Redacts.002.jpeg

Case Study
Outerwear Apparel

Can America’s oldest ████ be taught new ████?

Challenge

‘█████████ ██’ █████ for the most part, are conspicuous █████ that don’t always complement one’s ████ ████. But in ████, ███’█ and ████ ████ (██ ███ and ███) announced plans for ███ ███████, aka “the world’s first ████ ████ jacket.” To succeed, ████ █████ would need to marry ████ with a █████ ███ ████ experience grounded in consumer insights.

Approach

The ████ █████ jacket is styled after the popular ████ █████████ █████ jacket, ██ with ████ █████ ████ woven into the ███. Thus an audience similar to ███ ██████ core target was recruited; ████, stylish, and █████████ folks living in ██-██████ ███ like █, ██████, and ███.

Through creative qualitative exercises such as ███ audits, ████ ██ “█████” mapping, and filmed “████” and “████s" mimicking the █████’s ██████, a deep understanding of key needs and pain points emerged. Using these need states as a guide, the team brainstormed potential ██ ████ for ████ █████. A rigorous evaluation process included: concept ████, ████████, and regular check-ins with the ██████ ███ to ensure ███████. 

Win

The research and ideation sessions netted ████ viable ████ ████ and fast-tracked 1█ ███ ██████ for go-to-market launch.

The ████ ████ ██████ jacket and ████ ██ was a hit ██ at █████ 20███ garnering  ███████ media reception; ███ ████ jacket has restored my ███ in ██████,” and “Trying on the ████ and ███ ████ jacket at ███ feels like ██ ████,” from outlets such as ██ ████ and █████, respectively. The final ████ ██████ jacket is slated for ██████ in ██ 20█ and will retail at $███.

Next — Automotive Conglomerate