MARKET ANALYSIS
VISIBLE SUSTAINABILITY: As consumer demand for sustainable product grows pressure is applied to brands to communicate eco stories. Modern materialization highlighting these features becomes crucial to capturing consumer interest.
Sustainability has become a focal point of the modern moral code, popularity of products like the Nike Space Hippie collection can be attributed to this bold shift in advertising social & political opinions.
EMERGING CONCEPTS: Maximalist footwear has grown in popularity within the running market however it’s not purely for aesthetic reasons, unlike chunky trends in fashion footwear, brands like Hoka and VF make an argument for perceived out of box comfort and underfoot cushion. From entry level outdoor enthusiasts to performance trail seekers consumers are gravitating towards elevated products for a range of activities.
TREND FOCUS: Demand for luxury product grows as consumers seek to align themselves with with with an allusive lifestyle. Modern success in both luxury and outdoor markets depends on collaboration to bring authentic storytelling and functional validity. Refined product with unique interest and marketing will capture a younger consumer going forward.
CONSUMER PROFILE
Female consumer | 45-50 years of age
Lives in semi urban environment (smaller city)
Active enthusiast [ light runs, long walks, work out class circuit ]
Favorite brands: Stella McCartney X Adidas | Eileen Fisher
This product is her go to footwear for daily walks, running errands and commuting to workouts. She will be looking for easy entry options. Stability, comfort, and breathability are key performance features.
DTC online shopping (ex. Nike & Lululemon) and sometimes local retailers such as REI. Not a professional athlete but an active enthusiast focused on healthy lifestyle. Prefers neutral shoes or trend right color stories, nothing in between.
BRAND STUDY
REGIONAL STYLE SCALE
FORM STUDY
PALETTE
MATERIALS
Generative design applied to materialization. Engineered knit zones can be grafted to specific areas based on biometric inputs and data. The same generative design principles can be applied to traction and footbed design for better ergonomic support.
FINISH
Night vision drives performance product to more extreme ranges. Desaturated warm neutrals like griege and brown are paired with reflective hits and sporty neons. Slick waterproofing materials with iridescent finish define this trend.
TOOLING INSPIRATION
Engineered reductive design is at the root of On’s tooling DNA, elaborating on that core design principle to introduce more organic but structural forms. Exposed lattice structures and architectural cut outs will inspire the tooling direction. The introduction of slightly softer lines will push technical aspects towards the US market.
UPPER INSPIRATION
Lower collar heights, minimal design with comfortable knit material stories drive the athleisure NA footwear market. Easy entry uppers with soft materials, burrito tongues, powers straps or alternative closures such as zippers or elastic laces will define the update to the Cloud Nova Wrap.
