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The Team
(left to right) Corinne Brady, Ana Carvallo, Emmie Fister, Pablo Gupta, David Schatz-Mizrahi
The Process
1) Understand the brand
2) Identify an opportunity
3) Design a competitive strategy
who is allbirds?
Allbirds is a footwear and apparel brand launched as a DTC online storefront in 2017 and has since expanded to 42 in-person storefronts across the United States
goals
Simplicity in Design
Create an experience that is streamlined and free of senseless details, similar to the shoes.
Confidence in Comfort
Provide customers with a lasting feeling of support and a warm shopping environment.
Conscious of the Environment
Provide an environment that reflects the values of the community it serves.
research findings
After conducting consumer interviews, visiting allbirds stores, and reading through online reports, we were able to characterize the target consumer and identify themes and tensions in their experience
target consumer
themes
“I don't really enjoy shopping. I shop, of course, just like everybody else but I like it to be a quick experience.”
-Jeff P.
“You hope that they have it in your size. And, yeah, it's an annoying experience all around.”
-Jeff P.
“In and out of the store without talking to another person. That'd be pretty nice- not having to really socialize unless I was forced to.”
-Sai B.
themes > insights
shopper values and expectations
The interactive graphic below shows how the current offering prioritizes wants over needs and how the proposal hopes to change this
value proposition
For understated fashion enthusiasts who are environmentally conscious and tech forward, the Allbirds x Google collab, “Flock Up”, centers tech, fashion, and sustainability in a cohesive and engaging experience that enables enthusiasts to look good, do good, spark good.
key elements
how it works
This is Caleb. He's 35 years old, married with 2 kids (ages 4, 7) and has been working for 5 years on Google's product team. He wouldn't consider himself high-fashion, but he puts time and effort into curating his closet. He likes to take public transit to work, but he'll Uber if it's raining
not your typical week
On a regular day, he arrives at the Google office…
but today is different; it's the day he's been hearing about for weeks
It’s the start of the Allbirds x Google Flock Up event at the Googleplex.
you
Meet the Makers
Explore Allbirds’ range of products and find your perfect fit
Claim a Cause
Learn about and vote for local sustainability initiatives
Get Hype to Swipe
Hear about Friday’s exclusive merchandise drop, the artist behind the designs, and pre-order sizes
your team
Build it Better
Enjoy team building activities centered around sustainability
Props to the Tops
“Greenest” team announced from participating teams
your company
Talk the Talk
Keynote speaker highlighting sustainability in big tech and emerging technologies
Walk the Walk
Highlight plans for in-office sustainability practices
Caleb is able to apply what he learns at the talk to his own work at Google
your community
Shop the Drop
Learn about the cause and be the first to explore this Flock Up’s merchandise.
Spread the Love
Bring friends and family to learn about where sustainability and tech meet and shop Allbirds products.
why google?
Go where your people are
Allbirds store locations and Google office locations tend to fall within the same cities and urban hubs. Clearly, Allbirds knows where their target demographic is located, they just need a way to get them in the door.
why allbirds?
Leverage the leaders
Google is already known for creating exclusivity within their employees through custom apparel, and while they have a plan for improving sustainability, they're far from the recognition that Allbirds has achieved as a leader in the field
looking ahead
Planting Seeds of Justice
Creating safe spaces for children visiting their incarcerated loved ones
Check it out
