Nike & MIT CoLab Material Innovation Challenge by DIANADONOHUE

NIKE + MIT CoLAB innovation challenge

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NIKE + MIT CoLAB innovation challenge

MS Strategic Design & Management INTEGRATIVE STUDIO 1-2016 PROFESSOR RHEA ALEXANDER

Alyson Strike | Diana Donohue | Sucharita Jyothula | Valentina Beltran

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INDEX

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ABOUT THIS REPORT THE THE THE THE

TEAM SUMMARY CHALLENGE: A MATERIAL REVOLUTION DESIGN THINKING PROCESS

DISCOVER THE INDUSTRY THE DESIGNERS THE CONSUMERS

SYNTHESIS THE THE THE THE

FINDINGS INSIGHT CLUSTERS PERSONA KEY INSIGHTS

I D E AT E THE PROCESS THE IDEA

PROTOTYPE TESTING ASSUMPTIONS T H E P I V OT S THE FINAL IDEA

C R E AT E THE BUSINESS DESIGN SERVICE DESIGN NEXT STEPS

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Diversity in both experience and expertise

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about the authors of this report

THE TEAM

Alyson Strike

CANADA Content Strategist Copywriter Photographer lululemon athletica

Diana Donohue

UNITED STATES Strategy & Business Administration Fashion Industry

Sucharita Jyothula

INDIA

Architecture & UX-Designer Architecture Industry

Valentina Beltran

COLOMBIA

Design Strategy & Brand Strategy Designer & Architect Business Owner

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about this report

THE SUMMARY PROJECT OVERVIEW This report explores the current issues surrounding material consumption and the negative impact it has had on the global environment. We sought to discover opportunities for material solutions to this ever growing issue, specifically, at the consumer level.

RESEARCH

OPPORTUNITY

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Our segments of research focused on the current consumer behaviors in the apparel purchasing process as well as the designerâ&#x20AC;&#x2122;s perspective. The consumer research examined three consumer groups that display the greatest opportunity for change and impact: athletes, fashionistas and sustainable consumers. These consumers are key in changing behavior because they are viewed as advocates and an inspiration for the general public. Designers are greatly influenced by the demand of these key segments.

Our research leads us to opportunities in various parts of the purchasing process, however, we chose to brainstorm around expanding the life-cycle of clothes by combining the thrift-shopping experience with the sharing economy.

FINDINGS

INSIGHTS & IDEAS

Consumers are generally unaware of the negative impact fashion has on the environment. There is also a lack of connection between consumers and this social issue because it is viewed as less impactful on their daily lives than with purchasing food or beauty products. Fast fashion has become a part of many consumers buying process due to low prices, accessibility and seemingly unlimited options. However, consumers say they would be more inclined to purchase sustainable products if they were comparable in price, quality and style. Convenience is also an important factor in taking sustainable action, many will forgo if performing the action is viewed as time consuming.

Growth in the thrift store market and sharing economy led us to ask,â&#x20AC;&#x153;How might we encourage consumers to share their closets?â&#x20AC;? This question led to ideation around a digital platform and network for sharing clothing: The Community Closet.

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How can we spark a materials revolution and reduce material consumption by rethinking how we value and use them?

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M I T- C o L A b C h a l e n g e

THE CHALLENGE: A MATERIAL REVOLUTION

Fabrics and textiles impact our climate. How can we redefine society’s relationship with fabrics and textiles? “The materials we use to clothe ourselves and cover our things with have a profound impact on the climate. They are all around us – in the furniture we sit on, the cars we drive and the clothes we wear. The fact is, materials matter. According to research compiled by MIT Materials System Lab, approximately 25 billion kilograms of cotton was produced worldwide in 2013, resulting in the same annual GHG emissions as 51.3 million passenger vehicles. Enough leather is produced annually to cover the state of Maryland. Polyester production for use in textiles in this year alone is estimated to generate as much greenhouse gas emissions as the annual emissions of 185 coal fired power plants. That’s a material issue. Developing new material compositions and reducing the impact of fabric production is necessary, but not sufficient to reduce the climate impact of industries that rely on fabrics. Before we can advance and scale innovation in materials, we need to build an understanding of the challenges and opportunities that exist. We need to redefine society’s relationship with fabrics and textiles. This contest seeks novel and well thought-out ideas on how to engage industries, designers, product creators and the public in valuing, demanding and adopting lower impact materials.”

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strategic approach

DESIGN THINKING PROCESS

DISCOVER

SYNTHESIS

I D E AT E

PROTOTYPE

C R E AT E

We approached the design challenge by using the Parsons Design Process which consists of five phases. Over the semester we used this as a tool to guide our next steps. The process, which is designed to be cyclical, allowed us to go back and forth through the process in an agile way.

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DISCOVER

SYNTHESIS

IDEATE

PROTOTYPE

CREATE

In this first phase, we looked at the ecosystem of the textile industry to understand the various key players involved and how they affect one another. Then we focused our research on the key players who create and demandâ&#x20AC;&#x201D;the designers and the users.

During this second phase we filtered down the key insights from the research by clustering, finding affinities and mapping out the patterns .

In the third phase, we synthesized our key insights to help prompt our brainstorming process. Using filters as a funnel, we evaluated the ideas and chose one that aligned best with the challenge goal.

During this fourth phase we began by testing assumptions with low-fidelity service prototypes that mocked up our experience. Evaluating the findings and insights from this initial test drove us to pivot. We finally created a high-fidelity digital prototype to outline the user experience.

In the final phase, we moved to build out a strategic business plan to roll out our service and make sure it is viable and scalable.

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IN THIS SECTION

THE INDUSTRY THE ECOSYSTEM THE VALUE CHAIN T H E I M PA C T

THE DESIGNERS THE SURVEY THE VOICES

THE CONSUMERS T H E FA S H I O N I S T A THE ECO-CONSCIOUS THE ATHLETE

THE INDUSTRY

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The Industry

THE ECOSYSTEM The first part of our process began by drawing the boundaries and intersections within the industryâ&#x20AC;&#x2122;s ecosystem. Through this process we were able to identify areas that represented places for intervention. This gave us a comprehensive understanding of various internal and external factors that affect the operations of the textile industry. The ecosystem maps highlight how we perceived these boundaries and intersections.

SHARE HOLDERS EMPLOYERS

DESIGNERS

RETAILERS

USERS

MANUFACTURERS

CUSTOMERS PARTNERS

ENDORSERS

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GOVERNMENT

Athletes Trainers Ameteurs Sports Fans Sports Teams

PEOPLE Employee Wellfare Fair Trade Social Code Of Conduct Culture Human Resources Career Development Network Transparency

Government Policies Tax Benefits Regulations

Certifications

Athletes Trainers Ameteurs Sports Fans Sports Teams

01 Plan Healthy Living

Reuse

Healthy Living Price Technology

Design

Textile Industry

Make

Use

Strategy Research & Development Material Innovation Network Transparency

PLANET

Organizations Leed Re-100 Bicep Oeced Bmp

Move Sell

Material Engineering

Retail Sales Lean Manufacturing Subsidiaries Partnerships

PERFORMANCE

Financial Institutions Adidas Lululemon Under Armour New Balance Puma Reebok

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The Industry

THE VALUE CHAIN

Raw Material Processing

Material Dying + Finishing

Material Innovation

Product Design

Product Assembly

Product Dying or Printing

Material Selection 1

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Freight

Brand + Marketing

Shipping

Retail

Brand & Communication

Consumer Demand + Purchasing

Consumer Behaviour

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The Industry

THE IMPACT OF PRODUCING ONE T-SHIRT

7 BATHTUBS OF WATER USED

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ENOUGH PESTICIDES TO TREAT AN ACRE OF CORN

CO2 EMISSIONS EQUIVALENT TO DRIVING 7 MILES

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The average US citizen throws away 70 pounds of clothing and other textiles a n n u a l l y, m a k i n g u p 5 % of the landfill.

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THE DESIGNER

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the designer

THE SURVEY 19 Questions 15 Designers and developers 10 Apparel design companies 21 Research insights

SURVEY

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After surveying over 15 designers from the retail industry, we were able to summarize and categorize the findings into different buckets to help the synthesis process.

If you could pick one or two things, what would help you select more sustainable materials? Improve organization of sustainable materials data Prioritization of sustainability by leaders/organization Demand increase from customers to be sustainable Improve sustainability data provided by suppliers Improve training and education for designers Create incentives to make designs more sustainable Higher price points of product

Whatâ&#x20AC;&#x2122;s your biggest overall pain point when selecting a material? Minimums (price) Sample lead times (time) Meeting sustainability standards (compliance) Capacity (quantity) Sample header availability Quality

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the designer

THE VOICES

“Higher quality domestic production and domestic closed-loop, lowimpact dyeing/printing facility.” —Senior Product Designer, Reformation

“If customers consumed less and the organization of sustainable materials data was better.” —Apparel Designer, NIKE

“Instill a sense of urgency in the leaders of organizations.” —Product Designer, Vince/New Balance

“A way to break down used clothing into new, desirable, raw material, in North America.” —Product Designer, lululemon athletica

“Hold CEOs accountable by creating incentives for companies to be sustainable and financial costs when they’re not.” —Consultant, Sustainability Partners

“Affordable, easily accessible sustainable material and production processes.” —Freelance Designer, NYC

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If you could wave a m a g i c w a n d , w h a t â&#x20AC;&#x2122;s the one problem that we could fix instantly that could transform how sustainable our products are?

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THE CONSUMER

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The Consumers

BEHAVIOR RESEARCH We researched consumer behaviors and motivations that influence purchasing decisions and post-consumption disposal while identifying recurring trends and patterns .From our initial desktop research, we determined that there were four key customer segments with relation to our materials challenge.

PROCESS

We began â&#x20AC;&#x153;rolling up our research sleevesâ&#x20AC;? by collectively writing a research outline based on the workshop and presentation by Natalia from Fjord. Designing a research framework guided our team both individually and as a group throughout our entire process. We constructed a project overview within the specific context of consumer behaviour and identified the key questions for which we needed answers. Finally, we determined the methodology and approach we would use to collect our research.

The Athlete VALENTINA

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KEY INQUIRY AREAS

METHODOLOGY

How do consumers perceive brand, sustainability initiatives, products, & services? What associations do people have with various materials What types of material do consumers associate with sustainability? What information/experience will create a genuine and influencing connection between consumers and sustainability in the apparel industry? What sustainability information/initiatives resonate most with consumers? Literature Review Surveys/Questionnaire Interviews Personas Journey Maps

The Fashionista DIANA

The Eco-conscious SUCHARITA

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The Athletes

“Sport athletic and competition has made the difference throughout my life, making me healthy strong awake rapid and solving problems knowing how to face adversity and success“ — Louis, Interviewee

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The Consumer Behaviour

THE ATHLETE

Athletes represent a gigantic segment that includes all gender and ages. Athletic activities change throughout oneâ&#x20AC;&#x2122;s life, according to age and lifestyle. In young teenagers and college students this behavior is mostly about being part of a team, competing and being attractive. In their mid 20s it is more about staying active, being attractive and balancing with work. In their 30â&#x20AC;&#x2122;s it is about feeling good, feeling healthy and a strong need for having an activity outside work. As family grows in the 40s, health and family bonding are the priorities. Later in life is more about healthier and staying active and young.

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Athletes tend to have a healthier lifestyle through out their lives. Food and free time activities gravitate around their practice of preference

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T h e A t h l e t e â&#x20AC;&#x2122;s B e h a v i o r

INTERVIEWS Athletic behavior has a strong relationship with the lifestyle. While priorities do change throughout life and situations, active individuals always maintain a healthy lifestyles.

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KEY FINDINGS IN THE ATHLETIC BEHAVIOR

“Largely as a youth, I played a sport every season. Soccer basketball tennis. I turned away from soccer and basketball in high school and began to run and ride a bike. I’ve also been into mountain sports, hiking skiing, and snowboarding. I’ve skate boarded and played ping pong for a long time as well.” JUAN,30 YEARS

“Yoga changed my life, I started practicing 5 years ago, I became a yoga teacher cause I want to spread the benefits that it brought to me. I have been an active person all my life a competitive dancer and a high school volleyball team. I currently work at a sustainable athletic apparel company.” SASHA, 31 YEARS

“Sport athletic and competition has made the difference throughout my life, making me healthy strong awake rapid and solving problems knowing how to face adversity and success as part of training to eternity.” LOUIS, 57 YEARS

KEY FINDINGS IN PURCHASE CHOICES

“I want my athletic wear to look good! Something I can wear to the gym and to lunch after if I have to. Style usually is what I first consider, but comfort is a must.” PAULA, 29 YEARS

“Since I am into sports, I rarely shop for other things now.”

ALVARO, 61 YEARS

“I just shop for things that I really know will have multiple uses and will not go out of fashion fast. I honestly dont like fast fashion.” DIANA, 27 YEARS

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T h e A t h l e t e â&#x20AC;&#x2122;s B e h a v i o r

SURVEY 35 Questions 44 Respondents 63 % Women 75 % Ages 21-35

DO YOU CONSIDER YOURSELF AN ATHLETE?

WOULD YOU LIKE TO WORKOUT MORE OFTEN ?

75% of the respondents consider themselves athletes or active people.

82% of the interviwed wish they could excercise more often. Lack of time & other priorities are their biggest contraints to have a more active life.

Other priorities Time Lazyness Other

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WHAT IS THE MAIN REASON YOU ARE AN ACTIVE PERSON?

Being active feels good Healthy reasons Lifestyle Like looking good

HOW OFTEN DO YOU MAKE A PURCHASE OF ATHLETIC WEAR?

72% Make athletic purchases once in a while or when they have specific needs.

WHAT DO THEY LOOK FOR IN ATHLETIC GARMENTS ?

52.8% Comfort 1 9.4% Performance 13.9% Style

WHAT ARE THE TRADE OFF FOR BETTER: PERFORMANCE, DURABILITY, AND SUSTAINABLE?

Price, Convenience and Brand are the main a trade-offs for other values, when these values are provable.

DURABILITY

PERFORMANCE

SUSTAINABLE

PRICE

BRAND

COMFORT

STYLE

CONVENIENCE

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T h e A t h l e t e ’s P e r s o n a

THE MINDFUL ATHLETE GOALS & ASPIRATIONS • Challenges & setting goals to achieve • Be part of something great

AGE OCCUPATION STATUS LOCATION INCOME

LIFESTYLE • Eats healthy and has a very active lifestyle • Sets goals based on body performance. • FRUSTRATIONS • Change in priorities has affected his rhythm. • “I wish I had more time” • It’s hard to find a team to practice soccer • “I try to eat as organic and natural as I can, make my choices based on trust”

30 UX DESIGNER SINGLE TORONTO, CA $95,000

I. DISCOVERY POSITIVE NEUTRAL

IDE B PERF

USE REGULAR CLOTHING IDENTIFIES NEED OF SPECIAL APPAREL

NEGATIVE

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II. PARTICIPATION

PURCHASE LACK OF TIME TO RESEARCH

GOES TO STORE TO TRY ON

WEB BROWSING

BRAND LOYALTY Brand Name Brand Values

Price Convenience

AWARENESS

Design/Style

Climate Change

Performance & Quality

Social Justice

Comfort

Good Health

Sustainable

Food Justice

III. USAGE IDENTIFIES BETTER PERFORMANCE

IV. CLOTHING CARE

V. END-LIFE

SEES RESULTS

FEEL GOOD DONATE

PURCHASE

O STORE ON

CLOTHING

USES FOR OTHER ACTIVITIES

HAS TO CLEAN MORE OFTEN THAN OTHER . ACTIVITIY 3 TIMES A WEEK

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T h e A t h l e t e ’s P e r s o n a

THE “LOOK GOOD” ATHLETE

AGE OCCUPATION STATUS LOCATION INCOME

GOALS & ASPIRATIONS • Graduate of college • Find a well-paying job after graduation • Have a family (Long Term) LIFESTYLE • Eats healthy to be in shape. • Works out to stay fit and attractive. • Sets goals based on body appearance (reduce Inch or fat% & lose weight) FRUSTRATIONS • College and social live sometimes interferes with her routine. • Not all workouts are effective and feels frustrated when goals are not achieved.

23 STUDENT SINGLE MIAMI, FL 35,000

I. DISCOVERY

PURCHASE

POSITIVE NEUTRAL NEGATIVE

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II. PARTICIPATION

DECIDES TO SHOP

SEES SOMEONE WITH A COOL OUTFIT

IDENTIFIES NEED OF SPECIAL APPAREL

WEB BROWSING SPECIFIC LOOK

GOES TO STORE TO TRY ON

LOVES LO

BRAND LOYALTY Brand Name Brand Values

Price Convenience

CLOTHING

AWARENESS

Design/Style

Climate Change

Performance & Quality

Social Justice

Comfort

Good Health

ECO

Food Justice

III. USAGE

IV. CLOTHING CARE

V. END-LIFE

LOVES HOW IT LOOKS

MORE ROOM

FEELS CONFORT

USES FOR OTHER ACTIVITIES

DONATE WANTS TO WEAR MORE OFTEN

STORE ON

HESITATES FIRST WASH (COLOR)

WORN OUT = LESS WORN

STAYS IN CLOSET FOR A WHILE

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The Eco-Conscious

“I purchase clothes from these society exhibitions by independent designers. They are unique designs and are often of very g o o d q u a l i t y. ” — Laura Sansone, Interviewee

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The Consumer Behaviour

THE ECO-CONSCIOUS “The threat to the planet is us. It’s actually not a threat to the planet —it’s a threat to us.” Margaret Atwood

The Eco-conscious or sustainable users are highly aware of their purchasing habits. ‘Concepts of concern’, ‘information about environmental impact’ and ‘willingness to act’ are seen as the key predictors of environmentally conscious consumer behaviors. These consumers act as indirect advocates to other consumer types. Though they value style, garment performance and produced using sustainable practices are of a higher priority.

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

- Consumers are extremely aware of the material choices they make. - They like to advocate their close acquaintances about sustainability.

- Willing to repair their products to increase the sustenance. - Influenced by documentaries and TED talks.

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- Prefer to shop at stores that they are sure of the sustainability practices. - Give a great deal of importance to word of mouth; trusted friends.

- Inconvenience in obtaining eco-conscious products is the biggest barrier for most of the users.

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The Eco-Conscious Behavior

INTERVIEWS This segment is committed to changing their negative consumption behaviour but are challenged by affordability and convenience.

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THE ECO-CONSCIOUS VOICES

“I have an aunt who is exactly my size and she gives me gorgeous leather coats and shoes. I love having them in my closet. It’s like my own vintage collection” ANAHITA , 27 YEARS

“I purchase clothes from these society exhibitions by independent designers. They are unique designs and are often of very good quality.” LAURA SANSONE

“I purchase a lot of FabIndia and Daram clothes. But the only issue (with these) is that the color bleeds. It is so hard to maintain these kurtis.” PRIYANKA, 25 YEARS

“I do not know much about sustainable clothing, but I am highly aware of the fuel I consume. And that is why we decided to buy an electric car We still have a fuel car for emergencies.” SAKINA FIDA ALI, 24 YEARS

“I am a homemaker. I do not use a car much. I walk down to the local grocery stores, you know not the Reliance Fresh, but the small street stores and purchase fresh vegetables everyday. that is being sustainable no?” PADMA, 36 YAERS

KEY FINDINGS IN PURCHASE BEHAVIORS

Eco-Conscious consumers are in look out for apparel designs that are unique and those that are local sourced. They often purchase from exhibitions or society clothing forums. Most of the consumers make an effort to be sustainable in various forms. They try to eat local, be sustainable in their transport options and make an effort to obtain locally made clothes and maximize it’s durability by taking proper care. 55 discover

The Eco-Conscious Persona

THE PASSIONATE ECO-SENSITIVE GOALS & ASPIRATIONS

- Have a positive impact on the planet. - Stay healthy and active. - Inspire others to be eco-conscious.

LIFESTYLE

- Practical and realistic. - Stressed out with environmental issues.

SOURCES

- Friends and Colleagues. - Documentaries and TED Talks. - Websites and Online Forums.

AGE OCCUPATION STATUS LOCATION INCOME

45 JOURNALIST & ECO-ACTIVIST MARIED CHICAGO, IL $85,000

I. DISCOVERY POSITIVE POSITIVE NEUTRAL NEUTRAL NEGATIVE NEGATIVE

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II. PARTICIPATION Websites are informative. Quality of products are worth the price.

Need Driven Online Social Forums

of s are he .

BRAND LOYALTY Brand Name Brand Values

Price Convenience

CLOTHING

AWARENESS

Design/Style

Climate Change

Quality

Social Justice

Comfort

Good Health

Sustainable/eco-friendly

Food Justice

III. USAGE

IV. CLOTHING

V. END-LIFE Donate Shop Again

Inspire through Apparel. Multiple Usage. Extremely high maintenance.

Discard consciuosly.

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The Fashionista

“I use fashion as a way to express m y s e l f c r e a t i v e l y. I dress based on my mood, the weather and take cues from the world around me.” — Devon, Interviewee

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The Consumer Behaviour

THE FASHIONISTA Fashionistas view their wardrobe as their chosen skin. They use their style to convey their personality, mood and identity. They communicate who they are to a certain extent through clothing.

Fashionistas are characterized as consumers who base their apparel purchasing decisions on their personal style preference. They follow and create the latest trends in fashions. Fashionistas spend a significant amount of their time shopping, creating outfits. They get style inspiration from social media, fashion magazines & blogs and celebrities.

Strengths Weaknesses

Aware of trends Willing to invest money in high-end Enjoy thrift shopping Use social media to research More aware of social issues in fashion

Unaware of $$$ spent on fashion Often attracted to fast fashion Unable to find specific items thrifting Associate success with materialism Do not shop for sustainable fashion

Opportunities Threats Key segment for inspiring/setting trends Access over Ownership Improved thrifting experience Social Media campaigns More clearly labeled sustainability index

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Ability to have negative impact Materialistic tendencies Will only choose sustainable product if comparable in price, quality, style & convenience

Stay In on Weekend

Save Up for Big Purchases

Skip Lunch

Pay Credit Card Bill

Check Bank Statement

Gift Cards

Promo Code Discounts Pay Bills

Budgeting Email Marketing Vogue Window Shopping Sell Clothes

In Style

Pay Rent

Sales Magazines

Get Promoted

Work

Celebrities

Apply for Jobs

Interview

Friends

Street Style

Blogs Family

Facebook Dating

Instagram

Social Life

Brands Friends

Social Media

Inspiration Co-Workers Snap Chat

Refinery 29

Events

#OOTD

Pintrest Look Books

Likes

Cosmopolitan

Fashion Week Runways Girls

@brands

Fashion Police Comments

Upload to Instagram

Sex & the City

Fashionista

Gossip Girl

Outfit Planning Keeping up with the Kardashians Selfies Borrow Clothes Text to Friends

Wardrobe

Diet

Trends

â&#x20AC;&#x153;What are you wearing?â&#x20AC;? Post on Blog

Gym

Hair Cut

Check the weather

Organize Closet

Personal Health

Excercise

Yoga

Run

Laundry Beauty Regimin

Manicure

Class Pass Saks

Waxing 5th Ave

Bloomingdales

Mall

Shopping

Department Stores Lululemon

SoHo

Nike

E-Commerce Zappos Nasty Gal Urban Outfitters

Amazon

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T h e F a s h i o n i s t a â&#x20AC;&#x2122;s B e h a v i o r

INTERVIEWS Fashionistas are characterized as consumers who base their apparel purchasing decisions on their personal style preference. They follow and create the latest trends in fashion. They spend a significant amount of their time shopping and creating outfits.

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THE FASHIONISTA VOICES

“I definitely find that I have an emotional connection to the pieces that I own. I think a lot of it stems from ‘oh I wore this that one night and I had so much fun’ maybe I’ve never worn it again ..maybe I will...” DEVON, 26 YEARS

“It’s definitely like you’re on a hunt, you don’t know if it’s going to be there, it’s tough to go in with a purpose...bigger time commitment and more of an adventure which I like” CAMILLE, 26 YEARS

“I think the biggest problem facing the fashion industry is that the stores are selling the next season and discounting that seasons line so consumers can just wait until it’s on sale to purchase .” REBECCA, 40 YEARS

“I really try to invest in pieces as opposed to buying more disposable fashion, but I’m not at the point in my life wear I can afford to buy nice things.” RACHEL, 33 YEARS

“You only find out who is using organic cotton once you are holding the product in your hands.” ROB, 27 YEARS

KEY FINDINGS IN PURCHASE BEHAVIORS

Thrift shopping is popular in this customer segment not because it is seen as sustainable but it is a cheaper, more accessible outlet to achieve a unique look. Consumers in this segment admit it is hard to shop with a specific need in mind. People in this category wish they could afford to invest in higher end fashion pieces but will turn to thrift shopping as a way to affordably immitate their style goals. They purchase organic products in the food and beauty products segments but struggle to make a connection with sustainable fashion. 63 discover

T h e F a s h i o n i s t a ’s B e h a v i o r

SURVEY 25 Questions 33 Respondents 81 % Women 90 % Ages 21-35

SHOPPING BEHAVIOR

Fashionista’s report shopping for apparel on a monthly basis. 80% reported that they were unaware of the amount of money they spend on apparel in a year. Fashionista’s report researching looks and items online prior to visiting retail locations to try-on garment before purchase.

CONSTRAINTS

Fashionista’s biggest reported constraint is money. They want to invest in their favorite fashion labels but the expenses can deter them. Another constraint was finding the perfect . Fit is the most influential aspect of the design they are drawn to. When it comes to shopping for sustainably manufactured items, there is a lack of awareness which stems from lack of comparable labeling.

ASPIRATIONS

Fashionista’s aspire to have enough money to purchase high-end labels. They tend to associate success and achievement with material objects. The more disposable income they have, the more they will spend on fashion.

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WHAT EMOTION BEST DESCRIBES YOUR FEELING DIRECTLY AFTER MAKING AN APPAREL PURCHASE?

Happy Anxious Ambivalence

ARE YOU AWARE THE APPAREL INDUSTRY IS THE 2ND LARGEST POLLUTER AFTER THE OIL INDUSTRY?

No Yes

DO MATERIALS IN THE PRODUCT AFFECT YOUR DECISION TO BUY?

DO YOU READ THE HANG TAG LABEL ON A GARMENT BEFORE PURCHASING?

WHAT ASPECTS OF DESIGN ARE MOST INFLUENTIAL IN PURCHASING DECISION?

Yes

Yes Just to see if it is Dry Clean Only

Colors Materials Brand Fit Utility Quality

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The Fashionista Persona

THE TRENDSETTER GOALS & ASPIRATIONS

- Get Promoted at Work - Lose 5 lbs - Afford that expensive bag

LIFESTYLE

- Materialistic - Busy

SOURCES

- Instagram - Vogue - Celebrity Style

AGE OCCUPATION STATUS LOCATION INCOME

32 DIRECTOR OF SALES SINGLE MANHATTAN, NY $80,000

I. DISCOVERY

II. PARTICIPATION

POSITIVE NEUTRAL NEGATIVE

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Instagram

Window Shopping

Purchase

Try-On

Pu toget out

ase

BRAND LOYALTY Brand Name Brand Values

Price

CLOTHING

AWARENESS

Design/Style

Climate Change

Quality

Social Justice

Comfort

Good Health

Sustainable-Eco-Friendly

III. USAGE

Food Justice

IV. CLOTHING CARE

Receive compliments

V. END-LIFE Donate Shop Again

Put together outfit Stain Garment

Dry-Clean

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SYNTHESIS

IN THIS SECTION

THE FINDINGS FROM THE DESIGNERS FROM THE CONSUMER

THE INSIGHTS TREND MAPPING THE DESIGNERS THE CONSUMER THE KEY INSIGHTS

T H E R E L E VA N T C O N S U M E R AFFINITY MAP THE PERSONA REDEFINED

THE FINDINGS

the findings

FROM THE DESIGNER After surveying over 15 designers from the retail industry, we were able to summarize and categorize the findings into different buckets to help the synthesis process.

Raw

behavioral

functional

emotional

Consumer demand needs to go down so we create less products overall.

Closed-loop domestic production could be the most sustainable solution we know about.

Product designers are frustrated, overwhelmed, and annoyed by how little time they have to bring an idea to action.

Designers and merchants know we need to reduce return rates, especially for the ecobusiness. Choosing sustainable materials needs to be more convenient.

Sample lead times are a bottleneck. Materials software doesnâ&#x20AC;&#x2122;t work with the physical sample library. Most material tools are not completely accurate or up to date. Thereâ&#x20AC;&#x2122;s no way to break down trashed material.

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Getting inspiration and sharing ideas is the highlight of the design process. Getting feedback at the end of the process is frustrating and time consuming.

experiential

situational

interpersonal

choice-based

Materials data lives on software and designers use their physical sample library to select materials.

Creators cite lack of time as the biggest pain point in their brainstorm and development process.

CEOs and senior leaders need to care and prioritize sustainability.

Designers know they create a lot of inventory waste when they donâ&#x20AC;&#x2122;t wear test a style.

You canâ&#x20AC;&#x2122;t see, feel, or touch the difference in sustainable fashion without a story.

Most designers are working overtime all the time.

Sustainability needs to be a value of the organization. Customers need to give sustainability feedback. Create free, sustainable materials training programs and videos for designers.

Designers feel guilty because they often have to choose less sustainable materials to accommodate price and quality or performance. Introduce the concept of slow fashion to show the trade offs designers need to make and reveal the true cost of garments.

75 synthesis

the findings

FROM THE CONSUMER After speaking with and surveying the four different consumer segments, we were able to summarize and categorize the findings into different buckets to help the synthesis process.

Raw

behavioral

functional

emotional

Being an active person creates sustainable behavior by default: walking, biking and taking the stairs It creates awareness about one’s body, health, food and performance.

want the best performance from their gear: top priority are shoes, then equipment and then apparel.

“I am very passionate in whatever challenge I undertake. I push myself a lot Tracking Devices help me set goals and achieve them.”

“I read hang tags for washing information and price.” 52% of Fashionistas research online while making purchases. For social awareness, people take action when the issue directly impacts them.

synthesis 76

Style still comes first: “I wouldn’t wear a dress just because it is sustainable, the style matters.” Clothes tend to sit in closet, unworn, for long periods of time before being thrown out or donated to charity.

“I feel good when I donate my clothes for charity.“ “I try to give away clothes to people I know. Some of my favourite items are hand-medowns from my cousins. I absolutely love wearing them.” 88% describe happy emotion post-purchase.

experiential

situational

interpersonal

choice-based

“Even though I know I probably won’t wear some items again, I usually leave them lying in my closet for few months before I give them away to charity. I can’t part that easily with them.”

“I started to be sustainable when I saw the amount of waste that material production had, I felt I had to shift my behavior.”

Sustainable consumers try to influence their peers and family to also make sustainable choices by leading by example.

Athletic wear is not typically purchased from second-hand retailers: general concern over hygiene.

DIY culture/ platforms effectively changing the behavior and creating awareness around sustainability.

Dressing Room experience seen as necessary but unpleasant.

Refer to thrift shopping as “treasure hunt”; hard to shop for specific item 16-18% of Americans shop at thrift stores. Estimate industry to grow 20% by 2020.

Turn to fast fashion when time & money is a constraint: know they will be able to find something in line with their vision/style/ price-range.

To make a behavior change or care about social issues it is not only about self-correlation, but also if their friends are related to the issue.

Willing to pay more if the product is truly sustainable. Would choose sustainably made clothes if they were clearly labeled and comparable in price and quality. Unaware of sustainable clothing options, tend to not think about environmental impact of textile industry

77 synthesis

THE INSIGHTS

TREND MAPPING INSIGHTS

the insights

TREND MAPPING INSIGHTS INSIGHT: Product creators need a tool to review and rate manufacturers and materials for their ethical and sustainable practices, local and abroad.

Co-create google app outlining B2B identification and rating service

Virtual fitings and data of garmentâ&#x20AC;&#x2122;s overall impact

AirBnB of manufacturing and production

Manufacturer and production wiki map and site Texture track pad so no swatches needed

Smart Swatch Wall of Materials

INSIGHT: There is no tool that integrates software data with the physical library to help filter materials based on accurate sustainability and performance quality information.

Use material not upcycled to create playgrounds

Create traceability tool using RFID/GPS

GPS/GIS

Collaborative economy

Other sourcing

Templosion

Outer space

Time space

Virtual reality

Blue space

METASPACE ECONOMY

Cyber space

Augmented reality

Robotic Swatch Library Room

Materials google glass app

Play space

Inter space

Gamification Internet of things

Point system for material selection

Digitized swatch library for individuals

IDEAS

synthesis 80

Net-positive impact

INSIGHT

erial cled e unds

Shared closet app or tool

et-positive pact

Nano-magnifying identifier

3D/4D printing

Blue space

Nanotechnology

Micro space

Inner space

METASPACE CONOMY

Design space Storage space

Inter space

or als

Materials Wiki created collaboratively

INSIGHTS

INSIGHT: Product creators need to figure out a way to use donated material as a new, raw material in order to reduce overall impact.

At-home deconstruction tool

Neuroimaging

Lazer yarn identifier

Test campaign efficacy using neuroimaging

Workplace science

Design thinking

Where will we put everything?

Internet of things

Reverse knitting machine

Governments provide CEO incentives

Free sustainability training programs located on the cloud

â&#x20AC;&#x153;Planet will be fine, people will be effedâ&#x20AC;? campaign

INSIGHT: Designers say leaders and customers need to feel a sense of urgency to take action around their product sustainability impact.

TRENDS

81 discover

TIME SPACE

STORAGE SPACE

ACCESS OVER OWNERSHIP

the insights

TREND MAPPING

TIME SPACE TREND

During the course of the semester, we attended a Parsons Provocateurs series event featuring the trend forecasters “Future Hunters”. In their presentation, they highlighted two key trends that helped us to shape our idea. These trends helped us ensure it would be aligned with the trends of the future. Time Space, which deals with the amplification and leveraging of time, explains that the current “collaborative consumption” movement represents a fundamental shift in values. People are now seeking access to services and products over ownership.

STORAGE SPACE TREND

Another trend that also demonstrates the access over ownership shift is Storage Space. This trend simply explains that we are running out of space to store both objects and data. The self-storage industry is massively expanding and new businesses attempting to address storage issues in innovative ways are winning in the market place. The biggest reason women donate their clothing is not because it makes them feel good, but because they are running out of space to store them. The collaborative consumption movement addresses both of these concerns and help to guide us in the development of our proposed business.

83 synthesis

the insights

DESIGNER INSIGHTS In our research, we learned that designers still donâ&#x20AC;&#x2122;t have the tools, support, and information they need to make more sustainable choices, even at the most sustainable brands. Materials software doesnâ&#x20AC;&#x2122;t work together with the physical sample library.

Designers feel guilty because they have to choose less sustainable materials to accommodate price and quality.

Product creators need to figure out a way to use donated, trashed material as a new, raw material in order to reduce overall impact.

There is no tool that integrates software data with the physical library to help filter materials based on accurate sustainability and performance quality information.

Product creators need a tool to review and rate manufacturers and materials for their ethical and sustainable practices, local and abroad.

Product creators site a lack of time as the biggest pain point in their brainstorm and development processes.

Materials software doesnâ&#x20AC;&#x2122;t work together with the physical sample library.

Designers feel guilty because they have to choose less sustainable materials to accommodate price and quality.

Product creators site a lack of time as the biggest pain point in their brainstorm and development processes.

Create free sustainable materials training programs and videos for designers and developers.

Difficult to source and find sustainable materials.

synthesis 84

Closed-loop domestic production could be the most sustainable solution we know about.

Introduce the concept of slow fashion and become transparent about the real cost of fashion.

You canâ&#x20AC;&#x2122;t see, feel, or touch the difference in sustainable fashion without a story.

CEOs and Senior Leaders need to care and prioritize sustainability.

Consumer demand needs to go down so we create overall less products.

Introduce the concept of slow fashion and become transparent about the real cost of fashion. 85 synthesis

the insights

CONSUMER INSIGHTS In all our research, we learned that demand for sustainable and ethical fashion has to first come from consumers in order to impact designers and manufacturers.

THE FASHIONISTA & FAST FASHION

The insights we gathered from the fashionista market segment spoke the greatest to our challenge. We also learned that fast fashion is having the greatest negative impact on both our environment and society. In addition, the amount of clothes being thrown out per year is astonishing.

THE OPPORTUNITY

We see an opportunity in the fashionista consumer segment to leverage the growing thrift shopping market in combination with the ever rising sharing economy. Women within this category often have clothes in their closets that are never worn. According to a survey conducted by VoucherCloud “the average woman has $550 of unworn clothing in her closet[...] the majority of the group admitted to having never worn at least 20 percent of the items in their wardrobes” These items tend to sit unworn for long periods of time before being donated or discarded. Fashionistas often find themselves turning to fast fashion brands because they are convenient, cheap and offer a wide variety of different style aesthetics. They either do not realize the negative impact these brands have on our earth or they simply do not see other options. They are open to second-hand retail but assimilate the experience to a “treasure hunt”, meaning that it is difficult or close to impossible to find a specific style of item in a timely manner. However, when they do purchase apparel second-hand, the experience is more rewarding than traditional retail because they are saving money and getting something that is truly unique.

synthesis 86

Unworn clothes Tend to sit in the closet for long periods of time before being thrown out or given to charity.

Thrift shopping is a â&#x20AC;&#x153;treasure hunt,â&#x20AC;? making it difficult to shop for specific items.

Consumers turn to cheap clothing as a solution for time & money constraints 87 synthesis

FROM THE DESIGNERS

Leaders and customers need to feel a sense of urgency to take action a r o u n d t h e i r p r o d u c t â&#x20AC;&#x2122;s sustainability impact to reduce overall material use.

synthesis 88

FROM THE CUSTOMERS

With the rise of thrift fashion and the sharing e c o n o m y, p e o p l e a r e more comfortable reusing clothingâ&#x20AC;&#x201D;and they have unworn clothing currently in their closets.

89 synthesis

T H E R E L E VA N T U S E R

the consumers behaviors

AFFINITY MAP We used the affinity map as a tool to explore and understand the key facts from the surveys and interviews of our four user targets. We then grouped these findings to draw out underlying patterns. GOALS NEEDS BEHAVIORS MOTIVATORS PAIN POINTS

GOALS

NEEDS

Fit Has Bigence On Purchase

52% Research Online For Sneakers

Style Variety Across Brands

Purchase Apparel Monthly

95% Willing To Spend More

Food & Cleaning Supplies

58% Of Consumers 25-34

Shoes: Comfort/ Performance

Will Pay More For Performance

68% Said Would Be Interested In Buy-back

26% Check Tag For Washing Details

60% Non Athletes Will Want To Do Some Sort Of Activity

82% Only Buy When Have Patricular Need

Active Lifestyle Overlap Into Social Life

Priorities: Comfort Durability Style Price

Look At Materials For Weather And Use

Non-designers Focus On Performance

Check The Label For Price & Care Instructions

Start Research On Brands Website

Visit Brand Retail Stores First

86% Of Athletes Will Want To Be Even More Active, More Frequent

Designers First Priority Is Design

Use Online And Retail Locations Together

discover 92

Prices

BEHAVIOURS

MOTIVATIONS

PAIN POINTS

Associate Hemp & Cotton W/ Sustainability

Unaware Of Environmental Impact

Powerful Imagery In Ads Resonates

Use Instagram To Find Style Inspiration

Thrifting = “Treasure Hunt”

Feel Emotional Connection With Clothes

Donate To Charity

89% Highly Aware Of Environment Degradation

Describe Themselves As Analytical

58% Unsure Of Sustainable Materials In Apparel

32% Think Sportswear Has Sustainable Options

68% Read Labels, 95% Read Hangtags

Moving Away From Ownership Towards Access

44% Don’t Work Out Because Lack Of Time

Willing To Go Out Of The Way For Sustainable

Recycle When Convient

Only 11% Look At Materials

Willing To Pay More For Organic

Tend To Eat Healthier When Working Out

Do Not Buy Athletic-wear At Thrift

55% Check Label Before Purchase

Would Choose Sustainable Products If Available For Same Price

80% Unaware Of How Much They Spend

Use Amazon To Compare Price

Price Is First Thing They Consider

Concerned W/ Climate Change

93 discover

the consumers behaviours

REDEFINING THE PERSONA ATHLETE

FASHIONISTA

After examining each segment individually, we learned that users do not necessarily fall solely into one category. Many consumers have varying degrees athleticism, fashion savvyness and sustainability. We created the above infographic to describe the intersections of these values and purchasing motivations. There are also some consumers who are not concerned with any of these issues when making apparel purchasing decisions, they are outliers on our chart. Each segment was important to our research because they embodied key behaviors we either wanted to leverage or change.

synthesis 94

ECO-CONSCIOUS

ACTIVE ATHLETE ACTIVE FASHIONISTA ACTIVE ECO-CONSCIOUS PASSIVE ECO-CONSCIOUS PASSIVE FASHIONISTA PASSIVE ATHLETE

ACTIVE ATHLETE

ACTIVE ECO-CONSCIOUS

Performance and durability of the material

Gives the highest priority to obtain eco-friendly

comes first. Are sustainable because of their

food- cleaning supplies. Finds it hard to procure.

mindset towards being healthy. Style comes

Expects the materials to last longer since they

last in priority. Tend to be extremely brand loyal

are eco-friendly. Believes in style but is not first

especially while making everyday purchases

priority. Brand loyal.

A I

ACTIVE FASHIONISTA Fashion is the center of their life: career + social. Always up to date on the current trends. Fit and aesthetic are their first concerns. Price comes second, they are willing to sacrifice quality.

A I A I

Environmental :Awareness and Care Impact: Related to their lifestyle and behavior.

While each segment had valuable insights, our group decided the Fashionista segment had the greatest potential for change. These consumers aspire to own quality designer labels but due to budgetary and time constraints, are attracted to big fast fashion brands like H&M and Forever 21. These brands have attractive price points and enough variety to satisfy almost any style aesthetic. When fashionistas have more time, they enjoy the thrift and consignment retail locations. They assimilate the experience to a â&#x20AC;&#x153;treasure huntâ&#x20AC;? because it can be difficult to find specific items, but also more rewarding than typical retail environments.

95 synthesis

understand 96

I D E AT E

97 understand

IN THIS SECTION

THE PROCESS FROM THE INSIGHTS TO THE PROMPT BRAINSTORMING FILTERING IDEAS

THE IDEA: THE SHARED CLOSET

THE PROCESS

ideate100

101ideate

THE INSIGHT INSIGHT

With the rise of thrift fashion and the sharing e c o n o m y, p e o p l e a r e more comfortable reusing clothingâ&#x20AC;&#x201D;and they have unworn clothing currently in their closets.

ideate102 ideate102

PROMPT To make our key insights actionable, we used the â&#x20AC;&#x153;How Might Weâ&#x20AC;? question framework as a tool to convert them into design prompts.

How might we encourage women to share their clothing?

103ideate

ideation

BRAINSTORMING SESSIONS Tens of ideas were generated during the ideation and brainstorming sessions we had.

104 ideate104

105ideate

ideation

BEHAVIOUR RESEARCH In order to distill our ideas down, our group decided to ensure we were answering the brief by using these four filters. The idea must:

REDUCE M AT E R I A L DEMAND

ideate106

ACCESSIBLE TO THE MASSES

SCALABLE

ENCOURAGE S U S TA I N A B L E B E H AV I O R

107ideate

SELECTING THE IDEA

ideate108

109ideate

THE SHARED CLOSET IDEA

ideate110 ideate110

A p e e r- t o - p e e r apparel sharing platform that grants users access to a variety of closets within their community

111ideate 111ideate

understand112

PROTOTYPE

IN THIS SECTION

TESTING ASSUMPTIONS IDEAL CUSTOMER JOURNEY SWEHRO.W V I C EH EP R EOT. HOT OW YPE T H E RMEAARLKJEOT UE RCNOESYY SMT EA M P FC ROOMGP EWT OI TRI VKES HA O D VP A N T A G E IWNHI TYI A&L IDMI GPAI TCATL P R OT OT Y P E

THE PIVOTS F I R S T P I V OT SWEHCO.W O N DH EP RI VEOT .HOW

115understand

TESTING ASSUMPTIONS

ideate 116

117ideate

testing assumptions

IDEAL CUSTOMER JOURNEY We created the ideal customer journey map to understand and test the initial idea. Based on this journey map we developed an experiential prototype to test this assumptions. JOIN

AWARE

prototype 118

UPLOAD IMAGES

DIG IN THE CLOSET

SELECT ITEM MEE TO BORROW TO

SET UP MEETUP TIME

T ITEM MEET WITH PEER RROW TO EXGANGE

USE THE BORROWED ITEM

CLEAN THE ITEM

MEET TO RETURN

SHARE EXPERIENCE

119 prototype

testing assumptions

SERVICE PROTOTYPE For Earth Day, we created a workshop experience simulating borrowing and lending clothing to test our key assumptions. We made a Facebook Event and invited our friends to upload five items each to share with the group. After everyone uploaded their photos, they could â&#x20AC;&#x153;dibsâ&#x20AC;? the items they were interested in borrowing. Everyone showed up at the event with their items (and some additional to lend). The event was so fun and everyone had a great time trying on clothes and catching up.

BRING CLOTHES TO SHARE

PICK CLOTHES TO BORROW

DISCOVERIES

prototype 120

TRY ON CLOTHES

SIGN OUT ITEMS TO BORROW

All but one attendee left borrowing something so we considered the event a success. During the process we did active observation to identify behaviors, gain points and pain points. We gathered findings, both during the online experience before the event, and the offline experience,during the event.

121prototype

testing assumptions

REAL CUSTOMER JOURNEY Service prototyping brought to light three main pain points that made our idea less feasible. JOIN

AWARE

PROMPTED TO UPLOAD

PAIN POINT 1 Uploading photos inconvenient = Delay

prototype 122

DELAY

STAIN & DAMAGE CONCERNS

PAIN POINT 2 Damage and staining concerns prevent users from sharing

AGE S

USE T ROW HE ED IT EM

BOR

SELECT ITEM TO BORROW

SET UP MEETING TIME

MEET WITH PEER TO EXCHANGE

REVIEW EXPERIENCE

CLEAN THE MEET WITH PEER ITEM TO EXCHANGE

PAIN POINT 3 Finding time when both parties can meet and cleaning logistics was a big concern for our users.

123prototype

“Get super clear about communicating and understanding the user need.” — Frog Workshop

testing assumptions

FROG WORKSHOP

We had a workshop with Frog to understand the different kinds of prototypes we could create and why they are important. Whether theyâ&#x20AC;&#x2122;re a digital, service, physical or paper prototype, they help us test our assumptions about unmet consumer needs. At the workshop, we

Prototype needs to be agile to be able to discover the real needs of the customers and understand their behaviors.

created a paper prototype to solve for the problems of collaborating with a team. We learned about the four Fs: Fit: before you start, be clear about your intent. What are you trying to test? Form: fit combined with the medium Fidelity: what level of visual or tactile fidelity is required to accomplish to goal? Functionality: what level of functionality is required to accomplish the goals?

125prototype

testing assumptions

DIGITAL PROTOTYPE After several pivots, we began to create a digital InVision prototype to walk through the customer experience of borrowing one item. This process raised questions of delivery and helped clarify our next steps.

prototype 126

As a practice, digital prototyping brings form and function together to solve a problem or drive innovation.

THE PIVOTS

ideate128

129ideate

testing results

THE PIVOTS After testing our initial concept, we realized there was a need to pivot our business model to alleviate the pain points we discovered within the user journey map. INITIAL IDEA SHARED CLOSET

HOW

Peer to Peer Connecting Platform

WHAT WE DISCOVERED

FIRST PIVOT

WHY

Lagging Process Damage Concerns Logistics

HOW

Donations + On-Demand Rental

Our first pivot centered around the concern women had over damages and staining and the lag in uploading photos. We tackled this issue by shifting from a peer-to-peer, platform where users would arrange meeting up and swapping clothes on their own, to a donation based model. Instead of sharing clothes, users will be encouraged to donate items to a community closet. We will then maintain our own inventory in a local warehouse. This gives us better quality control over managing damages and stains because we will not be relying on users to provide reviews.

prototype 130

SECOND PIVOT

SERVICE & BUSINESS

WHY

Surverys Competitive Analysis Business ModelUUnderstanding

HOW

Donations + Subscription Library

WHAT WE DISCOVERED

HOW

Business Strategy

WHAT

Service Design

Our second pivot was around our cost structure. In testing our user experience and analyzing the current competitive landscape, we found that women were not finding value in paying a rental fee per item. This prompted us to move from a rental fee model to a subscription model similar to Netflix. Women will pay a monthly subscription fee to be granted access to the community closet where they may borrow up to 5 items at a time, swapping out items when they want something new.

131prototype

the pivots

FROM THE INITIAL IDEA TO THE FIRST PIVOT Instead of sharing clothes, users will be encouraged to donate items to a community closet that holds inventory and rent them to other users. SHARED CLOSET

HOW

prototype 132

Peer to Peer Connecting Platform

THE SOLUTION

By accepting donations, we will also be able to take better quality images and style the items in a more appealing way. Our inventory will be continuously updated on our Website and App to make sure the closet is fresh and easy to use. This pivot also alleviates the issues around finding a convenient time both parties can meet up. We will handle the washing and pick-up and delivery of these items.

WHY

Lagging Process Damage Concerns Logistics

HOW

Donations + On-Demand Rental

133prototype

the pivots

FROM THE SECOND PIVOT TO THE BUSINESS DESIGN We concluded after surveys and competitive analysis that instead having an on demand rental service we should offer a subscription model service with a combined online and personal experience.

prototype 134

WHY

Surverys Competitive Analysis Business ModelUUnderstanding

HOW

Donations + Subscription Library

THE SOLUTION

AWARE

EXPLORE

JOIN

In our new business model, we will offer multiple options for receiving selected items. We plan to open a retail location/ warehouse where consumers can pick-up their items for free. By offering free pick-up, we hope users will take advantage of it because they will also be able to try-on the items before taking them. We will also offer free pickup from our mobile retail location. For an extra shipping fee, users can have their items delivered to their door. Refer to the CREATE chapter to understand how this model was developed.

BROWSE

SELECT

HOW

Business Strategy

WHAT

Service Design

SELECT

TRY

DELIVER

USE

RETURN

135prototype

THE COMMUNITY CLOSET

create 136

A clothing library generated from donations that provides young women access to an unlimited wardrobe for a low subscription fee.

137create

understand138

C R E AT E

139understand

IN THIS SECTION

BUSINESS DESIGN BUSINESS MODEL CANVAS TWHHEO.W S T RHAET RE GY: E . H OWWH O.W H E R E . H O W THE MARKET ECOSYSTEM COMPETITIVE ADVANTAGE W H Y & I M PA C T

SERVICE DESIGN THE SERVICE DESIGN THE D S EI GR IVTIACLE PDREOT S IOT G NY PBEL U# E2 P R I N T

NEXT STEPS N R E -XPTUSRTPEOP S I N G D O N A T I O N S TWHHEO.W T R AHVEERL LE E. HR O â&#x20AC;&#x2122; SWC LO S E T FT HLYEC M L EAARNKEERTSE PA C ORSTYNSET RE SMH I P S

BUSINESS DESIGN

ideate142

143ideate

business design

BUSINESS MODEL CANVAS

create 144

145create

business design

THE STRATEGY

create 146

WHO

WHERE

HOW

Urban

Multi-platform

Access over Ownership

Millennial

Web + App + B&M

Subscription $7-20/Month

Trendy Women

Portable Retail

Access Style Variety

Age 21-35

NYC

Scalability

“The heart of strategy is the answer to two fundamental questions: where w i l l y o u p l a y, a n d how will you win there?” — A . G . L a f l e y, P l a y i n g t o w i n : H o w s t r a t e g y r e a l l y 147 create

business design

THE MARKET ECOSYSTEM AND COMPETITORS LANDSCAPE We plan to meet the needs of the fashionista consumers who turn to fast fashion because of their cheap prices and wide variety of style. We also want to engage the thrift shopping consumers as they are already willing and excited to shop secondhand styles. Fast Fashion

h-Q

Re Suscnting ripti o

Hig ity

ual

create 148

-H

ble a n tai hion s Su Fas

By offering our users: a competitive priced subscription fee, a curated closet filled with unique, quality items and having on-demand pickup and drop off; we plan to take over this market segment. 149create

WHY is this business model relevant?

We believe we can drastically reduce the impact of fast fashion by transforming w o m e n ’s r e l a t i o n s h i p t o “new” clothes.

If we prevent just 1% of millennial women i n N e w Yo r k C i t y f r o m buying five cotton t - s h i r t s t h i s y e a r, w e will save:

business design

THE IMPACT

14,000 B AT H T U B S O F W AT E R

ENOUGH PESTICIDES T O T R E AT 8 0 0 ACRES OF CORN

CO2 EMISSIONS FROM DRIVING 7000 MILES

155create

SERVICE DESIGN

ideate156

157ideate

service design

THE SERVICE DESIGN The service design blue print was a great tool to visually uderstand the phases of the service, the customers touch points. It visualizes the interaction between the channels and the backlog processes.

CHANNELS BORROW

USERS

AWARE

S TEP

JOIN

ATTRACT USER

E XPERIENCE

Raise awareness and attract customer segment through unique look & feel customer experience

I N PERSON

Word of Mouth

S OCIAL M EDIA

Viral through Social Media

SING UP

Welcoming Experience: user friendly, attractive, simple design.

• Advice from

friends that they want to borrow or see their .

Service

• Create personal account.

APP

T RUCK

• Walk By

• AR of the app and the Experience

boost the proﬁle

BACKLOG PROCESSES

ORDER

BECOM MEMBE

• Advice How to

boost the proﬁle

Social Media suggestions (friends selection) • Create Closet Proﬁle

• Facebook Link

• Social Media (Instagram, Snapchat)

• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner

Complete full proﬁle

• Body Type

• Style / Tribe

• Size & Height

• Preferences

• Sharing Experience

• Events

• Browse by: • Style

• Stylist

• Recommend

• Body Type

• Occasion

• Select Mix & Match

• How does that look in someone you follow?

• Add to Movable Closet

• Live Chat Available w/ Stylist

Same Features As Website + Track

Select type o Membership • Everyday • Trendy

• Video of the Service

• Immediate Sign •

Up.

Step Bar

• Photo Booth

Same Features As Website

Personal assistance and advice in pop-up closet

Style Advice

Browse matching Styles

Some Features that can have the ‘in person experience’

Chats Bots Available

Trained Associates

Try-On Call Center Service

Stylist Available (email or social media)

Website: Content development Store: Design unique look and feel stores

Service Design

Packaging Design for try-on shipping

Interaction Design

IN-H OUSE D ESIGN

Communications Design: • Communicate through free press

• Community Managers

IT D EPT .

VR Development for PopUp

Smooth UX (First Moment of truth

(Show Progress bar to avoid early churn)

O PERATIONS

• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels

• Advocates and Inﬂuencers Development.

e-mail marketing Development with data

Maintenance and

development of the

multiplatform

T HIRD P ARTY

create 158

Customer First Approach design

SELECT

Shared Closet Personal Assistance - Stylist is reﬂected across all channels and touch points. It provides an outstanding experience and customer centric service design.

Line of Visibility

C USTOMER S ERVICE

BROWSE

Inﬂuencers

• Open Website

• ‘Walk Through’

App Store

Apps Blogs

Endorsers

Instagram/Facebook Adds

• Advice How to

BOOST PROFILE

• Advocates &

• Video of the

O NLINE S TOREFRONT

CREATE PROFILE

USE ONLINE SERVICE

Save searches

Manufacturing: Order acetate directly from supplier in Italy

& manufactured in China

Data collection & Management

• Monitor Se Payment Procedures

• Usage of p standards

• Legal prote

Insurance Partnership

VICE

ORDER

USE THE SHARED OUTFITS

BECOME MEMBER

DELIVER

across all erience and

d to Movable set

e Chat ilable w/ ist

TRYON

WEAR

STORY

CLEAN

DEVELOP

RETURN

The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .

DONATE

REPURPOSE

Their next level of the service is to oﬀering personal styling and clothes repurposing.

Share pictures with hashtag to help Borrowers interested in the piece of garment Select type of Membership

• Everyday

• Trendy

Choose Delivery option

• Express Pickup?try-on in the truck.

• Home Delivery

•

Donate clothes to the CC get discounts

e Features As site + Track

Track the Story of Your Clothes Walk-ins: Appointments: Check In

Trained Associates Trained Associates

Trained Associates

Packaging Store Design Truck Design • Monitor Secure Payment Procedures

• Usage of privacy standards

• Legal protection

Insurance Partnership

• Monitoring service to ‘follow truck location”

• •

Warehouse Logistics and management

Truck Logistics

VR Development for PopUp

UX design for the moving”ﬁtting room”

History management for future purchases

Appointment Service Platform

E-mail Marketing Strategy

Develop body recognition technology

Website UX Design

Partnership with ﬂycleaners

Partnership with services like Alfred….

Designers

Sustainable Brands

159create

service design

THE DIGITAL PROTOTYPE #2 After developing a service design blue print we went back to our digital prototype in InVision and took it to the next level.

create 160

BROWSE

SELECT

JOIN

DONATE

161 create

THE NEXT STEPS

ideate162

163ideate

next steps

RE-PURPOSING DONATIONS Once we realized a portion of our donations would be out of style or damaged, we decided to partner with young designers to create a branded label up-cycling these materials to create new items. This partnership would help differentiate our service from other clothing libraries and also provide an alternative incentive to borrow from the closetâ&#x20AC;&#x201D;to get access to this coveted brand. It will also prevent more textiles from entering the landfill.

upÂˇcyÂˇcle (verb) To r e u s e ( d i s c a r d e d objects or material) in such a way as to create a product of a higher quality or value than the original

1 create

next steps

TRAVELLERS CLOSET Another market we would like to infiltrate is the travellerâ&#x20AC;&#x2122;s closet. This would allow someone who travels often to reduce the amount of luggage they need to pack because they would have access to climate-appropriate apparel upon arrival. Ideally, we provide a service that allows users to access closets throughout multiple cities in the US. Users will find the service appealing because it saves time packing and reduces excess baggage fees from the airlines.

CC CC Miami

Luggage free travel.

CC CC New York

upÂˇcyÂˇcle (verb) To r e u s e ( d i s c a r d e d objects or material) in such a way as to create a product of a higher quality or value than the original

1 create

next steps

FLYCLEANERS PARTNERSHIP An important partnership we would like to pursue would be with a service similar to FlyCleaners. This business particularly, offers pick-up/drop-off laundry and dry-cleaning services via an app that has features such as tracking and delivery estimate time. We feel at partnership with this type of service would enhance our efficiency specifically with cleaning and delivery. The partnership would be beneficially for both businesses as we could promote each other on our respective websites/apps.

Donate from FlyCleaners site

Promote FlyCleaners

FlyCleaners

CC Community Closet

upÂˇcyÂˇcle (verb) To r e u s e ( d i s c a r d e d objects or material) in such a way as to create a product of a higher quality or value than the original

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about this report

THE REFERENCES

understand170

Fletcher, K, & Grose, L. (2012). Fashion and sustainability: design for change. London: Laurence King Publishing. USagain (2015). The environmental impact of cotton TÂshirt. Retrieved March 15, 2015 from https://www.youtube. com/ watch?v=g5rGm6veAhg Hanington, B., & Martin, B. (2012). Universal methods of design: 100 ways to research complex problems, develop innovative ideas, and design effective solutions. Rockport Publishers. Lidwell, W., Holden, K., & Butler, J. (2010). Universal principles of design, revised and updated: 125 ways to enhance usability, influence perception, increase appeal, make better design decisions, and teach through design. Rockport Pub. Missouri Crops Resource Guide. Retrieved May 7, 2016 from http://crops.missouri.edu/audit/corn.htm. Synthesizing Research by Fahrenheit 212. New School Presentation Mar 2, 2016. Schneider, J., & Stickdorn, M. (2011). This is Service Design Thinking: Basics, Tools, Cases. Wiley. The MetaSpace Economy by The Future Hunters. New School Presentation Feb 26, 2016. http://www.popsugar.com/smart-living/What-Happens-Donated-Clothing-34349286 http://www.huffingtonpost.com/2014/03/28/unworn-clothing-survey_n_5048486.html http://www.popsugar.com/smart-living/What-Happens-Donated-Clothing-34349286

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Partnership with ﬂycleaners

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Designers

Sustainable Brands

Trained Associates

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