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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.

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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.

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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.

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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.

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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

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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

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Competition(Brands)

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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.

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Ideation

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Shay Charles

Ideation

NEW YORK

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Specifications Flat Waxed Lacing (Sheep skin) Leather Rubber or Cork Leather Outsole

Cork Leather

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Colorways

Shay Charles NEW YORK

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Colorways

Shay Charles NEW YORK

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Tuxedo Cork Oxfords 24


Online Retailing

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Three Dimensional Model

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Ideation

IMPAC F O O T W E A R

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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

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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

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Cork Natural Rubber

Natural Rubber

Specifications

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Colorways

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IMPAC F O O T W E A R

Strutt

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Shay Awogbile Summer 2012

No Impact Footwear  

Process Book for Senior Studio

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