Women-specific product design of the past is just that–the days of 'shrinking and pink-ing' footwear is insensitive to modern day women's interests, which are more sophisticated in terms of how such product is being used in fashion and function. According to my poll asking millenial females on what they look for in a hiking boot, the general consensus was that it still had to be "cute" while retaining what you would expect from a mass-market hiking boot. So, what is "cute" and how far do you push performance?

 

Through initial insights, this product fit right into the brand's category called "Mountain Culture," in which this segment of consumer represented the mass market of the outdoor industry, and therefore valued more versatility than sport-specific benefits. In other words, a design language that was straight-to-the-point that did not scream 'features' or 'tech' (but could have them, just hidden) was key.

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