NO - IMPACT FOOTWEAR A sustainable approach to the design, manufacture and merchandising of fashionable men’s footwear
Shay Charles NEW YORK
&
IMPAC F O O T W E A R
Shay Awogbile Summer 2012
Table of Contents Project Statements
Introduction
Problem Statement Statement of Intention
Research Anchored by the three sustainability cardinal points of design: PEOPLE, PROFIT, AND PLANET, this project is an endeavor to create a system and products to make footwear more sustainable.
Users Competing Brands System Technology Anthropometrics Survey Personas
Business Schematic Brand Focus & Core Values Value Proposition Business Model
Design Ideation Specifications Colorways Rendering 3 Dimensional Model
Problem Statement
Statement of Intention
The average American owns 5 to 10 pairs of shoes, and changes them in an average of three years. Many of these shoes are made in China, Indonesia and Thailand by workers in unhealthy work environments and aren’t properly paid. The industrial processes in making these footwear are not environmentally friendly. In third wold countries, many are lucky to own a pair of footwear good enough to protect them from climatic elements and last long.
My products are unique footwear made with sustainable materials, the object of an ethical production and marketing system, which will financially benefit global stake holders.
1
Research
Shay Charles NEW YORK
&
IMPAC F O O T W E A R
Users Competing Brands System Technology Anthropometrics Survey Brand Focus & Core Values Personas Value Proposition
2
Users My products are unique footwear made with sustainable materials, the object of an ethical production and marketing system, which will financially benefit global stake holders.
3
Competing Brands Oliberte Shoes are manufactured in African countries, and are sold in the European and American markets. Partner factories are located in Ethiopia, Liberia and Kenya have ethical and equality practices, such as making sure 50% of its employees are women and subsidized or free lunches for factory workers. Leather uppers are sourced from free ranging cows, sheep and goats of an average of six years older than those in developed countries. Outsoles are also made from natural rubber, straight from rubber trees. They also offer free shipping to send back shoes which have not been donated or reused by customers.
4
Competing Brands Toms Shoes With every pair of shoes bought, TOMS gives a pair to a child. These shoes are given in over 40 Countries by TOMS partners. TOMS makes shoes out of products that are not derived from animal parts.
5
Anthropometrics
Size 9 (US) Size 42-43 (Euro)
10.25”
Size 11 (US) Size 44 (Euro)
10.9375” 6
Systems Technology Materials
Online Retail Experience
Leather from gold or silver standard tanneries Cork Cork Leather/ Fabric Natural Rubber Renewable Textile
Personalized Online Shopping Experience Men’s Fashion Blogging Social Conscious Endeavors 7
Shay Charles
Survey
NEW YORK
48.3% 37.9%
Questions 1. How many pairs of footwear do you own? 2. What motivates you to purchase footwear?
13.8% 0%
1 3. Do you possess a pair of eco-friendly footwear?
2-5
6 - 10
> 10
1. How many pairs of footwear do you own?
4. If so, what type and brand are they? 5. Will you pay extra to purchase an eco-friendly pair of shoes, compared to one which is not? 6. Will you pay extra to purchase an eco-friendly pair of shoes, made by workers in a conducive environment, compared to one made in substandard working condition?
58.6%
51.7%
41.4%
20.7%
7. Will you like to be in the know concerning what happens to your old shoes after discarding them? 8. If you knew the carbon foot print of a pair of footwear, would it influence your likelihood of purchasing it?
13.8% 3.4% Durability
Utility
Aesthetic Appeal
Trends
Thrift
Impulse
2. What motivates you to purchase footwear? 8
Survey
62.1%
44.8%
31% 20.7% 17.2%
17.2% 6.9%
Yes
Yes
No
I don’t know
3. Do you possess a pair of eco-friendly footwear?
Tsubo Camper
OKA b
No
May be
May be not
5. Will you pay extra to purchase an eco-friendly pair of shoes, compared to one which is not? 58.6%
Birkenstock 27.6%
Timberland Ipanema
10.3% 3.4%
Yes
Toms
Nike
4. If so, what type and brand are they?
No
May be
May be not
6. Will you pay extra to purchase an eco-friendly pair of shoes, made by workers in a conducive environment, compared to one made in substandard working condition? 9
Survey 41.4% 31%
Findings:
13.8% 13.8%
Yes
No
May be
May be not
7. Will you like to be in the know concerning what happens to your old shoes after discarding them? 48.3%
27.6%
1.
Need
Practicality Comfort Fit
2.
Durability
3.
Aesthetic Appeal
17.2% 6.9%
Yes
No
May be
May be not
Thrift,Trends, Impulse
8. If you knew the carbon foot print of a pair of footwear, would it influence your likelihood of purchasing it? 10
Inferences:
Brand Focus and Core Values
3 out of 4 people are willing to pay extra for a sustainable pair of shoes.
Designing for the 13.8%
9 out of 10 people are willing to pay extra for better working conditions for those making the shoes they buy. 7 out of 10 people showed interest in knowing what happens to the footwear they discard. 3 out of 4 people consider knowing the carbon foot print of a pair of footwear, could be an influence on whether they purchase it or not.
Luxury Exclusivity Great Quality and Design A Product with a Story and Heart
11
The SArtorialist
Personas
Carlo Giannini
Jon Petersen
Trevor Johnson
28 years old Fashion Writer He is a trend forecaster, always looking out for what is exclusive and new.
35 years old 41 years old Night-Life Entrepreneur Advertising Artistic Director Has a keen sense of style, and always A picky dresser who loves vintage things, and surfing the web to find seeks to stand out of the crowd them.
Exclusivity Great Design A Product with a Heart 12
Where they shop...
What they buy...
Gilt(MAN) Mr. Porter Park & Bond
Lanvin
Mr. Hare
StudioHomme Nordstrom
Grenson
Niemann Marcus Bergdoff Goodman
Magnanni
Grenson
13
Competition(Brands)
14
Survey
IMPAC
55.6%
F O O T W E A R
33.3%
Questions
11.1%
1. How many pairs of footwear do you own? 2. What motivates you to purchase footwear? 3. How much attention do you give buying a pair of footwear?
0%
1
2-5
6 - 10
> 10
1. How many pairs of footwear do you own?
4. Where do you usually buy footwear? 5. Which footwear style do you purchase most frequently?
66.7% 55.6%
6. Do you buy footwear made in Nigeria?
55.6%
7. If so, why do you buy made in Nigeria footwear? 8. If not, why don't you buy made in Nigeria footwear?
22.2%
9. Can you describe your ideal pair of footwear. That which you will like to see in the Nigerian market?
11.1% 0%
10. What is the most you can pay for a very good pair of shoes? Durability
Utility
Aesthetic Appeal
Trends
Thrift
Impulse
2. What motivates you to purchase footwear? 15
88.9%
77.8%
11.1%
11.1%
11.1%
0% A lot
Some attention
A little
I don’t care
3. How much attention do you give buying a pair of footwear?
Flea Markets
0%
0%
Slippers (Rubber or Leather)
Sandals
Tennis /Sport shoes
Formal Shoes
5. Which footwear style do you purchase most frequently? 66.7%
Boutiques
33.3%
Shoe Stores 4. Where do you usually buy footwear? Yes
No
6. Do you buy footwear made in Nigeria? 16
33.3%
33.3%
33.3%
9. Can you describe your ideal pair of footwear. That which you will like to see in the Nigerian market? 0%
0% They are cheaper
They are more available
They look better
They last longer
They fit better
0% I am patriotic
Elegant piece, full leather with nice designs. Sexy, comfortable and of good quality. Great styles, unique not found everywhere and anywhere, durable.
7. If so, why do you buy made in Nigeria footwear?
Nice looking and durable. Durable and aesthetically appealing. Durable, trendy and comfortable.
33.3%
33.3%
16.7%
16.7%
10. What is the most you can pay for a very good pair of shoes? 0%
They have They They don’t They less styles don't fit don’t last long look good well
I like stuff made abroad
8. If not, why don't you buy made in Nigeria footwear?
N7500. N35,000 to N40,000 N15,000 As long as I can afford I'll get it. 17
Value Proposition
Business Model
This product and its system focuses on satisfying the 25 to 40 year old Sartorialist, who seeks exclusivity, great design and sustainable solutions to his footwear needs. He wants to be connected to a product which has a compelling story and an ethical, sustainable brand which makes it. He primarily purchases footwear with price points in the range of $350-$1200 on web sites offering exclusive designs by established luxury brands and new designers. We are offering a high-end, luxury product which appeals to the average fashionisto, who is concerned about how the product he purchases affects other people and the environment, and is willing to create opportunities by spending extra on a fashionable pair of shoes. Our innovative business model, helps to create jobs for citizens of the local economies of our partner factories, and we offer a two-way shipping service, by which we receive back shoes that are not being re-used, for downcycling into a new pair of shoes.
18
Ideation
19
Shay Charles
Ideation
NEW YORK
20
Specifications Flat Waxed Lacing (Sheep skin) Leather Rubber or Cork Leather Outsole
Cork Leather
21
Colorways
Shay Charles NEW YORK
22
Colorways
Shay Charles NEW YORK
23
Tuxedo Cork Oxfords 24
Online Retailing
25
Three Dimensional Model
26
Ideation
IMPAC F O O T W E A R
27
Specifications
IMPAC F O O T W E A R
White Contrast Waxed Lacing
Ethical Cotton Label Cork Fabric White Contrast Stitching Brogue Lacing Natural Rubber Outsole
Wing Tip Perforations
28
Specifications
IMPAC F O O T W E A R
White Contrast Waxed Lacing
Ethical Cotton Label Cork and Rubber Outsole White Contrast Stitching Brogue Lacing Wing Tip Perforations
29
Cork Natural Rubber
Natural Rubber
Specifications
30
Colorways
31
IMPAC F O O T W E A R
Strutt
32
Shay Awogbile Summer 2012