Illustration: Sam Dunne
A quick service blueprint and brainstorm
We discovered different aspects of Schuh's brand and services, and explored the the different practices and factors around Social Responsibility in High Street Fashion retail. We shared our research and insights with each other through this blog --> http://csratgsa.blogspot.co.uk/
It became evident that without a coherent brand strategy, any attempt at at CSR could potentially be just 'greenwash' and lack credibility. Deepening Schuh's relationships with customers and providing meaningful and enjoyable experiences while being socially aware, responsible and active were elements we focussed on.
We discovered different aspects of Schuh's brand and services, and explored the the different practices and factors around Social Responsibility in High Street Fashion retail. We shared our research and insights with each other through this blog --> http://csratgsa.blogspot.co.uk/
It became evident that without a coherent brand strategy, any attempt at at CSR could potentially be just 'greenwash' and lack credibility. Deepening Schuh's relationships with customers and providing meaningful and enjoyable experiences while being socially aware, responsible and active were elements we focussed on.
Dimensions of Schuh's brand identity
Gathering insight from customers and employees and working closely with the design and marketing team at Schuh, we were able to define a concise strategy for the brand as well as a representation of what that would feel like through different medium.
The outcome and feedback from this project were utilized by the Design Innovation and Research team at the Glasgow School of Art, who used it to further define, develop and deliver pathways for strategic action with Schuh.
