Week 1: Retail Brand Research: Smiggle

Smiggle is a stationary brand and retail chain that was founded in Melbourne by Stephen Meurs and Peter Pausewang in 2003. Smiggle has since grown to having stores in countries all around the world. Smiggle aim to influence their customers creativity through the use of fun and interesting stationary products. Smiggle are renowned for making products that utilize bright colours and bold graphics to create innovative designs that are both captivating and highly appealing. The smiggle owners believe that they are bringing a much needed fashion-forward touch to the stationary industry. Products come in an assortment of key colours that include purple, blue, pink, green, white, black and orange. 

These products are typically targeted towards young children and kids attending school. Stationary is vital throughout a child's education and Smiggle make products that would be seen as appealing to kids. The bright colours and fun designs help to inspire kids to be creative and make learning more enjoyable for themselves. Smiggle not only stock stationary but also other items kids may need for school like backpacks and lunch boxes. An assortment of products targeted towards a more mature audience are also stocked. Things like watches, headphones and lights come in a wide range of colours and styles that would appeal to tech savvy, fashion-minded adults.

Smiggle use bags that are made from bamboo to package their products. These are white bags with two handles and a large smiggle logo covering the bag. These bags are both appealing and eco-friendly, as bamboo is one of the worlds fastest growing plants. Like their products; Smiggles packaging is bright, bold and visually appealing. Utilizing certain products like bamboo to create sustainable packaging is a great idea that helps give the company positive attention.

 References
Smiggle, www.smiggle.com.au, Accessed 10/08/2015,
JMP Holdings, www.jmpholdings.com.au,  Accessed 10/08/2015
Milman, Oliver (22 September 2010). http://www.startupsmart.com.au/growth/how-i-did-it/smiggle-crowned-australias-top-retailer/20100922432.html Accessed 10/08/2015