LAB

Ecco / Growth

Design Thinking: From business case to core collection in 12 weeks!

Ink Mark 6

In a competitive market and with new markets opening up ECCO needed a new approach to build a distinctive accessories brand capable of rapid global growth.

Square Ecco
Cross disciplinary co-creation: Bringing together a specially selected ECCO team together with a curated team of LAB specialists. Fast, fun and productive - it also led to the birth of ECCO's first capsule collection - KAPSEL 14! Cross disciplinary co-creation: Bringing together a specially selected ECCO team together with a curated team of LAB specialists. Fast, fun and productive - it also led to the birth of ECCO's first capsule collection - KAPSEL 14! Cross disciplinary co-creation: Bringing together a specially selected ECCO team together with a curated team of LAB specialists. Fast, fun and productive - it also led to the birth of ECCO's first capsule collection - KAPSEL 14! Cross disciplinary co-creation: Bringing together a specially selected ECCO team together with a curated team of LAB specialists. Fast, fun and productive - it also led to the birth of ECCO's first capsule collection - KAPSEL 14!

Cross disciplinary co-creation: Bringing together a specially selected ECCO team together with a curated team of LAB specialists. Fast, fun and productive - it also led to the birth of ECCO's first capsule collection - KAPSEL 14!

A collaborative process

Partnering with the Managing Director, and working with the heads of production, design, product and marketing teams we co-designed and delivered a 12 week process from commercial review to a clear brand design language and brand DNA, defined the product range and instilled a collaborative co-creation ethos which led to the design and launch of the first ECCO leather goods capsule collection KAPSEL14.

The process involved:

Market Analysis

Opportunity Scanning

Insight Immersions

Trend & Style Analysis

Design Language Workshop

Design & Maker LABs

Accessories is one of the fastest growing parts of ECCO. With a premium leather goods offering providing a new entry point for consumers; a distinct, own able brand DNA building on the Scandinavian design ethos; and a showcase for ECCO's material design capability - ECCO have seen category sales growth, product sales increases and defined a clear position in the accessories market. Sales increases in small leather goods and leather care products and further design collaborations have also resulted.

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