Newpair, creative & business strategy
Strategic value proposition
Sub-brand Newpair is a future scenario where ECCO company would be able to take back their own shoes and do repairs on them. A system that could work in-house as a way to prolong life of their products and meanwhile secure a lifelong and loyal relation to the consumers.
Looking into ECCO‘s code of conduct, we found that ECCOs commitment no. 9 focused on sustainability, and we decided to proceed further with this commitment in our sustainable research.
‘‘ ECCO aims to be a leader within the environment, health and safety
and supports sustainable development. ‘‘
How might we prolong the lifetime of the shoe through maintenance and repair? Could we keep a connection between the company and the consumer after the purchase and at the same time keep track of the footwear produced?
As an extension on the research we developed a model and a future method incorporated in the production. It should be noticed that this is a futuristic take on a business and production model, as an idea of how in the future the responsibility of a brand‘s product can stay in the world as long as possible. At the very end of a products long life time, the afterlife should make something completely new (for instance, chopping the old soles and having a new material in shoe production or injecting a new material in broken parts of the shoe).
