Concept Design, Value Proposition and Creative Direction for Newpair
UP-CYCLE AND REPAIR TO PROLONG PRODUCT LIFESPAN THROUGH A NEW STRATEGIC VALUE PROPOSITION
ECCO is a global leader in innovative comfort footwear for men, women, and kids. Founded in 1963 by Birte and Karl Toosbuy, ECCO is a leading premium brand known for its innovative and high-quality shoes and leather goods. Headquartered in Denmark, ECCO integrates the entire value chain from tanneries to retail, operating in 101 countries with over 2,250 shops. The company prioritizes craftsmanship, sustainability, and innovation, constantly challenging conventions to set new industry standards.
In collaboration with ECCO, I've been part of the team that developed the sub-brand Newpair, envisioning a future where ECCO takes back and repairs its shoes in-house. This innovative system aims to prolong the product lifespan and foster lifelong loyalty with consumers. Our research led to a futuristic business and production model, proposing methods to keep a brand's products in circulation as long as possible. We have designed a shoe collection inspired by Danish culture and Freetown Christiania, featuring 9 unique designs and 3 prototypes.
At the end of a product's life, new materials can be created by repurposing components, such as chopping old soles or injecting new materials into broken parts. This project underscores a commitment to sustainability and long-term consumer relationships.
RESEARCH AND CONCEPT DEVELOPMENT | SUSTAINABLE VALUE PROPOSITION | FOOTWEAR COLLECTION DESIGN | THREE SHOE PROTOTYPE PRODUCTION | SUB-BRAND NEWPAIR VISUAL COMMUNICATION | CREATIVE DIRECTION AND BUSINESS STRATEGY
CREATIVE AND BUSINESS STRATEGY / STRATEGIC VALUE PROPOSITION
Sub-brand Newpair is a future scenario where ECCO company would be able to take back their own shoes and do repairs on them. A system that could work in-house as a way to prolong life of their products and meanwhile secure a lifelong and loyal relation to the consumers.
Looking into ECCO‘s code of conduct, we found that ECCOs commitment no. 9 focused on sustainability, and we decided to proceed further with this commitment in our sustainable research.
‘‘ ECCO aims to be a leader within the environment, health and safety
and supports sustainable development. ‘‘
How might we prolong the lifetime of the shoe through maintenance and repair? Could we keep a connection between the company and the consumer after the purchase and at the same time keep track of the footwear produced?
