Ed Bristow's recent articles
Cath Kidston showcase their designs with Facebook photo posts to drive product desirability
Product design is a core asset for Cath Kidston, with consumers praising its “cute” and “retro” prints and styles. Colourful photo posts on the brand’s Facebook page capitalise on this, leading consumers to claim they “want” and “have to have” the depicted products. However, criticism of “high” prices and “poor durability” tends to drive negativity towards the brand across all platforms.
- “Cute” and “distinctive” Cath Kidston prints and colours are well received by consumers: Design is the main asset of the brand, although a minority of consumers criticise the “lack of variation" in the design of various product ranges
- Cath Kidston tends to be perceived as an “expensive”, “designer” brand by consumers: Criticisms are also directed towards sales and offers, particularly when promoted online, for “not offering enough of a discount”
- Issues with "poor durability" are a liability for the brand, with "faulty" products driving negativity across social platforms: A minority of consumers (<5%) also criticise the overall quality of the materials, claiming they are "cheap plastics"
- “Lack” of product availability also leads to consumer frustration: Unsurprisingly, consumers express disappointment when products promoted online are not available in local stores
- Over three quarters of all comments expressing desire for Cath Kidston products occur on Facebook: These comments are largely prompted by colourful photo CM posts, which lead consumers to say they “have to have” and “want” the product shown
- Product posts are twice as likely to prompt consumers to express desire for Cath Kidston than other post-types: Around 39% of consumers commenting on Facebook product posts claim to “want” or “need” the item(s) depicted, compared to an average of 15% across other post types