ALIGNING a classic denim portfolio WITH MODERN APPAREL CULTURE AND CONSUMER SHIFTS
The Challenge
An apparel company wanted to identify and understand consumer forces that have the potential to impact casual apparel in the next five years with the objective of inspiring new innovation streams for their legacy brands.
The Approach
WG led a multi-lens landscaping effort to identify consumer shifts that impact how we shop for and wear clothes, including how cultural movements, such as Body Inclusivity and Crafted Style, along with new technology, have created new possibilities in sizing and fabric experiences. We designed deep immersion experiences with leading-edge consumers and innovators that helped us pinpoint and de-code the shifts underway.
The Opportunity
Our immersive sprint mapped to Innovation Lighthouse models that created dozens of new product and retail experience ideas for brands across their casual wear portfolio. This fresh and culturally attuned idea stream became the pioneering engine for innovation exploration across multiple brands and has been named the best innovation insight work the company has seen in a decade.
