OUGD505: Study task 1.

Task

You will create a body of research that explores the relationship between content, context and product in relation to an individually chosen subject or theme. In this exercise, you will begin to research a range of information and responses that clearly and effectively communicate and utilises your concepts in relation to: A brief history of... A collection of... An introduction to... Things you need to know about... An exhibition of...

For my research topic I wanted to research into something that I already had some knowledge about, and found interesting as a subject by itself, without the need to be interested in it to collect research. 
The subject that I have chosen to look into for this topic is a brand, identity, a store and a number of products, all which fall under the umbrella 'Yankee Candle.' For a few years now I have been interested in and become an avid collector of anything yankee candle, their scents taking pride of place in both my home and car. 

The most appropriate subtitle for this research project is 'A brief history of' however some of the research I will undertake could also fall under the titles of 'An introduction to' and 'A collection of'. 

Yankee candle claims that it is the largest U.S manufacturer of scented candles. The company is headquartered in South Deerfield, Massachusetts. Source

The history and growth of Yankee candle...

- Yankee Candle Company was started in South Hadley, Massachusetts when Michael Kittredge, originally from Holyoke, Massachusetts created his first scented candle Christmas 1969 from melted crayons as a gift for his mother.

- Neighbours began expressing interest in buying his creations, and Kittredge began producing them in larger quantities.

- The company itself was founded with help from Donald MacIver and Susan Obremski, who were high school friends with Kittredge.

- In 1975, Obremski managed the first Yankee Candle Shop located where the Village Commons, South Hadley now stands.

- The company slowly expanded and moved to South Deerfield in 1983.

- in 1993, Kittredge started handing the company over to a friend and employee. In 1998, he sold the company to New York-based private equity company Forstmann Little for $500 million.

-  Forstmann took the company public in 1999, and in 2001, hired Craig Rydin as a CEO. Rydin launched a major advertising campaign and the line was picked up by mass retailers Linens-N-Things and Bed, Bath and Beyond, pushing sales to their highest levels yet.

- During the summer of 2006, Yankee Candle purchased Illuminations, a Petaluma, California -based, multi-channel retailer of high quality candles and home accessories. Although the two companies were similar, the names were separated, with Illuminations being aimed at a different demographic. The Illuminations brand and web store were phased out in early 2009.

On February 6, 2007, the company was acquired by the private equity group of Madison Dearborn Partners LLC for approximately $1.6 billion.

- In October 2012 Yankee Candle Europe launched their Consumer Direct website, offering their full range of products direct to consumers following the successes of their U.S colleagues.

- In 2013, Jarden acquired Yankee Candle.

Source

Why Is Yankee candle so successful?

'Their success can be explained in four phrases: Authentic. True-to-life. Bold. Long-lasting. Each Yankee product is made with real essential oils and fragrance extracts, a practice abandoned by many candle makers today. Their scents have easily become the standard by which all other fragrances are judged. They also offer long lasting scents. Their large 22oz jar candle burns for 110 to 150 hours.' 

Yankee now offers over 150 fragrances and the world's largest and most compelling selection of scents. They regularly introduce new Yankee Candle products and fragrances which keep the line fresh and cutting edge. They are constantly looking for ways to enhance the lives of their customers. At times, the Yankee Candle company will also bring back some of it's old favourites for those who fell in love with a retired scent.

They strive to offer scents that cover the spectrum of life's best smells, including specific fruits and flowers, fresh, clean, outdoor types, and festive fragrances that enhance the holiday season.

In this quote from Yankee they sum up their mission. "With every fragrance we introduce, our reputation is on the line. It is not enough for a Yankee® fragrance to be as good as our competitors' scents. It must be better, because it's what you expect of us... and what we expect of ourselves. Each fragrance has to possess the realism, accuracy and pleasantness of the true flower, food, fruit, place, or experience that inspired it."

Source

Yankee candle fragrance families:

- Floral.

- Food and spice. 

- Festive. 

- Fruit. 

- Fresh.

Source

Each of the fragrance families are identified through a simple logo, with the name/ image of the family edited for each one. 

About yankee candle... Directly from the official website.

Moments in time...personal recollections of an instant brought to life. They're at the heart of every season. And nobody helps people relive those moments like Yankee Candle.

As the world's most renowned brand of scented candles, we've developed a uniquely personal relationship with our consumers because we pour our hearts into every candle we make. We share their passion for fragrance in perfectly capturing the spirit of each season and the memories that go with it, from spring flowers to Christmas traditions. It's a commitment that they can count us to make their day a little brighter and more enjoyable with their favourite fragrances...every time.

It's also a commitment to craftsmanship and quality we've observed from the company's early days of making candles by hand in an old mill. Today, our master candlemakers still observe those same rigid standards as they produce more than one million jar candles per week in an advanced manufacturing plant in western Massachusetts, USA.

American-made with the finest ingredients from around the world, like natural fragrance extracts, our candles are carefully crafted and thoroughly tested to be the best because you expect nothing less...and neither do we.

From here, our candles go to a huge, state-of-the-art distribution facility, where a highly trained staff using sophisticated technology assembles and ships orders to our distribution center in the United Kingdom as well as stores and dealers across the United States and around the world.

Never satisfied, we're continually developing new fragrances that reflect the best experiences of life, from a kitchen treat to a tropical holiday. Plus, we're launching innovative ways to enjoy those fragrances in both candles and flameless fragrancing products for every need.

It's all about creating a warm, inviting home for every season, wherever you are. And it begins with Yankee Candle® fragrances that bring the season to life with favourite memories. Stop and smell yours today...because at the heart of every season there's a memory with a scent all its own. Source