VIGNALE | Interview

www.psi-network.de

PSI Journal 10/2015

What are the differences between the

Lifestyle Collection and the Ford Vignale

Collection?

Erika Tsubaki:

Each article of the Ford Vi-

gnale Collection is a specially designed pro-

duct innovation. In addition, the Ford Vi-

gnale Collection has a far higher claim –

in terms of design, materials and work-

manship. The Vignale products are luxu-

rious, elegant lifestyle products with a touch

of extravagance, yet appearing very discreet,

not least because of the choice of colours.

The customer should intuitively associate

themwith fashion, elegance and Italian de-

sign. We unmistakingly adopted the sty-

ling language of the brand in the design,

which was nevertheless very subtly imple-

mented. We are therefore some way from

the Lifestyle Collection. However, it must

be clearly stated here that the Lifestyle Col

lection consists of well-conceived assort-

ments with carefully selected finished pro-

ducts. Here, too, cyber-Wear guarantees

us a top quality – promotional products off

the shelf cannot be found here. After all,

all the products should adequately repre-

sent the brand, even if there are different

levels.

Which aspects were paramount in

choosing the product range?

ErikaTsubaki:

The strategic objective of the

Ford Vignale Collection is to emotionally

charge the brand and increase brand loy-

alty. The question was: What accessories

are useful, practical and bring enjoyment

to the customer on the go and at home?

What can emotionally extend the driving

experience? Together with cyber-Wear, we

quickly arrived at a travel bag, ladies’ hand-

bag, iPhone case, purse, silk tie and scarf,

USB stick, money clip and set of espresso

mugs. The designs were submitted by Ford

Design whilst cyber-Wear selected the sup-

pliers and coordinated the production. It

was important to us that all products form

a uniform line and that everything comes

from European production. Product – qua-

lity – experience: These three aspects can-

not be separated. That is why the collec-

tion is a part of the brand.

What was the decisive factor in the choice

of suppliers?

Steven Baumgärtner:

We asked ourselves:

„Who can do what?“ And „Who under-

stands what Ford wants?“ Accordingly, we

approached partners we trust and with

whomwe have had good experience. What

was decisive was whether they would be

able to deliver the required high quality on

schedule.

What role did cyber-Wear assume?

Steven Baumgärtner:

We were and are the

coordinator, mediator, problem solver. And

of course, the link between Ford and the

suppliers. Due to the high quality stand-

ards and the complexity of the project, we

chose to bring the Ford team together with

the suppliers/manufacturers. This has proved

to be very practical in order to quickly clar-

ify issues and to be able to make adjust-

ments: For instance, the designer should

see for himself why a seam at a certain

point of the pocket is not possible. Or what

problems occur when implementing the

Hexagon pattern on porcelain. Hence he

was able to adapt his design accordingly

or practical solutions were sought togeth-

er. This worked well in practice and accel-

erated the entire project. It is important

that all parties communicate openly and

that everyone knows his role and assumes

responsibility.

MeinhardMombauer, LMAcces-

soires: “The FordVignale Coll-

ection is an exceptional project

with the right balance between

communication, performance

and price.”

Silver-plated brass with laser-engraved lette-

ring: The FordVignale money clip is an elegant

accessory.