Warm. Cozy. Wool.
Innovation to be launched in BTS26. for Sock It to Me, wool blend is a long-anticipated product release. Over three years of research, factory prototypes, wear tests and focus groups brought a super-soft, wool blend patterned sock to life. Wool blend has a higher leg height than regular crews to accommodate various footwear and activities.
Strategic innovation pitch: design a warm, comfortable wool blend sock with quality, novelty graphics at a fair price.
Deliverables: market research, product ideation pitch, prototype factory sourcing, assortment planning, trend forecasting, color + art direction, design deck creation, hand off deck brief to artists, packaging deck, and coordinate bulk production.
Market Trends - Design Brief Excerpt
More Altitude, Less Attitude
Wool Benefits - Design Brief Excerpt
Who Is Customer? - Design Brief Excerpt
More Altitude, Less Attitude
Market Opportunities for Sock It to Me Brand's Wool Blend Line - Design Brief Excerpt
What Sock It to Me Brand Can Bring to Wool - Design Brief Excerpt
Competition in the Market - Design Brief Excerpt
Mood Board, Sweater Look - Design Brief Excerpt
Believe In Yourself
Believe In Yourself
What Does the Fox Say?
Powder Day
Ski-Rex
Happy Shrooms
Recurring positive attributes from wear test are keywords: soft, warm, cozy, luxurious, stretchy, comfortable, stay up, stayed dry.
Wear testers said: “Lofty and comfortable, felt luxurious”
“This sock felt great on, it was comfortable and warm. Easy to slip on after washes, no shrinkage observed. Felt luxurious.”
“Great loft, warmth, comfort, wearability.”
“Soft and comfy.”
“as soon as I put them on the socks were soft on my feet and they were very stretchy. I was quickly won over by the warmth and comfort.”