Seasonal Directions for Made.com
The Challenge
As a design brand with an ambition to create timeless season-less pieces, and an e-comm business that launched products every week, Made.com had struggled to understand the role that current trends could play within a singular brand vision.
The challenge was to find a way to incorporate new movements in design, lifestyle and home interiors- one that responded to the commercial strategy and growth plans at the same time as aligning with the longterm product principles and creative identity.
And to make sure that within the fixed framework of design styles, the product range still moved on.
The Solution
The mantra we adopted was evolution not revolution
We used the design styles framework as a basis to encapsulate current trends, and used internal data to decide which styles to focus on.
The commercial calendar was a guide to creating phased drops across a period of time to build consistency in communications and move seamlessly through different directions.
Spring 18 Nordic Safari
The direction used desert inspirations and campaign furniture reimagined in a contemporary Nordic style, using natural materials in neutral colours with the signature soft edges of Nordic design. Colour pops created energy and a contemporary feel.
The Results
Nordic Safari was the first seasonal direction for made.com that cascaded from ATL brand campaign, press show lead and into collections that became bestsellers and brand identifying products with longevity.
Spring 19 Now and Zen
Now and Zen in Spring 2019 delivered a trend moment of natural materials and sanctuary spaces as these concepts were just beginning to interest design customers, cementing Made as a forward thinker, well-tuned with early shifts in consumer sentiment. The direction was structured to enable micro stories for content and targeted category messages for trade.
Mood and product directions are reinforced with toolkits of colour and material. Micro stories are timed through the season for regular drops to switch up content within a consistent style message.
Collaborations with relevant designers such as Sebastian Cox, who are known for a complementary handwriting, helped to bring authenticity and credibility to trend led directions.
Spring 21 Mediterranea
The Spring 21 seasonal direction created a step-change in the Industrial design style, consistently one the best selling styles that needed a refreshed perspective. It moved into a global inspired space, maintaining an industrial and casual finish but shifting inspirations to natural materials and aged finishes found around hot coastal areas.
The results
This direction became and OOH ATL campaign and built evolution and continued sales strength into the collection at a time when Made.com was positioning itself for IPO.