Is Design Global?

Design is very much global but is not necessarily practised the same everywhere. In every country, there is a form of design from housing, cars to cutlery, but there are not necessarily infrastructures and institutions which accommodate certain design subjects. Design also differs in countries due to culture and belief, meaning what a certain country or region deems to be good designs another might not necessarily follow the same principles and values. 

Figure 1 Nike pro bra: Nike news

Figure 2 A women in a Nike Hijab being developed for Muslim women athletes: Nike

One brand which has a global appeal and is striving to have a broader design scape is Nike, despite having multiple scandals and ethical questions being raised about how they run their company in overseas manufacturing factories, in third world countries looking for cheap labour, they do have a global design agenda, and their latest product is a statement in the right direction. With the western world, Nike is the most dominant sporting brand but in the far east where there are different rules and beliefs, it can be difficult to penetrate the market especially for women. In the western region, Nike regularly advertise their female athletes in tight revealing clothing (Figure 1) but this is not accepted in the Middle east.  

“Nikes new Hijab is designed to make sports more comfortable for Muslim women and goes on sale in 2018” (BBC News 2017) (Figure 2) Although this could be seen as a big international company trying to penetrate another market for profit, it has also had great reception from Muslim athletes like (Abdelaziz, 2017) “As a hijab wearing athlete, I'm stoked for @nike's pro hijab line. More so I love that its approved/featured by ACUTAL (sic) hijab wearing athletes” this is a clear indication that design can affect the world and there are still areas where companies like Nike can go to not in the western world and create a mutual and beneficial product.

With Nike’s multicultural approach it is easy to see why Nike is ranked ‘18’ in the world’s most valuable business (Forbes 2016), and ranked 1 on Complex Most iconic brands, with the company calling the logo, “the most Iconic image in the world” (Complex 2016). To further illustrate Nike's global strategy Just in the football industry the company represents 10 different national teams and 12 other league teams in 6 different countries (Figure 3).

Figure 3 Nike Football team representative: Nike

The direction in which Nike has taken in looking at different cultures, clearly indicates that design is global, and is affected by the different cultures including sport, by doing so, they have created a product which supports women, in an ever-growing Muslim sports industry.

Image List

Figure 1……Nike Pro bra: Nike

Figure 2…… A woman in a Nike Pro Hijab being developed for Muslim women athletes: Nike

Figure 3…… Nike Football team representative: Nike

Bibliography

ABDELAZIZ, R (2017) N.a. [Twitter] 7^th Mar. Available from: https://twitter.com/Rowaida_Abdel/status/839135307945619457?ref_src=twsrc%5Etfw&ref_url=http%3A%2F%2Fwww.bbc.co.uk%2Fnewsbeat%2Farticle%2F39205965%2Fnike-becomes-first-major-brand-to-launch-hijab-for-women [Accessed 18/03/2017]  

BOGOSLOW, D. (2007) Nike Gains On global reach, Bloomberg, 25 Sept. Available From: https://www.bloomberg.com/news/articles/2007-09-21/nike-gains-on-global-reachbusinessweek-business-news-stock-market-and-financial-advice [Accessed 14/03/2017]

BBC NEWSBEAT (2017) Nike becomes first major brand to launch hijab for women. [Online] BBC. Available from: http://www.bbc.co.uk/newsbeat/article/39205965/nike-becomes-first-major-brand-to-launch-hijab-for-women [Accessed 15/03/2017]

BRANDIRECTORY (2016) Global 500 2016 The most valuable brands of 2016. [Online] Brandirectory. Available from:  http://brandirectory.com/league_tables/table/global-500-2016 [Accessed 17/03/2017]

COMPLEX NEWS (2017) Nike introduces Pro Hijab for Muslim athletes. [Online film] Available from: https://www.youtube.com/watch?v=Y95OkCR6IM4 [Accessed from 18/03/2017]

FORBES (2016) The world’s most valuable brands. [Online] Forbes. Available from:  https://www.forbes.com/powerful-brands/list/#tab:rank [Accessed: 17/03/2017]

KARMALI, R. (2014) Nike vs Adidas: The battle of the football kit makers. BBC, 14 Aug. Available from:  http://www.bbc.co.uk/news/business-28791088 [Accessed 17/03/2017]

NIKE (2017) A women poses in a Nike hijab being developed for Muslim women athletes. [Online image] Available from: http://www.reuters.com/article/us-nike-hijab-idUSKBN16F2N1 [Accessed 15/03/2017]

NIKE. (n.d) Football kits & Jerseys. [Online] Nike. Available from: http://store.nike.com/gb/en_gb/pw/football-kits-jerseys/896Zoeo?ipp=12 [Accessed 17/03/2016]

NIKE. (n.d) Frequently asked questions. [Online] Nike. Available from: http://about.nike.com/pages/resources-faq [Accessed from 17/03/2017]

NIKE (n.d) Nike football team representatives. [Online Images] Available from: http://store.nike.com/gb/en_gb/pw/football-kits-jerseys/896Zoeo?ipp=120 [Accessed 17/03/2017]

NIKE NEWS (2014) The Nike pro bra collection. [Online image] Available from:   http://news.nike.com/news/the-right-fit-and-the-right-support-the-nike-pro-bra-collection Accessed 18/03/2017

STATISTIC BRAIN, (2016) Nike Company statistics. [Online] Statistic Brain. Available from:   http://www.statisticbrain.com/nike-company-statistics/ [Accessed 15/03/2017]

Design Responses – Sustainability and Corporate Responsibility

Sustainability has become a greater importance in the corporate world. With the greater awareness of climate change, companies have had to make sustainability a part of their design process and business strategy. It is now considered a responsibility for each company to monitor and control their impact on the environment.

Robin’s 2015 study (cited in Crul et al, 2009) states “Sustainable design attempts to satisfy what have been called the ‘Three pillars of sustainability’ – people, profit and planet.” “it aims to provide the essential function of a product using the least environmentally harmful technical solution” Nike is a company which evidences this approach. In 2015 Nike joined the RE100 environmental campaign. Nike joined the campaign with a pledge to ensure their company Would be using 100% renewable energy by 2025. Hannah Jones, Chief Sustainability Officer & VP, Innovation Accelerator says, “we know that the effects of climate change have an impact on the athlete…. Actively moving toward 100% renewable energy will not only reduce greenhouse gas emissions, but it will also enable Nike to pursue a reliable, stable energy” (RE100, 2015). This Method has lead Nike to be the leading sustainable apparel and shoe company in the world with an index score of 280 (Figure 1)

Figure 1 Morgan Stanley’s list of the most sustainable clothing and shoe brand: Atlas

In terms of actual products, Nike has incorporated a range of green and recycled materials into its products. The Nike Pro bra (Figure 2) and Legend pants (Figure 3) are made with 100% recycled polyester (where applicable).

Figure 2 Nike Pro Bra: Nike 

Figure 3 Nike Legend Pants: Nike

Nike has also increased the number of products made with their Flyknit technology (figure 4), which compared to normal cut and sew footwear, it has 60% on average waste reduction. Since 2012 to 2015 Nike has increased the number of products with this material from 1 to 28. Nikes Targets “By FY20, 81% of all Nike, INC. Products will be scored on sustainability performance up from 28% in FY15” (Nike, INC 2015) This is a clear intent from Nike to create sustainable products. 

Figure 4 Nike Fee RN Flyknit: Nike

It is evident that Nike is a company which has a clear design intent and ethos which they are currently implementing and plan on further developing, this has created a design environment which is sustainable, furthermore Nike is also at the fore front of sustainable design in the apparel and footwear industry with their Flyknit technology and recycled material which they implement is various clothing and still plan on expanding the use of it in their portfolio.

Image list

Figure 1…… Morgan Stanley’s list of the most sustainable clothing and shoe brand: Atlas

Figure 2…… Nike Pro Bra: Nike

Figure 3…… Nike Legend Pants: Nike

Figure 4…… Nike Fee RN Flyknit: Nike

Bibliography

ATLAS (2016) Morgan Stanley’s list of the most sustainable clothing and shoe brand. [Online image] Available from: https://www.theatlas.com/charts/Vy5fcIe2 [Accessed 19/03/2017]

BAIN, M (2015) Nike proves that cleaning up your act is smart business. Quartz Media, 24^th Aug. Available from: https://qz.com/485333/nike-north-americas-most-sustainable-big-brand-proves-that-cleaning-up-your-act-is-smart-business/ [Accessed 19/03/2017]

COMPLEX (2015) Nike says it will use 100% renewable energy by 2015.  [Online film] Available from: https://www.youtube.com/watch?v=7uHQQskGn4c [Accessed 19/03/2017]

ISMAEL, A. (2015) Making green: Nike is the biggest and Most Sustainable Clothing and sneaker brand. Complex, 26^th Aug. Available from: http://uk.complex.com/sneakers/2015/08/nike-is-the-most-sustainable-clothing-company [Accessed 19/03/2017]

NIKE (n.d) Recourses & FAQ. [Online] Nike. Available from: http://about.nike.com/pages/resources-faq [Accessed 19/03/2017].

NIKE (2013) Sustainable business performance summary. Oregon USA: Nike, INC, FY12/13.

NIKE (2015) Sustainable Business report: Sustainable innovation is a powerful engine for growth. Oregon USA: Nike, INC, FY14/15

NIKE (n.d) Nike Legend Pants. [Online image] Available from: http://store.nike.com/gb/en_gb/pd/legend-2-poly-tight-training-trousers/pid-10035417/pgid-675252 [Accessed 19/03/2017]

NIKE (n.d) Nike Pro Bra. [Online image] Available from: http://store.nike.com/gb/en_gb/pd/pro-hero-high-support-sports-bra/pid-11102561/pgid-11782251 [Accessed 19/03/2017]

NIKE (n.d) Nike Flyknit. [Online image] Available from: http://store.nike.com/gb/en_gb/product/free-rn-flyknit-id-shoe/?piid=43499&pbid=1037647472#?pbid=1037647472 [Accessed 19/03/2017]

TARLO, E (2007) Hijab in London. Metamorphosis, resonance and effects, 12 (2), pp. 131-156

ROBIN, R (2015) Consumer product innovation and sustainable design: The evolution and impacts of successful products. London: Taylor and Francis

REINA, L (2013) Modest fashion: Styling bodies, Meditating faith. London: I.B. Tauris & Co LTD  

RE100 (2015) Nike. [Online] RE100. Available from: http://there100.org/nike [Accessed 17/03/2017]

RE100 (n.d) About RE100. [Online] RE100. Available from: http://there100.org/re100 [Accessed 19/03/2017]

Roy, R (2015), Lessons for product designers, developers and innovators. In: ROBIN, R, (ed) Consumer Product Innovation and Sustainable Design: The evolution and impacts of successful products. London: Taylor and Francis, use pp. 170-171.

Analyse a Product, or Range of Products, In Terms of Their Target Market

Throughout design, there are various methods which designers use to target a specific group of people. Many of these products are visibly targeted at certain people and this can be broken down and identified using semiotic analysis. This is very apparent in supermarkets, Tesco (Figure 1) and Waitrose (Figure 2) are a good comparison in the styles and branding which the two companies have and how this has affected who shops there and the attitudes attached to each of the stores.

Figure 1, Tesco store: international supermarket news

Figure 2, Waitrose store: The grocer

 We see the two supermarkets have different target markets, one being mass market, and the other a more niche middle-class variable. The difference is clear, Tesco has a very plain and clean image which reduces the chance of negative or overwhelming opinion, their stores generally lack flair, whereas Waitrose has a warmer less manufactured look which is very inviting, this caters to those who might be more concerned about the value for money which Waitrose offers. This is reflected in their market share with Tesco having 28.6% and Waitrose with 5% (figure 3)

Figure 3, Supermarket, market share: Mailonline

To exploit this middle-class market Tesco has their own range of “Tesco finest”. Figure 4 is the banner on the Tesco finest section of their website. The banner is darker and more saturated, with the contrast of white and black, this is common in the food industry where companies are trying to create a more premium product. The banner uses people to make the products more personal, as they illiterate who makes them and the hard work involved, furthermore there are close-ups of the food items, which shows pride in the product.

Figure 4, Tesco finest: Tesco

Figure 5 shows the banner of the everyday value products which Tesco’s offers. There is less effort put into this banner. All the food items are fully packaged and there are no close-ups showing less pride in the food. There are no images of the people who make the food. The typography used is more basic and playful compared to the more serious and handwritten style in figure 4. This is a large contrast in the two types of products Tesco offers, and they are targeted at two different people, one who cares more about what they are purchasing and wants quality, and one whom might not be able to afford the more luxury items, or is shopping simply for necessity, hence the more passive and lacklustre banner, which has less of a narrative. This also translates to the packaging on all the products.

Figure 5, Tesco, everyday value: Tesco

The evidence provided clearly shows a company which has a clear difference in their products offered, this allows them to reach a much larger range of the market, and compete with competitors whom might attract a more niche market. Tesco is willing to change their brand identity to breach a different a wider audience, this is a luxury which is common in a conglomerate.   

Image list

Figure 1…... Tesco store: International supermarket news

Figure 2…… Waitrose Store: The grocer

Figure 3…… Supermarket, Market share: Mailonline

Figure 4…… Tesco finest: Tesco

Figure 5…… Tesco, everyday value: Tesco

Bibliography

CAMPAIGN (2016) Brand story of the year: Tesco. Campaign, 15^th Dec. Available from: http://www.campaignlive.co.uk/article/brand-story-year-2016-tesco/1418732  Accessed 02/04/2017

INTERNATIONSUPERMARKETSNEW (2016) Tesco store. [Online Image] Available from: http://www.internationalsupermarketnews.com/news/23436 [Accessed 02/04/2017]

NAYLO, T (2010) Should we all be shopping at Waitrose. Theguardian, 14^th July. Available from: https://www.theguardian.com/lifeandstyle/wordofmouth/2010/jul/14/should-we-all-shop-waitrose [Accessed 01/04/2017]

MADEN, S (2010) Value supermarket brands as good as standard – study. Money saving expert, 7^th Aug. Available from: http://www.moneysavingexpert.com/news/shopping/2010/08/value-supermarket-brands-as-good-as-standard [Accessed 02/04/2014]

MAILONLINE (2014) Supermarkets, Markets share. [Online image] Available from: http://www.dailymail.co.uk/news/article-2874292/The-slaying-big-supermarkets-battle-budget-chains-sent-shares-Tesco-Sainsbury-s-Morrisons-freefall-2014-sparked-price-war-2015.html [Accessed 01/04/2017]

ROBINSON, M (2014) the slaying of big supermarkets: How the battle with budget chains sent shares in Tesco, Sainsbury’s and Morrison’s in to free fall in 2014 and sparked price war that will last until 2015. Mailonline, 1st Jan. Available from: http://www.dailymail.co.uk/news/article-2874292/The-slaying-big-supermarkets-battle-budget-chains-sent-shares-Tesco-Sainsbury-s-Morrisons-freefall-2014-sparked-price-war-2015.html [Accessed 01/04/2017]

TESCO (2017) Tesco finest. [Online] Tesco. Available from: https://www.tesco.com/groceries/zones/default.aspx?name=tesco-finest [Accessed 02/04/2017]

TESCO (2017) Tesco finest. [Online] Tesco. Available from: https://www.tesco.com/groceries/zones/default.aspx?name=tesco-finest [Accessed 02/04/2017]

TESCO (2017) Tesco, Everyday value. [Online image] Available from: https://www.tesco.com/groceries/zones/default.aspx?name=tesco-value [Accessed 02/04/2017]

TESCO (2017) Tesco, Everyday value. [Online image] Available from: https://www.tesco.com/groceries/zones/default.aspx?name=tesco-value [Accessed 02/04/2017]

UMIT KUCUK. S (2014) A semiotic analysis of consumer-generated antibranding. Marketing theory, 15 (2), pp.243-264.

What is the impact of gender on design practice?

Gender identity and stereotypes are very much embedded in design. One of the biggest areas impacted by gender in design, is the toy industry. Gender is a socially constructed idea of how men and women should act, and this is nurtured into children as they grow up through parent’s, education and the socially accepted norms in society. “Because identity construction is continuous and in constant state of renegotiation, as power relations change so will the ways in which masculinities and femininities are constructed” (Paechter, Carrie F, 2007) this is true in normal society as there have been large shifts in gender stereotypes, with the emergence and growth of women in business (Figure 1) and athletes like Ronda Rousey (UFC fighter) (figure 2), who are closing the gender gaps, but this is a much slower process in design. 

Figure 1 Women in business: Merrill Lynch

Figure 2 Ronda Rousey: UFC

In conventional gender stereotypes and roles, we see that men are supposed to be the protective more aggressive masculine provider in a family and this lead to trends in toys for boys being either building sets, cars, and toy guns. Women, on the other hand were meant to be more caring, emotional and maternal, this lead to girl’s toys like cooking sets, and baby’s, furthermore these stereotypes are re-enforced with colour. We see most male toys, coloured blue, red (considered to be masculine colours) and yellow (associated with construction vehicles (figure 3). Where we see female toys, the colours tend to be pink and purple (figure 4). This design style is very much tried and tested, and is very hard to break as these stereotypes are so embedded into the norms it’s an easy way to establish and tap into these target markets. As much as attitudes are changing, we still see companies like Toys R us still selling toys based on these ageing stereotypes.

Figure 3, 2 in 1 Medieval Battle Castle: Toys R Us

Figure 4 Room full of fun play-set: Toys R Us

With companies like “Let Toys Be Toys” there is a big push for toys companies to start making gender neutral toys. Their research in 2016 looked at 6 major toy retailers and found:

·        “Only 11% of children playing with cars or other vehicles were girls, and those girls were almost always shown with pink versions of toys.”

·        “97% of children playing with guns/weapons and war toys were boys.”

“The toy chain Toy Planet has presented its Christmas catalogue , which since 2014 has been betting on leaving behind stereotypes in children's toys” (Verne 2016) This is an example of a company which is pushing to remove the gender stereotypes in toys. With companies like this succeeding and the new generation of designers growing up in ever more relaxing gender guidelines and norms it is likely that the shift will continue to grow.

The evidence presented in this assignment has shown that there is a clear impact on gender in design. To change this in the toy industry the advertisement of toys must change, this is where the main, stereotypes are portrayed. When products can be advertised with both male and females despite the colour the type of toy, is when we can see the impact of gender in this industry trolley diminish (figure 5 & 6).   

Figure 6 Boy & girl castle set: Verne 

Figure 5 Girl fire fighter: Verne

Image list

Figure 1…… Women in business: Merrill Lynch

Figure 2…… Ronda Rousey: UFC

Figure 3…… 2 in 1 Medieval Battle Castle: ToysRus

Figure 4…… Room full of fun playset: ToysRus

Figure 5…… Girl fire fighter: Verne

Figure 6…… Boy & girl castle set: Verne

Bibliography

ATTFIELD, J (2000) Wild things: The material culture of everyday life. Oxford: Berg.

DALY, N. (2017) Gender Revolution: How todays toys might be Harming your daughter. [Online] National Geographic.  Available from:  (http://www.nationalgeographic.com/magazine/2017/01/gender-toys-departments-piece/ [Accessed from: 04/03/2017]

HANCOCK, JR. (2016) The catalogue of toys that rejected the gender roles is now visible down syndrome. Verne, 5^th Nov. Available from: http://verne.elpais.com/verne/2016/11/04/articulo/1478246610_664796.html [Accessed 0403/2017].

LET TOYS BE TOYS (2016) Stereotypes rule in toy catalogues – research findings. [weblog] Let toys be toys. 16^th December. Available from: http://lettoysbetoys.org.uk/stereotypes-rule-in-toy-catalogues-research-findings/#more-6843 [Accessed 04/03/2017]

MERRILL LYNCH (2015) Women in business. [Online Image] Available from: https://www.ml.com/articles/women-power.html  [Accessed 03/03/2017]

MTV BRALESS. (2014) Are there boy toys & girl toys? [Online Film] Available From: https://www.youtube.com/watch?v=AjN6sHeyEPc [Accessed 04/03/2017

OKSMAN, O. (2016) Are gendered toys harming the development of children. The Guardian, 28^th may. Available from: https://www.theguardian.com/lifeandstyle/2016/may/28/toys-kids-girls-boys-childhood-development-gender-research [Accessed 04/03/2017]

PAECHER, CARRIE F (2007) Being boys, being girls: Learning Masculinities and Felinities. Open University Press: Maidenhead.

TOYSRUS (2017) Graco Room Full of fun Playset. [Online Image] Available From: http://www.toysrus.co.uk/toys/graco-room-full-of-fun-playset/TRUP7924350001 [Accessed 03/03/2017]

TOYSRUS (2017) universe of imagination 2 in 1 medieval Battle Castle. [Online Image] Available from: http://www.toysrus.co.uk/toys/universe-of-imagination-2-in-1-medieval-battle-castle/TRUP721790001 [ Accessed 04/03/2017]

UFC. (2015) Ronda Rousey. [Online image] Available from:  http://www.ufc.com/fighter/Ronda-Rousey?id= [Accessed 05/03/2017] 

VERNE. (2016) Girl fire fighter. [online image] Available from: http://verne.elpais.com/verne/2016/11/04/articulo/1478246610_664796.html [Accessed 04/03/2017]

VERNE. (2016) Boy & Girl castle set. [Online image] Available from: http://verne.elpais.com/verne/2016/11/04/articulo/1478246610_664796.html [Accessed 04/03/2017]