Little black book

They say it's not what you know, it's who you know, but in this case salon owner and hairdresser, Richard Stepney has combined what he knows about great shampoo with the creative skills of some of his top clients. He asked the architect John Pawson, designer Tom Dixon, artist Brad Lochore, and sculptress Sophie Smallhorn to each design a label for a special edition run of 4th Floor shampoos. With the following smart-as-you-like results.



The technique of brand alignment is, I feel, hugely underused. Especially by smaller, niche brands. Modern consumers buy in patterns - creating families of brands that, in sum, define who they are and how they like to live. Those families of brands re-enforce consumers' own sense of self and their projection of themselves to those around them.

An excellent example of brand alignment is Marylebone High Street. Here, the street's planners consciously choose a mix of shops that would appeal to a carefully defined group. This group (30+, prosperous urbanites, 'foodie', European, penchant for boutiques) were already buying their kitchenware from Conran, their sheets from Descamps, their french cotton tees from Agnes B, their dinner party gifts from Rococo, and having their hair cut in Aveda. It made perfect sense to offer it all on one street and attract one of the wealthiest, most conspicuously consuming sectors of London society.

Over the years Richard, at 4th Floor, has earned a clientele who are creative, culturally astute, aesthetically intelligent and who rely on him to provide the haircut, the look to project those qualities. By becoming a veritable expert on his clients' lifestyle he has been able to create a brand that fits perfectly into it. This new, limited edition shampoo, which fuses leading-edge creative names with 4th Floor, represents another step in the maturation of Richard's brand.

And We Flock Just Like Birds of a Feather

My current project at work involves getting cosy with over 250 of the nation's most well-known retailers (*subliminal* Westfield London opens 30th October *subliminal* ) and it has really woken me up to just how snobby I am about where I shop and where I choose to spend my hard-earned cash. I do TopShop and H&M, but not Zara. I shop in Sainsbury's and see Waitrose as a treat. I love Selfridges yet avoid Harrods. I am fiercely loyal to M.A.C and Clarins, but totally whoreish over my toothpaste.

The notion of 'Families of Brands' is a concept that is often banded about amongst marketing types, but I think overlooked. Typologies can really gain depth if you start to look at the assortment of brands people bring into their lives. A London-based 30 year old women, with two kids who lives in Islington and shops in Jigsaw will present a completely different set of values and consumption habits to a London-based 30 year old women, with two kids who lives in Islington yet shops in Debenhams.

Suddenly you see that the Jigsaw shopper also has a weekly delivery from Abel & Cole, buys her underwear from M&S, and splashes out in Nicole Farhi. Debenhams lady, however, loves a bargain in Primark, does her food shopping in Tesco, and looks forward to the Karen Millen sale. Where most will have placed these two women in the same consumer group based on age, location and gender, those who look at Brand Families can see a much broader picture.

And it doesn't stop there. Once you know the 'Family', you can see where other brands might fit in - ideal if you are bringing a new one to market. You can see where competition lies outside of your industry - perfect for identifying competitors. And, if you are already established, you can bring your other Family members closer - be it geographically or psychologically - and become stronger.