Work/Description
Abstract/
Better understand sewers’ reactions to the Gingher brand. Gain essential feedback on concepts for a new Gingher product – the rotary cutter.
Challenge/
Conduct ethnographic research to assess user reactions to the Gingher brand and newest concepts. Synthesize reactions and develop recommendations to position to Gingher’s newest offering for product success.
Solution/
Design Concepts’ research staff went into the field, into sewing centers and fabric stores, to talk with experienced sewers. Users thoughts on the Gingher brand and the rotary cutter concepts, including reactions to weight, material and general design, were instrumental in building a new product designed – the rotary cutter - designed with experienced sewers in mind.
Results/
Gingher underscored their image as the maker of the “Cadillac” of scissors and expanded their product line. Attention to research and strategy guided the design and made certain brand and customer experience were both at the forefront of the development process.
