The editors are committed to advancing Lotus interests and see an important role in merchandising. This article is the first in a series that will examine and review specific items. These articles are partly inspired by the attractive goods available and our visit to the dedicated shop in London. In this instance of the Type 1 watch the editor saw in Lotus dealer and was extremely impressed.<\/p>\n
Merchandising provides an opportunity to brands to provide additional goods to customers that are themed and complementary to the brands primary focus.<\/p>\n
There are very good reasons for doing this which includes:-<\/p>\n
- \n
- Provides owners and non-owners with goods with which they are proud to identify<\/li>\n
- It offers a range of gifts that are focused and which a recipient might have proven interest<\/li>\n
- It offers a degree of diversification extending brand lines<\/li>\n
- Some brands might consider using their in-house designers to produce merchandising , developing and extending their talent within a disciplined umbrella \/design framework<\/li>\n
- Merchandising can easily embrace items produced by others eg.scale models, books etc.<\/li>\n
- Merchandising might also sit with consultancy \u2013again giving design engineers a range of tasks and opportunities .Possible cross pollinating with mainstream activities particularly where technology ,materials and aesthetics are concerned<\/li>\n
- Merchandising on international level can provide customers with goods they might otherwise not be able to access<\/li>\n
- Merchandising can help democratize a brand by making goods affordable<\/li>\n
- Merchandising might also be considered free advertising where clothes , etc. are displayed to a wider audience and possession seen as vote confidence<\/li>\n
- Merchandising can perhaps to assist product development by indicating interests and aesthetic appreciation not least in heritage based items eg,fine art<\/li>\n
- Merchandising can also offer opportunities in collecting<\/li>\n<\/ul>\n
Examples of Merchandising<\/strong><\/p>\n
The editor\u2019s note that several major brands including automobile marques provide merchandising. Possibly one of the better known is Porsche Drivers Selection.<\/p>\n
Their merchandising range extends to:-<\/p>\n
- \n
- Masterpieces<\/li>\n
- Clothing and accessories [male and female]<\/li>\n
- Life style<\/li>\n
- Luggage<\/li>\n
- Books and calenders<\/li>\n
- Watches<\/strong><\/li>\n<\/ul>\n
The editor\u2019s note the current watch range makes direct reference to the Bauhaus and the very best of German industrial design. [See A&R dedicated article on Walter Gropius & Bauhaus]<\/p>\n
Lotus Merchandising<\/strong><\/p>\n
Subscribers are directed to website:<\/p>\n
http:\/\/shop.classicteamlotus.co.uk\/merchandise-11-c.asp<\/a><\/p>\n
The range includes:-<\/p>\n
- \n
- Clothes, accessories<\/li>\n
- luggage<\/li>\n
- Scale models \u2013excellent selection including F1<\/li>\n
- Art work-including drawings by Peter Hutton [see A&R dedicated article]<\/li>\n
- Books<\/li>\n
- DVD<\/li>\n
- Memorabilia<\/li>\n<\/ul>\n
The editors recommend subscribers visit website and dedicated shops in London and Silverstone [see A&R article]<\/p>\n
Selected item for detailed analysis: Lotus Type 1: Chronograph watch<\/strong><\/p>\n
Design Philosophy<\/strong><\/p>\n
The editors believe in creating a successful merchandising piece like a watch according to the Chapman and Lotus design methodology they would have:-<\/p>\n
- \n
- Absorbed the design philosophy of elegance<\/li>\n
- Defined the brand and its core values<\/li>\n
- Explored production economics and parts sourcing<\/li>\n
- Made statement of function<\/li>\n
- Incorporated dual use wherever possible contributing to light weight<\/li>\n
- Enabled piece to provide accurate information in sport, speed context<\/li>\n
- Identified piece with innovation<\/li>\n
- Enshrined piece with Lotus aesthetic and recognition accompanied by degree of understatement<\/li>\n
- Considered ergonomics and wearability of watch in different situations<\/li>\n<\/ul>\n
Possibly too in recent times there might have been more emphasis on predicted user and profitability considerations.<\/p>\n
The Lotus Design Type 1 Lotus Watch is the first wristwatch to be created by Lotus Design, the famous design studio responsible for all Lotus products. It was launched at the 2006 Geneva international Salon.<\/p>\n
The quartz analogue chronograph watch is the first \u00ab\u00a0in house\u00a0\u00bb designed Lotus watch described as being infused with Lotus core values through its appearance. However, the Type 1 Lotus watch is \u201cnot a mere branding exercise\u201d.<\/p>\n
![\"Chrono](\"http:\/\/colinchapmanmuseum.org.uk\/wp-content\/uploads\/2016\/08\/Chrono-1.jpg\")
<\/a><\/p>\n![\"Chrono](\"http:\/\/colinchapmanmuseum.org.uk\/wp-content\/uploads\/2016\/08\/Chrono-2.jpg\")
<\/a><\/p>\n