DESIGN THINKING  Nataly Mancilla  September 2019    BRAND: Doña María – ecological clothing    CHALLENGE     • By having a social approach, we have released many models with support for a cause that is  missing the main focus of the brand, that is, we run the risk of cannibalizing the brand's own  models with those we take out in alliance with some association or cause.    • The consumer in a first meeting has not perceived the added value of an ecological fabric so  some consumers still perceive them, with a high cost. A good part of the main niche to which the  brand has impacted, are kids who still do not generate their own income, thus preventing them  from making recurring purchases.

•  What is? Ecological t-shirts and caps locally in Colima-Mexico, with national sale  through ecommerce.

•  What if? We create a national community that can provide ideas and campaigns for the  brand?

•  What WOWs? The process of manufacturing ecological textiles in Mexico and the art  designs from emerge artists, tattoo artists, social leaders causes designs.

•  What works? There is a (still small) market niche that is aware of organic textiles and  willing to invest a little more in sustainable elements for its daily life, in addition to the  social sense being a motivator for the purchase decision.

SELECTION

•  Learning launch: to know what comes next for the business.

•  We are about to experiment OUR HYPOTHESIS idea of making a contest that involves  actual clients and potential clients through social media; for them to create a mindset  where they star giving value to the cause of sustainable clothing.

Assumptions &Data

Why would they won’t buy?  Why would they buy?

Unkowledge of privileges of sustainable  clothing

Helps to preserve clean rivers and cotton  agriculture clean without the use of  pesticides

High cost  Each Tshirt contains 6 bottles of recycled  plastiv

Not a specific need to buy clothing.  National brand

Not too many quantity of each design.  Designs made by emerging Mexican artists  in every area

APPLICATION    Make a contest “live” nationwide, through social networks where different, emerging artists,  young people participate to place their design in a season of ecological t-shirts, generating a  community that knows where our design comes from more the manufacture of sustainable  textiles. The contest will consist of an ecological theme, will win the most creative and simple  design that presents or solves an environmental problem.    The “live” contest will focus on the participants sharing weekly short videos of their daily life,  showing where they have obtained the inspiration for their design, the contest will last 1 month  of shares on their pages and that of the brand.      INSIGHT & APPROACH    Idea: “LIVE” contest so people would see where does all the designs come from and engage  with the sustainable clothing.    Specific person and need: people from 15 to 45 years that are aware of the global change and  want to help in every aspect of their daily routine.    Idea meets the need & Better that competition: the market of sustainable clothing in Mexico  so locally at least i´m the only one with this concept, the main comparison makes with my brand  are the common cost of a normal t-shirt with is much lower than mine, BUT when they know the  benefits of ecological clothes they decide to contribute to use recycled clothes.    By experimenting idea and creating my own assumptions of what was expected of the brand, I  realized I had some wrong ones that would make the value of the brand get lost and so, won’t  solve or communicate de real benefit of this type of clothing.    So launch learning is really helping me to, change the mindset of what I tough was needed and  what the customer wants to hear and to wear from Doña María.

