VANS / CREATIVE NEW DEAL
PUMPING UP global consumer insights TO MAKE FOOTWEAR INNOVATION COOL
Having invested a small fortune in a global study of consumer attitudes, Vans was unable to connect the research outcomes into its product design process
SCOPE OF WORK
Embed consumer insights into the Vans creative process as a way to
Excite and inspire designers
Energize the product briefing process
Drive design innovation
PROJECT ACTIVITIES
Research outcome assessment
Workshop moderation
Opportunity development/capture
Design provocations
KEY INSIGHT
As Vans has captured a huge new audience, these new consumers have unexpected demands. How can Vans stay cool and keep growing?
FLUIDITY / blurring boundaries between use contexts
EMPOWERMENT / effortless cool is earned by bending the rules
EXPRESSION / seeing the world and your place in it creatively