TEAM AWESOME ANN EVA DEVANSHI MARI
Wear Good. Do good. Feel good
INTEGRATIVE STUDIO 1 05/15/2017
Contents
4
15
INTRODUCTION 4 5 6 7 12
39 DEFINE
41 TOOLKIT FOR RESEARCH SYNTHESIS 44 OPPORTUNITY AREAS 45 FORGING CONNECTIONS 46 KEY INSIGHTS THEMES 47 SELF/DRIVEN CONSUMPTION 48 FOOD VS FASHION 50 REVIEW CENTRIC 50 AWARENESS VS ACTION 51 ETHICAL CONSUMER
MEET US TIMELINE OUR JOURNEY PROJECT SUMMARY DICTIONARY
52 IDEATE 53 58 59 60 61 62 63 63
TOOLKIT FOR IDEATE INITIAL CONCEPTS PROJECT FOCUS EVALUATION ARTEFACT BEHAVIORAL CHANGE STRATEGY CARDS SWOT ANALYSIS ECOSYSTEM MAPPING BUSINESS MODEL CANVAS REFINED CONCEPT
EMPATHIZE 16 17 18 19 28 29 30 32 33 34 35 37
PROCESS RESEARCH AREAS THINGS WE WONDER TOOLKIT FOR RESEARCH RESEARCH THEMES FAST FASHION MOVEMENTS & INITIATIVES CONSUMER BEHAVIOR OUR TARGET CORE SHOPPING MOTIVATION SHOPPING EXPERIENCE EMERGING BUSINESS MODELS
Contents
65 PROTOTYPE 67 68 69 71 72 73
TOOLKIT FOR PROTOTYPE CUSTOMER EXPERIENCE MAPPING PROTOTYPE TESTING #1 TESTING EVALUATION PIVOT, OUR QUALITY RATING SYSTEM PROTOTYPE TESTING #2
76 DELIVER
78 TOOLKIT FOR IMPLEMENTATION 79 VENTURE CANVAS 80 BENCHMARKING 81 VENTURE STORY 82 INTRODUCING JUBI 83 HMW 85 SARAH’S JOURNEY WITHOUT JUBI 87 ABOUT JUBI 88 OUR DEFINITION OF QUALITY
89 SARAH’S JOURNEY WITH JUBI 91 MAKING JUBI POSSIBLE 92 EDUCATION 95 TRUST BUILDING 97 IMPLEMENTATION 98 HOW TO MAKE JUBI POSSIBLE 99 OUR RATING SYSTEM 100 CLOSING 101 NEXT STEPS
Meet Us
Ann Liu -
Business analyst, Ghost whisperer, Fashionista, and the Baby on the team.
Devanshi Sihare -
Architect, World builder, Craft lover, Great cook and Diagram maker.
Eva Foo -
Product designer, Disney addict, Food lover and World traveler.
Maribel Gil -
Visual designer, Unicorn rider, Storyteller and illustrator.
Our Timeline
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Project Summary OVERVIEW
Overview
There is a problem in the fashion industry where consumers lack awareness of the impact of their purchase, environmentally and economically. This booklet presents the journey our team went through using the Design Thinking process, from empathizing, discovering design opportunities, all the way to prototype testing, identifying the solution.
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Project Summary
Goal
We focused on the problem of fast fashion, where brands are offering new style faster and cheaper, with lower quality. Because of this, fashion garments become disposable and result in excessive landfill waste. Most importantly, consumers are contributing to the damage without knowing the impact of their purchase. Our goal is to drive consumer buying behavior change - to seamlessly bring up the awareness of conscious consumption in the fashion industry through empowerment, not judgement.
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Findings
We focused our research on the existing consumer behavior in different industries to understand the hidden meanings behind why people do what they do. We looked at their browsing behaviors, purchase decisions, shopping channels and fashion inspirations. We synthesized our findings using different methods, discovered a few key insights and identified the design opportunity to leverage existing consumer behavior in the eating organic food and recycling to drive a change in their shopping behavior in the fashion industry.
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Solution
We proposed digital platform, JUBI, to be integrated within brands to help consumers identify quality garments. JUBI is a fashion critique service that evaluates garments based on its quality and longevity. Our mission is to empower consumers to choose higher quality garments to prolong its lifespan before getting to landfill. We believe we can intervene the fast fashion trend if the consumers demands quality clothing from brands.
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Dictionary BUYING DECISION: Factors that influence people’s buying behavior.
ETHICAL BRANDS: Our target brands, which share the same value as us, focus on quality.
CONSCIOUS CONSUMPTION: behavior like eating organic and recycling. When it comes to fashion, it means that consumers know the impact of the shopping behavior
ETHICAL BEHAVIOR: We define ethical behavior as buying for longevity, know the impact of buying (social, environment, personal finance), upcycle before recycle/discard.
CONSCIOUS LIFESTYLE TREND: people tend to choose the better option when no major sacrifices are present. DISRUPTION: a process whereby a smaller company with fewer resources is able to successfully challenge established incumbent businesses.�
ETHICAL FASHION: An approach to the design, sourcing and manufacture of clothing which maximises benefits to people and communities while minimising impact on environment. It also means by using eco-friendly materials, fair-wage/fair trade. Ethical fashion brands include: Patagonia, People Tree etc.
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Dictionary FAST FASHION: design move from catwalk quickly to capture current fashion trends. HASHTAG CAMPAIGN: using hashtags like #Choosewell on social media platforms to increase awareness of buying quality. OMNI-CHANNEL: providing integrated and seamless information with a combination of online and offline shopping experience. SELFISH SHOPPING BEHAVIOR: Only things are directly related to personal benefits are considered. Selfish factors include: need, price, fitting and quality.
QUALITY: We define quality by: durable (lasts more than a couple of seasons); sturdy clothes (no ripping seams or popping buttons);retains shape (Doesn’t shrink or stretch);proper fit/cut, size consistent (Tailoring); does not pills or fades after wearing or washing; feels good on the skin; smooth fabric, neat seams, beautiful detailing. RATING/LONGEVITY: The rating system is focussed on the longevity of the garment.Evaluation will be based on the lifespan of the product, assuming approximately 15 number of washes per year.
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Empathize RESEARCH & LEARNING
Research Areas There is a problem in the fashion industry driven by: 1. consumer lacking awareness of responsible buying behavior. 2. lack of human touch in online & instore shopping experience. 3. fast-paced innovation in technology. 4. the disconnection between responsible brands and responsible consumer.
Retail Experience
Fast Fashion
Online & In-store Experience
Responsible Brands
Current Challenges
Responsible Buying Behavior
Consumer Buying Behavior
AI Technology 16
Things we Wonder 1.
Why do people shop?
2.
What is the current and future consumer buying behavior? What drives change in consumer behavior?
3.
What do we know about fashion retail industry today? What is the current experience?
4.
Who are the actors and factors impacting the industry?
5.
What are the emerging trends and key players in the retail industry?
6.
What brands and organizations utilize emerging technologies? How?
7.
How do we define responsible buying behavior? What is ethical fashion? How do we measure it?
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Toolkit for Research
Wine & Dine card sorting 5 Whys
Observation & Shadowing Behavioral mapping
Desk Research & Literature review
Interview
Survey
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Observation To understand in-store retail experience and consumer behavior, we started our research with observation and behavioral mapping at the Times Square H&M store. We focused on What people do when they shop? What services are offered at the store? How consumers interact with the products and services offered? We observed peculiar behaviors like touching the fabric, aimlessly browsing, trying out clothes, socializing, checking themselves in the mirror, clicking pictures of the mannequins, etc. This instigated the curiosity for us to have a deeper understanding of consumer buying behavior Why people do what they do? 19
Wine & Dine To get a deeper understanding of consumer behaviors on apparel shopping, we had a Wine & Dine session with 4 female millennials from the New School community. We warmed up with a card-sorting exercise asking the participants to identify what they look for, prefer and prioritize when making a shopping decision. They then built on each other’s statements and stories, giving us richer insights about the “whys� behind their behavior.
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Wine & Dine Some patterns emerged including behaviors in finding fashion inspiration, discovering products, making, decision, shopping online & offline, product usage and disposal, and awareness in ethical fashion. We realized that to change consumer behavior, we need to understand the hidden motivations and needs behind them.
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Interview We interviewed 17 millennials, including 15 shoppers and two fashion experts, using the 5 Why’s technique to understand the motivations and emotions behind their general behavior. We also discovered that some people have certain socially responsible behaviors, including recycling, eating ethically, saving on water and energy usage, etc., yet none of our interviewees take any actions to be a more responsible apparel shopper.
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Interview Contextual interviews gave us meaningful information on Why people shop? Why they prefer online or in-store experiences? What hidden emotions and beliefs are involved in decision making? What do they value?
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Desk Research & Literature Review We used secondary research throughout our research phase, studying research papers, books, magazine articles and online materials focusing on different themes: Consumer Buying Behavior Shopping Experience Traditional & emerging retail business models Sustainable and ethical fashion brands and movements Emerging technologies and its application in fashion
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Desk Research & Literature Review Secondary research provided us with broader and deeper knowledge of the themes, and helped us triangulate our primary research data for better insights.
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Survey After reviewing our findings from the qualitative research, we wanted to validate the emerging patterns with quantitative data. The survey questions were direct yet open, and focused specifically on behaviors regarding discovering products, making decision, shopping online & offline, product usage and disposal, and awareness in ethical fashion.
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Research Themes
TRENDS IN THE FASHION INDUSTRY
CONSUMER BEHAVIOR
SHOPPING EXPERIENCE
EMERGING BUSINESS MODELS
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Trends in the Fashion Industry Fast Fashion
In order to push out new trends to the market quicker and cheaper, brands and manufacturers try to expedite the production processes as much as possible, ignoring the impact and damage it causes to our environment. MAJOR ENVIRONMENTAL IMPACT: ●
●
● ●
No one wants your cheap, old clothes, not even the neediest people on Earth. JARED T. MILLER FOR NEWSWEEK
We purchase 400 % more clothing today than we did 20 years ago mainly because of the dropping price point. This trend leads to a 'disposable' mentality. An average American tosses 82 pounds of textile waste each year, Most textile wastes aren’t biodegradable, which means they stay in landfills for at least 200 years. Only 10% of the clothes people donate to charity or thrift stores actually get sold, and most fast fashion garments cannot be donated or resold because of its low quality.
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Trends in the Fashion Industry Movements & Initiatives
Many organizations started movements and initiatives in response to the impact fast fashion brings to our society to drive consumer behavior change towards a more conscious lifestyle in the fashion industry.
Trends in the Fashion Industry Ethical Fashion
With the growing awareness among the consumers to buy more responsibly in the fashion industry, many ethical brands are popping up in response to the advocates and aspirationals who are the participants of the movements and initiatives. However, the majority of these ethical brands only have an online presence, which results in a disconnection with their consumers.
Consumer Behavior Our Target
GEN Z
MILLENNIALS
Long-term target users
Short-term target users ● ● ●
Current retailers’ largest demographic $600 billion spent by Millennial shoppers each year in the US. Projected to grow to $1.4 trillion & represent 30% of total retail sales by 2020. (Accenture)
●
Births of US Gen Zers outpaced Millennials by 3 million, holding $44 billion in buying power. (IBM Think Blog)
Both generations are trying to be
Socially Conscious
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Consumer Behavior
Core Shopping Motivation
Motivation to Shop ● ● ● ● ● ●
Need for special occasions Replacement for worn-out clothes Change in personal styles Change in size Current dissatisfaction Inspiration from others
We asked people to define their need for shopping, and we found that many people buy to elevate their emotional state, in other words, people shop because it makes them feel good.
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Consumer Behavior Core Shopping Motivation
Decision Making ● ● ● ● ● ● ● ●
Fitting Overall quality Price Need Style Trend Brand name Eco-friendly
Millennials and Gen Z are both generations that have grown up in a digital era. The access to information has completely shaped the way consumers engage with brands and make purchase decisions. Social media has changed the market and the consumer behavior. Today, in a hyper connected Millennial and Gen Z consumers are sharing information and reviews about the brands and products that “match” their values.
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Shopping Experience - online vs offline IN STORE VALUE TRY OUTS
“Trying the items on is important to me before making the purchase.”
ONLINE VALUE “It is more convenient to search for and compare products online.”
CONVENIENCE & OPTIONS & REVIEWS
“Many online channels offer free shipping/return service.”
Shopping Experience
In-store ●
●
● ●
Ability to feel and experience the products in person Ability to try on products before purchase In-store exclusives and discounts Social activity
Online ● ● ● ● ● ● ●
Personal stylist & experts Convenience Free shipping & return Better inventory, options & online exclusives Recommendations & reviews Easy navigation and ability to compare Access to shopping history
Omni-channel ● ●
● ●
Integrated & seamless shopping experience Combination of online & in-store shopping experiences Cross-device shopping behavior Use of big data
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Emerging Business Models: new shopping experiences Business Model
Consumer Desire
On Demand
Urgent Needs
Subscription Commerce
Constant New Products
Consumer to Consumer
Sharing & Accessibility
Rental
Accessibility & Personalization
Pop Up
Product Discovery & Experience
Ethical Brands
Conscious Consumerism
Co-Creation
Innovative Designs/ Solutions
Movement Against Fast Fashion
Behavioural Change & Standardization
Examples
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Emerging Business Models: technology in the fashion industry Business Model
Consumer Desire
Chatbots
Personalized customer service
Augmented Reality
Products try-on
Artificial Intelligence
Personalized searching experience
Digital Projection Mapping
4D Experience
Virtual Reality
Immersive Shopping Experience
QueueHop
Self-checkout
3D Printing
Personalized & on-demand offerings
Examples
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Define SYNTHESIS & PROBLEM AREAS
Toolkit for Research Synthesis After combining all of our research findings together, including data from our observation, wine & dine, interview, desk research and survey, we used a few tools to help us synthesis the data into some key insights that are relevant to our project.
Theme Finding
Journey Mapping
Forming Connections
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Theme Finding To begin our synthesis process, we started by grouping the data we gathered into common themes, filtering out the less important information and identifying the relevant ones.
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Journey Mapping After all of the research data were organized into different themes, we built a purchase journey map inspired by a report on Gen Z and the future of retail from FITCH, a leading retail and brand consultancy. By laying out the details of consumer purchase journey, we were able to discover the hidden meanings behind each consumer behavior, identifying the reasons for certain actions.
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Opportunity Areas: Purchase Journey Map
WHAT DO THEY DO?
WHY THEY DO? (hidden meanings)
INSIGHTS
Social Media 53.1% Peers 51.9%
Search for customer reviews Try on clothes Compare: price, option, reviews
Purchase defined by price People buy a lot
Millennials share reviews and opinions on public channels GenZ looks for high visibility in social media
Trust Accessibility Convenience
Assurance Distrust in brand's’ promise Feel good filtering out Desire the “best deal”
New things = feel good Cheaper offerings + more earnings = more buying Self-centered
Peer-to-peer Enjoy spotlight
Emotional connection Believe that donating is helping people Unworn clothes can feel like new Believe all clothes are donatable
Filtered information Findings are limited to personal network
Size charts are not universal Time & energy consuming Leads to sales & more consumption Unethical marketing strategy
“Me before the Environment” mindset - Landfill waste - Unworn clothes - Fast fashion
Review-centric No serendipity Buy what others buy Buy a lot to generate content
People buy more thinking they can help more people Short time of owning clothes Disconnection between people in need and unworn clothes Unworn clothes & landfill waste
Forging Connections Lastly, we started connecting the dots between each post-its to make sense out of the data.
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Key Insights Themes
REVIEW-CENTRIC
SELF-DRIVEN CONSUMPTION
CHALLENGES TO BE ETHICAL
FOOD vs FASHION
AWARENESS vs ACTION
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KEY INSIGHTS Review centric
When shoppers make a purchase decision, the top four factors are all self-driven, and among them price influences their decision the most, causing the “me before the environment� mindset.
Consumer Behavior drives Market Behavior, Market Behavior drives Consumer Behavior 46
External Factors
KEY INSIGHTS
Personal Factors
STYLE
Self-Driven Consumption
PRICE FITTING NEED QUALITY ECOFRIENDLY
BRAND NAME
TREND
When shoppers make a purchase decision, the top four factors are all self-driven, and among them price influences their decision the most, causing the “me before the environment” mindset.
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KEY INSIGHTS Food vs Fashion
People started to care about sustainability and quality in food, but not in fashion. We want to understand why so we can drive consumer behaviors by applying the same ideas to fashion consumption. In people’s mind, high price = high quality, so consumers are ready to pay more for organic food. Marketing strategy by inserting the image of organic food into consumer's mind when many of them are not 100% true. People care about their personal benefits when buying food, putting health before environmental benefits.
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KEY INSIGHTS Awareness vs Action
AWARENESS People rarely look for manufacturing country & information during shopping. 52% of our survey respondents have not heard of the term “fast fashion,” meaning almost half are aware of the issue.
ACTION Shoppers don’t value sustainability in fashion because they are not educated enough to care. Shoppers think their behaviors have little impact to the planet.
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KEY INSIGHTS Not Easy to be an Ethical Shopper
There are a group of people who wish they are more conscious when buying fashion products, but ... There is DISCONNECTION between ethical brands & consumer Change in behavior is NOT EFFORTLESS SACRIFICE in need, price, desire and options is often time required to be responsible INFORMATION about ethical fashion is NOT ACCESSIBLE
“ Fast fashion is bad, but it’s cheap and it serves my need. ” 51
Ideate DESIGN OPPORTUNITIES & CONCEPTS
Toolkit for Concepts Generation
HMWs
Persona
Brainstorming
Project focus Evaluation
Artefact Behavior Change Strategy Cards
SWOT Analysis
Ecosystem Mapping
Business Model Canvas
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HMW? By reframing the key insights we identified as How Might We questions, we were able to turn the problem areas into design opportunities. Intervene the vicious fast fashion cycle to drive consumer behavior change? Replace the urge to buy more with something else that is equally fulfilling but with less impact? Incorporate the benefits of fast fashion to create an ethical and conscious fashion business model? Make responsible buying behavior a selfish behavior? Leverage existing consumer buying behaviors to achieve a more ethical and responsible attitude?
Persona To put ourselves in the shoes of those who we are designing for, we developed a few personas that are based on our research data. These personas were created as representations of our key target segments, including the early adopters, mainstream users and extreme users, for our reference coming up with new ideas.
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Brainstorming Once the design opportunity areas were defined, we conducted multiple brainstorming sessions to generate different ideas utilizing the power of lateral thinking within a group. We then grouped the ideas into common themes and synthesized them into design concepts.
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Initial Concepts
The Ethical Mall
The Ethical Tag
The White Store: on demand service
The Smart Closet
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Project Focus Evaluation To decide on which direction our team should take, we took a few approaches to help us let go of some of the ideas and re-focus our project goal. We first decided on a specific ethical behavior we wanted this project to help our shoppers have. We then used the stargazing tool to evaluate each design directions based on the impact, market differentiation, consumer demand, likelihood of changing behavior and team passion on each concept. ETHICAL BEHAVIOR FOCUS: Shoppers to know the impact of their buy before purchasing.
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Artefact Behavior Change Strategy Cards With the project focus settled, we brainstormed once again using the Behavior Change Strategy Cards developed by Artefact to help us generate more concepts with a concentration on changing our shoppers behavior to know the more about the impact of their buy. Each card has a different strategy to change behavior, for example: ● ● ● ● ● ●
Put the user in control Encourage a sense of ownership Get the user to make an argument for the desired outcome Make the desired outcome align with the user’s identity Call attention to relevant social norms Emphasize gains to encourage a behavior
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SWOT Analysis Our team agreed that the deliverable of this project to be a brand strategy, changing consumer behavior from within the stores. We did a SWOT analysis on different types of fashion brands, including ethical brands, fast fashion brands, specialty stores and malls, to decide on who we want to focus on. Finally, we chose H&M thinking that our brand strategy would have the most impact through a fast fashion brand who is trying to improve their image and starting to focus on environmental issues.
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Ecosystem Mapping
After selecting H&M to be our brand, we did a ecosystem map of the company to have a complete picture of its network, including shoppers, suppliers, employees, producers, investors, NGOs, policy makers, industry peers and communities.
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Business Model Canvas To refine our concept further before the prototyping phase, we looked at H&M current business model and identified areas where we can tackle to implement the brand strategy.
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Refined Concept: Two Kinds of People Store There are two kinds of people in the world: one who wears, and one who cares. Our brand strategy divides the H&M store into 3 different categories: #IWear (regular garments) #IChange (recycled material collection) #ICare (sustainable material collection) We wanted to utilize the insight we learned where people tend to choose the better option when they are given the power to choose, to drive the behavior of knowing the impact before purchasing and selecting the more sustainable collections and slowly retire the low quality ones. The goal for us is to prolong product longevity and reduce landfill waste. 64
Prototype TESTS & ITERATIONS
Toolkit for Prototyping & Testing
Customer Experience Mapping
Assumption Worksheet
Prototype Testing #2 Experience Design
Prototype Testing #1 Experience Design, Card Sorting & A/B Testing
Prototype Testing #2 Survey 67
Customer Experience Mapping
Before our prototype testing workshop on the Two Kinds of People concept, we created a customer experience map to identify the key touch points shoppers would have with the store, as well as moments where we can intervene to drive the consumer behavior change: to know the impact of the buy before purchase.
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Prototype testing #1
Experience Design / Card Sorting / A/B Testing
We set up the prototype testing workshop with some dowel rods, clothes, tag designs and store category signs to mimic the experience of the Two Kinds of People store layout we came up with. We asked our participants to go through the prototype as if they were shopping at H&M, and we had a short interview with them to understand their overall emotions with the test and gather any feedback they may have. The interview was followed by a card sorting activity to find out what names are more appropriate for the categories, as well as an A/B testing on the tag designs (see next slide for details). 69
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Prototype #1 Testing Evaluation
After our first prototype test, we synthesized on all the data we collected from the workshop and identified the main flaws for the concept. ●
There is a trust issue shoppers have with H&M - people associated the brand strategy as a marketing scheme.
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Shoppers don’t want to be told what they should do and how they should behave.
●
The behavior change should be seamless without shoppers knowing it.
With these insights in mind, we pivoted.
Pivot
Our Quality Rating System
To avoid the trust issue people have with marketing campaigns, we decided to pivot our project from a brand strategy to a third party service. We believe that by staying independent from the brand and providing unbiased quality ratings to shoppers through customer experience in store, it is more likely for a consumer behavior change in buying better quality to happen. Though the pivot, our goal stayed the same to prolong product longevity and reduce landfill waste.
Prototype testing #2 Experience Design
For our second concept testing workshop, we built a prototype of a digital mirror in store that provides the quality ratings of garments to shoppers. We asked our participants to interact with the prototype, let us know how they feel and what they think about the service, and write down the information they wish to see on the mirror in hierarchy order from most important to least.
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Prototype testing #2 Survey
We conveyed a survey to get a quantitative research on the information that shoppers wish to get from brands when they are shopping. ● ● ● ● ●
Overall quality Fabric Quality Caring Instruction Shrinkage tendency Customer reviews
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Deliver IMPLEMENTATIONS
Toolkit for Implementation
Venture Canvas
Benchmarking
Venture Story
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Venture Canvas
We used a venture canvas to help us figure out the details and business model for our third party service.
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Benchmarking
To measure the performance and outcome of our business, we compared the service with different rating systems in other industries, including food, stores, hygiene, wine and more. We also look at existing technologies that can support our magic mirror interface, including sensors, image recognition, augmented reality, etc.
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Venture Story
We crafted a storyline to describe our service in a way that is relevant to both of our targets, including the brands and the shoppers.
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Wear Good. Do good. Feel good 81
How might we translate this conscious consumption behavior into the fashion industry ?
bad vs good
SELFISH FACTORS
EXTERNAL FACTORS
GIVEN OPTIONS 82
Why did we focus on targeting quality among the other decision making factors? Shoppers have a hard time to identify quality.
Ambiguity
in identifying quality clothing
Inconsistency in quality within brands
Sarah’s journey without JUBI 1. This is Sarah, and this is a story of her facing the problems with identifying quality clothing. Sarah is a 27 years old girl. To save up and pay for her loan, she has been a hard-working employee at the ABC advertising agency since she graduated from college 5 years ago.
2. Every day she walks past Anthropology on her way home after work, thinking about the day she can own that beautiful dress in their window display.
3. She trusts that the brand must be offering high quality with the price they ask for.
4. On her birthday, she finally decided to treat herself with that $189 dress she loves 84
Sarah’s journey without JUBI 5. A few months later, she found a hole on her dress after wearing it for only a couple of times. She is heartbroken.
6. Disappointed, she threw it away in the trash.
7. Because of that , she lost faith in brands.
8. Until finally, the day she met JUBI - the fashion quality critique.
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JUBI stands for flawless. Jubi is a
Fashion Critique
service that evaluates garments based on its
Quality & communicates
the rating to shoppers through its own
Digital Platform.
Wear Good. Do good. Feel good 86
Our Definition of Quality Depending on the fabric, details and purpose of the garment, quality can be a very subjective topic. What does quality mean to us?
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Durability
●
Sturdiness
●
Shape & color retention
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Construction and fit
●
Detailing 87
Sarah’s journey with JUBI 1. Sarah walks in the store to purchase that perfect dress she loves for her birthday.
2. She picked up the dress and walks to the mirror to see how it looks on her.
3. The mirror recognized the dress and the quality rating from JUBI shows up. Sarah saw the 2 star rating and decided to for other options 88
Sarah’s journey with JUBI 4. She found a dress with a much higher rating. It’s a little more expensive but she thought, if the quality is better, it means that she can wear it more often and make it last longer. So she decided to purchase it!
5. Three years later, the dress is still in great condition and sarah loves it!
6. Ever since, Sarah always look for JUBI rated brands when she is shopping for new clothing.
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Making JUBI Possible There are many challenges we need to overcome to make JUBI possible, we know that changing consumer’s behavior won’t happen overnight. Why would consumer trust us? Why would brands want to be JUBI rated?
Because of this reason, JUBI will be implemented in 3 different phases.
EDUCATION Gain consumer awareness
TRUST BUILDING
BEHAVIOR CHANGE
Gain trust between JUBI and the consumer & brands
Create a lifestyle trend to buy quality in fashion
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Education Fashion Revolution Network REACHED
129 MM 92
People
Countries
156 MM 1251
Social Media Feeds Brands
BY 2016
Education
Movement with Fashion Revolution In Phase 1, We will initiate our #choosewell movement for the 2018 fashion revolution campaign. This will be the first touch point consumers have with JUBI. We will bring up the awareness of buying quality by targeting the advocates first, who will be the driver of changing consumer behavior.
#Choosewell
Education
JUBI Website Launch Our website will be launched during phase 1 as well, showing the movement information and education materials: step by step guide for shoppers to identify quality clothing on their own. Our success metrics to move to the next step is when our #choosewell movement to become the #1 trending topic on Twitter, and reach 15billion people from 50 different countries.
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Trust Building
JUBI Website Evolution Our website will evolve for phase 2, when we start rating our early adopter brands - midsized lifestyle brands who share the same value as we do. The website will include how we rate and what are our standards.
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Trust Building
Brands Involvement Our early adopter brands are those who share the same value as us, mainly small to midsized ethical brands, focusing on quality, such as Marimekko, Reformation, People Tree and Indigenous. In this phase, our ratings will be integrated into their website. On their main page, it will indicate that they are now rated by JUBI. The quality rating, as well as shoppers rating, will be listed under product information for each item. The success metrics to move into the last phase is when 50 brands are JUBI rated, and mainstream brands start to respond to our service
Implementation Behavioral Change
Our interactive mirror will be integrated in-store in the last phase. We aim to drive shoppers buying behavior change in a seamless way through customer experience. The mirror will display our quality rating, focusing on product longevity, as well as shoppers rating for customers overall satisfaction with the garment. The mirror will also include material and care instruction, which we found to be critical information that can alter shoppers buying decision. The service also allow shoppers to search for other similar items to compare quality and prices. For first time JUBI users who are not familiar with the service, they can click on the how we rate button to learn more about our rating system. The target for phase 3 is people like Sarah, the aspirationals. Our ultimate goal for this phase is for JUBI to become a verb in the fashion industry.
jubi it!
Z
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Our Rating System We will crowdsource our rating experts, leveraging exiting resources - people who are already teaching shoppers how to identify clothing quality online. The rating system focuses on the longevity of the garment, and the evaluation will be based on the lifespan of the product, assuming approximately 15 number of washes per year.
Evaluation: Crowdsourced Product Longevity: Evaluation will be based on product longevity (approx. 15 washes / year)
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Closing
we believe you can do good by
Buying
CONSUMERS Demand high quality clothings
BRANDS Request high quality clothings
Without having to give or sacrifice. PRODUCERS Provide high quality clothings
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Next Steps ●
Identify our quality evaluation standard
● ●
Crowdsource & network with fashion experts Collaboration & pitch to Fashion Revolution
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