Concept Designs

CHALLENGE

SmartWool is a leading purveyor of unique socks, base layer, and performance apparel made largely from New Zealand wool. Their newly expanded line of base layer garments demanded an eye-catching, high capacity display to provide information about the products, as well as dispense them, all within a small footprint and at an affordable price. The displays also needed to family with existing displays within SmartWool's merchandising family.

MARKET RESULTS

An initial run of Towers shipped was shared between the US, Europe and the Pacific Rim. The displays were introduced at outdoor industry trade shows in Germany and the US and received universal acceptance. They are a key component as SmartWool continues to expand its apparel offerings.

CHALLENGE

SmartWool is a leading designer of unique socks, base layer, and performance apparel made exclusively from New Zealand wool. The company has had an on-going challenge to convince customers that their products are comfortable and not itchy. To address that challenge, they asked Concept Designs to design a lightweight, eye-catching, strongly branded Bin to hold demo socks that a customer can try on. The Bins needed to function in footwear departments of sporting goods, outdoor, and specialty retailers.

MARKET RESULTS

We conceived a simple powder coated wire frame with 4 steel "ball" feet. A canvas "skin" folds up over the frame and is attached on the inside with Velcro closures. This ensures that the fabric is held tight around the frame. It also allows for the fabric to be easily removed for cleaning or replacement.

The SmartWool tag line, "feels good." is silkscreened in white on all 4 sides. The SmartWool logo is screened above the tagline. As changing seasons or product mix demand, the Bins can easily be updated with new printed canvas "skins".

When the initial run of Bins was delivered, SmartWool responded enthusiastically to both the functionality and the branding that the "TODS" ("Try on Demo Socks") Bins provide. Retailers appreciate that the Bins give them a space-saving way to keep demo socks neat and organized.