New Product Commercialisation | 2013
Delft & Amsterdam, The Netherlands

Seen as a high quality shoe brand, the heritage-based company Red wings is looking to launch a new range of summer shoes in summer, 2014.

Collaborating with Red wing shoes, team Ugakapha took part in a marketing strategy for its international launch.

PROCESS  As a part of the market launch strategy, team Ugakapha performed a market research on the customer, brand and competitors to ensure that an appropriate audience were targeted for the launch. During the research, the team collaborated with Imo from Tenue de Nimes, Amsterdam.

Through this reasearch, we were able to gain important insights regarding unique selling points and a typical customer profile. The main challenge during the project would have been how to position the shoe, as it is dissimilar to most of Red Wings current collection. During the final stages of the project, the team was able to seamlessly link the brand identity with the physical aesthetics of the shoe.

TAKE AWAY Linking New products lines with current, existing company products can always pose a challenge, but that’s what designers love. We are made for the challenge.

SCOPE New Product Development, Branding, Market Strategy, Market Research, Strategy

TEAM UGAKAPHA Diego Mazo, Christian Heins, Laura Nino Caceres, Phil Brown


GUIDANCE FROM Dr. Erik Jan Hultink (Professor, TU Delft), Dr. ir. Sylvia Mooy (Professor, TU Delft)