DESIGN THINKING   Nataly Mancilla   September 2019     BRAND : Doña María – ecological clothing     CHALLENGE      • By having a social approach , we have released many models with support for a cause that is   missing the main focus of the brand , that is , we run the risk of cannibalizing the brand 's own   models with those we take out in alliance with some association or cause .     • The consumer in a first meeting has not perceived the added value of an ecological fabric so   some consumers still perceive them , with a high cost . A good part of the main niche to which the   brand has impacted , are kids who still do not generate their own income , thus preventing them   from making recurring purchases . 

 •   What is ? Ecological t - shirts and caps locally in Colima - Mexico , with national sale   through ecommerce . 

 •   What if ? We create a national community that can provide ideas and campaigns for the   brand ? 

 •   What WOWs ? The process of manufacturing ecological textiles in Mexico and the art   designs from emerge artists , tattoo artists , social leaders causes designs . 

 •   What works ? There is a ( still small ) market niche that is aware of organic textiles and   willing to invest a little more in sustainable elements for its daily life , in addition to the   social sense being a motivator for the purchase decision . 

 SELECTION 

 •   Learning launch : to know what comes next for the business . 

 •   We are about to experiment OUR HYPOTHESIS idea of making a contest that involves   actual clients and potential clients through social media ; for them to create a mindset   where they star giving value to the cause of sustainable clothing . 

 Assumptions & Data 

 Why would they wo n’t buy ?   Why would they buy ? 

 Unkowledge of privileges of sustainable   clothing 

 Helps to preserve clean rivers and cotton   agriculture clean without the use of   pesticides 

 High cost   Each Tshirt contains 6 bottles of recycled   plastiv 

 Not a specific need to buy clothing .   National brand 

 Not too many quantity of each design .   Designs made by emerging Mexican artists   in every area 

 APPLICATION     Make a contest “ live ” nationwide , through social networks where different , emerging artists ,   young people participate to place their design in a season of ecological t - shirts , generating a   community that knows where our design comes from more the manufacture of sustainable   textiles . The contest will consist of an ecological theme , will win the most creative and simple   design that presents or solves an environmental problem .     The “ live ” contest will focus on the participants sharing weekly short videos of their daily life ,   showing where they have obtained the inspiration for their design , the contest will last 1 month   of shares on their pages and that of the brand .       INSIGHT & APPROACH     Idea : “ LIVE ” contest so people would see where does all the designs come from and engage   with the sustainable clothing .     Specific person and need : people from 15 to 45 years that are aware of the global change and   want to help in every aspect of their daily routine .     Idea meets the need & Better that competition : the market of sustainable clothing in Mexico   so locally at least i´m the only one with this concept , the main comparison makes with my brand   are the common cost of a normal t - shirt with is much lower than mine , BUT when they know the   benefits of ecological clothes they decide to contribute to use recycled clothes .     By experimenting idea and creating my own assumptions of what was expected of the brand , I   realized I had some wrong ones that would make the value of the brand get lost and so , wo n’t   solve or communicate de real benefit of this type of clothing .     So launch learning is really helping me to , change the mindset of what I tough was needed and   what the customer wants to hear and to wear from Doña María . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Nataly Mancilla
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: DESIGN THINKING   Nataly Mancilla   September 2019     BRAND : Doña María – ecological clothing     CHALLENGE      • By having a social approach , we have released many models with support for a cause that is   missing the main focus of the brand , that is , we run the risk of cannibalizing the brand 's own   models with those we take out in alliance with some association or cause .     • The consumer in a first meeting has not perceived the added value of an ecological fabric so   some consumers still perceive them , with a high cost . A good part of the main niche to which the   brand has impacted , are kids who still do not generate their own income , thus preventing them   from making recurring purchases . 

 •   What is ? Ecological t - shirts and caps locally in Colima - Mexico , with national sale   through ecommerce . 

 •   What if ? We create a national community that can provide ideas and campaigns for the   brand ? 

 •   What WOWs ? The process of manufacturing ecological textiles in Mexico and the art   designs from emerge artists , tattoo artists , social leaders causes designs . 

 •   What works ? There is a ( still small ) market niche that is aware of organic textiles and   willing to invest a little more in sustainable elements for its daily life , in addition to the   social sense being a motivator for the purchase decision . 

 SELECTION 

 •   Learning launch : to know what comes next for the business . 

 •   We are about to experiment OUR HYPOTHESIS idea of making a contest that involves   actual clients and potential clients through social media ; for them to create a mindset   where they star giving value to the cause of sustainable clothing . 

 Assumptions & Data 

 Why would they wo n’t buy ?   Why would they buy ? 

 Unkowledge of privileges of sustainable   clothing 

 Helps to preserve clean rivers and cotton   agriculture clean without the use of   pesticides 

 High cost   Each Tshirt contains 6 bottles of recycled   plastiv 

 Not a specific need to buy clothing .   National brand 

 Not too many quantity of each design .   Designs made by emerging Mexican artists   in every area 

 APPLICATION     Make a contest “ live ” nationwide , through social networks where different , emerging artists ,   young people participate to place their design in a season of ecological t - shirts , generating a   community that knows where our design comes from more the manufacture of sustainable   textiles . The contest will consist of an ecological theme , will win the most creative and simple   design that presents or solves an environmental problem .     The “ live ” contest will focus on the participants sharing weekly short videos of their daily life ,   showing where they have obtained the inspiration for their design , the contest will last 1 month   of shares on their pages and that of the brand .       INSIGHT & APPROACH     Idea : “ LIVE ” contest so people would see where does all the designs come from and engage   with the sustainable clothing .     Specific person and need : people from 15 to 45 years that are aware of the global change and   want to help in every aspect of their daily routine .     Idea meets the need & Better that competition : the market of sustainable clothing in Mexico   so locally at least i´m the only one with this concept , the main comparison makes with my brand   are the common cost of a normal t - shirt with is much lower than mine , BUT when they know the   benefits of ecological clothes they decide to contribute to use recycled clothes .     By experimenting idea and creating my own assumptions of what was expected of the brand , I   realized I had some wrong ones that would make the value of the brand get lost and so , wo n’t   solve or communicate de real benefit of this type of clothing .     So launch learning is really helping me to , change the mindset of what I tough was needed and   what the customer wants to hear and to wear from Doña María .
### Output: 