biom infinate
product launch and brand design
The ultimate active sneaker
Company
Innovation Lab ECCO
Discipline
Concept creation
ECCO LABS, AN IMMERSIVE PLATFORM THAT BRINGS INNOVATION DIRECTLY TO CONSUMERS, LAUNCHES ITS FIRST CONCEPT BIOM INFINITE: THE ULTIMATE ACTIVE SNEAKER WHERE NATURAL MOTION AND COMFORT MEETS HI-TECH MATERIALS AND CUTTING-EDGE INNOVATION.
We focused on communication and how to translate complex innovations to ECCO LABS consumer. Their target audience was identified, research was done into the regular ECCO customer and a niche was found. The story and language aligned with tech savy, urban oriented and conscious consumers.
Part of my task is to think about the user experience as a whole. Since we launched a fully new website and sneaker concept it was important to think about the activation plan, including brand positioning, launch strategy, and media strategy. All aspects of the launch needed to be in line with the vision to create a coherent consumer experience.
Activation plan
Brand adjacencies and positioning
ECCO Labs sits at the intersection between avantgarde fashion and sneaker
media strategy
By partnering with reputable medias, brands can access a larger audience and build trust with potential customers. It also can increase visibility, sales potential, and establish a strong presence in the market.
Multi-tiered launch strategy
There are two activation moments through “on consignment” collaborations for the launch of the product:
Tier 1: “ My Biom” Ultimate Edition - Immersive in-store product experience. For this activity we want to focus on four external retailers to carry the initial launch of the Biom Infinite. This activation will create increased media coverage and footfall for the specific retailers. This step is fundamental for the exclusive positioning and experience we want to achieve.
Tier 2: “My Biom” Deluxe Edition - Special edition packaging featuring added drop-in components. This activation is to involve as many people as possible and a maximum of 20 stores will be involved. During this activity we will maintain a limited availability on products. The community of the tier 2 shops can also be called “family” because it is made of affectionate people who often come back to buy or take a look on what’s new in shop.
In-store product launch, packaging and photoshoot
To create a rounded consumer experience I also organized and help conduct a photoshoot that aligns with the brands identity and sneaker concept. Next to this, it was important to create a packaging that would fit the sneaker concept and create a consumer experience.
Collaborating with media partners is crucial for fashion brands. It can help reach a wider audience, enhance credibility, amplify messaging and increase engagement with customers.
