Tap into retail trends
has joined Galileo Watermark to strengthen its amenities team. Here she explains how the retail world can inspire new opportunities onboard
UNDERSTAND THE INFLUENCES
Today, our exposure to retail brands is constant, and the trends we need to watch are no longer set by the brands alone. Social media, celebrity endorsements and Influential collaborations with brands increasingly influence what becomes the 'next big thing' and the challenge is to keep dreaming up new ways to translate the favoured retail, luxury and fashion brand DNA into designs for onboard amenity kits.
BENCHMARK AND BRAINSTORM
It's important to benchmark the industry and keep abreast of the trending ideas, and I do a LOT of comparative shopping to keep on top of this. From that I see, customisation and personalisation in design are key to product development this year. Design inspiration comes from all over: from the retail brands perhaps but also from a painting in a museum or a leather technique, a detail on a piece of clothing to a flower petal. Design inspiration really is everywhere.
When an airline aligns with a brand it is important that the two share mutual goals and aspirations. Airlines want to deliver a desirable product and that means a product that combines the emotional and the practical. The emotional response is the one which drives a person's desire for a product and leaves the memorable impression; while the practical element is important because the product has to have a useful function. The products have to appeal to a wide audience of personalities too.
BROADEN YOUR ENGAGEMENT
In an industry where automation is making evident headway I believe there are many exciting opportunities in the way we develop and deliver amenity kits onboard. One of the great advantages that airlines have is that their passengers are a captive audience. This allows them to promote products to an already engaged customer. Programmes can be designed to captivate them preflight, inflight and post flight and with these various opportunities comes the chance to offer them increasingly greater choice, on demand products, customised products or the option of more luxurious offerings.