How can Chaco create a stronger relationship with Gen Z?

ROLE: I am the sole owner of this project, from start to finish. From conducting research, analyzing the data and developing the recommendations, to even designing and building the deck below, this is an individual project crafted 100% by me.

PROBLEM: Chaco is an outdoor footwear company that has fallen behind their competitors and been unable to capitalize on a resurgence in the popularity of sandals among Gen Z.

THE ASK: Create a target profile and plan for building relationships with a new generation of shoppers.

INSIGHTS: Clothing is a way for Gen Z to express themselves, and their core values. Creativity and genuine social activism are at the top of the list in what they want to be.

CONCLUSION: Chaco should collaborate with local artists of different backgrounds to feature their designs as shoe straps while celebrating their cultures and unique art styles.