1. DESIGN TECHNOLOGY
JAMES PINER
Start Final

2. I like how the health lottery P.O.S is mainly blue
which gives a relation to the NHS and health.
The Jeff Banks P.O.S is more functional by
providing every product ready to get from there
but it has too many products for sale.
The Lacoste P.O.S is very nice because it has a
clear clinical look with simplicity, it gives you one
product available in many colours so it makes
buying that item more fun because you can pick
any colour you desire.
The Coca-Cola P.O.S is good because it offers all
chilled drinks, the best drinks will be at eye level
like Coca-Cola and the others will be distributed
around, the only problem of this is that there is too
much choice.
POINT OF SALE RESEARCH

3. The newspaper P.O.S is good because it offers all
newspapers, its basic and can always be used for
different papers because you simple slip out the title
banner in which the title of the paper is placed.
The Dove men care P.O.S is not that good because it has
too much selection from the customer and they will end
up not buying their products, also their P.O.S is very
basic cardboard cut out and so its not very professional
but rather easy to put-up.
Rolex is a good P.O.S because it clearly displays its
products, the only negative is that it cannot be handled
because it is a valuable product it would be a target for
thieves.
Superdrys P.O.S is good because like the Lacoste point
of sale it is simple clinical and clear. The products are
there to look at touch try on and so it offers a good range
of products.
POINT OF SALE RESEARCH

4. HACKETT
I think Hackett's user is a male of his 20s, the
male would go to watch rugby, horse racing
like the grand national and/or Ascot. This
product would be excellent for the male
because it shows and gives a sense of British
class, from tradition from the 1960s suit
wearer even to now in which it gives the sense
of a business style but in the best possible
way, almost like a style of swarve for the
upper-class gentleman.
MY CHOSEN BRAND

5. HACKETT
FISH SOHO Hackett fragrances and clothing are aimed at the late 20s to early 30s
Fish Soho is aimed at the 20-25 year olds, its packaging is simple yet males, it is based more on class then informal styles, the late 20s male
effective and the young man wears this to get the London look and to would wear the fragrances because of the slightly classier style and to
look different round the streets of London. This gives the sense of achieve a classic British look, Hackett would be seen at places like horse
difference to the male ego and to stand out from the crowd. Fish is all racing and the grand national and so its achieves its upper class nature.
about looking swerve in its own category the ability to be different and Hackett gives the sense of pure smartness while wearing
have a smart look with long hair, it gives the sense of smartness without business attire, it gives the person a status quo when looking
looking like a university type in which they look professional at the smart, it helps the male achieve the look in which he would
same time of being untidy thus giving the right look when seen by be able to do anything while looking like this even to the
people and while at work because it is a product of looking good. casual events he would look dashing.
LOOKING AT ALL BRANDS

6. LYNX
Lynx products are aimed at the younger man/teenager,
this is because the products smell nice and that its
advertising campaign is aimed at men being irresistible to
women just by spraying the deodorant. The male is
enticed to buy these products so that he has better luck
with the opposite sex. The usual male would be slightly
athletic and his clothing would be informal. Lynx gives
the effect of what the younger people want to aspire to, to
be able to get the girl with this fragrance and show off his
alpha male ego in which he is a real player in his
competition of age for the girls.
OLD SPICE
Old spice use the concept of a classic brand revitalised to suit the young
man of the century, the classic smell draws the young man with advertising
campaigns to boost his confidence. Older males will know that old spice
was somewhat of a gimmick and that it was not expensive and most of the
males 40 years ago wore the scent. They would choose this brand to move
onto a more fun and athletic lifestyle. It has been rebranded to be able to
attract another generation to use it in which they would be the best male
around, being bold and smelling bold would be the idea in which he would
definitely ne noticed.
LOOKING AT ALL BRANDS

7. L’OREAL MEN EXPERT
L'Oreal men's products are aimed at the older man
from the late 40s to early 50s. This is because the
products are aimed at making the man look and feel
younger, they supply men's revitaliser eye roller for
more energetic looking eyes. So the men who use
these products would be wanting to look younger like
men's hair colouring serum's and shampoo. L'Oreal
men expert is all about improving the look of the
older male in which he has marks to show his age,
these products are aimed at reducing these look and
revitalise his look and morale making him look
younger, this will help him as he would feel better
about himself, he would have a more positive attitude
and he will feel he can do things that used to be
limited by age.
MR.NATTY
Mr natty products are aimed at males early to mid 40s because
the style of language used on the website suggests that the brand
is for older gentleman. They would purchase these products
because they are looking for fine quality male grooming
products in the London area. They want a more prestige look to
go with their lifestyle, the way in which the language is used on
the website suggests that its for men who work on boats. Mr
natty is all about being as swish as possible for the older male,
he would use these products to embrace his oldness in which he
would gracefully be his age rather then try to be younger he will
embrace his stage in which his age doesn’t matter anymore and
that he is now comfortable with his age.
LOOKING AT ALL BRANDS

8. LOGICAL
It must stand out and ad advertise the brand
Use ergonomic considerations in the design
Reflect the brand theme and style
It must draw the customers in KEEP
Bright colours, noise, video, lighting, size A clinical clean look
The product must be visible What really draws the potential customer in? Keep brand colours
They must be able to test the product Do not stray from original branding
It must be user friendly Keep interactive to a certain extent
USP- unique selling point Bold colours
Positioning in relation to footfall (at the check out) Unique font and large text for simplicity
It must be interactive in some way SCRAP
ILLOGICAL Can the P.O.S be used for different purposes in the brand?
Too much information Is it purely for one purpose?
Too little information It cannot simply be a cardboard box
No brand/brand identity Can parts be thrown to use again?
Visual noise, too many bright colours How much of the P.O.S can be recycled?
Too interactive without any thought of purchase (apple store) FORM VS FUNCTION
Removing product from the point of sale display unit What it looks like to how it works
Too many options What it looks like to function
Below eye level Is it purely something that holds as many products as possible?
Sustainability Both, the look but it does hold a certain amount of the product to make it look
NEED exclusive
What does the product need to be successful? Think of security
Must display clearly the product and allow the customer to interact with the product It cannot be simple or bland it must stand out from the rest
Must display the brand X-FACTOR
Must attract customer attention Certain style what can it do that’s different and unique?
Needs to consider ergonomic safety and theft Colours that are different
Must hold the potential customers attention Totally unique to the brand
Display clearly any important information Nothing which is used now in any sense
Give the customer direct access to purchase the product A P.O.S unit never seen before
It cannot resemble any other p.o.s on the shop floor in which it would be totally
new and people would want to see it.
LINKS FX

9. ENVIRONMENT
FUNCTIONALITY ANF FEATURES Self standing
To sell the scent Must blend in with environment
Display the background of the brand But must be coloured to stand out from the rest SITUATION BRIEF
It must be placed well There is a problem with advertising for Hackett because
To stock at least 5 units on the P.O.S
POSITION they do not have any advertising for any of its products.
Attract the buyer with colours and eye catching It must be in a logical spot This means Hackett could be losing out on potential sales
VISIBILITY AND POSITION It could be near checkout of their products because their product has not been
Must be at eye level It could be near front of fragrance section voiced to the public. A solution to this is that Hackett
Must be placed on its own Eye level needs advertising for their products.
INTERACTIVE BRIEF
Near the products of similar type
Hold the product Design a new point of sale display unit for Hackett. The
Entrance to the fragrance section Smell the product unit must display at least 1 product from Hackett's
TARGET MARKET Look at booklets about the brand fragrance range and the P.O.S must entice the potential
Use brand colours Tick sheet of how you find the smell customer to the product. The display unit must also be
A mature touch to point of sale unit SOCIAL NETWORKING able to let the user handle the product and use it.
Facebook group
Use photos to entice customer
#scan a barcode for bbm
In places the target market would go E-mail alerts for where product is being sold
MATERIALS Qrc code for where website of brand
It must be made of suitable durable materials CONSTRUCTION
Materials must be robust The point of sale unit will not require a tremendous amount of effort to assemble
It will require minimum assembly
It must be suitable for areas its in
It must be free standing
It must have a high quality finish ERGENOMICS
AESTHETICS It should be user friendly
It must display brand colours and features It should help with the curving of edges and it should never cause strain to the user
It must be culturally neutral to most countries PRICE
The amount of units on the point of sale should equal how much it is to build
The point of sale must be ease of use
The prototype will be considerably more to produce
It must be comfortable with its colours and materials The standard P.O.S should be no more then 100 pounds sterling
SAFETY FUTURE
It will have ergonomics in mind, It will have rounded edges The point of sale should be able to be used for the brand but in different products
If glass is used it will be reinforced, It must be fully The brand name should be inscribed into the P.O.S
constructed
INITIAL SPECIFICATION

10. ACCESS FM
AESTHETICS
It would have the brand colours, shapes related to the brand. The
point of sale unit would also have company logos and would SIZE
include patterns. There would be movements related to the It must be eye level for their customer. It must stabilised for its height. The size goes
brand as well as images and social networking information. Also into the floor space and that subtle can be good. Size in relation to product means it
it would contain a background of Hackett's history in which cannot be too big for the product. It must be able to tell the story background quickly
what it started out and what it is today with all sponsors and nut enough to keep the customer there for a long time in which they will consider
everything it is involved in. I would include all the basics of my buying the product.
brand in which the customer would know everything there is to FUNCTION
know about that brand before they buy that product just by The function is to be able to experience the smell of the product , it can get involved
looking at my point of sale unit. with the history of the brand and that the accessibility of the product must be able to
COST reach the product with ease. It must tell the story of Hackett whilst keeping the
The cost of the point of sale would be low if the point of sale customer there. It must show the real meaning of Hackett and then offer the ability to
was made in bulk however, it would be higher priced if the point try the product. Also it must not interfere with the point of sale to reach the product
of sale unit goes into selected shops in certain areas. The the male must not strain his arm to reach it and so it all has to be in arms length. Of
materials can be of high cost and floor space in selected shops course there has to be some sort of security but it could be very subtle in which they
can be very expensive but if it is in shelves it can be much wouldn’t even realise they aren't allowed to get the bottle out of the point of sale unit
cheaper. perhaps.
CUSTOMER MATERIALS
The right customer has to be targeted by use of mature materials The product will be made of good quality durable materials, the materials can be
and the shops its placed in and the area of the shop it placed coloured and that I will use glass machined metal and wood.
in.size and height for the customer makes the difference too, it The materials must be able to be coloured bold and also have fabric for the upmost
also would contain warm colours in which they would professional look because it would really give the sense of Hackett and it would be
subconsciously be drawn into the point of sale display unit and able to be not worn away because it would be protected and certain materials of the
they would have to see what it is all about. point of sale unit would not be able to be worn away.
ENVIRONMENT It must be robust to take knocks, a motion tester could be dangerous for the asthmatic
where the point of sale is positioned. Where could be right place Persons assembling the product need to make sure they are not straining themselves
for my product. How sustainable is my point of sale display unit during assembly.
for the environment. Is part of the p.o.s disposable products .
The P.O.S would have its on shop floor space to get the biggest
impact on the customer in which he would have to look at it for
his
ACCESS FM

11. Person and product interaction is about how the client handles the
Environmental snapshot Is about the point of sales display product point of sale display unit what they look at for how long and how
unit location, I will look in luxury shops where my point of they methodically work their way through, ill look at what they look at
sale display unit will be based and I will look at how and first and how long they are at the point of sale unit. Why they would walk
whereabouts in the shops are they positioned, what they are straight past and not even glance at the unit itself and why, ill also look at
surrounded by and what could draw them into customers, what can draw the customer in whether it be the fragrance itself or the
maybe they have to walk past it to get to the checkout or colour scheme or the background image of the display unit., ill be looking
maybe it could be at the entrance to the fragrances section, at the type of person who looks at the unit and note down what they are
this is what ill be looking for. wearing and if a staff member walks over and discusses the products on
sale and perhaps give their own opinion.
Competitive products is about
looking at Hackett's rivals again
similar to market research, it will look
at what rivals Hackett and what
Hackett could do to regain the top
mark and come out on top as they used
to until most companies went
worldwide and they became a very
famous brand. Ill look at advertising
campaigns and where ads could be
placed and where certain products are
in certain shops.
10 minute observation is similar to person and product
interaction but it is purely seeing how many people will look at the
Market research will be about looking at other products on the market that could compete
unit and the type of person they are. What they will look for other
with Hackett's fragrances and how do they compete to take customers from each other. I will
then the fragrance itself and perhaps what they are wearing, how
look at famous brands such as Hugo Boss and diesel which I think are competitors to Hackett
many people will just walk past and not even glance at the unit,
and I will also look at new arrivals to the male fragrance market which could take the market by
maybe they just do not want that fragrance or they don’t like it
storm so I will look at expensive products and new products, see what they take away from
which could not be a problem of mine because I don’t make the
Hackett and where Hackett has the upper hand.
fragrances. Perhaps the people already have the fragrance or are
just passing by, ill look at how many approach the unit how long
they will be there for what they might discuss and if they actually
purchase the products or not.
GANT CHART

12. The Hugo boss unit at Harrods was not
special in anyway to the others, it was
difficult to find and that the only difference is
the background photograph[h and the bottles
itself, they have a bright light to display and
so that can draw the customers in. the point
of sale unit displayed all bottles that Hugo
Boss has to offer but there was too much
selection for one customer I think it would
have had to have been limited.
The Hugo boss p.o.s is good because it gives
you something to hold such as the bag, it keeps
the customer there and so its successful, also it
covers the testing bottles so that is a downside.
It simplistic and so its easy to look at and
interact with and so it is a good P.O.S. The newly released 007 fragrance is the
highlight of Harrods at the moment and
When testing men's fragrances the potential customers so it heavily influences the fragrances
approach the point of sale unit. department together with adverts point of
Firstly they look at all the products on sale for the P.O.S sale units and promotions in the
brand, once they have found a product they are familiar windows, its good because 007 is well
with they pick up the bottle, spend a few seconds at it and known through the world and so anyone
then they proceed to test the fragrance on left and right who glances at the unit knows instantly
hands, then they shake their hands for the scent to settle in what its related to.
and then show their family and friends their wrist, the
bottle, then they show the products at the point of sale
unit. Then and only then did they request the price of the
bottle because the point of sale did not contain any
information about the pricing of the product.
There was staff always around giving information on all
products and so I conducted my research at Harrods
luxury outlet store, Harvey Nichols and many upper class
stores in London's Canary Wharf.
PERSON AND PRODUCT INTERACTION

13. While doing my research I stayed around in Harrods
and Hackett, Hugo Boss and other shops looking at
how many people approached the point of sale units,
what they did and their age and style.
Firstly while in Harrods I watched a male in his late 20s
in business attire approach the Hugo Boss stand, he had
a talk with the assistant who explained all of the
fragrances and discussed his favourite and why.
The male then asked to try the scent in which the staff
behind the counter readied a testing strip and then Most of the people who walked past the point of sale just gave a glance
sprayed the point of sale bottle onto the strip, they then and nothi9ngg more, occasionally they would stand for as few seconds
proceeded to wave the strip around and then handed it almost analysing what the products are for sale but the bright light
to the customer, the male them viewed his opinion and showing all the products really draw them in. to me the bright light and
then done the same with another bottle. the background photograph drew me in and so I enjoyed looking at the
environment the scent could be used in. the staff behind the counter knew
Out of the ten minutes I was viewing only around 3 all about the fragrances and so they could give me all the vital
people approached the male fragrances I would information.
associate to be near Hackett's target market and age
range, all whom looked to be returning from work. 0-3 minutes- 3 persons walked past the unit glancing and one male did
Out of all the males who approached the product most stop and test the fragrance and showed interest to his friends, didn’t buy
put their hands on the product and went through the the products then left the stand to have a look at the 007 fragrance..
same process. 4-7 minutes- up to ten people walked past this unit only merely glancing
while talking to friends, one male on his own did look test and though
about purchasing one of the products and then looked around at diesel
products and then also went to the 007 stand.
8-10 minutes- no none stood at the unit and some glances were drawn but
it seems the promote devices of the 007 fragrance had taken away
potential customers, so I found out that if other products are promoted
well enough they will gain a reputation and v ads as well as ones in the
street. That they will draw the market to them thus cornering the market
from all other products.
10 MINUITE OBSERVATION

14. While looking at male fragrances I looked at the environment surrounding them. In
Hackett's Canary Wharf store the environment was their clothing and the style of the
store was of traditional British feel, old chairs and polished wood was used for most of
the store, it gave the feel of real class as well as wealth.
Looking in boots shops the environment of the men's fragrances was that they were all
placed together. There was nothing special about them behind glass cabinets other then
a few selected lines which took up floor space in which the potential customer would
have to walk past them in order to see the rest so it has the angle of being first. So the
Hugo Boss stall was one of these which displayed a bag which claimed that if you
bought a big enough bottle of the fragrance you would receive the bag for free. This
angle bought many males to the bag rather then the bottle as it was more interesting at
first glance. They would play around looking at the bag for a couple of minutes before
then looking at the bottle which to me is a successful way in keeping the potential
customer there.
When I went to Harrods there was nothing special about any of the sale points for male
fragrances, they were all light up brightly and that they contained one background
picture of where their best fragrance could be used which to me I found was a little bit
too repetitive in the store. I had to ask a member of staff to help me find certain
fragrances and that you could never easily distinguish the fragrances while walking
around at a glance.
What Harrods did have however was a large promotion of the new 007 fragrance
which was placed in the window area with a vehicle and many devices used and
associated with the 007 feel, this to me was outlandish and was very large promotion
just for a bottle of male fragrance.
ENVIRONMENTAL SNAPSHOT

15. Diesel is also another competitive product because it is targeted at the
same age range and style as well as pricing as its cheaper then Hugo
For competitive products I chose Hugo Boss and Diesel as they Boss. It focuses heavily on being casual but its different again from
both have a similar age range and that they combine business and Hackett as Hackett is all about being totally British and of style, brands
pleasure. Hugo Boss Is good because their male fragrance is like diesel can be for most occasions because its not held down by one
quite popular, they are a well known brand and their primary sale style, the style of a traditional British gentleman and so that’s why
is of business wear such as suits attire. Hackett has competition, because it is not expanding its horizons.
Hugo Boss’ pricing however is not similar as the bottles are more I found that diesel had the market of younger males who have a busy
expensive by 20 pounds sterling. They offer a wider range of lifestyle which also brings in the need to look good even as the bottle
situations to Hackett's fragrance of what to do and where to go shows, while looking I saw young males in their 20s looking at the unit
because it has daytime bottles, night-time bottles and also sport and even purchasing the product not even caring of Hugo boss or even
bottles. This is why Hugo Boss could be taking away Hackett's Hackett, this shows me that the lifestyle portrayed from diesels
sales. Boss is a TNC a trans national company operating all advertising campaign has proven successful in the long run.
around the world they are well known through out and their As I stated in all competitive products it is the advertising that lets
advertising is on the television, posters and units in shops Hackett down, if they are to reach out more they will need to prove
everywhere, they get their word out to the public and they do it themselves with more advertising.
well, advertising could be one of the major factors Hackett is
missing out on as they do not have any advertising campaigns in
public for example around the underground in London or on the
high-street. Their brand also is well known and they really do
have a say in the market because they are so well known. Alfred Dunhill is also another competitive product against Hackett, other
then Dunhill actually buying into Hackett their fragrances also crave their
way into the market against Hackett when they are also a business and
casual wear brand also about British clothing so this is a very close match
to Hackett. They have more then one fragrance and have women's
fragrances as well. This means they are already one up on Hackett but they
lack what Hackett lacks, standard public advertising, Alfred Dunhill has no
advertising so like Hackett they may be a quiet brand which not many
people know about only jus the people who are really in the loop. They
also aim themselves at middle aged people to slightly younger depending
on the persons taste but they are also male and female and do not have a
children's line for attire so they could be just beneath Hackett London.
COMPETITIVE PRODUCTS

16. When I went to London and done my research I found that big brands such as Hugo Boss, Diesel
Alfred Dunhill etc. are the main players in the fragrance market and so they show off their business
side being professional and also they have their casual side which means they really do appeal to the
young mans market in which he will have casual times and also times to be smart so why not go for
that type of fragrance which appeals to both side. Another strong point Hugo boss is that they are Hackett has many different styles about it, in which it is of traditional British
known worldwide as Hackett is not known as much so people will generally go for the brands that gentleman but also casual. Its style is hard to make wider available because it is
they will know so Hackett needs to be able to sell their fragrance and tell their history at the same only aimed at a small situation of business of very different casual wear. On the
time in order to successfully sell their product, that’s what I think. other hand the fragrance is different because the fragrance can be used as widely a
wanted no matter what you are wearing, where you are going or who you are with
It gives the sense of a traditional British smell and gives the essence of a nice scen
no matter what you look like in terms of attire.
However there is other parts of the brand you have to think of though because it is
all about the traditional gentleman, its not for young males but it can go all the wa
up to the older gentleman. You need to be in the older style of clothing in order to
popularity shop there because otherwise it will just not be your style if you do not want to be
almost an elite smart.
To me Hackett needs to be smart and casual at the same time so their point of sale
unit needs to be friendly but also dead smart too, this will be a good task of its ow
as it can be the fun of the fragrance but also the precision and the materials of the
point of sale unit.
cost
MARKET RESEARCH

17. MOOD BOARD

18. HACKETT started out from being a small stall selling traditional used Men's clothes on Portobello road. This was the
year of 1979.
By 1983 they had a thriving business and so they opened their first store under the name HACKETT at the ‘wrong end’
of new kings road, they only sold the finest quality second hand British clothing and accessories. From this they grew
considerable interest from ‘young fogeydom’.
By 1985 they were selling new men's clothing on their own line with their vast knowledge of male clothing and so it gave
a new traditional style of men’s clothing to the market.
1986 they were opening more stores based on specialities for each, tailoring , shirts and ties and a gentleman's accessory
shop. They were on the way up!
In 1989 HACKETT received lots of interest from Europeans and so they branched out to Spain in which they were very
successful.
In 1992 Alfred Dunhill buys shares in Hackett in which they opened their flagship store on Sloane street in the October.
Through the years Hackett is involved in many sports such as motor racing and horse racing as well as Polo, this gives
them a big status among the land.
By 2006 Hackett have a children's department and is involved in Aston Martin and the British Rugby union. They have
269 across Europe including Dubai and Hong Kong
By 2012 Hackett is a globally known brand about traditional British clothing and accessories and so they have a thriving
and bustling business across the globe.
Hackett are the leaders in tailored suits and the traditional British dress of males and children as well as ladies.
So Hackett now being established for well over 30 years have gained a very good voice in todays market for upmarket
clothing accessories and attire for all.
BRAND PROFILING

19. The customer would live in London central in a studio flat, he
would holiday in perhaps Switzerland or maybe new York. He
would dine in only the best of restaurants and when he is on
his travels he would stay at the Ritz or the four seasons hotel
around the globe.
His job would be in Canary Wharf and would work for a stock
trading company making a healthy income for his family. He
would be between 25 up to 50 years of age assuming on the
Hackett clothing and attire. He would attend evening events
such as company dinners and on weekends he would spend his
time at his country manor residence perhaps having a pheasant
shoot when in season. In the city he would drive his pride and
glory Aston Martin high speed vehicle and in the countryside
he would drive his Land Rover Defender for his off roading
antics. The client wears Hackett attire because he knows it is
real quality clothing and that it shows off pure British class
and that he wants and knows he must show himself as the best
at all times to keep his professional profile. The draw to
Hackett is that his wife will buy him the attire and the
fragrance as gifts because she knows that Hackett is really
what he wants because he knows that he wants to look his
best. The client would also wear other high priced attire
including Jaeger London and Austin reed tailoring but he
would always appreciate Hackett products.
CUSTOMER PROFILING

20. RELEVANT NON RELEVANT
Price to build p.o.s What the client wears
What store it will be in Building out of cheap materials
Where it will be positioned The price of clothing
To tell the background history Where the client lives
Be made out of quality materials What the client drives or owns
Be eye catching Whether it is male or female purchasing
Have bold colours and partly visual noise Having to have the p.o.s at various points at
It must look traditional checkout
To perhaps use a bright light in the process Where the client works
The price of similar products to how good their p.o.s is. Staff discussing the products
It must look sophisticated, classic, suave What the client does casually
It must appeal to 25 to 45 year olds What the client owns
It must be placed in a luxury store such as Harrods Where the client goes on holiday
The point of sale display unit can be one that hasn’t been done Where he lives
before using lighting and background history rather then
where the fragrance has been used.
What position it is in the store
How tall it is Top 5 relevant in non formation
Eye level 1. Building of cheap materials
Attracts target market male and female 2. What the client wears
bold to see from a distance
The money to be spent on the point of sale unit has to be in
3. Where the client works
relation to how much a bottle of fragrance costs. 4. What the client owns
5. Staff discussing products
Top 5 relevant information
1. What store it will be in
2. Appeal from 25 to 40 year olds What I have learnt
3. How tall the P.O.S is The purpose of this research summary is to help me determine what I can do to
4. It must look classic and traditional make a point of sale display unit for Hackett which will draw in customers
5. Made out of quality materials who don’t even need to know the brand, this will help me make my further
specification ready to design my display unit and what I could use. Also this
page will give me relevant information and non relevant information so I know
how to make my display unit as appealing as possible.
RESEARCH SUMMARY

21. FURTHER SPECIFICATION
AESTHETICS- my P.O.S would have the brand colours of blue
and green, it will have the company logo and lettering. There will
be images in relation to Hackett and its history and background.
This will mean the customer will know all about Hackett's history
when buying the product. It will also have lighting too light up the
history wall and the product itself. It will also have a mechanism in
which the sensitive touch sensor will give the fragrance a burst
onto the wrist using a system I will develop.
COST- my point of sale display unit will cost no more then the
amount of products held on it at rrp. This will mean once it has
been restocked it will have paid for itself and can then start to help
make money straight off.
CUSTOMER- the target market will be for males aged 25 years
through to 40. it will be appealing in look and style and so will
have to be drawn in to its uniqueness.
ERGENOMICS- it will be easy to interact with and there will be no
way you could strain yourself reaching for the Hackett bottle.
FUNCTION- its function will be to allow for the handling of the
bottled product and also to view the history and background of
Hackett London while testing the product on your own skin but
there will be fabric alternatives if you wish.
SIZE- it ill be big enough or on a plinth to be at average eye level
of 1 and a half metres so that if you wish to handle the product you
don’t‘ strain your arms reaching for it and so its just below or chest
height.
MATERIALS- the P.O.S will be made of aluminium, oak and glass
because these are all high quality materials and they will be proven
to be durable.
FURTHER SPECIFICATION

25. Step 1: to design the inner frame of the luggage trunk using
Styrofoam, this gives me an idea at how the skeleton of the
trunk will look before being covered by an inner layer and an
outer layer
I've done this so I get an idea of what I would be doing first in
order to make a luggage trunk.
This will be made of an mdf and screwed together using
screws, it will then be able to have a leather décor wrapped on
the outside with wood panels placed on the inside for more
support and to be robust.
This is my original concept, I'm changing it slightly so
that inside there are no drawers and that it will be
hollow with the product held where it is by leather
straps to give a more vintage feel to this luggage trunk,
it will be scaled down to fit on a shelf so it will be a
mini style trunk design primarily to hold a fragrance
and on the left the 2nd part will still stay as a scrapbook Step 2: in order for the frame to be
dedicated to the Hackett Brand. steadied it needs to have the right
There will be a shelf inside so that the main tester will panelling, Louis Viton used beech as
be on top and the boxes for sale will be underneath inside panelling for their steamer trunks
ready to be taken to the checkout. and so that’s what should be used to
Also the point of sale im producing will be on a stand replicate the most upmarket luggage
in the store it ill be 50 cm in height, it will be 25 there is. Or I could go with another way
centimetres in depth and each half section will be 30 and simply have the frame and then
centimetres in length. canvas or leather around like other
products of LV as you can see in the
picture. This would make construction
easier but would require more
craftsmanship with the leather or canvas.
Also looking at how the leather is put on
is by glue or small rivets so that could
make wrapping it on easier.
DEVELOPMENT

26. Looking at leathers, they can be purchased from leather The other woods I looked at was mdf-medium density
stores and come in lots of colours, ill use a brown for my fibreboard which I would use on inside panelling because of
luggage trunk meaning that it will look like a vintage trunk, how cheap it is and how easy it is to work with, I may use this
they aren't very expensive but It has to be able to look good. but if I did I would need to have a
A leather that could be used for the trunk could be Heavy
Chap Leather Sides, a heavy leather in brown which is hard
wearing a sounds to be suitable for the product.
Also another leather that I can use is zora Whole Hide
Brown which is used for handbags and other luggage. It is Block board is a good alternative because even though it is
soft and has a distinct grain in appearance. a man made board it has softwood inside but hardwood on
Veg Tanned Kangaroo Skin Whiskey is a good leather the outside giving it an expensive look for what it really
which is lightwieght but has a good tensole strenth, it is able is, this could go on the inside of the trunk because it would
to take knocks and scrapes and is very dureable. still look aesthetically pleasing.
With all of these though, to be connected to the frmae of the
trunk they will need to be glued on using a can of water
based cement specially designed for leather in mind, this
means the leather will not become unstcuk and no way will
the edges start to curve up.
I used the internet on how to find out about upholstering a luggage trunk using leather and so these are
the instructions I found, to do this I will need, Fabric, Measuring tape, Fabric
chalk, Screwdriver, Leather scissors, upholstery tacks, Corner caps
Remove the handle using a screwdriver if necessary. Keep all the pieces since the handle will be
reattached to the trunk later.
Mark the material according to your measurements, then cut the material. Use fabric chalk to avoid a
Looking at woods I can use for my trunk I had a look at a few, permanent mark. Also, mark the inside of the material that will be next to the trunk instead of the side
beech is a good hardwood with a nice grain, it is durable and is facing the outside. Use a ruler to ensure you have straight edges, which will make the trunk look neater
not too expensive in comparison to other hardwoods, I would use once you put the upholstery on it.
beech on the inside panelling of my trunk to give it a high class Fold a hem on one side of the material, making sure it's about 1-inch thick and facing down. Tack that
look. edge onto the corresponding side of the trunk. You may have to place upholstery tacks at both corners of
Also I looked at a softwood like piner which doesn’t look as the side you're tacking down. Don't put the tacks in the very corner, however; leave about an inch on the
pleasing but I is cheaper and it also has a nice grain, I could also ends because you will be folding hems all the way around the material.
use this in my project as all the woods I am looking at are good Hem each side and tack the corners down. Make sure the material is pulled taught and the hems face the
to work with and play basic roles in the construction of my trunk trunk rather than being upward and exposed.
mostly being out of sight and are used mainly as a frame for the Add upholstery tacks to secure the sides of this piece of material down. These should resemble rivets in
canvas and or leather. the way that they cover the length of the material on each side and spaced about 2 inches apart.
Repeat the process until all the sides of the trunk are covered.
Add corner caps to each corner of the trunk to provide extra reinforcement to the upholstery.
Replace the handle and any other hardware you took off to upholster the trunk
DEVELOPMENT

27. Looking at locks for my trunk I
considered a key lock as well as a classic
brass latch lock pictured left below. All
the locks would have to be screwed and
Next I looked at luggage corners for my trunk. The so I would again use screws that would
corners I will need are fan shaped corners preferably be able to not cause to much disruption
from brass or aluminium, this will add great feature to the leather or the wood framing.
to the trunk as well as be durable to the floor for On the right you can see a rivet, I would
when being carried around like a normal luggage case use this for pinning the leather in the
but even when being a point of sale unit it needs to wood of the trunk, this is how it was
have the same function of a trunk because otherwise done originally and so I should follow
it will not look like on as well as it not being a trunk the steps of how to make a vintage style
in the end. I understand that some trunks have leather trunk. The lock below me is a classic
but as well as being traditional it does need to have a lock used on sheds but I think it could be
modern twist to it. It would be fitted to the trunk used for the front lock of the trunk for a
using screws that would go through the leather or vintage look as well as a lock.
canvas and into the wood framing inside.
DEVELOPMENT