US-based Staples has launched a range of back-to-school products designed in collaboration with middle-school students. The office-supply retailer worked with groups of Atlanta- and Brooklyn-based students to create a range of designs that find solutions to their everyday needs.
By involving students in the design process, Staples is able to crowdsource ideas and ensure it is meeting the needs of its consumers. This unconventional approach particularly appeals to younger generations who value involvement with brands – a mindset outlined in Gen Z: Tech Titans. For similar schemes that harness young consumers as creatives within the product development process, see Toy Worlds: Targeting Gen 'Me'.
For further insight into the shifting relationship between designer and consumer, see The Future is Here: A New Industrial Revolution and Design Democracy: Outsider. For more on consumers influencing in-store products, see our recent blog post Fan Votes Shape Topshop's Archive Collection.
For more back-to-school seasonal coverage see Target: Back-to-School Digi-Style.