nursery matters JOHN BARKER
Barking
Mad
Pramland’s John Barker takes a look at how modern parenting is being considered and how brands, such as Maxi-Cosi are stepping up to ensure they keep on trend with products targeting Millennials and of course GEN Z parents.
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HANK YOU to Maxi-Cosi for a fabulous event over in Portugal. Not only did they treat us all like royalty, but they put on an amazing show too. Every member of the Dorel team showed us unprecedented levels of hospitality and the hotel was simply stunning. Best of all, and to round this wonderful event off the team unveiled their latest travel system – the rather awesome Fame. I’m showing my age here a little, but back in the day Maxi-Cosi used to sell the Mura3 and 4. If you asked me to draw a list up of my all-time favourite products the Mura would certainly appear in the top 10. For me the Fame gave me the same feeling as the Mura did all those years ago. Exceptional build quality, refined and usable. But where the Mura ended the Fame takes over and brings even more to the party. How you encapsulate all of this in one presentation I have no idea, but Dorel managed it! Lights, music and bucket loads of atmosphere the unveiling was a technological feat using VR headsets and lots of good-looking people pushing the latest high-end stroller on the market. So, to summarise, welcome back to the wheels market Maxi-Cosi! I
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don’t want to throw shade over the other new option, the Oxford but Fame is something special and I for one cannot wait to start selling it in store. This month I want to discuss something that was raised by Dorel at the event. Something that got me and many of the other attendees thinking and chatting (in the bar later) – We are all old school! The general concept behind the Fame is to offer modern parents a stroller that not only meets their needs and desires but is marketed and represented in a way that Millennials and Gen Z will want. As someone that is rapidly approaching the ripe old age of 50 I’m two feet in Generation X, a generation that grew up during a time that saw huge changes in the world. It’s a generation that was faced with an option, adapt or get left behind. Most of my friends are my age and I would say a good portion of us have never really moved on from the 80’s and 90’s. I still call saving something to me Sky Planner as “taping”. I band 80’s pop culture references around like my life depended on it yet and I use them in front of people that have no idea what I’m talking about. My son, Jacob is
john@pramland.co.uk This month I want to disc uss someth ing tha t was raised by Dorel at a recent event. Someth ing tha t got me and many of the oth er attendees thinking and cha ttin g (in the bar later) – We are all old sch ool! The general con cep t beh ind the Fa me is to offer mo dern parents a stro ller tha t not only meets their nee ds and des ires but is ma rketed and rep resente d in a way tha t M illen nia ls and Gen Z will want. soon to turn 20 and he loves nothing more than to use words and phrase I can’t even begin to understand but feel compelled to use (invariably incorrectly) at every given opportunity, much to his amusement. I simply console myself in the fact that as a Gen X I can fall over without having to going in emotional counselling for a month, unlike these newer, snowflake generations. The ironic thing about the Fame reveal was that the presentation centred on the product and brands desire to move forward, to offer a
product that tomorrows parents want. Yet, in hindsight I find it comical that they chose the name Fame. To Millennials and Gen Z I assume this conjures up the thoughts of prestige brands, red carpets and the fact that in today society anyone can be famous, to 60/70% of the people sat watching the presentation (aka as the Gen X’s and older in some cases) our internal Sony Walkman’s simply started blasting out Irene Cara’s Fame. Admit it, the song just popped in to your head then didn’t it? So, I’m a dinosaur. I need to resign
nursery today
Barking Mad.indd 1
13/05/2024 15:52