Crystal Vilkaitis: In today’s episode, we are talking about product design. And even if you don’t want to design your own product, this is still a great episode to listen to because we’re talking about what makes products stand out on the shelves and how can you connect even deeper with customers to get them to be choosing the products that you’re selling.

And if you are a product designer, if you want to be selling through in big box stores, like Target and Hallmark and some of these larger big boxes. And we talk about some of those steps and how to really design the product so you get chosen. My guest today is Hollei with Hollei Anne Designs Co, and she’s just going to give you a lot of tips for standing out and for product design. And I just love this conversation. Hollei is new to me, we are new to each other. I certainly learned a lot.

And so before we dive in, here’s a little bit more about Hollei. After a decade in design, collaborating with brands like Toys R Us and Skip Hop, Hollei fully embraced her passion in surface and product design. As the owner of Hollei Anne Design Co, her art has been featured at Target, Home Goods and Hallmark. She’s dedicated to providing trendy designs for entrepreneurial women in retail, which means she fits right in here on the Rooted in Retail podcast. All right, let’s dive into this week’s episode. 

Welcome to Rooted in Retail. I’m your host, Crystal Vilkaitis. Here, we have engaging and informative conversations with successful indie retailers and industry experts. Together, we learn, connect, and grow. Don’t miss our live after the show every Tuesday night in the Rooted in Retail Facebook group.

Alright, here’s today’s episode. Hollei, welcome to Rooted in Retail. I am thrilled you’re here.

Hollei Anne Hayes: Thank you so much for having me, Crystal. I’m happy to be here.

Crystal Vilkaitis: Yeah, this is going to be a great conversation and we are new to each other. So I am very excited to learn from you and hear what you have to share with our listeners today. Before we dive in, will you just take a couple minutes and share a little bit more about your retail journey?

Hollei Anne Hayes: Yeah, sure. So I’ve always been in retail, even down to like being a teenager and working retail. So, um, but yeah, I went to school for design. I landed one of my first jobs at Toys R Us as a designer. And since then, I’ve always been in retail. Now I’m just on my own. I own my own business called Hollei Anne Design Co.

And we do product trending product designs. And we also do branding for a product based business. So I’m really excited to still be in the retail space.

Crystal Vilkaitis: I know, no kidding. And I feel like it’s gotta be so fun. What you do, like I’m more kind of in the marketing world. And so this is where I just can’t wait to learn from you today and feel inspired. I feel like I’m going to probably be inspired to go create a product. So we’ll see what happens after today’s episode, but let’s talk about products.

The most effective branding strategies to help products stand out

Crystal Vilkaitis: So obviously the market is super, super saturated. There’s a lot of things we can buy from a lot of different people. It’s really hard to stand out. So what are some branding strategies you’ve found most effective for helping products stand out, whether the listener is designing the product or they’re selling the product?

Hollei Anne Hayes: Yeah. So I think it’s a good question and I feel like it’s a really important question. So I think, I have three things, but I just want to note that the most important thing is telling your brand story. So the first thing is, I would say is a clear brand mission and value. You really want to create that emotional connection with your customer.

And then you want to have a unique value proposition. What are you bringing to the table that other people may not be and identifying what your products are, how they’re different from everyone else. So I think both, two of both of those things are really important. And then of course, a strong brand identity and just in general visual identity, all the way from your website, your branding, whether it’s on packaging or tags, it should be very strong. 

And with all of those combined really gains like a strong brand equity and loyalty. So you really want to have that story, that emotional connection with your customers. And it will all come together in this brand loyalty.

I also have an example. So for example, Tom’s shoes, I don’t know if you’ve heard of them, but they’re pretty popular. So if you think about Tom’s shoes, you think about their proposition of if you buy a pair of shoes, then they give a pair of shoes to a child in need. So that’s like that emotional connection that you’re building right there.

They have a philanthropic pursuit and brand mission. And then when you think about what their, what makes their product different, that’s part of it. But also they have this unique Espadrille style of shoe that’s also very comfortable. And then all together, it comes together with their brand, their visual identity.

So it’s the shoes, the little tag on the shoes that says Tom’s, and then their website. It has all of their mission, their philanthropic values, which they have way more than just buy a shoe, give a shoe. They support so many charities. So I think that’s what brings the value is just connecting with the customer.

You can buy shoes from anywhere, but their loyal customers really value them because of all their philanthropic values.

Crystal Vilkaitis: Absolutely. That’s such a great example. It’s sort of like the, kind of the triple threat. Like, I feel like you’ve got to have those three things. All one on their own is good, but you really have to have all those together. And I feel like there’s such an opportunity for our independents to do more storytelling.

Like you mentioned about the story and talking about the product and how it was created and the inspiration or what does make it different? Like the things that you were just saying, I just feel like there’s more opportunity for retailers to do that in their marketing, and in their stores, and through the sales process with their customers. It can get so much better.

It’s so easy to like, just run the business and keep doing all the things that we need to do that we might not slow down and remember these stories and remember to share them. And that’s just, that’s such an opportunity for the retailer to stand out. So great tips. Okay. So Hollei, you have had your art in Target and HomeGoods and Hallmark, like some of these big boxes. Congratulations, that’s probably a really incredible feeling to see that. 

Hollei Anne Hayes: Thank you. 

How to secure shelf space in major retail chains

Crystal Vilkaitis: So how can our listeners secure their products in retail giants? If they themselves, if they have a product, what can they do to secure a spot like that?

Hollei Anne Hayes: I really think it goes back to what we were saying about the brand mission and the value and how that comes into your product. So building a product that your customers want or where you see a niche or like a gap in the market. So that’s one point. If you think about like Target, for instance, they bring in a lot of smaller, smaller businesses and they feature them and they usually are doing that because they believe in their brand and they believe in their story.

And I think that’s what stands out is making sure that you do have that story to tell, but also it should just be very visually beautiful when you think of these and they’re usually end caps. I was just in Target the other day, a Tabitha Brown end cap. Everything was just like so beautifully matched.

The product collection made sense, you know, it was in a kitchen aisle. So it was all kitchen accessories. So making sure that you’re one, your brand is you have some kind of emotional connection to your customers and some kind of story to tell with your brand. And then also making sure that it’s all visually beautiful. And I think that’s what will stand out to a big box like Target.

Crystal Vilkaitis: Yeah, for sure. Now I didn’t send this ahead of time. So if you don’t want to answer this, this is fine. And we could cut it.

Hollei Anne Hayes: Oh no, it’s okay.

How long it took to land Hollei’s artwork in big box stores

Crystal Vilkaitis: How long of a process was that for you to get your art in these big boxes? Like, was there a lot of follow up? Did it take a lot of time or what did that kind of look like for you?

Hollei Anne Hayes: So I work with a lot of times manufacturers of products. So these are businesses that work directly with factories. So it could I wouldn’t necessarily call them an independent retailer, but they usually sell products to these big box stores and the way the process works is they usually have some type of partnership with someone like Target.

 It’s kind of like a bid. Specifically for this section called Target Bullseye. Um, Where it’s $1, $3, and $5. That’s usually where I work heavily in majority of the time. So that’s usually kind of like a bid. So you present your products in a visually beautiful way towards a category that they have, and then they pick and choose from different manufacturers.

That process can take a full year. It usually takes a full year for me to see my designs in store. But it’s a lot of hands in the pot. I’m just the visual side of it. So I do art, I do style guides. So a style guide is usually a collection of like typography and different illustration pieces that can be used on to the products.

And then I also do product rendering. So It could be as simple as like a candle that doesn’t necessarily need art on it. But I do like the 3D rendering in Illustrator. And then it gets passed off to review for our Target team. And then if it gets chosen, then it gets handled with factories for sampling and things like that.

So it’s long process, but I would say that the reason why Target works with this brand that I do art for, for Target Bullseye is because they really love this brand. They love all the products that they do, they meet with them. They just love like the mission of this brand and they love working with them.

So I think in general, right? Like we think about business for ourself. It’s like best. Best way to get businesses word of mouth. And that’s usually because of an emotional connection. And that’s another thing is just the partnership that you can provide to these big box retailers too. 

So I hope that answers your question.

Crystal Vilkaitis: I would. So like, it’s fun for me and hopefully some of our listeners too, of just hearing the behind the scenes to getting products into some of the big boxes. And what that process is because we haven’t talked about it on the show. And like I said, this is not my area at all. So was curious to know a little bit more there.

So 

Hollei Anne Hayes: Yeah, and that is an ongoing relationship. So I would 

say that, 

you know, just to even get your foot in the door, you really just have to have that brand mission. And you really have to clarify your brand identity and have a strong collection before even approaching Target.

Ways to determine the right audience for your product design

Crystal Vilkaitis: Yeah. Okay, excellent points. Well, and I would imagine too, that you’re really clear on who you’re designing for and who that audience is. And so what methods do you use to identify target audiences and understand consumer preferences when it comes to product design?

Hollei Anne Hayes: Yeah, so this is perfect because I have an example that is directly related to Target Bullseye. So I, for target audiences and understanding consumer preferences, I do a lot of trend research. So whether that is on social media or culturally, like Taylor Swift and Beyonce are really big. So that’s led into a bunch of trends, but culturally, and then looking at TikTok, there’s a lot of great feedback you can get from there on what trends are happening.

But also there’s industry standards that you can use. There’s companies like WGSN and Trend Bible, which are like the industry standards for trend forecasting. I refer to them. And then there’s also other places you can look.

Pinterest and Etsy usually provide some kind of trend report and that’s based on all of their searches on their platform. So like, what are people looking for? What are people searching? The other thing that I do is I do competitor product analysis. 

 Once I know like the audience and kind of dive a little deeper into who the brand I’m working for or taking a look at, let’s say, for instance, your independent retailers. They know there’s other companies similar to theirs, like taking a look at what they have, taking a look at what’s a little bit higher than you, like a big box store.

Hollei Anne Hayes: And what they’re providing that are in the same kind of like realm of what you’re selling and kind of identifying what the gaps are in between everything and figuring out where you can stand out.

So that’s a great way to do, so I have an example. So Target Bullseye, they are the section in front of the store. They sell $1, $3 and $5 dollar range items. So if you think about them, their target audience is mostly women. Women are usually the shoppers, right? And their audience is usually around like 25 to 40 years old.

And they’re not afraid to DIY because they love these like lower bargains so that they can DIY with. And then for trend research, you can tell this because you look on TikTok and they found things that Target Bullseye and they’re DIYing it for teachers or what have you. There’s like Target Bullseye addicts and they’re showing like what they’ve created with their Target Bullseye finds.

And then as far as competitor product analysis, you can take a look at Dollar Tree, they’re also dollar, now they’re up to $5. Five Below. So really taking a look at what you’re trying to sell and then looking at the trends and then comparing it to your competitors and that’s going to guide you to where you need to be.

Crystal Vilkaitis: Super smart. 

Hollei Anne Hayes: I have a free gift that I mentioned to you earlier and in that I do have a breakdown so you can identify who your ideal customer is. And that’s usually what I do with my customers, especially if they’re looking for a branding, a new brand identity is like, who’s your ideal customer?

What type of products are you selling? And why do these customers need these products? So in that gift, which it’s called Brand Identity Blueprint, you can, I have a little worksheet in there and you can answer those questions for yourself.

Crystal Vilkaitis: Yes, which we love free gifts. So thank you for doing that. We’re going to link to it in the show notes. Be sure to go get that gift. I cruise through there, there’s a really good questions for you to sit down and really think about. And if I just think often, if you’ve had your business for a long time, you haven’t thought about the brand in a while.

You might not have thought about the customers in a while. Again, we just can get caught up in doing our business that we don’t take those pauses to really reflect and check in where we are today, because things change. And so it’s a way for them to just evolve and change and the consumer is constantly evolving.

And so using this free guide that you created is a perfect way for them to sit down, really get clear. So be sure to go grab that. It’s the Brand Identity Blueprint. And again, we’ll link to that. So thank you for having it.

Hollei Anne Hayes: Yeah,

Crystal Vilkaitis: And I love what you said about the trends. Like I feel like that would be really fun. And I’m sure a lot of our retailers are on top of some of those trends, but you know, for me, TikTok is my preferred social media platform. I know it’s not the preferred of most of our listeners. I would say they’re probably more Instagram, Facebook. But I want to give a little shove to people who are not on TikTok.

Look, if you don’t want to create content there, that’s okay. I do think there’s a massive opportunity for you there. But to use it, like Hollei is saying, to use it as a research tool, to see what is trending. What are people creating? What are they buying? What are they doing? There’s so much information that you can get for free there.

That’s like real time happening now. And that’s such a perk of social media that we get access Like that you don’t have to pay for those reports like you get access. So really good tips there.

Hollei Anne Hayes: thank you.

Crystal Vilkaitis: Yeah. And I also want to just plug the Pinterest trend too, because that’s something at Crystal Media where we’ll look at those trend reports and talk about them at EVOLVE.

I mean, think about it. Pinterest, these platforms, they have so much data. So what Pinterest does is tracks what are people searching and what are the keywords and what are they pinning? And they can start seeing and projecting like, oh goth. I use goth cause this is, I think um, Aa trend that was the, I don’t know if it was last year or this year.

Hollei Anne Hayes: I think I saw that on this for 

this year. yeah.

Crystal Vilkaitis: Yeah and I was like, oh, I was sort of surprised by that. But it’s like, if they’re seeing more people that are searching for goth inspiration, clothing, decor, DIY, things like that, then they can be those leaders. And that helps you see: what are people pinning? What are they searching to make sure you’re selling those products in your store or designing them if you are a product developer and designer.

Episode Sponsor: Crystal Media Co. Ads 

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How creating affordable yet beautiful products pushes Hollei to innovate

Crystal Vilkaitis: Okay, now I love talking to business owners about their journeys as an entrepreneur as well. So can you discuss some of the challenges you faced in your journey with Hollei Anne Designs Co? And how overcoming these obstacles has helped shape your approach to product design.

Hollei Anne Hayes: Yeah, of course. I mean, besides for wearing many hats, like all of us do but circling back to this Target Bullseye and being in this $1, $3 and $5 space. At first, it was challenging because it’s such a low price point and to try to create something visually beautiful and on trend and also make sure it’s a dollar or three dollars or five dollars.

That was a big challenge at first, 

Crystal Vilkaitis: was actually thinking about that. It was like, that’s kind of a tough thing to do. Yeah.

Hollei Anne Hayes: Yeah. And for that section, I mean, you see a lot of really cool and trendy items in there and a lot of times we refer to places like Anthropologie and of course. That is such a opposite budget, right? Like a vase for $175 versus a $3 vase. 

Crystal Vilkaitis: Yeah, big difference.

Hollei Anne Hayes: The way I’ve overcome that is just really thinking about different ways to be creative.

With the way materials are being used. So making things look more luxe. Maybe a frame isn’t a metal frame or a plush frame with velvet wrapped around it. Maybe it’s a foam frame with velvet on it. So like getting used to being a little bit more creative. Maybe adding gold foil to something makes it feel a little bit more lux. Or there’s just a bunch of different ways that you can do that and really make sure that the product still looks very visually beautiful and can, and comparable to the likes of Anthropologie. 

Obviously, you’ll know it’s a $3 item, but still it’ll visually look similar. So that’s a lot of what I do as well for my clients is really getting creative with a product collection and you’re making it very beautiful with art. Or getting creative with materials or you know, adding foils and things like that.

So I feel like that has been a challenge. And actually, recently I worked with a client and they’re usually a $1, $3, and $5 budget. And they’re like, we have any type of budget. And I was like, “Oh, wow.” Like it felt like a playground kid in the candy store. 

Crystal Vilkaitis: Totally. 

Hollei Anne Hayes: It’s actually kind of nice to work from a one, three and five budget. And then go up from there because it feels like the world is your oyster.

Crystal Vilkaitis: Absolutely. Oh my gosh. I mean, how fun is that? And that’s a better climb than the other way around of having a budget and coming down.

Hollei Anne Hayes: Yeah, exactly. 

Crystal Vilkaitis: Yeah. Oh, that’s cool. Well, I could see that being a challenge and I love how you shared some of the ways that you overcome that. And you do have to get creative and think outside the box.

And what I like is that when we’re forced to think that way often, that’s when innovation happens and really creative, unique ideas, you know. So those challenging things can actually push us to be even better.

3 ways to make your product shine brighter than the competition on store shelves

Crystal Vilkaitis: Now, I know that you have three strategies for ensuring product products shine above competitors on store shelves. So will you share those three strategies with us?

Hollei Anne Hayes: Yes, of course. So the first one is making sure that you’re creating a products with a style guide in mind. And so what is that? I mentioned a style guide earlier, but for a lot of my clients, I provide a style guide. So it usually comes with typography. It comes with art, patterns that you can use, and just examples of ways to use art for a product.

And when you’re creating with a style guide, I feel like that really makes sure, like makes your whole collection, whether it’s in like an end cap or, you know, in front of store, it really makes your collection shine because everything is coordinating and matching. If you aren’t in a space where you’re creating product, I would say Maybe think about a mood board or something of like, what this visually could look like.

So start matching some of the items that you have in store and bring it together to make it visually cohesive. There’s a lot of mood boards and things like that on Pinterest you can use to get inspiration. So that’s number one. Number two is making innovative and beautiful packaging design or labels.

So when you do that it’s adding to that visual element. So really making everything beautiful. And then going back to having a brand story and a mission. Sometimes people use that on their packaging to really tell their story. And that also helps stand, makes you stand out because people want to connect. That emotional connection.

So being beautiful while also having that brand mission and story. And then the third is utilizing point of sale displays or some kind of signage to add to the value of your store set. So I just think of like Christmas time when they have all these beautiful P.O.S. displays and everything.

It just really makes your whole collection stand out. And coming from like a product design background, working with these manufacturers. A lot of times like they pitch that Along, like just another tip for pitching to a big box retailer, They pitch what that point of sale display could look like along with the product collection. Cause it could really tell the story.

It could really have all of your brand elements or really tell the story of maybe it’s a summer collection and there’s like a little sun at the top. And it just really visually brings your eye to the product. So those are three ways that I think you could really shine in a store.

Crystal Vilkaitis: I love it. And these are so things that our retailers can do. One thing that really stands out for me and your three tips is, I have been in retail stores like gift shops that will have the manufacturers tag or sticker still on. And it’s a no-name manufacturer. I know them because I’m in the industry and go to these wholesale markets, but the average consumer wouldn’t know.

And I just, always think like that is a really great opportunity. It should be the store’s brand. You know, it

they should Take the time to put on your sticker, to put on your tag, to put on your label, like something that is branded. Because we do want that cohesive feeling and experience, and really build that brand because then they’re taking that product home in their store. We want them to see the store’s logo, not some random manufacturer, right?

Hollei Anne Hayes: And And also, if a lot of stores are doing that, that’s making you stand out from the competitor. So, it’s a double whammy. It’s beautiful. But also, you’re standing out.

Hollei’s resilience round

Crystal Vilkaitis: I know. Yes, we need that too. So I love it, really good tips. All right, Hollei, are you ready for the resilience round?

Hollei Anne Hayes: Yeah. How fast is this going to go?

Best business book

Crystal Vilkaitis: Okay. it doesn’t have to be super fast, but it is a little rapid fire. So, all right, here we go. Best business book.

Hollei Anne Hayes: Okay, so I just found this one recently. It’s called Building a Story Brand by Donald Miller, and he really talks about engaging with how you can engage with your customers, seven strong points for simplifying your brand messaging, which is all things we’ve talked about today, so I think that would be a great resource for your audience.

Crystal Vilkaitis: Oh, Hollei, the best. And you don’t know this about me because we’re new to each other, but Donald Miller, I actually call him my business crush, like my fiancé knows.

Hollei Anne Hayes: Oh my gosh.

Crystal Vilkaitis: And I had Don speak at my conference this year in, in Denver. And that was just like a dream come true. And he is an incredible human being.

And I went to a writer’s workshop with him. Like that was a really good pick. Really good pick.

Hollei Anne Hayes: That is so cool. Well, I didn’t know that. You know, it’s good when I don’t know.

Best retail technology

Crystal Vilkaitis: Yep. Yep. You did good. All right. Best retail technology, like an app or software.

Hollei Anne Hayes: I would say Squarespace or Shopify. I don’t know if that qualifies, but I think having a website that you can sell on, or even just a point of contact. Where you can have your brand messaging and tell that story. Like, I mean, where else are they going to find it maybe in your store, but I think it’s really best on your website and using SEO and all that.

I don’t want to ramble on cause I know this is rapid fire, but I think that’s the best tool you could use for your business.

How do you keep up with the ever changing retail landscape?

Crystal Vilkaitis: Yep. I agree. Big fan of Shopify. It’s so good. How do you keep up with the ever changing retail landscape

Hollei Anne Hayes: Trend research and TikTok.

What’s a product design foundational best practice?

Crystal Vilkaitis: totally. To help retailers be stronger, more rooted in success. What’s a product design foundational best practice.

Hollei Anne Hayes: Design with your audience in mind. The clearer you are with your target audience, then the clearer you are with what products you can serve them with.

Crystal Vilkaitis: Good one. If you had to start your business all over again, what’s one thing you would do different?

Hollei Anne Hayes: I think I would educate my clients on the value of the website. I think sometimes, sometimes, especially if it’s brick and mortar stores, you know. I think you can double dip and have your brick and mortar and also have your online presence. And then, like I said, just being able to tell your brand story, having your brand identity on there.

It’s just going to make your life maybe a little more complicated for the website, but in the end it’s gonna, you’re gonna double dip in sales. And you’re also gonna achieve that brand loyalty that you might be looking for.

What do you think the future of independent retail looks like?

Crystal Vilkaitis: Yeah, absolutely. And finally, what do you think the future of independent retail looks like?

Hollei Anne Hayes: I think that people want to buy for, from smaller brands. I think that’s the reason why Target brings in these small brands and has these end caps featuring these artists or they have lBlack History Monthonth and they feature African American business owners. I think that having that brand story and having that emotional connection is what I know for myself, I seek. And it’s what makes you stand apart. There’s so much product in the world.

It’s you know, so what makes your product stand out? It could be a really great innovation, but it could be, they just really love your brand. They really love all of your philanthropy that you do. So I think that’s really great. What the future is.

Crystal Vilkaitis: Oh, I couldn’t agree more. The emotional connection is critical. It’s so Hollei, how can people connect with you and learn more?

Hollei Anne Hayes: sure. Uh, you can find me. I’m on Instagram @holleianne. My first name is spelled a little different. And then my website is holleiannedesignco.com. 

Crystal Vilkaitis: Awesome. We’ll link to Hollei Anne on Instagram. Hollei, this was so great. Thank you so much for being here and sharing your expertise with me and my listeners.

Hollei Anne Hayes: Thank you so much for having me.

Crystal Vilkaitis: Yeah, this is awesome. Everyone remember that I’m rooting for your success. Have a great week ahead. Bye.

Thank you so much for being here. It means the world to me. Don’t forget to join the Rise and Shine newsletter, which is social media news you need to know sent via email every Monday morning, go to crystalmediaco.com/rise to join and don’t miss the newest episode of Rooted in Retail, which drops every Sunday morning.