Concept Design, Value Proposition, Creative Direction for ECCO
Jovana Durovic
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.
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?
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, 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 | SUB-BRAND VISUAL COMMUNICATION | CREATIVE DIRECTION AND BUSINESS STRATEGY
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Posted Jun 22, 2024
Developed a sustainable strategy for ECCO with the sub-brand Newpair, focusing on up-cycling and repairing shoes to extend product lifespan and consumer loyalty
