Domestic innovation is out there

As stated in the article “Brand new ideas or money for old rope?” (MW November 1) “Consumers are a lot more canny now and they do know what’s gimmicky and what’s not.” So, let’s allow them to be the ones who decide which brand extensions are really successful by giving them a choice in the market. Brand extensions are to be encouraged as long as there are real benefits to the consumer.

In the article, one City analyst says: “There is very little technological output these days”. I’m sure James Dyson would disagree – and products like Dust ‘n’ Go really do exactly that. They dust and go, taking the dust with them, a definite improvement on the conventional duster, which moves the dirt from one place to another, and then dispersing it through the air.

He also warns of the danger of launching so called “revolutionary” products, but fails to consider the benefits of evolution. The advances since the Sixties are considerable. From toil, hard work, scrubbing, chore, all done with very basic equipment, we have arrived at ease, speed, hygiene and efficiency. It is brand extensions and product development that has enabled this progression.

But then again, maybe he would prefer us not to evolve and wishes that we were still hand-washing our children’s terry-towelling nappies with soap, only able to dream of the washing machine.

Jenny Adams

Marketing analyst

The Value Engineers




Warehouse to revamp shop image

Marketing Week

Warehouse, the women’s fashion retailer, is redesigning its stores as “boutiques” in a bid to fight off increased competition from high street rivals. The company has appointed design consultancy Brinkworth to develop the concept, which will be rolled out to 25 of its stores next year, starting with the Warehouse concession in Selfridges, London. The […]


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