Consumer

Skellerup Quatro

Project Objective

Skellerup’s objective was to incorporate the latest developments in materials and footwear technology to create New Zealand’s first high-performance agribusiness gumboot.  InFact was engaged on the project to create an aesthetic form that expressed and met the expectations of the Skellerup brand and the physical performance requirements of the boot.

Our Approach

InFact undertook a design research study to establish the brand positioning of Skellerup and their competitors.  This research verified the direction for the design process, proving that the aesthetic design needed to find a balance between strong customer preferences for seriously functional and durable products, and the need to convey the right impression of flexible comfort and advanced features.

Outcomes

Within a few weeks of launch the sales of the boots had exceeded the available supply.  The Quatro gumboot has achieved strong differentiation in the market by focusing on a deep understanding of customer needs, and has successfully enhanced the value of the Skellerup brand in the minds of the modern rural professional.