What is the company's "brand story" and how does is this communicated in the design of the products and packaging?:
Smiggle was started in Melbourne in 2004 with the idea of creating "colourful, fun, fashion-forward stationery." The name Smiggle is a conjunction of the words "smile" and "giggle". Over the next few years, they gained popularity and the number of stores grew to 20. In 2007, they were bought by the Just Group, who also own companies like, Just Jeans, Jay Jays, Peter Alexander & Dotti. In 2008, Smiggle opened its first overseas store in New Zealand. Then they expanded to Singapore in 2011 and the UK in 2014.
Who is the target market of the company? How do you think they address this target market (ie. use of colour, graphics, type of products):
Smiggle's target audience is kids & young adults although they have been trying to expand this to a larger range of ages. They target them by utilising bright colours, fun designs and graphics and by providing school-type stationery. Recently they have started to sell more non-stationary items like toys (e.g. balloon animal sets, batons, etc).
Smiggle's target audience is kids & young adults although they have been trying to expand this to a larger range of ages. They target them by utilising bright colours, fun designs and graphics and by providing school-type stationery. Recently they have started to sell more non-stationary items like toys (e.g. balloon animal sets, batons, etc).
What type of packaging does the company use (branded carry bags, tissue paper, branded boxes etc.)? What does the packaging say/make you feel about the brand?:
Smiggle uses a lot of clear plastics paired with bright coloured cardboard in their packaging, giving their products a happy, excited air. None of Smiggle's merchandise has price tags on them as Smiggle is considered a gift shop. Interestingly, Smiggle does not do gift wrapping, however, they do sell wrapping paper if you're interested in wrapping it at home. When you buy something they place it in one of their trademark paper bags (see inserted picture). The simplicity of the design on these bags gives them a feeling of refinement (over ones that are overloaded with design elements).
Smiggle uses a lot of clear plastics paired with bright coloured cardboard in their packaging, giving their products a happy, excited air. None of Smiggle's merchandise has price tags on them as Smiggle is considered a gift shop. Interestingly, Smiggle does not do gift wrapping, however, they do sell wrapping paper if you're interested in wrapping it at home. When you buy something they place it in one of their trademark paper bags (see inserted picture). The simplicity of the design on these bags gives them a feeling of refinement (over ones that are overloaded with design elements).
Resources:
Smiggle (Unknown). About Us [Version Unknown]. Retrieved from Smiggle website: http://www.smiggle.com.au/shop/en/smiggle/about-us
Retail Week (2013). Analysis: Australian stationery retailer Smiggle at a glance [Version Unknown]. Retrieved from Factiva website:
https://global-factiva-com.ezproxy.canberra.edu.au/redir/default.aspx?P=sa&an=RETWEE0020130813e98c00004&cat=a&ep=ASE
JMP Holdings (Unknown). Smiggle Bamboo Paper Bags [Smiggle Bamboo Paper Bags]. Retrieved from https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0N50EXpgmS4aydue1hhtefjg1shyaFXK7fCmeaIha48c3B0be6PMlDB_06ua6wW9oIplHh7kpgbxn_DOb9ECvyo2YgHGCX-K76Egp9dQs3UnC0SnYB11FCaixNsxwkEuryGDX2XQRwjXx/s1600/SmiggleBagSmall.jpg
Some good research and observation. I'm not feeling the refinement in their brand that you speak of, but the pos packaging is certainly bold and memorable.
ReplyDelete