I was tasked to use 5 boots from different competitors, Keen, Lowa, Timberland Pro, Irish Setter, and Wolverine and then create a new program for Chippewa using the best/stand-out features of those boots. Throughout this process I had to consider the following factors during my process:

• Consumer

• Location

• Construction

• Materials

• Manufacturing

I began with researching each of the boots from their respective company sites as well as Amazon and a third party retailer. I also synthesized a list of pros and cons associated with each boot from customer reviews.

I continued research by speaking with the Chippewa designers and the head of Chippewa sales to gain a better understanding of the North Eastern consumer.

From my research I was able to create a definitive description of the Chippewa consumer and what features they desire in their boots.

1. The North-Eastern consumer lives in a colder climate with uneven terrain and rainy seasons. The people are rugged, self sufficient and proud of their hard work. Their work requires long hours on their feet where comfort and adaptability is of the upmost importance.

2. They desire:

   • Athletic Silhouette

   • Lightweight

   • Big Lugs

   • Flexible

   • Waterproof

   • Short Break-in period

   • Price $150 - $175