I wrote Part 1 in January 2013 so here comes number 2, almost a year later.
The only thing I have changed my mind about is the Apex (above). I still don’t have one and I probably wouldn’t use one as I don’t get along with vertical elastics. But I have found that they have grown on me – I love the bright and cheerful colourways – particularly the pink and the green. Unfortunately (and apologies to everyone who loves them) my dislike of the IKAT remains.
But if Filofax did appoint me overlord for a day I would take up the following issues:
Rings
- do something about the faulty ring mechanisms. It really is unacceptable that when you look at Filofax binders in a shop, a third to half of them have gappy or misaligned rings. If cheap supermarket binders can have good rings, why not a higher end brand like Filofax? It is not right that a buyer has to worry all the time a binder bought online is on its way to them that they will have to send it back for ring problems. It certainly should not be one of the top selling points on the second hand market that a Filofax binder has good rings. The problem is probably with the ring manufacturer but after years of this, it is time to do something about it.
- introduce replaceable ring mechanisms. I am sure people would pay the extra it would cost for binders with replaceable rings. They are pretty easy to replace.
- consider more binders with gold or brushed steel ring mechanisms. My Siena, Lizard, Temperley and Panama have gold rings so it can be done.
- sell binders with larger rings – 35mm for A5 and 30 mm for Personal.
Binders
- introduce a Heritage collection with new releases of beloved binders such as the Winchester and Travelfax.
- reissue the Baroque in the original colourways as well as new ones such as purple, brown and green.
- more florals and patterns on leather binders (see Rose Classic below)
- more cream and white binders, like the Panama above
- more binders in purple, burgundy, dark blue and deep green
Inserts
- Introduce a wider range of inserts on better paper:
- teachers inserts
- weigh loss inserts
- cotton cream paper for A5
- a wider range of inserts
- black dividers
Collaborations
- rather than with fashion designers, the new collaborations could be with:
- textile designers
- established planner designers such as Kate Spade and Cath Kidston
- Mulberry, Moleskine
Limited Editions and collectibles
- Seasonal colourways of popular binders – for example Christmas Maldens in limited edition colourways (like the Christmas collectible Estee Lauder perfume compacts)
- A very good suggestion was made by someone who asked me about the Union Jack Limited Edition Filofax shown below. She suggested Filofaxes depicting the flags of different countries
Miscellaneous
- make it compulsory to always use Filofax boxes. Safer transport and storage and gives a feeling of luxury rather than cost-cutting which the jiffy bag option gives.
- improve the selection of inserts and refills available to US Filofax users. It is not easy for them to make their own inserts as they have different paper sizes so they should be able to buy them off the shelf, so to speak.
- Double poppers to allow expansion of the binder when full (see Belmont below)
