CREATE A HIGHER VALUED, NEW ATHLETIC CATEGORY NOT CURRENTLY OFFERED IN THE BRAND.
With most of the Nautica athletic footwear looking similar in design and price, I proposed a new category to have a higher value proposition to the customer. The intent of these styles are to introduce customers to a new price point, building brand value across all athletics. With this category's success, we can offer higher value shoes within the category. Current retail values for Nautica Athletic footwear sit at $30. This project is intended to retail in the $40 - $50 range.
Development for this project started August 2020.
Finished samples arrived early December.
Product to launch Fall 2021.
OUTSOLE ideation - Phase 1
First ideation phase examines similar designs in the market at or close to our target price. Sketch phase is quick, taking 1 - 2 days overall. First, outsole is sketched and selected. The goal of this project was to create a "bubble" like heel. After review, top ideas are selected and CAD drawing sent off for development.
OUTSOLE DEVELOPMENT - PHASE 2
In our fast-paced design environment, outsole development is crucial to provide accurate sketch details and references for factory to produce blue prints. In this specific case, outsole development was 2 months time from initial tech pack to wood mold approval. We are able to speed up time using an original reference and midsole tape up.
Upper DEVELOPMENT - PHASE 3
First ideation phase looks at similar designs in the market at or close to our target price. After outsole is sketched and selected, upper sketches are completed. Thumbnail sketching is completed digitally on the computer. Refined ideas are shown to the sales and buying team. If selected, designs enter CAD phase for color development.
ARKAN Upper Corrections - PHASE 4
Arkan upper corrections consisted of two rounds. The below description and overview shows corrections during the upper development phase. Because upper sketch is detailed and accurate, development is able to speed up. Note: these sketches are meant to be clear for factory and not for marketing or selling.
1. Remove top eyelet on inside and outside.
2.The tongue too long. This needs to also match the original.
3. Correct eyerow location at the bottom. Needs less space.
4. Heel webbing needs to be straight.
5. Adjust the clear overlay as drawn on inside and out. Clear overlay is also too thin, and shiny. Needs to be a little more thick like the puma original. See attached references. Clear should be more semi transparent.
BENTHOS Upper Corrections - PHASE 4
Benthos upper corrections consisted of two rounds. Below description and overview shows corrections during the upper development phase.
1. Eyerow to follow the original as close as possible with the placement and shape. Attached is a better idea of the position, but still not exact, have the tech make in the same position and shape as original.
2. The toe area may need to adjust to fit once redrawn.
3. The tongue is very long. This needs to also match the original. Overall the shape needs to improve. I am sure it will improve with lasting.
4. Everything else is looking good, the heel logo looks great. Just remember to use the correct base color for the sample.
WILLYM 3 Upper Corrections - PHASE 4
WILLYM 3 upper was able to go directly to samples. This shoe was a quick add to the line. Upper already was existing. We just are moving to new construction for updated season. One update was the semi-transparent outsole for increased value for customer.
Final Samples - PHASE 5
Below images are the final sample results shown to buyers and made for production.
Shoes are expected in stores Fall 2021.
Evan Hoffman - Footwear Designer
267 Clifton Place, Brooklyn, New York 11216
