Amy Hewitt

Dedicated to breaking boundaries Resolve is an innovative outdoor childrenswear retailer. Redefining adventure Resolve was founded on the principle the outdoors is a tonic for body and soul working within principles of inclusivity, affordability and sustainability. Resolve rethinks outdoor pursuits ensuring children have the appropriate clothing to get outside. With the addition of smart technology to track daily activity Resolve enhances children’s interest in the outdoors, with the addition of an app, leverage to engage consumers.

Outdoor activities are of mounting prevalence to family life with recognition from parents’ nature is something their children are missing out on as part of generation digital. Families are increasingly seeking to move their children away from technology dependency opting for healthier outdoor lifestyles. With statistics highlighting “88% of teachers agreed that children are happier after playing outdoors” (LTL, 2020) the initiative to provide suitable to get children outside, led to Resolve being born.

Resolve fundamentally disrupts the children’s outdoor apparel market, through a unique product offering, thought provoking marketing and branding we drive the narrative of outdoor exploration. Driven by our principles of affordability, inclusivity, sustainability and practicality Resolve establishes an initiative for children to spend increased amounts of time outdoors. Resolve confronts current societal issues facing generation digital, tapping into the growing outdoor apparel market.

I noted a lack of emphasis on brands actively encouraging children to spend time outside. Currently children’s outdoor clothing is a sub offering of apparel brands, meaning children’s garments lack innovation, bound by strict gender stereotypes. The problem further lies with a lack of willingness from children to move away from screens. With gamification a key trend acting as “the most engaged form of social media” (Sherman, 2017) I sought to optimise this, utilising technology as leverage to engage younger consumers. Through the integration of smart technology not worn on the body instead within the apparel offering alongside Resolve Navigate, technology children are familiar with was incorporated as a means to get outdoors.