Essay Sample about Unique Selling Point and Emotional Selling Point
Before we talk about Unique Selling Point and Emotional Selling Point, let us start with the story behind Daniel Wellington. Filip Tysander, the founder of Daniel Wellington, or we are known as DW, was inspired by a man he met while traveling who was wearing an old NATO wristwatch. Tysander was impressed and decided to design his watches that would be minimalist and sophisticated. The result was the invention of DW. So from the above articles, we can see some of the USPs and ESPs, but let me explain further.
Classic or minimalist design that can appeal to almost anyone is the first USPs. According to the best seller on the website, PETITE MELROSE, a white dial and rose gold stainless steel bracelet, is described as a timeless classic watch. Moreover, Kendall Jenner, supermodel and brand ambassador said, "The Classic Petite is stylish and modern, and I can wear it with anything." From this, we can see that the classic Daniel Wellington is unique. The second point is the flexibility of the style. Daniel Wellington introduced an interchangeable bracelet that harmonizes with the DW dial. Whether it is classic NATO, handmade leather, or mesh stainless steel bracelets, you can customize the watch to your liking. In addition, they also provide us with a thin, lightweight dial. According to the Daniel Wellington store on Amazon.com, the weight of the watch is about 57 grams, which can be considered very light. The next point is affordability. The price of the Daniel Wellington ranges from $150 to $230, so we can assume that DW is very affordable for a fashion watch compared to other brands.
In terms, the Emotional Selling Proposition in marketing, by the slogan "Minimalistic and elegant. A timeless classic", the target audience is mainly the Millennial generation or Gen Y generation, who are looking for a minimalist, trendy watch that represents luxury and is affordable at the same time. In addition, Daniel Wellington uses social marketing instead of hiring superstars as brand ambassadors to increase their reach to customers. By getting influencers to showcase their products on Instagram and using the hashtag Daniel Wellington then share them worldwide. Generation Y is connected to the brand through influencers who have the same style as them. Here is one of the strengths of Daniel Wellington.
As compared with Casio, the Gravitational Shock or G-Shock series, which is considered an unbreakable watch with a minimalist design. Here are the differences. As we mentioned before, Daniel Wellington provides a classic minimalist watch style. In the sample picture, you will notice the difference and see that the original Classic Reading is more minimalist and flexible compared to the Dw-5000C. The white-classic thin DW logo dial with black leather represents the classic elegance that suits any occasion. The classic black square digital dial, on the other hand, represents the strength of the toughness. In addition, Daniel Wellington has the concept of interchangeable bracelets that you can design yourself, making them flexible and unique. With the original G-Shock, you cannot change the straps whether you want to or not.
The classic luxury design with interchangeable straps can best be described as the unique selling point of Daniel Wellington watches, as they are one of the few brands that have a Major influence on this concept designs. These concept designs could have been copied and relaunched by other local brands, by saying that people are still looking for the Daniel Wellington. Here also shows that Daniel Wellington's marketing works and can convince people with a less-more concept without being too overbearing. So would not you also like to try Daniel Wellington?
