Red Wing Shoe Co.: A strategy to improve the product offer during the spring/summer season

Red Wing Shoe Co.: A strategy to improve the product offer during the spring/summer season

Van Verseveld, J.W.

Hultink, E.J. (mentor)
Eris, O. (mentor)
Magyar, G. (mentor)

Industrial Design Engineering

Industrial Design

Master of Science Strategic Product Design

2013-01-31

Red Wing Shoes is a shoe company that has been around since 1905. The company has been making work boot for over 100 years and are still in the USA one of the top brands in the industrial footwear industry. Over the years they expanded their business in hunting, hiking and lifestyle. In 2000 the heritage collection was introduced in the European lifestyle market under the name of Red Wing Shoes. The collection consists of work boot inspired styles that resemble iconic styles from the past. Unfortunately these styles are mainly perceived as shoes for the winter. Therfore the goal of this project was to improve the product offer during the spring/summer season. The stitchdown was designed as a lightweight, more flexible and comfortable shoe for the spring/summer season. There is a demand for a more sartorial modern look, as the trend of work style boots is passing. The stitchdown will speak to a younger target audience (25 to 35yrs) that is growing into a more adult lifestyle with a new job and new priorities. They will be making more conscious choices and are looking for their own place in the world. This group is in this report described as the next phaser. The target of the Stitchdown will be to convey a more easy going look suitable for multiple occasions, as the next phaser is hesitant to buy the more classic work styles. This shoe will introduce them to the brand, which gives the opportunity to nurture them to become a core consumer.

Footwear
Red Wing
Shoes
Strategy
Fashion

http://resolver.tudelft.nl/uuid:8bfc9ecc-07d6-4e52-8923-43b7433baad9

2014-01-31

Campus only

Student theses

master thesis

(c) 2013 Van Verseveld, J.W.