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THE STRATEGY
A Strategy of Organic Growth
Traditionally, shoes and sneakers are designed from the outside in: side-view sketches are developed and sent to factories around the world. The manufacturers deliver samples that are then tested and approved. fuseproject recognized that when it comes to developing a new collection that will attract a specific audience to a traditional brand this overtly product-centric approach is far too limited. By failing to consider the wider repercussions of the new collection for the new audience and for the brand itself, it becomes little more than a shot in the dark. Instead, we devised a "brand-centric" strategy. We call it "designing from the inside out."
To design with a brand focus, we develop a point of view first,
perspective of what the brand means currently and what it wants to mean in the future. In other words, you have to know what you want to say before you start talking. To help us accomplish this goal, we use our trend and merchandising specialists, branding and graphic designers, industrial designers and writers to devise a strategy that was both emotional and communicative. This team approach, and the surprisingly singular point of view it generates, results in a non-status quo product and strategy. It forms ideas, incubates them, and gives them time to breath. It allows a brand to evolve organically.