I’m writing regarding a topic I’m sure you’ve heard many times before. But please, just stay with me while I wax nostalgic and maybe we can make a deal, mmkay?
This has been a discussion parents and CPSTs have had for years, and it’s been put out there many times, but no bites. So can we have just a nibble? Please?
If one were to walk down the car seat aisle at the store, what would one see? Many different types and brands of seats, all different shapes and styles. But what’s the thing they have in common? Well, they’re all black or gray. Maybe there are a few with some red or dark blue accents or patterns that look like hotel room curtains, but mostly they are pretty neutral. There’s not really a lot that makes one stand out more than the others to the average consumer.
Now let me throw these words out there: Jonah, Barnum, Fido, Faux Paws, All Star, Mariposa, Ashley Floral, Popsicle…ring a bell? Probably not because it’s been such a long time but I hope we can change that.
Kids grow up so fast these days. I think we focus on trying to make kids into little adults sometimes and forget the whimsical magic that is childhood. To me that’s what all these prints represented- the child’s space, something they identified with and loved to look at (which in turn made them happy to sit in and we all win!).
It’s easy to blend in with the others. Your seat names were iconic because they stood out compared with other brands. Marathon, Boulevard, Roundabout, Wizard, Regent. Most people aren’t going to remember what their other brand of seat from 10 years ago was called but I guarantee they’ll remember their 12-year old’s favorite Britax seat, even the ones that have been discontinued. To keep this iconic history, maintain tradition and not blend in with the dozens of other seats that have the number 4 in their name or a clever pun is essential. Maintaining tradition doesn’t mean forgoing safety or the latest engineering. In fact, it means the opposite as the tradition of Britax is to be a unique and innovative company that has a reputation of firsts, of having seats that meet needs that the other companies do not. Not to blend in with the crowd. I know you value that history and tradition because you have a special place for it on your website, right here. Remember when the Marathon was the only seat on the market a child could extended rear face in? I do.
Obviously, that goes way deeper than a fashion, but let’s start there. Bring back some of the most popular beloved fashions. You can call it The Legacy Line, and maybe it would be for a certain period of time. I guarantee you there would be a response. Cowmooflauge is definitely an example of a legacy kept alive, but there are so many more amazing covers you could bring back. Keep some neutral seats for those who prefer them, but instead of 6 different variations of black and gray, add some flair of the Legacy Line for the rest of us!
Please consider it! Look back and consider what makes Britax unique from other manufacturers. The high weight capacities, the extended rear-facing abilities – these are things that used to be unique only to Britax but is now a common staple. However there are things other manufacturers don’t have a reputation for, so flaunt it! We’d love to see it.