124


to begin... The millennium rebirth of the MINI reintroduced a way of life to consumers new and old with one thing in common: fun. The evolution ‘defined a new market’ by giving owners the highly appealing option to customize their new investment. MINI ‘fired the gun on a trend that is now widely copied’ (MINI UK, 2013) by others within not only the automotive industry but beyond. The initiative behind personalization derives from different consumer lifestyles and a desire for individuality. Creating an essential, generic product in a fun and desirable way that appeals to a broad range of consumers is what MINI do best with their vehicles. MINI also successfully showcase the cars within visual, atmospheric and fun dealerships creating an experience that differs from others dealerships in the market. They have established themselves as fun, stylish and fashionable innovators who are willing to try new things and involve themselves in other industries like music and film. The following report aims to implement these attributes into an entry-level product range, experiential store, initially targeted at consumers who aspire to buy into the brand and current MINI owners.

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key findings

The stage one research phase included: VISITS TO THE DEALERSHIP The Nottingham, Birmingham, Wolverhampton and Leicester dealerships were visited to observe the placement and visual merchandising of the lifestyle range in each. Observations concluded that the lifestyle range was placed in the corners of the store that were furthest away from the main entrances. (see Research Stage pg: 68) It was not given much thought in terms of visual merchandise, also the lack of products on offer resulted in the range to feel out of place. CURRENT LIFESTYLE PRODUCT RANGE ANALYSIS The current range in the dealerships and product brochures were analyzed for their style and appeal to the British market. The products are heavily branded with large MINI logos and are clearly marketed to international consumers as most images unrealistically feature international number plates on the cars and scenes photographed abroad. (see FIGS. 2 and 4) CONSUMER RESEARCH Consumer research involved current owners of

Fig. 1 - Leicester

MINIs photographing their cars and themselves. The MINI is a car loved by many, these images were requested to gather a collection of the different types of consumers who already interact with the brand. INVESTIGATION AROUND THE CAR PURCHASING EXPERIENCE The staff interviews and consumer insights showed that the car purchasing experience was too corporate, boring and too sales focused. STAFF INTERVIEWS A structured interview took place with a member of the Nottingham MINI dealership. Majid Wahid (see Research Stage pg: 62) spoke of the steps staff go through with a new MINI consumer, and when the lifestyle range is introduced into the sales procedure. It became clear that the lifestyle range was an ‘after thought’ in the sales journey and staff were more likely to throw something in for free from the range when the car was purchased. Further conversations revealed that the lifestyle range is not inquired about by visiting consumers, the sole purpose for visiting is the car

Fig. 2 - 2012/2013 MINI Collection brochure 1

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this led to...

the following decisions to be made:

PRODUCT EXPANSION The current lifestyle range is more successful overseas, suggesting that it is not targeted correctly at the British market. The apparel range cannot compete with other fashion collections, due to lack of exposure and credibility in the market. The collection has been branded with a more merchandise aesthetic and so rather than developing the current range into a fully fledged fashion range, the decision was made to design a brand new range of lifestyle products: MINI HOME. Consumer research showed that the MINI consumer base is very broad. To reflect this, MINI HOME will target a broad consumer base. The products explore the idea of items for the home being a necessity, not a luxury, reflecting the necessity of having a car. To differ from the rest of the homeware and electrical appliance market, the USP will be a range that is fully customizable, and the design/customization process will be similar to the process when purchasing a car. MOVE AWAY FROM THE DEALERSHIPS As the dealerships are mostly located out of town,

fig. 3 - Puma cafe

mainly in industrial estates, the decision was made to place the range in central, high street locations within major cities around the country, ensuring maximum consumer exposure and accessibility. Placing the lifestyle range out of town alienates the range to consumers, whose sole interest is in the MINI vehicles. EXPERIENTIAL STORE A new experiential store aims to deliver consumers an experience that is less about the products and more about interacting with the brand. TECHNOLOGY A ‘phy-gital’ (physical space with digital elements. LS:N Global S/S, 2013) will be created to house the products allowing consumer to interact with the brand and heighten their experience. Consumers will be able to share their experiences instantly online. FOOD Inspired by The Puma Café (FIG. 3), a hybrid of retail space and restaurant/café (eatery) will give the space two purposes: Shop and Eat

Fig. 4 - 2012/2013 MINI Collection brochure pg. 16

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mini home:

THe concept

MINI HOME: A fully customizable product expansion range for the home, available on a try before you buy basis in a revolutionary experiential store and eatery.

Fig. 5 - product moodboard

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why now?

From 2013-2015, the housing market is set to improve very slightly, raising the opportunity for MINI HOME to share a slice of the benefits. Consumers are expected to spend more on their homes and are now trading up to higher quality goods for their homes, making investment purchases, trusting that will not need to replace them very often. Therefore, they are looking for timeless goods that not only have a purpose but accessorise their homes. (Mercer, J. 2013: online) ‘Economic Austerity’ has also encouraged an interest in ‘home baking, hot beverage makers and food preparation products’ (Mason, N. 2012: online) and television programmes like ‘The Great British Bake Off ’, ‘Food Glorious Food’ and Jamie Oliver’s ’15 Minute Meals’ means that consumers are spending more and more time at home and in the kitchen. The market currently offers small electrical appliances at basic, mid and luxury ends. However, there is a gap in the market for MINI HOME as it adds customization and experience to the menu. A product expansion range for an already fashionable, stylish and functional brand could arguably be a natural step to make. Steamer company Fridja, are an example of a successful fashionably functional brand. Ben Fridja aims to take a usually quite ugly product and make it beautiful and nice to have around. They argue that ‘people spend time and effort looking good, so why shouldn’t the tools used to prepare the clothes look as good?’ (Fridja, 2013: online). Although the product is essentially just a steamer, consumers, designers and exhibitors like London Fashion Weekend show interest in them due to a simple choice of colours available, something that is lacking in the steamer market. This suggests that consumers are willing to splurge on product that is customizable and personal to them reflecting the MINI HOME’s USP. The design process takes place within the store and RTG (Ready-To-Go) appliances are also available.

case study: fridja

fig. 6 - Fridja 1 fig. 7 - Fridja 2

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The perceptual maps place MINI HOME within similar price ranges to Dualit and Kitchen Aid but offers more range and options in the design and aesthetic of the products. The competitors are discussed in Research Stage page: 34

Fig. 8- perceptual map 1 Fig. 9 - perceptual map 2 Fig. 9a - dualit range

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logo development

Chosen logo:

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the consumers Since research during the stage one, it was evident that the MINI consumer base cannot be generalized; therefore they have been segmented into the Urban Elite, Young Family and Empty Nesters. Each consumer needs the products that MINI HOME offers at some point in their lives, whether moving into a new home together, redecorating due to having a family, or refreshing their style once their children have left home.

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fig. 10 - urban elite

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fig. 11 - Young family

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fig. 12 - empty nesters

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DESIGN inspiration The basic product details are all inspired by different aspects of the cars.

fig. 13 - design inspiration moodboard

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fig. 15 - toggles

fig. 14 - MINI HOME TOASTERs

MINI HOME: 28

The PRODUCTS 29


fig. 16 - MINI HOME KETTLEs

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fig. 17 - MINI HOME fridges

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THE STORE: INSPIRATION

fig. 18 - In store inspiration moodboard

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THE STORE: concept The in store environment will consist of hybridity, coalition and collaborative space utilization to merge a retail space and concept store with an eatery. The LS:N Global Trend Briefing A/W 2012 (see Research Stage page: 82) explored the recession causing many unfilled shop spaces being converted into multifunctional spaces. The MINI HOME store will be at the forefront of experiential marketing. But, unlike pop-up events and exhibitions, it will serve as a permanent space for the MINI HOME range to be showcased. The space will be a deli bar by day and with a simple quick change in lighting and storage will become a restaurant at night, appealing to the daytime city shopper and also the evening outer. The decision to have a transitional deli bar to restaurant has come from research into major cities introducing longer trading hours and collaborative spaces. As opposed to the store following normal trading hours, it exploits popular times of the day when people like to go out and eat. Consumers will be surrounded by an interactive environment and the MINI HOME products, it will be a ‘brand playground’ (Fitch Brand Consultancy 2013) for consumers, encouraging them to engage with the products and allow them to experience the range from the design process right through to purchase. The aim is to create a memorable experience for every consumer. Consumers can get to know the products before making the decision to purchase them with the non-pressured try before you buy element. The menu consists of classic British dishes to tie into the brand’s heritage and also fill a gap in the food market by introducing authentic high quality British meals that are not in a pub environment.

The store/eatery fully utilizes the products in the process of making meals for the consumers. There will be MINI fridges around the room so that consumers can see the products in action when the waitresses collecting their drinks and desserts from them. The layout will be very open with no barriers between the kitchen and table so that consumers can see their food being prepared with MINI products. The products will also be used as decorative items around the store. Technology will form the link between MINI HOME and MINI dealerships for the consumer with the use of Windows Surface tablets built into the tabletops with integrated gamification and socializing platforms. An ideal location for the first store would be a lively city area that houses stylish fashion and lifestyle stores, homeware stores and a few places to eat. A potential location could be London’s Brompton Road so that MINI HOME can be surrounded by the likes of ZARA Home, Harrods and the small independent restaurants and cafes further down the road. This would place the store in an area that attracts consumers to three different areas, food, fashion and home; all of which can be found at the MINI HOME store. However, this could also be alienating for the younger consumer as many of the stores are bordering high end in the affluent Knightsbridge area.

fig. 19 - IN store layout

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tabletop Interaction The store will provide a fully integrated experience with Windows Surface tablets built into the tops of the dining tables. Visitors can find product information, explore the menu, design their own products or car, play a MINI racing game against other members of their dinner party of compete against other tables and can connect with their local MINI dealerships to arrange test drives and consultations. To make their experience as social as possible, they can share every element of their visit to MINI HOME. Windows Surface tablets have been chosen to host the tabletop app because of its simple coloured tiled aesthetic. The bright colours fit in well with the brand, making the collaboration relevant and appropriate.

fig. 20 - Tabletop tablet screens x10

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eat: menu

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design: mini or product

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design: pimp your mini

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play: race your mini 46

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The tablets will enable consumers to connect with the dealerships right from their seats. As MINI HOME is an entry level product, the MINI vehicles are aspirational purchases to those without a MINI. The Connect section of the app allows them to find their local dealership, book a test drive and book an appointment to discuss purchasing a MINI.The aim of this is to increase footfall into the out of town dealerships.

connect: dealerships 48

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smartphone app fig. 21 - Smartphone app screens x3

The smartphone app allows the consumers to have a taste of the MINI experience at home or on the go. It integrates elements of the tabletop tablet app like product purchasing and customization. An About section tells the consumer about the MINI HOME store and what they can find there, along with where their nearest store is. Consumers can also play games as shown previously on the tablet. (Please see enclosed video on disc)

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fig. 22 - Website screens x3

website mock up: http://tinyurl.com/minihome (Click below)


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The website is the go to place to find out about everything about the brand, events in store, product launches, limited editions, offers etc.

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Communication strategy

fig. 23 - make it mini

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make it mini: The creative idea The creative idea/marketing strapline/slogan is MAKE IT MINI. The various reasons for and connotations of saying are demonstrated below and can be applied to different aspects of future campaigns.

Size: Make it MINI, make it small. Can be used in campaigns/promo material

Food: Make it MINI, make your meals with MINI products

British: Make it MINI, support British brands, make your home into a MINI home Quality: Make it MINI, if you want good quality and good design Make it Mini

Essentials: Make it Mini, if you are buying necessities for your home, make them MINI

Size food british quality essentials reinforcement

Reinforcement: Make it MINI, reinforce current brand values

fig. 24 - Make it MINI MOODBOARD

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6 weeks

4 weeks

2 weeks

during

1 weeks The concept proposes for MINI HOME stores to be launched in major cities around the country. To test the concept and ensure feasibility, a pilot store will be first launched in London; eliminating the risk of damaging the current brand reputation. Upon the success of the pilot store, stores in Poole, Bristol, Cardiff, Nottingham, Birmingham, Manchester, Liverpool, Edinburgh will be considered.

LAUNCH DATE for first London store:

fig. 25 - campaign journey

FRIDAY 16TH AUGUST 2013

after 62

campaign journey


To promote MINI HOME, a variety of campaigns will be used. Firstly, six weeks prior to launch, current MINI consumers will receive a product launch notification in the form of a specially designed MAKE IT MINI apron and lookbook in the post. A MAKE IT MINI apron has been created in four different colours. Each apron has handy kitchen unit conversions on them to make them useful as well as fashionable, reflecting the MINI brand as a whole. These will be the first set of consumers to hear about the new product range. Journalists, bloggers and celebrities will be sent a press pack with a press release, lookbook, MAKE IT MINI apron and images to use when publishing articles about the range. A press night will run one week prior to launch, giving access to members of the press before consumers, potentially resulting in reviews being written and a raise in awareness of the products. The press night will include live demonstrations of all of the products, and allow the chance for people to get involved, testing out the range for themselves. (please see appendix for full list of influential journalists/bloggers etc. who would receive the press pack)

fig. 27 - invitations

fig. 26 - make it mini aprons

DIRECT MAIL and press 64

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fig. 27a - press pack


MAKE IT MINI Put the fun back into cooking with MINI’s leading fashionable and functional new product range: MINI HOME. Ideal for completing any new home, sprucing up your existing kitchen or revitalizing your everyday tasks. The uniquely customizable kitchen appliances are launching in their very own stand-alone store in a city near you. MINI HOME offers a product for everyone from toasters to saucepans, each customizable to your personal taste. MINI marries its iconic curvy aesthetic with everyday kitchen necessities to offer consumers a high-quality and long lasting product that is also stylish. MINI HOME’s chief product designer Holly Riddington says that ‘this range is all about customization, you imagine your perfect product and we make it happen. Whether you want your kettle to be pink, green and yellow all at the same time or if you want it to be sophisticated but noticeable we can do it.’ The much loved brand will be touring the length and breadth of the country handed out free ice creams in their exclusive MINI ice cream vans to spread the word about their new range. This is due to start from 25th June 2013 for two weeks before the stores open in the first week of August. Creative director Sarah Baker says, ‘The MINI HOME store is like nothing you have seen before, expect the unexpected and prepare to be wowed. This store is a hybrid between a restaurant and a retail outlet making it a great place to hang out. You can design your own products in store whilst seated at the table, design your own MINI and play games against other tables to interact with the people around you. It’s truly very exciting.’ Whether you purchase a toaster, a refrigerator or a kettle. MAKE IT MINI.

Ends: For further information regarding MINI HOME please contact Marketing Director Gina Solanki at GinaSolank@MINIHOME.com Please find images and fully downloadable press pack at www.minihome.com

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fig. 28 - lookbook

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print

campaign

Four weeks prior to the launch of the store, a print campaign will run in all major influential style and home magazines likeThe Observer, Shortlist, Stylist, Elle Decoration, Wallpaper, Sunday Times, Ideal Home, Interior Design, Time Out, The Guardian Wishlist etc. The print campaign will act as a preview of the product range, in which the readers will interact with the brand by using the provided magnifying card to view the product on the page.The magnifying card has been used within the campaign to play with the term ‘MAKE IT MINI’. As shown, the miniature products on the page can only be seen clearly through the magnifying card which will be provided with the ad, stuck to the page with a ‘sticky dot’ The range of magazines mentioned illustrates the broad consumer base, ensuring exposure across the three main consumers.

fig. 29 - print campaigns

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face-to-face Campaign fig. 30a- CUSTOMISED MINI ICE CREAM VAN

To remain ‘fun’ and consumer focused, it has been decided to reincarnate the MINI ice cream van, that has been created by car enthusiasts over the years. The brand has never been personally involved with the vans, allowing the opportunity for MINI to get involved with something that has only ever been explored independently. The MAKE IT MINI ice cream van campaign seizes the chance to interact with the public on a more personal level and through the mutual love of ice cream. The campaign aims to send rebranded MINI ice cream vans to launch cities during their individual launch week. It will tour town centres playing the instantly recognizable ice cream van jingle to announce its arrival. The public have the chance to design their own ice cream flavour combinations, tying in with the ‘design your own’ features of the vehicle and the MINI HOME range. Consumers create their own personal combination of ice cream flavour/toppings and upon finishing their masterpiece, will be faced with an exclusive invitation in the bottom of the cup, to the launch night of their local MINI HOME store. There will also be a QR code to visit the website and download the MINI HOME app.

fig. 30 - MAKE IT MINI ice cream van

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fig. 31 - ice creams


in store Campaign Once the store has launched and is fully functioning, an online #makeitmini campaign will run to continue the conversation surrounding the brand. MINI photobooths will be placed into the stores where consumers can have their photograph taken to create an everlasting image of their MINI HOME experience. The photobooths will be specialized to make the subjects ‘mini’, playing with the ‘MAKE IT MINI’ campaign slogan. Furthermore, the subjects will be able to play with props and backgrounds, making the experience as fun and sharable as possible. Printed versions of the images can be printed on the spot and can also be shared on social media sites with the hashtag #makeitmini. This will continue to spread the word about the stores and products. Photobooths in retail sand live events are not uncommon, the Benefit pop up stand at London Fashion Weekend (February 2013) had a simple photobooth, printing out four passport style images for visitors to take home for free. It was a very popular feature with visitors queuing all day to have their photograph taken. Adding the digital sharing element at MINI HOME will help to market the concept. This will also be a main feature on the launch and press nights, where photos taken will be directly uploaded onto screens around the store and the MINI twitter feed.

fig. 32 playing with scale x2

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television campaign MAKE IT A MINI MORNING

Each of the campaigns so far runs the risk of not reaching the target consumer due to the selected locations and choice of magazine. Therefore, a television campaign has been mocked up to create national reach to each of the segmented consumers. An advert with three different versions has been written to ensure that MINI’s broad consumer base gains awareness of MINIs new venture. The concept plays with the MAKE IT MINI slogan, suggesting that each household should ‘MAKE IT MINI’ and inject some of the brand into their kitchen. The advert will show each family’s morning breakfast routine, initially highlighting the stress, chaos and mess that occurs around the breakfast table before the introduction of a product from the MINI HOME range. Once the product is shown on screen the family will be portrayed as calm and collected since they have made their morning a MINI Morning, making their lives more stylish, calm and rejuvenated. The motive behind creating three different versions of the brand aims to connect with the different types of families who see the advert. The advert creates a narrative around the products, an emotive connection and creates a relatable situation that most families can sympathise with. SCREEN PLAY PRODUCED BY: GINA SOLANKI

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fig. 33 - urban elite screen play moodboard

Urban Elite: 76

It is 6am in Rachel and Jay’s house. They are all ready for work but something is wrong. It’s Monday morning and the thought of going back to work after such a fun weekend with friends is depressing. The house is silent as they both flick through Facebook and the news on their tablet and smartphone. Rachel [to Jay]: Tea? Jay: Yeah go on then, the usual [shot of unbranded kettle under the tap, filling with water] Rachel takes an unbranded white kettle, fills it with water, places it on the base. Once she presses the power switch, the kettle *pops* and changes into a MINI Kettle, Rachel smiles and looks at her inviting, stylish kitchen. They become happy about the week ahead of them. A radio plays in the background. Jay finishes his breakfast, gets up from the table, kisses Rachel on the cheek. Jay: Thank you for breakfast, have a lovely day Words pan across the screen ‘MAKE IT A MINI MORNING’


fig. 35 - YOUNG FAMILY screen play moodboard

Young family: 78

It is morning in Ali and Shaun’s household. The 7am rush has begun. Jessica is refusing to wear her school shoes, as she wants to wear her princess shoes to school today. Phoebe is glued to her teddy bear saying he looks like daddy. Ali is trying to make four breakfasts whilst Shaun is receiving calls from work already. The kitchen is chaos this morning. Shaun grabs Phoebe just as she whizzes past him with Teddy above her head and plonks her into the high chair. Ali agrees to Jessica wearing her princess shoes just to get her to sit at the table. Breakfast can begin. But now the toast is burnt and Ali needs to replace it. [zoom into unbranded, simple toaster, when the toast *pops* up, the toaster changes to a MINI toaster, pan across to the right to show the rest of the kitchen with no mess, no teddy at the table and no chaos] Words pan across the screen ‘MAKE IT A MINI MORNING’


fig. 35 - EMPTY NESTERS screen play moodboard

empty nesters: 80

It’s 9:30 am in Louisa and Oliver’s household. They are sitting together at the breakfast bar in a cluttered kitchen with their children’s belongings. But their children don’t live at home anymore, so they sit there wondering how their house is still dominated by them. Louisa: I think it’s time for a change Oliver [shots of football boots in the corner, height chart on the wall and Playstation One games on the shelf. Shot of an unbranded fridge full of magnets, Louisa opens it to put the milk back, closes the door with a *pop* , shot zooms out to show a brand new stylish kitchen with a MINI fridge to complete it, nice breakfast food laid out to represent a calm grown up household.] Words pan across the screen ‘MAKE IT A MINI MORNING’


Consumer Journeys x

u r b an elite : MINI HOME appeals to Jay and Rachel’s technological lifestyle. They have a huge interest in the next best gadgets as they use them everyday without really thinking about what their lives would be like without them.Their house is very important to them and they aim for it to look as stylish as possible, however, they do this effortlessly because they are already interested in the latest trends. The technological capabilities of the store would appeal to this Urban Elite couple the most and they would be the ones who are most likely to share their experience with friends and family online.

fig. 36 - URBAN ELITE BREAKFAST

Jay picks up the London Evening Standard whilst on his way home from work. He takes it home and Rachel notices the MINI HOME review.

She uses their iPad to visit the website and finds out more about the range.

They begin to see photos of their friends at the store popping up on Facebook and Instagram with the hashtag #makeitmini.

The couple see one of the TV adverts whilst they are watching ‘Ant and Dec’s Saturday Night Takeaway’.

They go to MINI HOME to experience the store for themselves.

FIG. 37 - URBAN ELITE CONSUMER JOURNEY


YO U N G F A M I LY : MINI HOME appeals to Ali and Shaun’s family because it is a place that their whole family can visit together. Ali already trusts the brand as she owns a MINI Countryman. She is keen to visit since receiving her invitation in the post. The gaming features of the tabletop tablets keep the children entertained whilst Mum and Dad can eat and shop. Ali is usually unsure about products and likes to read reviews online or in magazines before she purchases. The try-before-you-buy element of the store appeals to her cautious nature and she does not feel pressured into making a purchase there and then.

fig. 38 - YOUNG FAMILY BREAKFAST

Whilst watching ‘Something for the Weekend’ Shaun notices MINI HOME featured in gadget section.

Ali is sent an invitation to the launch in Nottingham as she owns a MINI.

Ali and Shaun see the TV advert whilst they are watching ‘One Born Every Minute’

See Ice Cream Van in the Market Square. Children want to try too. Find invite to MINI HOME at bottom of the ice-cream pot.

Have light snack at MINI HOME, Ali and Shaun browse the products and kids play on Microsoft Tablets.

FIG. 39 - YOUNG FAMILY CONSUMER JOURNEY


empt y nesters :

Louisa and Oliver would visit the MINI HOME store as curious consumers who are already well associated with the MINI brand because of its well known heritage. Their children have recently both left home to study, consequently they have decided that it is time to add some design and style into their home. They are interested in the quality of the products and like the idea of MINI moving into the homeware market because of their already established global success.

fig. 40 - EMPTY NESTERS BREAKFAST

Louisa reads The Observer magazine and comes across a review in the Home section about the new MINI product range.

She continues to read the magazine and comes across the print campaign.

The next weekend, Grace comes home from university and they decide to head into Birmingham city centre. They hear the ice cream van jingle and decide to get some MINI ice cream. They see their invite to the launch of the Birmingham store in the bottom of the cup.

They are reminded of the MINI HOME range with the TV campaign whilst they are watching Piers Morgan’s Real Life Stories on ITV.

When next in town they decide to visit the store

FIG. 41 - EMPTY NESTERS CONSUMER JOURNEY


FIG. 41 shows how all elements of the MINI HOME concept are connected. Digital elements keep the products, the store and dealership connected ensuring that consumers remain aware of the brand as a whole.

FIG. 41 - HOW EVERYTHING IS CONNECTED

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measuring success USE OF HASHTAG VIA SOCIAL MEDIA The hashtag will first be revealed on the aprons that are sent out in the direct mail campaign. Consumers will be encouraged to upload an image of themselves wearing their new MAKE IT MINI apron in their kitchen. This will help to spread the word about the new products on the market. When consumers see the print campaign in a magazine, the call to action will be to visit the website, from there they can connect to the MINI HOME Twitter page, follow the account and remain connected with the brand. Magazine reviews will all have details about the MINI HOME social media accounts so that consumers can connect if they wish. The touring MINI ice cream vans will encourage consumers to get involved online, spreading the word about the launch of the new store in their city. The hashtag will feature in the bottom of the ice cream tub along with the invitation to the launch event. During the launch event for both the press and the consumers, the MINI photobooths will be the main source of online activity. As people have their photographs taken, they can share them online, increasing brand awareness. The television advert will also be broadcast online via YouTube where users can share the situation that relates to them the most. Post purchase tweets or photos on instagram of the products themselves will generate more use of the hashtag.

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measuring success

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ONLINE COnversation

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footfall

FIG. 42 - MINI CLOCK

FIG. 44 - INTERACTION

dwell time

FIG. 43 - FOOTFALL

interaction with products 93


Future

The MINI HOME concept holds much scope for development in the future. To expand the range further, a collaboration with one of the most significant and contemporary innovators, James Dyson could take the brand further. A well designed in-car vacuum cleaner that fits into the storage space of a MINI could incorporate the aesthetics of both MINI HOME and the car to remain consistent and ‘on brand’. Further product expansion could include soft furnishings, crockery, saucepans, cutlery and more.

Developing thermochromic products for example, a kettle that changes colour when boiled. Developing further narrative around the adverts to create more emotive and relatable situations. Producing limited edition products that relate to events on the cultural calendar or national/global events. The concept also proposes a brand new product range in a market that MINI have never entered before. This holds many risks for any brand, but with MINIs long and successful history and good reputation, they have the potential to transfer their skills and expertise into a new market, providing consumers with the ‘fun’ MINI experience on the British high street. MINIs heritage is already full of fashion and style and reflecting this through a timeless product range that is not affected by fast-fashion provides many more opportunities in the future.

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appendix ETC.

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Journalists to invite to launch/send press packs: tastemakers/ bloggers etc Publications: The Sunday Times Weekend Supplement Shortlist, Stylist ELLE Decoration Ideal Home Interior Design House to Home Metro Home and Entertaining Dwell Bazaar Interiors The Guardian Wish List The evening standard Metro Time Out-restaurants and cafes InStyle bar and restaurant reviews Bloggers: http://www.apartmenttherapy.com http://abigailahern.wordpress.com http://www.bodieandfou.blogspot.co.uk http://decor8blog.com/2013/04/16/crushing-onsmeg-refrigerators/ http://www.famillesummerbelle.typepad.com http://www.habituallychic.blogspot.co.uk http://www.jonathanadler.com/blog/ http://www.missmoss.co.za http://myfriendshouse.wordpress.com http://mocoloco.com

Andrzej Zarzycki Charlotte Crosland David Collins Cathy Connolly & Naomi Broadbent Pippa Devas Stephan Eicker Intarya Louise Jones? Caroline Patterson Stephen Ryan Dianna Sieff Emma Sims Hilditch Mark Smith Sarah Stewart Smith Jonathon Reed Karen Howes Phillipa Thorp Staffan Tollgard Bunny Turner & Emma Pocock Serena Williams-Ellis Joanna Wood

Maxine Brady, Interior Stylist Freelance Suzi Boyle- writer, interior stylist and brand consultant. Work been published in The Guardian, The Independent, Sunday Times Style, The Telegraph, Tiem Out Magazine, Dazed and Confused, InStyle and Home and Comforts

Interior Designers: Nina Campbell David Bentheim Jane Churchhill? Anthony Collett

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Design layout inspiration 100

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initial consumer profiles

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initial product designs 108

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critical path 112

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fcp3

School of Art & Design ba

Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 25th February 2013 Name : GINA, HOLLY, SARAH

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Showing previous reports to get feedback from Paul. Come prepared with any questions need to ask Paul.

Learning issues to discuss in session: Previous report ideas and what going to do/ need to do in the future What they liked/were concerned with after looking at our report.

Feedback from session: -Needs to have more viability, pilot the store to minimize the risk with the client? how can it be measured in the future? For example footfall? -Likes the in-car hoover, fits well with the car branding -Like that it is entry level into brand (Starting with lifestyle) -Need a social media campaign -Can you use influencial people within the industry as tastemakers or can go to the launch event? -New product‌ how would we measure people engaging with technology -Space Utilisation - likes

Tasks for next session: Sort out viability and measuring of footfall Need to be able to measure success How can the social media campaign be adapted

tutorial record sheets

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

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School of Art & Design ba

Tutorial Record Sheet 2012/13 Module: Live Project Stage 2

ba

Ref. no: FASH30002 Date: 14th March 2013 Name : GINA, HOLLY, SARAH

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Brought along all work in progress so far Completed report structure

fcp3

School of Art & Design

Tutorial Record Sheet 2012/13 Module: Live Project Stage 2 Ref. no: FASH30002 Date: 11th April 2013 Name : GINA, HOLLY, SARAH

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Interim Presentation

Learning issues to discuss in session:

Learning issues to discuss in session:

We wanted Matt’s opinion on some of the app mock ups that we had created Advice on report structure

Marketing and communication strategy needs to be developed as we only have our initial ideas to promote the product extension. Think about the location of the stores. – within an independent coffee house store across the country or pilot it first as a stand alone or a pop up.

Feedback from session:

Feedback from session:

Went through reports from the previous year to have a look at how they structured their reports to see how we could best structure ours Matt had a look at the structure and advised that we needed to introduce the products earlier to make the writing more clear and concise. Good feedback about the app, we explained why we chose to use Windows Surface tablets instead of the usual iPads.

There was confusion between MINI HOME & MINI LIVE. Need to tie it all together as the elements of our idea seem to feel separate and not connected enough. Work on the strapline KEEP it MINI – and how it relates to everything. Need to develop communication strategy further as don’t really have a marketing strategy. Do we want to include the MINI LIVE stores separately or do we want them to collaborate with independent cafes. Tasks for next session:

Tasks for next session: Interim presentation, have a clearer idea and some product sketches to show how we have developed MINI to MINI HOME Work on presenation Work on marketing strategy, as we currently are lacking this vital component!

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

Change MINI HOME product range & MINI LIVE stores to both to MINI HOME Work on the product mock ups – collaborate with a product design student. Make it clear how the MINI LIVE store, dealership and product all link together.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

Signed (student)

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fcp3

School of Art & Design ba

Tutorial Record Sheet 2012/13 Module: Live Project Stage 2

ba

Ref. no: FASH30002 Date: 25th April 2013 Name : GINA, HOLLY, SARAH

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

fcp3

School of Art & Design

Tutorial Record Sheet 2012/13 Module: Live Project Stage 2 Ref. no: FASH30002 Date: 10th May 2013 Name : GINA, HOLLY, SARAH

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Any questions for Matt. Show developments we have made in previous week

Work in progress

Learning issues to discuss in session:

Learning issues to discuss in session:

Feedback from Matt, presentations had been sent to Paul at S&X On a 2:2

Show Matt our consumer journey so far as this is a crucial part of the report Showed the press release Asked about costings

Feedback from session:

Feedback from session:

Feedback from Paul was positive, there seemed to be no critical/negative points. Need to develop marketing strategy. We don’t have a flowing strategy and limited, undeveloped ideas. Showed Matt the ice cream idea and the print campaigns to show developments from the presentation

Showed Matt our consumer journey but found that it illustrated more of the campaign journey. Need to develop the consumer journey for each different type of consumer. Matt advised that if we are going to do the costings then to make sure that we do it properly or not at all.

Tasks for next session:

Tasks for next session:

Marketing strategy needs developing. Need to bump up that 2:2!

DEADLINE

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

Signed (student)

Signed (student)

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fcp3

Declaration Form 2012/13 Module: Negotiated Project Stage 2 Module Leader: Matt Gill Ref. no: FASH30002

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University's regulations on assessment contained in its handbook.

signed ....................................................................................................................

21st May 2013 date .......................................................................................................................

Ethical Clearance  Checklist  for  individual  student  projects  

Nottingham Trent  University   School  of  Art  and  Design    

To   be   completed   by   the   student   for   an   individual   project   that   involves   the   collection   of   primary   data   this   includes   images,   drawings,   photographs,  questionnaires  and  interviews.  Please  complete  this  document  following  the  guidance  in  the   School   of   Art   and   Design   Ethical   Guidelines  and  Framework  for  Research  and  Practice  Undertaken  by  Students.    

Section A:  About  the  research     Name:   Programme  of  Study:  

Module Title  and  Reference  Number:     Name  of  module  leader/supervisor  responsible  for  the  management  of  the  project   Duration  of  project   Project  title    

Gina Solanki   BA   (Hons)   Fashion   Communication   and   Promotion   LIVE  Project  Stage  Two     FASH3002     Matt  Gill   One  Semester   MINI  (with  S&X  Media)  

Section B:  Training  and  experience  

Have  you  had  previous  experience  of  or  been  trained  in  the  methods  employed  to  collect  data,  and/or  discussed  with  your   YES   supervisor?   Have  you  been  informed,  given  guidance,  had  issues  outlined  in  relation  to  research  ethics  and  consideration  in  relation  to   YES   your  project?    

no no  

Section C:  Methodology/Practice/Procedures  

Does   your   proposed   study   involve   procedures   which   are   likely   to   cause   physical,   psychological,   social   or   emotional   distress   t o   yes   participants  or  yourself?   Does  your  proposed  study  involve  the  use   of  hazardous  materials,  other  than  those  currently  covered  by  the  School  Health   yes   and  Safety  procedures?    

NO NO  

Section D:  Ethical  checklist  

Does  your  project  involve  observing/questioning/the  use  of  people  in  any  way?   Yes   Please  complete  the  remainder  of  the  form   No   Go  straight  to  Compliance  with  ethical  principles  and  Declaration   Does  your  study  involve  vulnerable  participants  as  described  in  the  Student  Ethical  Toolkit?   yes   NO   n/a   Does  your  study  involve  observation  and/or  recording  of  identifiable  participants  without  their  knowledge?   yes   NO   n/a   Will  participants  give  informed  consent  freely  and  be  fully  informed  of  the  study  and  of  the  use  of  any  data  collected?   YES   no   n/a   Will  participants  be  informed  of  their  right  to  withdraw  from  the  study?   YES   no   n/a   Will   all   information   on   participants   be   treated   as   confidential   and   not   identifiable   unless   agreed   otherwise   in   advance   YES   no   n/a   and  subject  to  legal  requirements?   Will  any  recordings  of  participants  be  securely  kept  and  not  released  for  use  by  third  parties?   YES   no   n/a   Will  storage  data  comply  with  the  Data  Protection  Act  1998?   YES   no   n/a     If  you  have  selected  an  answer  shaded  in  grey,  you  must  submit  a  full  application  to  the  Subject  REC  or  modify  the  project.    A  full  submission   to   the   Subject  PREC   comprises   of:   this   form,   a   project   proposal,   an   additional   statement   of   up   to   500   words   outlining   the   ethical   issues   raised   by  the  project  and  the  proposed  approach  to  deal  with  these.    

Compliance with  Ethical  Principles  

If you   have   completed   the   checklist   to   the   best   of   your   knowledge   without   selecting   an   answer   shaded   in   grey,   the   research   is   deemed   to   conform  with  the  ethical  checkpoints  and  you  do  not  need  to  seek  formal  approval  from  the  Subject  PREC.   Please  sign  the  declaration  below,  and  lodge  the  completed  checklist  with  your  supervisor.    

Declaration

declaration form and ethical checklist 120

I have   read   the   Ethical   Guidelines   and   Framework   for   Research   and   Practice   Undertaken   by   Students.     I   confirm   that   the   above   named   investigation  complies  with  published  codes  of  conduct,  ethical  principles  and  guidelines  of  professional  bodies  associated  with  the  research   discipline.     Name  of  student:  ………………………………………………………………………………    Signature  of  student  ……………………………………………………………………………….   GINA SOLANKI   Form  reviewed  October  2011,  final  copy  14.10.11    

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references

list of illustrations

Alessi, A. 1998. The Dream Factory: Alessi Since 1921. Milan: Electa

FIG. 1 – LEICESTER, 2013. [own image] FIG. 2 - 2012/2013 MINI COLLECTION BROCHURE PG. 30 FIG. 3 – PUMA CAFÉ, 2012 [online]. http://retaildesignblog.net/tag/puma-brand/ FIG. 4 - 2012/2013 MINI COLLECTION BROCHURE PG. 16 FIG. 5 – PRODUCT MOODBOARD [own image] FIG. 6 – FRIDJA 1, 2013. [online] Available at: http://fridja.com/our-products/ FIG. 7 – FRIDJA 2, 2013. [online] Available at: http://fridja.com/our-products/ FIG. 8 – PERCEPTUAL MAP 1, 2013. [own image] FIG. 9 – PERCEPTUAL MAP 2, 2013. [own image] FIG. 9a - Dualit Range, 2013. [online] http://www.dualit.com/our-history FIG. 10 – Solanki, G. 2013. URBAN ELITE. [own image]. Nottingham FIG. 11 – Riddington, H. 2013 YOUNG FAMILY [own image]. Nottingham FIG. 12 – Baker, S. 2013. EMPTY NESTERS [own image]. Nottingham FIG. 13 – DESIGN INSPIRATION MOODBOARD, 2013. [own image] FIG. 14 – Baker, S. 2013. MINI HOME TOASTERS, 2013. [own image] FIG. 15 – TOGGLES. Unknown source [online] FIG. 16 - Baker, S. and Riddington, H. MINI HOME KETTLES, 2013. [own image] FIG. 17 – Baker, S. 2013. MINI HOME FRIDGES, 2013. [own image] FIG. 18 – IN STORE INSPIRATION MOODBOARD, 2013. [own image] FIG. 19 – IN STORE LAYOUT, 2013. Riddington, H. [own image] FIG. 20 – TABLETOP TABLET SCREENS x10, 2013. [own image] FIG. 21 – Baker, S. 2013. SMARTPHONE APP SCREENS x3. [own image] FIG. 22 – Riddington, H. 2013. WEBSITE SCREENS x3. [own image] FIG. 23 – Riddington, H. 2013. MAKE IT MINI/ [own image] FIG. 24 – MAKE IT MINI MOODBOARD, 2013. [own image] FIG. 25 – CAMPAIGN JOURNEY. [own image] FIG. 26 – MAKE IT MINI APRONS. [own image] FIG. 27 - INVITATIONS. [own image] fig. 27a - Baker, S. 2013. press PACK, 2013. [own image] FIG. 28 – Riddington, H. 2013. LOOKBOOK. [own image] FIG. 29 – PRINT CAMPAIGNS. [own image] FIG. 30 – Riddington, H. 2013. MAKE IT MINI ICE CREAM VAN. [own image] FIG. 30a - CUSTOMISED MINI ICE CREAM VAN, 2012. Available at: http://www.theminiforum.co.uk/forums/topic/219451-mini-ice-cream-van/ FIG. 31 – Baker, S. 2013. ICE CREAMS. [own image] FIG. 32 – PLAYING WITH SCALE x2, 2013. [online] Available at: http://acrisdesign.com/2010/08/35-creatively-edited-photography/ FIG. 33 – URBAN ELITE SCREEN PLAY MOODBOARD. [own image] FIG. 34 – YOUNG FAMILY SCREEN PLAY MOODBOARD. [own image] FIG. 35 – EMPTY NESTER SCREEN PLAY MOODBOARD. [own image] FIG. 36 – Solanki, G. 2013. URBAN ELITE BREAKFAST. [own image]. Nottingham FIG. 37 – URBAN ELITE CONSUMER JOURNEY. [own image] FIG. 38 – Riddington, H. 2013. YOUNG FAMILY BREAKFAST. [own image]. Nottingham FIG. 39 – YOUNG FAMILY CONSUMER JOURNEY. [own image] FIG. 40 – Baker, S. 2013. EMPTY NESTERS BREAKFAST. [own image]. Nottingham FIG. 41 – EMPTY NESTERS CONSUMER JOURNEY. [own image] FIG. 42 – HOW EVERYTHING IS CONNECTED. [own image]

Berry, K. 2012. Retail Best Practice: Creating a Relationship. [online] Available via: WGSN [Date accessed: 12 March 2013] Bhaskaran, L. 2005. Designs of the Times. Switzerland: RotoVision Carr, A et al 2013. Retail Best Practice: Exploiting Differentials. [online] Available via: WGSN [Date accessed: 12 March 2013] Desmet, P in Schifferstein, H. 2008. Product Emotion in Product Experience. Elsevier: Amsterdam FaceTimeUK Magazine. 2012. London: MashMedia Fitch Brand Consultancy in marketingweek.co.uk. 2013. Ten predictions for the future of the highstreet | Archive | Marketing Week. Available at: http://www.marketingweek.co.uk/trends/ten-predicitions-for-the-future-high-street/4005683.article Accessed on: 28 March 2013 Fridja. 2013. About Fridja Clothing Steamers. Fridja Clothes and Fabric Steamers Reviews | Fridja Shop. Available at: http://fridja.com/ about-us/ [Date accessed: 5 March 2013] Fridja, 2013. Short conversation and demo of the products at London Fashion Weekend Feb, 2013. Mason, N. 2012. Small Kitchen Appliances. [online] Available via: Mintel [Date accessed: 5 March 2013] Mercer, J. 2013. Electrical Goods Retailing. [online] Available via: Mintel [Date accessed: 5 March 2013] Mini UK. 2013. About Us – News, Reviews & Awards – News – Oxford 100 – A Century of Car-Making. [online] Available at: http:// www.mini.co.uk/about-us/news-reviews-awards/news/oxford-100-a-century-of-car-making/. [Accessed on 25 March 2013] Sandwich, M in marketingweek.co.uk. 2011. Dwell time measure of interaction | Archive | Marketing Week. Available at: http://www. marketingweek.co.uk/dwell-time-measure-of-interaction/3030341.article. [Date accessed: 4 April 2013] Stokes, C in FaceTimeUK Magazine, 2012. London: MashMedia Stylus, 2013. Retail: Future Stores: Brand Hubs and Product Playgrounds

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MINI ACCESSORIES UK, 2013. MINI UK – SERVICES & ACCESSORIES - ACCESSORIES DIGI BROCHURES. Available at: http://www.mini.co.uk/services/accessories/digi-brochures/ [Accessed on: 5 March 2013] Mercer, J. 2013. Electrical Goods Retailing. [online] Available via: Mintel [Date accessed: 5 March 2013] Mini UK. 2013. About Us – News, Reviews & Awards – News – Oxford 100 – A Century of Car-Making. [online] Available at: http://www.mini.co.uk/about-us/news-reviews-awards/news/ oxford-100-a-century-of-car-making/. [Accessed on 25 March 2013] Pulos, A. 1988. The American Design Adventure: 1940-1975. Massachusetts: MIT Press Sandwich, M in marketingweek.co.uk. 2011. Dwell time measure of interaction | Archive | Marketing Week. Available at: http://www.marketingweek.co.uk/dwell-time-measure-ofinteraction/3030341.article. [Date accessed: 4 April 2013] Spicer, H. 2011. In-store Catering - UK - November 2011. Available via: Mintel [Date accessed: 5 March 2013] Stokes, C in FaceTimeUK Magazine, 2012. London: MashMedia Stylus, 2013. Retail: Future Stores: Brand Hubs and Product Playgrounds Taylor’s Eye Witness, 2013. Taylors Eye Witness – Kitchen knives, knives and tools, pocket knives. | Just another WordPress site. Available at: http://taylors-eye-witness.co.uk/ [Accessed on: 20 May 2013] Trendwatching, 2013. trendwatching.com’s Trend Briefing covering “10 Crucial Consumer Trends for 2013”. Available at: http://www.trendwatching.com/trends/10trends2013/?all [Accessed on: 20 April 2013] Whiteley, N. 1993. Design for Society. London: Reaktion Books Ltd.

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MINI Implementation Stage Two  

Part two of the Live project for MINI

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