Cath Kidston, a quintessentially English home and lifestyle brand, are recognisable for their floral ditsy prints, quality and ‘fun’. They appeal with the nostalgic yet modern prints, collaborative designs with leading companies and icons such as Winnie the pooh and Disney’s Micky Mouse. Their modern vintage, kitsch and practical homewares, bags and now fashion, children’s departments and stationary, mean when you go in to the shop you are able to browse, for what seems like hours (which I have most defiantly done), a plethora of diverse ‘nic-nacs’, necessities and accessories to fulfil that ‘aesthetic’ goal (you- know the one? when you go to take a picture of your breakfast and your 50p bargain bucket plate doesn’t quite cut it… but some how your mums gold rimmed afternoon tea side plate (probably able to be picked up from a yard sale) just amped up your insta style on par with Fearne Cotton and Cath Kidston themselves- well imagine that but in a store with the bonded approval of the upper class mothers themselves).

In colour psychology terms Cath Kidston is pure Spring. Fun, creative, warm, inspiring and young, with its youthful take a vintage. It’s about adding a splash of colour and vintage charm to your day and taking nostalgic or colourful blossoms and creating masses of modern, new-looks. Becoming a range that complements and contrasts rather than looking ‘samey’- adding to the brand’s advantage, a buildable and collectable array of products.

Brand personality- if you’re just not that into Cath Kidston, then they probably don’t want you and we cant be friends. A bold statement but one that is loosely based on truth and how we conduct our psychological, social and consumer lives. Common interest and a shared ambition or goal. 

“People today buy ‘stuff’ to fill the huge emotional vacuum which was oncer satisfied by institutions such as strong family units, the church and other cohesive non-commercial entities that acted as a societal glue and brought people together. As a consequence, the function of the brands ‘logo’ is now far more than simply a ‘mark indicating quality’, instead it acts as a symbol that we subconsciously decode into a carefully constructed company image”.

The logo and brand, although initially quality and therefore wealth, success and capability which follow suit, promotes a brand, a logo now carries its club. If your part of the club you share the clubs morals, status, perhaps even class etcetc. and the association of a brand with its celeb ambassadors or influencers only raises its profile and gives it a personality, making our idols, celebs or influencer admirations that little more achievable and attainable. Because if I buy a Cath Kidston bag, the same or similar bag to Fearne Cotton, i’m one step closer, I mean, I would basically be FC or t least in my imagination, and those who knew the connection would also be aware and make those links. Superficial and unhealthy? maybe. but its the human condition and the modern world. sigh.

“So when someone buys their brand they are buying into a like-minded community with a motel set of values where they feel respected and ‘at home’. Furthermore, when consumers buy that Brande they are also making a big statement to the rest of the world about who they are, what tribe they belong to and what is fundamentally important to them”
Notes and documentation on previous research and reading of interest. 


April Jackson


p.s note taking and list making as a form or art? hmmm

digital pen and paper