AbstractsBusiness Management & Administration

A bag has been designed for GoTo aimed specifically at the lifestyle group of young creative professionals. The aspects of sustainability, fashion and last but not least usability were combined in this project. First of all, sustainable methodologies and textiles were investigated. Then, an internal and external analysis was conducted, after which the method of cultural probes was used to map the context of the lifestyle. A collage showing the style of the target group can be seen at the right. A list of criteria was set up as a result of the analysis phase. Next, ideas were generated. Three concepts were developed: the concept of a modular but simple bag, the concept of a bag that can be transformed in size and finally the concept of a book that contains guidelines to make your own bag from waste materials. These concepts were evaluated and the modular bag has been chosen to elaborate further. The design result is a bag that be split in two bags of different sizes by means of zippers. The bag, which can be used as a backpack or shoulderbag, is made of naturally tanned leather because that is a durable, beautiful and classic material. The price positioning has been determined by comparing the new bag to bags in the same segment (Claudio Ferrici, Fred de la Bretoniére and Cowboy Bags) and bags with the same target group (Freitag, Gravis and Crumpler). Finally, a protoype was made and a user test was conducted to get insight in optimization points of the design. Together with the assessment to the criteria, the conclusions from the user test are summarized in a recommendation to the company. This recommendation includes ways to realize series expansion, increasing the brand familiarity of GoTo and marketing concepts. Furthermore, a photoshoot is held with a photographer to make product- and lifestyle photos.