This Online Memory Mill Tracks Peoples' Blankets as They are Passed Down
Cadhla Gray — October 22, 2015 — Marketing
References: memorymill.faribaultmill & brandchannel
Faribault Woolen Mill's 'Memory Mill' provides a genius way to both track heirlooms as well as create a brand identity. It is an online site that allows users to make an online declaration about who will receive the blanket and when, creating an order for passing down the heirloom. It invites owners to write a letter to the next person, keeping track of the timing of the writing, each pause for thought and re-written sentence.
By making the online Memory Mill, the 150 year old brand does indeed effectively track the blankets, but more importantly, it enhances the perceived worth and importance of these blankets. It automatically makes them seem like they are special and must be kept. By giving the brand a beloved and cherished identity, people will want to buy its blankets to give themselves or others the chance to start their own tradition.
By making the online Memory Mill, the 150 year old brand does indeed effectively track the blankets, but more importantly, it enhances the perceived worth and importance of these blankets. It automatically makes them seem like they are special and must be kept. By giving the brand a beloved and cherished identity, people will want to buy its blankets to give themselves or others the chance to start their own tradition.
Trend Themes
1. Heirloom Tracking - The trend of digitally tracking and passing down heirlooms creates an opportunity for online platforms that provide heirloom tracking services.
2. Brand Heritage and Identity - Creating a brand heritage and identity around heirloom products holds the potential for developing unique selling propositions and product differentiation.
3. Personalization Services - The trend of personalization extends beyond the product to include accompanying services, such as helping customers curate and pass down their own family heirlooms.
Industry Implications
1. Textile Manufacturing - Textile manufacturers could consider offering digital heirloom tracking services to enhance the perceived worth and importance of their products and build brand loyalty and heritage.
2. E-commerce - E-commerce platforms could provide personalized services to help customers curate and pass down their own family heirlooms and create a brand identity for these products.
3. Technology and Software - Developing a technology platform or software that enables heirloom tracking and management could provide a disruptive innovation opportunity for startups.
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