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New Product Development
Arketype

Redrollers was commissioned by Arketype (2008) to conduct exploratory research investigating men and their personal style for a new sustainable men’s fashion label. In-home interviews, including wardrobe audits and an ‘outfit mapping diary’ exercise, were used to get to the heart of how men decide what to wear. Using the research, we looked at the characteristics and cultural dimensions of the labels men respected and the idiosyncrasies of how they combine various elements to create their individual look. The research informed business, and marketing and branding development for the label.