Uncovering insights to guide innovation in apparel

Working alongside the product team to uncover opportunities for apparel designed to stand the test of manual work.

The Challenge

How do you deliver product innovation in a category where functional performance is under the spotlight? Our apparel client wanted to identify opportunity spaces for blue collar workers that would ‘cut it’ in tough contexts – from construction and transportation to plumbing and roadside working.

Our Approach

Workers in the toughest professions put their workwear to the test in a range of challenging environments and climates, sharing back where where it currently falls short. Alongside this analysis of their needs and wants informed the development of innovation platforms that included a granular picture of ways to raise the bar.  Co-creation with workers revealed energy areas, areas of brand fit and the platforms to prioritise. 

Our Impact

The study kick-started a number of product innovation workstreams that coupled the client’s proprietary product technologies with consumer needs, several of which are due to launch in late 2020.

  • Apparel
Study type 
  • Product development
  • US

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