The Design
This was a challenge. Smallfry set out to create a new travel fan that not only functioned highly efficiently, but also expressed its ability through its look. However, several key components, including the motor, blade design principle and batteries, had to be re-used. Smallfry’s travel fan adds value through functionality. The casing was slimmed down and given a mobile phone-like, pocket-friendly feel, accentuating its ‘travel’ qualities. Additionally, the casing was redesigned to enable the fan to stand unaided, and the airflow can be adjusted to the owner’s personal preference. Marks & Spencer sells the fan without any packaging, so these functions are clearly expressed in the product as the consumer can handle it before purchase. Therefore materials were very important; the new finishes feel solid and high quality.
The Results
Launching a travel fan in December isn’t necessarily the most astute commercial move, yet despite this seasonal hurdle, the new Marks & Spencer travel fan sold so well during Christmas 2003 that all development costs were recovered within 12 days of the product hitting the floor. Just eight weeks after launch, the factory had to commission a second set of tooling to keep up with the relentless demand. Overall, the new Smallfry travel fan achieved an average sales volume increase of 105 percent when compared to the previous design.
Judge’s Comments
Jane Clancey, Head of Marketing Strategy at the BBC considered the fan to be a ‘very worthwhile winner. With no advertising support, this product proved its success on every level – even generating spontaneous positive feedback from the store managers’. Her notes on this product reveal the whole story: ’I was so impressed I went out and bought one!’
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