Compacts GE Gets Create - ive
Pixel talks to GE about one of the most surprising compact camera releases of the year.
This summer, GE launched
Create by Jason Wu, a camera which offered a designer exterior and user-friendly photography. From the ver y launch, all the emphasis was placed on style and looks, with barely a mention for the camera's technical specification. Gar y Sutton explains why:
“We have collaborated with
Jason Wu, one of America's leading fashion designers, to introduce a new type of camera to the market. His clothing collection is in high demand amongst many Hollywood celebrities and is probably best
known for designing Michelle Obama's inauguration ball dress. His creative influence is apparent not only in the camera's look and feel with it's high quality leather cover, but also in the luxur y leather case and gift box design."
“Seeing a potential gap in
the market and cor responding with a cur rent trend, the Create's remit was to appeal par ticular ly to female customers.
"It has been widely believed
that women are heavily influential in camera purchasing decisions and we
wanted to investigate this involvement in photography fur ther. The results made us think about camera design in a new way and from there it developed in new luxur y designer model.
"We have found that women
of all ages really appreciate the camera's design and its simplicity of use. As we star t to think about Christmas the camera has a huge potential for the success in the gift market."
"We held a number of focus
groups made up of women aged between 22 and 45-years-old and asked them a whole range of questions about camera design,features, how pictures are stored and shared and ease of use. One of the findings revealed that 54% of the
respondents did not recognise the most common icons used on cameras. These results demonstrated to us that we needed to go back to basics and develop a camera that was both simple to use and fashionable. Create by Jason Wu is a
culmination of all of this research with it's innovative design, internal memor y forstoring over 1,000 images, built in batter y and slide out USB connection.”
With such a heavy emphasis
on style and ease of use, are GE stepping away from more technically oriented cameras?
"Create by Jason Wu is par t of
the growing GE camera range that also offer high megapixels and zooms of up to 15 x. With Create by Jason Wu we are offering consumers another choice.
"We view this as a new categor y bringing together
54%of the respondents did not recognise themost common icons used on cameras.
14 Pixel Imaging Guide
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