darden-burros

[darden-burros]

Burros Protos v1

Last week we secured our first prototype from Ira here locally in Charlottesville, VA! This base prototype is a great starting point for the team and we learned a fair amount about sizing. Moving forward, the team anticipates doing more with pocket experimentation and changing up the waistband with our Anti-sag Support System ideas!

[darden-burros]

Feature Exploration & Concepts

After reviewing the research and some initial testing, the team conducted a creative brainstorming session before breaking out for some independent work to come up with features for the shorts that could address different problems. While the Burro Proto v1s were already in development to establish a base case, the team needed to come up with features we wanted to explore in the Proto v2s, v3s, and beyond! See attached for some of the concept sketches the team came up with. 

[darden-burros]

Experiments abound! We sewed a pocket onto the front of an existing pair of shorts following user research and feedback during class about the functionality of shorts. Feedback from users also centered around the new wave in fashion to bring cargo shorts back but to balance that with the vibes and energy of short shorts (like Burro!). Testing has provided positive results and the accessibility of the pocket it incredible. Feeling good about the accessibility of the front pocket.

[darden-burros]

Kicking things off!

Once you create a blog for your project, please post the following items on your blog: your idea proposal, examples of current solutions that exist today to solve similar problems, as well as any activities your team has performed to date.

Concept - Outdoor active-wear shorts - “Burro Shorts”

Team - Shockley Nunnery, Casey Ward, Coco Woeltz, Nick Skaperdas, Jack McDermott

Idea Proposal

Market Demand: Shorts market is fragmented currently with many new brands entering the space through Instagram advertising and budding eCommerce plays. Additional proof of concept exists for local shops built on a strong brand. Plus, nearly everyone wears shorts.

Problem: Outdoor wear is not as comfortable, functional, and stylish enough for cross-functional purposes as users want. Activewear is too technical, fragile, and gendered to be fun.

Users/customers own many kinds of shorts and typically have a favorite pair or cut from a specific brand but even then have commendations for how the shorts could be improved. Identified user complaints or unmet needs include:

Pocket functionality is all over the map across brands. Functionality of current pockets on shorts in the market is limited in that the pockets are either too deep and useless/uncomfortable or too small and have limited uses.

Placement of zipper pockets on the small of the back on the back waistband is controversial.

Shorts are not simultaneously comfortable enough for lounging but strong/durable enough to inspire confidence for intense outdoor activities.

Colors are very gendered. Many of the designs or colors some men would enjoy experimenting with are restricted to women’s clothing items.

Women’s shorts are too form fitting at times across brands and accentuate different parts of the body too much.

Women’s shorts are all very short and tend to run with a 3” inseam. 

Shorts with functional pockets can feel like they are sagging or fitting awkwardly when used to carry heavy but common items (wallet, keys, iPhone).

Access to Potential Users: Access to Darden students for testing and reviews. Data collection began during Starting New Ventures with several ethnographic and stakeholder interviews.

Product Familiarity: Shorts! We wear shorts and live active lives.

Existing Solutions

Patagonia Baggies 

Birdogs

Lulu Lemon T.H.E. Shorts 

Chubbie’s

Bear Bottoms

North Face