i found this article on the cut about a designer with a really unique marketing strategy pretty interesting. mark tallowin, a tree-surgeon-turned-artist and leather craftsman, came up with a plan called the “4.4.8 experiment” where he’d make 4 bags, give them to 4 influencers in the fashion industry for a week, gather their feedback and have them pass on the bag to a person of their choice, for 8 weeks. at the end of the experiment, tallowin had 32 fashion insiders who had not only received the bags and provided their valuable input, but were also seen carrying the bag everywhere and wrote personally about the bags for his blog documenting the experiment.
it’s also pretty cool that he produces all bags in very limited quantities because he oversees the entire process. and he wants it that way–he wants each bag to be made by one person from start to finish, from selecting the hides all the way to shipping. i particularly love this quote:
I may train up an apprentice at some point, but I’m quite happy staying small. I think designers become very keen to say, “I’m turning over a huge amount and I’m stocked in 500 shops worldwide” — but then they become a manager in their own company. If I wanted to be a manager, I would have done something else. I love making handbags and I get a huge rush when a customer e-mails me to say, “I’ve just seen it — I love it.” It’s the biggest buzz.
the full collection: split edge, kettle bell, flat iron, ink well (top to bottom)
i particularly like the kettle bell and flat iron bags. i think the flat iron would make a really nice work bag. i’m also a big fan of the story behind the names of each one.
i’m rooting for this underdog in the luxury industry…i hope mark doesn’t lose sight of his passion for craftsmanship and his business continues to grow.
the harvard business review recently praised nissan’s latest ad for the leaf, their all-electric car. until now, nissan’s marketing hadn’t been able to effectively appeal to the same part of the male brain that most car ads target. what guy is going to brag about driving a car named “leaf” in a bar? experts suggested that the leaf should be positioned in a more exciting way: as the first electric car for the masses. i remember hearing this touted in their commercials, but the below graphic ad really hits it out of the park.
the hbr blogger, andrew winston, complains that the traditional mpg metric system isn’t intuitive. the government has a hard time including electric cars into their rating system.
nissan brilliantly gets to the point all consumers are thinking and essentially eliminated a step in calculation–what does it mean in terms of dollars? the graphic shows how many miles each car can get per dollar spent. 25 miles to a dollar? that’s pretty impressive.