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.
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.
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.