Case Studies
Broadway & Co Ltd
Company Information
An established, family owned business Broadway makes over 400 different products, ranging from drink related gifts, christening gifts, table ware and giftware.
Without a formal in-house design capability, Broadway faced both inspiration and development challenges when introducing new products into their extensive ranges. This was never more evident than when they sought to develop and add new designs to their existing candlestick range. They needed to maintain the interest of a major client's buyer, and increase their market share of the independent retailer gift market.
Brief
The initial brief, and first project, was for the JIIC design team to assist Broadway by providing trend and market research information, and then to design a set of silver candlesticks that met the companies brief and needs. A second project, utilising design and CAD/CAM rapid prototyping technologies, was for a new contemporary range of christening gifts.
Impact
- Concept to market time was reduced by utilising JIIC support.
- The new ranges contributed to Broadway's client's perception of a company with a modern and stylish image.
- The projects increased the client's awareness of new ideas and technology, and greater customer focus.
- Commercial success was achieved as a result of effective design input.
The success of JIIC assistance has further increased the client's recognition of the value of independent market research and design. A long-term, productive relationship has been developed between Broadway and the JIIC with commercial success achieved in new product ranges. Subsequently a range of ladies gifts, introducing alternative materials, has been developed in partnership with the JIIC.