We found that the consumer looked for size, price, material, washing instructions and country of origin in that order. This insight became the foundation of our design system. Sustainability was of course important, so we reduced the number of different labels, and used the same labels for men and women’s garment.
Ten years ago pioneering Scandinavian fashion brand Filippa K – always focused on style, simplicity and quality – reached out to us to simplify the Filippa K experience. We looked into the consumer behaviour with the goal to make it as simple and clear as possible, still communicating the classic, timeless, sustainable world of Filippa K.
We also found that women tend to shop more frequent than men, so we created packaging with more items for the mens apparel.