Who knew simplicity could be so complex? Turning a complicated
craft into an elegantly simple product may be all in a days work
for the likes of Apple, but more often than not,
it an art dominated by the Scandinavians. In
our recent report on the future of Scandinavian design we looked at
the principles behind the movement, the complexities of creating
something that straddles the divide between timelessness and
trends, and the way technology helps to re-imagine everyday objects
into pieces of art.
But as we spoke to brand leaders of the Nordic world
– from ECCO shoes to Georg Jensen
– there were common factors influencing the
success of the brands. We left Copenhagen airport with our pockets
full of philosophical gems. Luckily, HERV, they made it
through customs.
Here are five of those lessons.
From the upcoming Spring 2012 collection of Scandinavian brand ECCO
shoes.
Be the best: at what you do.
A common phrase that wove its way through our discussions with
leading Scandinavian brands was wanting to e the best None
mentioned a desire to be the biggest, or the most profitable, and
brand extensions were certainly out. Though est is a subjective
notion, these brands were all talking in the context of being the
best at what they do. That comes down to the product: it not
measured in the number of awards on a shelf, Christian
Louboutin Madame Butterfly Booty 150 Beige, or the dollar value
on a bottom line; it measured by their own view of what great
product is. Scandinavian brands who believe in their product and
keep a laser beam focus on making that product the best it can be
are the ones that have survived the decades. And will continue to
survive.
Do what you do, and aim to be the best. Be in control of your
resources. < br /> Resources and materials are of utmost importance. Even after
more than 100 years in the business, furniture makers Carl Hansen