Presentation notes

Introduction of group and members (majors)

Because of our extensive background in design and our broad skill sets we will use this to our advantage. The name No.5 comes from the iconic Chanel No.5 perfume, an iconic and timeless luxury item. The fashion house Chanel is internationally known for exclusive, timeless, quality and luxurious products we thought this was a highly appropriate name as these are the characteristics that we hold close.

At the beginning of our process we identified 5 key research questions.

What is the perception of New Zealand to potential buyers?

What is luxury to New Zealanders or potential buyers?

What materials encapsulate New Zealand in a luxurious way?

What is it specifically about New Zealand farming practices that makes our leather such high quality?

What is it that motivates the final consumer to buy the product?

Our task is to encapsulate New Zealand and luxury within design.

New Zealand is often perceived as a clean and green environment, a tourist destination full of beautiful beaches and amazing mountain ranges. We are known as ‘nice’ people with 2 degrees of separation who wear flip-flops, eat fish and chips for dinner and kiwi fruits for dessert. While not all of that is terrible, we need to add luxurious leather exports to the list. We need to attach luxury to this perception and promote it to other countries.

How can design encapsulate this? Through producing a gift and sample package for clients that allows the client to feel the luxury that New Zealand Luxury Group creates.

Primarily we looked into packaging ideas for Nick to present at trade shows. Containing information, a small gift and swatches for clients to take away. After continuous research we narrowed down and shifted from this direction to a more focused package for elite and loyal clients.

Giving gifts builds rapport and in many cultures this creates trust and allows both parties to build a relationship. Negative cultural associations with gift giving are things we have considered throughout our design process.

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What determines the consumer to buy a particular luxury item depends on many factors. The main factor generally being, price followed by quality then style. These factors also rely on demographic and psychographic. In terms of high-end brands such as those in business with New Zealand Luxury Group, high-craftsmanship is expected, as these brands have a high reputation to uphold alongside providing an experience and style.

Being a broad in definition the term luxury can be applied to many situations but the sense of luxury we want to portray is exclusivity and quality. Exclusivity is one the key words used when we asked people what they felt, was luxurious. When something is rare and only in reach of a select group it makes people desire it. Quality was second on the list and we, in group No. 5 believe quality it is absolutely ESSENTIAL to making clients KNOW what they are buying is luxurious.

The products that we are presenting today, while still in developmental stages, carries both of these qualities. NAME OF PRODUCT. This would be a gift that New Zealand Luxury Group that would give to their elite and loyal clients.

Our inspiration for these designs came from a variation of existing products and in depth research about cultures and their values.

We explored wine bottle packaging and bespoke gifts as show on the slide behind me. (CHANGE SLIDE)

Small in size or light in weight this product will encapsulates New Zealand nature with the pure and luxurious aesthetic and would contain a gift inside. Whether the said gift be a leather product, or something else, it will be an item that can remind the customer of New Zealand and the luxury connotations we carry. The box in which these gifts sit inside, made from native New Zealand material. Though we are still researching final materials we know our colour palette with be neutral and natural.

DISCUSS SKETCHES

Development CONCEPTS.

A possible material for the packaging and gift could be native timbers. We are very fortunate to have some of the most beautiful and well protected native forests at our doorstep. There is also a huge opportunity for the use of recycled Kauri and Rimu or a combination with a cheaper wood, which will allow for lower costs of resources and also inspire the story of the wood and its past use as no two pieces of wood are the same. There-fore, utilizing the unique nature of the New Zealand timber that we have at our disposal is a good considered possibility. This uniqueness will allow the final design to encapsulate a complete sensory experience that is truly Luxury.

Where to next?

We will begin prototyping, testing and gathering feedback and then come up with a final resolution followed by manufacturing the final product and business and marketing plan.