WEDGWOOD JOSIAH KNEW A THING OR TWO ABOUT LIFESTYLE HAINESMCGREGOR CREATIVE INTELLIGENCE
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2 CLIENT: WWRD Since the early days of Wedgwood, 300 years ago, Josiah knew that his customers were buying more than ornaments for their homes. He knew they were buying something that reflected who they wanted to be, even then, they were buying into a certain lifestyle. But this iconic brand, whilst acquiring a portfolio of other brands and businesses over the years, had lost sight of what their products meant to people. They had become interchangeable patterns on plates. They had forgotten that homeware is a reflection of who people wish to be. This idea drove our segmentation of Wedgwood s portfolio of brands: by attaching a distinctive lifestyle statement to Wedgwood, Royal Doulton, Royal Albert and Waterford in turn, we gave each brand a clear role for people exploring their different me s. Waterford crystal for charismatic dash and a dose of glamour. Royal Albert for sassy, romantic, frivolity. Royal Doulton for innovation, creativity and experimentation. And Wedgwood itself for classic elegance and understated style.
3 THE BRIEF Waterford Wedgwood - Royal Doulton (WWRD) are some of the oldest craft brands in the world. With over seventy designers based in Stoke on Trent, the business had defaulted to designing patterns of plates and forgotten its role in defining people s identities. Our role was to develop a portfolio strategy for the brands and bring them to life to excite and engage all key stakeholders, from retailers in China and the US, the regional marketing teams and new brides entertaining their in-laws! WHAT WE DISCOVERED Through the creation of a style-led and lifestyle segmentation model we were able to define and bring to life the portfolio positioning of WWRD. Our SyleMap TM tool helped to decode people s tastes according to their fundamental motivations and identity drivers. We ran a series of creative workshops to develop positioning and personality directions for each brand, resulting in guidelines for each brand and a film to bring the brands to life for all key stakeholders. RESULTS Our work helped re-launch the brand across Asia and the US and secured full listings within Barneys, Bloomingdale s and Macy s. According to Annick, the Global Marketing Director, our work helped move an entire organisation. In 2015, following our rebrand work in 2011, the business went from $150m debt to being sold for $437m. Overall the group reported turnover of $450m in the financial year to April 2014, with Asia accounting for 40 per cent of sales. The company reported an operating profit in 2014 of 36m.
4 The tools Haines McGregor developed for us in terms of formulating our brand repositioning & expressing our new brand identities has helped move an entire global organisation. Annick Desmecht, Global Marketing Director, WWRD HAINESMCGREGOR CREATIVE
5 WE D LOVE TO HEAR FROM YOU If you want to get to know us better, need some brand advice or would like to join us, please do get in touch. Haines McGregor Lots Road London SW10 0RJ United Kingdom Phone: +44 (0) Direct: +44 (0) hayley.roe@hainesmcgregor.co.uk hainesmcgregor.co.uk
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