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Design thinking: from business case to capsule collection in 8 weeks!


In a competitive market our client at ECCO needed a new approach to build a distinctive accessories brand capable of rapid global growth. 

Working closely with the MD, the head of design and the accessories product & marketing teams LAB ran an 8 week collaborative process involving:

- Consumer Insight immersions

- Market opportunity analysis

- Trend and style safari's

- Design language & positioning LAB


 

The process aligned the team behind a clear positioning, design ethos, target insight and unique DNA - ready to integrate into product lines & a define a new collection. A 2 day Design LAB - a co-creation event bringing together the in house Product, Design, Marketing and Creative teams from Denmark, Italy & Swizerland together with curated experts from the LAB network from London led to the final executional elements. It was a seamless explosion of creativity, sketching, pro typing & refining. 

Fast & fun, engaging & productive - KAPSEL 14 - a capsule collection combining the 'must have' product lines & the new design ethos was born!

See the Design LAB in action below:


Impact: Accessories is now one of the fastest growing & most exciting parts of the business. With a credible leather goods brand launching with 'Kapsel 14' ECCO saw a 10% overall increase in sales for accessories, a 16% increase in bag sales and a 21% increase in sales of small leather goods.  A new point of entry for customers and a distinct, ownable DNA for new designers to build on.

ECCO Accessories has now launched across the globe in key concept stores & continues to grow from strength to strength.

 

“The DNA of an ECCO bag is built from elements like functionality, simplicity, quality, leather and craftsmanship, which is the profile I wish to strengthen even further. Not by using big logos on the bags but by catching the DNA in our design language through shapes and materials,” Jonas Olson, Design head, ECCO Accessories on coming into the business in 2014.


 

 

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