Retail Brand Research

Brand Story

What is the company's "brand story" and how does is this communicated in the design of the products and packaging?

Smiggle was established in 2003 when Stephen Meurs and Peter Pausewang identified a gap in the stationary market. The fist store was opened in Melbourne near a private girls high-school (the target market) for exposure. The first store was a hit success and several stores quickly popped up in several locations throughout Melbourne and Australia. Smiggle was aquired by the Just Group in 2007 and went international in 2008 when it opened a shop in New Zealand. It was in Singapore by 2011 and the UK in 2014.

The brand story for Smiggle has been strong since day one. Each element has been thought through from the displays, the colours, the products, the staff, the offers, the window front, the price point and the logo. Every element about Smiggle reflects their mission statement, the goals and the passions of the product and brand idea "where a smile meets a giggle." The displays are visually appealing, it is hard to resist going into a shop and having a look around. There are things that shine, smell, glow, qwerky, odd-looking, different colours despite all this there is a uniform look with everything being divided into colour. Walking into the store is an experience, and can be equated to "a hug from a best friend." The staff are friendly, helpful, playful and easy to talk to. The products sold are unusual, individual, fun and bright. The entire experience from walking in - leaving is fun, enthusiastic, inspiring and creative, everything comes together, from the qwerky and fun typeface on the logo with the scribbled dot on the "i", to the products themselves. They all resonate the Smiggle brand "where a smile meets a giggle," "It's the worlds greatest place" and "the ultimate creators of fun".

Target Market

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)

The original target market was young teen girls, 14-25. The bright vibrant use of colour attracts attention. They made stationary a fashion item, just as a girl changes her earrings to match her mood, so too now she can change her stationary. This was strengthened by the use of qwerky, odd designs to provide identity and a low price point so that their products could be purchased with "pocket money"

The target marked has expanded with the business to encompass girls/boys 10-40 with the introduction of high quality products at a decent price that still offer identity. The introduction of stationary packs for back to school, back to uni sales and Christmas. Also there is now the colours black and green added to the range aimed more specifically at boys featuring monsters and ninjas among other things.

The products, displays and promotions are fluid with a tight turnaround if something is not working, as little as 24 hours. They are constantly changing, promoting, updating their product range to keep it fresh and encourage customers to return over and over again.

   

Packaging

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?

The packaging that Smiggle uses is minimal, the shelves are decorated purely by their products. Any packaging that there is, is clear plastic so the product can be seen. This is to promote the idea of individuality and identity. It allows the customer to pick up a product, play with it and fall in love with it. When a product is brought you receive a bamboo carry bag, with SMI on one side and GGLE on the other. I find this quite interesting, it is a play on the idea of "where a smile meets a giggle" tag line and promotes not only the brand but the idea behind the brand as well. The bag it'self is quite plain not displaying anything other than the brand name on a white background which I feel works quite well.

Sources

http://www.smiggle.com.au/
http://www.dynamicbusiness.com.au/entrepreneur-profile/stephen-meurs-peter-pausewang-and-their-smiggle-smarts.html
Image #2 from - http://theregister.co.nz/opinion/2015/08/abandon-all-hope-ye-who-enter-smiggle?page=3
Image #4 & 5 from - https://www.greatnewplaces.com/sg/t-Stationery