Final Ideation Report_MIT CoLab + Nike Challenge

NIKE + MIT CO-LAB INNOVATION CHALLENGE ECO TREND

ACKNOWLEDGMENT We would like to thank Rhea Alexander for an incredible semester.

We offer our sincere appreciation for the learning opportunities provided during these weeks together.

Our completion of this project could not have been accomplished without the support of our classmates: Valentina Beltran Garcia Ya Hui Chang Diana Donohue Sucharita Jyothula, Vanya Mittal Kaveh Moeinzadeh Andres Ortega Oviedo Shreya Rao Alyson Strike Shuharn Yeh Finally, we’d like to sincerely thank the survey participants and interviewee who helped us in our research.

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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MS STRATEGIC DESIGN AND MANAGEMENT

INTEGRATED STUDIO 1 INSTRUCTOR: RHEA ALEXANDER SP16

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CONTENTS ACKNOWLEDGEMENT

2

CONTENT

4

ABOUT US

8

TEAM

9

SUMMARY

10

PROJECT TIMELINE

12

THE CHALLENGE

14

OUR GOAL

17

OUR PROCESS

18

PHASE 1 - HEAR SECONDARY RESEARCH

23

ECOSYSTEM MAPS + INSIGHTS

24

STAKEHOLDER MAPS + INSIGHTS

28

APPAREL INDUSTRY AND PARTNERSHIPS

32

ENDORSER SCENARIO + INSIGHTS

34

SOCIAL MEDIA INFLUENCER

36

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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PRIMARY RESEARCH

42

UNDERSTANDING USER

44

PERSONAS 46

SURVEY

48

HOW MIGHT WE

51

IDEATION

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PHASE II - CREATE PROTOTYPING

55

ITERATION 1 + INSIGHTS

60

EXPERT INTERVIEWS + INSIGHTS

62

ITERATION 2 + INSIGHTS

64

ITERATION 3

66

COMPETITIVE ANALYSIS

68

SERVICE DESIGN

72

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PHASE 3 - DELIVER

PLATFORM

78

GREEN LIBRARY

80

CLOSETS

82

RATINGS

84

SERVICE FLOW

88

BUSINESS MODEL

CANVAS + STRUCTURES

92

IMPACT

100

NEXT STEPS

104

BIBLIOGRAPHY

106

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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ABOUT US MASTERS IN STRATEGIC DESIGN & MANAGEMENT AT PARSONS SDM The SDM program differs from traditional design and management master programs.

Parsons merge design thinking, service design and sustainability in a holistic system. The program is focused on the evolution of a complex global economy through the combination of multicultural and multidisciplinary talent.

INTEGRATED STUDIO 1

The second semester at Parsons, the students get to practice interactive group work in the form of scrum meetings and agile teamwork. They work alongside large companies and their stakeholders.

Thorough research leads to generative insights.

THE NEW SCHOOL FOR DESIGN, NYC

The co-created laborations leads to a creative presentation, displayed to the stakeholders. The course is taught with a labratory research where thinking outside the box is encouraged and collaboration a necessity.

The new school is located in the very heart of New York City and atracts artists and talent from all around the world. Designers and aspiring artist meet here to fuse their background with the immense opportunities Parsons has to offer.

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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HAROLD PADILLA ECONOMIST DESIGN STRATEGIST WITH EXPERIENCE IN PROJECT DESIGN, INNOVATION MANAGEMENT, CONSULTING AND OPEN INNOVATION RESEARCH.

FRIDA GERHARDSON DESIGNER BACKGROUND IN BRANDING, SALES AND MARKETING, SPECIALIZING IN SOCIAL MEDIA AND COMMUNICATIONS. FREELANCING ARTIST AND DESIGNER WORKING CLOSELY WITH RESPECTED FASHION DESIGNERS AND PHOTOGRAPHERS IN THE INDUSTRY.

GAUTAM CHAITANYA ARCHITECT PROFESSIONAL ARCHITECT WITH EXTREME PASSION FOR USER CENTERED DESIGN. SKILLED IN PROJECT LEADERSHIP, USER RESEARCH, MARKET RESEARCH AND PREDICTION AND SUSTAINABLE SOLUTION DEVELOPMENT.

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SUMMARY The Program: The New School’s Master of Science program in Strategic Design and Management, prepare students to confidently create, manage, and lead design process–driven organizations. It is a program developed for creative, businessminded students pushing the connection between art and academia.

Parsons students are exposed to new industry contexts and practices, applying what they learn in the classroom to real life case studies.

With an immense amount of workshops and out of class preparation, Parsons push their students to think beyond the norms and flourish with innovation.

Studio 1 investigates the connections between business and design. Many students at Parsons have a background in one sector and want to gain an overall understanding of the concept. The program challenges the students with projects requiring iterative, collaborative and innovative responses.

The Case Study: The core of this project is to understand the future trends of our society and create a sustainable business-model to accommodate the innovative future we forecast.

Starting with a macro view, researching the future of global trends, different societies and economic changes, then going in-depth to a micro scale, using design research methods, conducting qualitative and quantitative research, while demonstrating our finds with visualization tools to discover pain-point and opportunities. In our ideation process we experimented with helpful tools to further advance our brainstorming techniques and push ourselves to think outside of the box. Furthermore, we learned the process of prototyping and pivoting in a systematic form.

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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PROJECT TIMELINE

FEBRUARY MEETING / ANALASYS OF PROBLEM

MARCH

DATA / FIELD RESEARCH SURVEYS ECO SYSTEM MAP STAKEHOLDERS MAP

COMPETITIVE ANALYSIS

EMPATHIZE

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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PERSONAS

APRIL “HOW MIGHT WE?”

DEFINE

MAY IDEATION & BRAINSTORMING

IDEATION

DEFINE

PROTOTYPING

IDEATION

PROTOTYPE

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FINAL FIELD TEST

TEST

THE CHALLENGE MIT CLIMATE COLAB CHALLENGE + NIKE

“

Fabrics and textiles impact our climate. A lot.

How can we spark a materials revolution by rethinking how we value and use them? “

WHY:

WHAT:

The materials we use to clothe ourselves and cover our things 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.

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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CREATING A MATERIALS REVOLUTION

HOW:

Lower impact materials exist and more are being developed. Fabric manufacturing process improvements are able to reduce energy, water and chemical inputs which reduce the overall climate impact. The apparel industry and adjacent industries are using lower-impact and recycled materials, designing their products differently, using new manufacturing methods that require less material and electricity and generate less waste, and implementing take-back and reuse programs.

Design Intervention with a 360 degree holistic overview of the ecosystem and by gaining insights through field research by deploying the tools of human centered design and design thinking process to conceptualize ideas and business models that would help catalyze a behavioral and actionable change among consumers and companies towards sustainable and modern lower impact material use.

While these new materials are important innovations, they are just scratching the surface of what is possible.

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“

It’s time to create a materials revolution.

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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OUR GOAL In PGDM 5200 Integrative Studio class, we aimed to study the current trends in innovative design in an effort to disrupt the material consumption system. By crowdsourcing and applying Design Thinking methodologies to research stakeholders, past and current efforts while considering the ecosystem of the space, we generated insights, brainstormed and prototyped.

The project allowed for us to investigate internally in the business’s current business model. We interviewed enterprise stakeholders and dove deep into the markets prospects and opportunities.

While gaining an understanding of the past, the current and the potential future, we searched externally for trends and factors to include in our research. By crowdsourcing, conducting surveys and holding interviews we gained insights that led us through ideation and prototyping.

While working in a real scenario case study we followed a syllabus in class where we worked in sprints and practiced agile scrum ideologies.

Our takeaways from this semesters Integrative Studio class will serve as great learning tools to help further advance in the next years’ academic quest.

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OUR PROCESS

HEAR

CREATE

ABSTRACT

THEMES TIME STORIES

CONCENTRAT OBSERVATIONS

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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HEAR

During the Hear stage, we collected stories and inspiration from target communities using tools and strategies like individual or group interviews, context immersion, desktop research, self-documentation, and expert interviews.

CREATE

The Create stage is where we “translate” the information collected during the Hear Stage into “frameworks, opportunities, and solutions.” In this stage we move from the “concrete” details and scenarios to abstract insights.

DELIVER

The Deliver stage involves repeated prototyping, mini-pilots and pilot projects with the goal of delivering a sustainable product. The stage includes learning, iteration, measurement and evaluation to create a lasting, sustainable and useful product.

DELIVER

OPPORTUNITIES

HEAR

PROTOTYPES

TE IMPLEMENTATION PLAN

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NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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STAGE 1

HEAR

THIS STAGE INCLUDES 1. IDENTIFY PROBLEM AREA - ECOSYSTEM MAPPING - STAKEHOLDER MAPPING 2. FRAMING TEAM OBJECTIVE 3. RECOGNIZE EXISTING KNOWLEDGE - PRIMARY RESEARCH

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SECONDARY RESEARCH

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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IDENTIFY PROBLEM AREA To understand better the areas that needs change immediately and in the near future, we proceeded to develop stakeholders map and industry ecosystem maps. Through these tools we identified who were the most important actors and what they were doing in order to develop sustainable solutions in terms of materials. From our analysis we concluded that the industry was developing successful strategies along the value chain and there were different actors performing these activities. However, there was a disconnection between these efforts and what the consumer was perceiving. Indeed, although the apparel industry invest millions in marketing campaigns, few of those millions are spent in campaigns that showcase the efforts in terms of material sustainability.

• ECOSYSTEM MAPS • STAKEHOLDER MAPS

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ECOSYSTEM MAPS An eco system map is referring to the network of an organization – including suppliers, distributors, customers, competitors and government agencies – involved in the delivery of a specific product or service through both competition and cooperation.

The idea is that each part of the “ecosystem” affects and is affected by the others, creating a constantly evolving relationship in which each business must be flexible and adaptable in order to survive, as in a biological ecosystem.

The ecosystem model helps us to better understand ways to succeed in business.

Mapping the relationship between each segment in the ecosystem help companies understand how to thrive in this rapidly changing environment.

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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LEATHERSOURCING POLICY: NIKE IS A PART TO REGULARIZE LEATHER

ORGANIZATIONFOR ECONOM IC COO PERATION N AD DEVELOPMENT: PROMOTIONS FOR SUSTAINABLE CONSUMPTIONS

SUSTAINABLE INITIATIV ES LANDSCAPE MAP

COUN CIL OF MEM BERS (COM PANIES & POLITI CAL LEADERS)

COLLABORATION WITH M AJOR PLAYERS

SUSTAINABLE GUIDELINES

GREEN INC ENTIVES

REGULATIONS

SUSTAINABLECLOTHING ACTION PL AN: INITIATIVE BY AUTHORITIES, COMPANIES, DESIGNERS AND MANUFACTURERS FOR CREATING AWARENESS AND SUSTAINABLE DEVELOPMENT – “ LOVE YOUR CLOTHES ” CAMPAIGN

LSP BUSINESSFOR INNOVATIVE CLIM ATEAND ENERGY POLICY:INITIATIVE BY NIKE, LEVI’S + WITH 30 OTHER MAJOR BRANDS ARE MEMBERS WORK WITH GOVERNMENT

OECD

SUSTAINABLE ACTION PLANS TECHNO LOGY INNOVATION

SCAP

BICEP

CAM PAIGNS SUPPLY CHAIN INNOVATION

EFF

CONSUMP TION

REDRESS TTB SAC

TREND FORECAST ETHICALFASHION FORUM : A DATABASE COLLECTION DIRECTORIES OF INNOVATION AND ETHICAL FASHION WORKS

TRENDS

NIKE

BRAND LOYALTY

BEHAVvIOR REUSE

RE CYCLE

RENEWE REVENUE M ODELS

DEMAND

TEXTILETOOL BOX: INITIATIVE BY TED TO INSPIRE AND EDUCATE DESIGNERS IN CLEAN AND INNOVATIVE MATERIAL USE

SUSTAINABLEAPPARELCOALITION: MEASURES FOR SUSTAINABLE SUPPLY CHAIN MANAGEMENT FOR CLOTHING CORPORATIONS

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AN NG O M AJORLY WORKING TO REDUCE WASTE IN ASIA’S FASHION MARKET BY EDUCATING COMPANIES AND CONSUMERS

KEY INSIGHTS FROM ECOSYSTEM MAPS

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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A huge disconet with what the brand is doing internally in terms of sustainability with what is being conveyed externally.

The brands don’t create spaces to inform customers about the relationships between their industry and the environment.

There is no common language in terms of what is understood as sustainable and what isn’t

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STAKEHOLDER MAPS Mapping the stakeholders in an organization is a process and visual tool used in strategy and particularly in stakeholder analysis, to clarify and categorize the various stakeholders. By mapping and drawing further pictures of what the stakeholder groups are, which interests they represent, the amount of power they possess or methods in which they should be dealt with is all visible in a stakeholders map.

This adjacent map speaks about all the players involved in the apparel industry and their relationships among each other. Through our previous research, we understood that consumer demand drives the efforts of the brands and manufacturer’s chain of custody. It is insightful to understand the relationships between external stakeholders and partnerships that influence the consumer demand in a very niche way. Thus each stakeholder in the value chain can make their effort to protect and preserve the environment to create the impact that is envisioned.

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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KEY INSIGHTS FROM STAKEHOLDER MAPS

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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Endorsers are the main channel through which the brand can send persuasive messages without big PR cost

The brands perform outstanding activities in terms of sustainability performance and innovation.

However, the people in charge of the communications strategy at a retail level, don’t participate in these conversations.

Each stakeholder in the value chain of production can make their effort to protect and preserve our environment.

Social Media and Celebrities play a major role in influencing customers.

Customers are not connected with the internal part of the brand

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APPAREL INDUSTRY AND ENDORSERS

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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ENDORSERS SOCIAL MEDIA

Musicians endorsing brands and products

Social Media icon and reality star endorsing brands and products

Athletes endorsing brands and products

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ENDORSEMENT SCENARIO Today celebrity endorsement becomes the multi-million industries in the world. Marketers endorsed celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewer’s regarding their brand, which positively impacts on their buying behavior.

STRATEGY Cultural Influences

Social influences

Family Influences

Psychological influences

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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INSIGHTS BRAND RECALL REPUTATION CREDIBILITY AWARENESS

SALES

Endorsers on average generates a 4% increase in sales

Endorsers on average generates a nearly a 0.25% increase in stock.

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SOCIAL MEDIA INFLUENCER The concept of celebrity has changed. The evolution and diversification of media has develop new channels through which the communication is different.

Where once only film stars, singers or high-end fashion models represented, social media influencers are now on the top of the list when we talk about new generation’s idols.

TOP 5 FASHION INFLUENCERS Lauren Conrad 1,954,003

4,940,069

3,526,405

Christene Barberich 3,376,514

1.073.714

1.116.431

Michelle Phan 3,188,420

2,209,485

436,549

Matt Halfhill 1,378,069

2,304,881

687,206

Aimee Song 868,117

3,538,458

62,776

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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1 2 3 4 5

CHANNELS

+

30% consumers are more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity

influential figures among Americans aged 13-18 are all Youtube stars

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INFLUENCER’S JOURNEY MAP

Venture

Learnings

Engagement

Capacity

En

Positive Experience

Neutral Experience

Negative Experience

Actions

Pain Points

Insights

Influencer opens social media profiles.

Content generation.

Recieves hundreds of followers per day

Recieves a high amount of comments and requests from followers

Recieves feedback and critiques from unsatisfied followers.

Can’t interact with the followers in personal conversations

Influencers focus their content on their strongest follower segment.

When influencers reach high amount of followers they loose control of what they want.

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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In fo re ac

ments om

h the onal

s unt of oose hey

Entrepreneurship

Increases his/her followers and recieves revenues from the activity

Growing

Support

Content becomes monotonous. Followers demand deeper content

Diversifies revenue streams. Endorses products and social causes

Followers want a more personal experience.

Might loose followers because they associate endorsments with marketing campaigns.

The influencers doesn’t have a personal bond with the follower.

New develompent strategies should be aligned with followers deepest feelings and values.

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Feedback

Increases revenues from new campaigns

KEY INSIGHTS FROM JOURNEY MAPS

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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Influencers focus their content on their strongest follower segment.

When influencers reach high amount of followers they loose control of what they want.

New development strategies should be aligned with followers deepest feelings and values.

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PRIMARY RESEARCH

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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DEEP DIVE USER RESEARCH Understanding and synthesizing the already published data and reports from internet to curate holistic scenarios about how different apparel industries promote sustainable initiatives and awareness campaigns. Looking at the existing industry and other stakeholder’s efforts of communicating and valuing sustainability through different mediums and channels like current market demand, annual reports, CSR, Case studies, ratings and through social media like Facebook, Twitter, Instagram, Youtube etc.

Another aspect of desktop research includes analogous research of different industries including automobile, food, furniture etc. This research will help gain insights about how different industries leverage the value proposition of sustainability to spread the awareness among their consumers.

• UNDERSTANDING USER (FASHIONISTAS) • INTERVIEWS • PERSONAS • SURVEYS • OBSERVATIONS + ANALYSIS • HOW MIGHT WE

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UNDERSTANDING USER STRENGHTS

WEAKNESSES

Aware of trends. Willing to invest money in high-end.

Use social media to research.

More aware of social issues in fashion

Unaware of money spent on fashion Often attracted to fast fashion Associate success with materialism Driven by impulses

OPPORTUNITIES

THREATS

Key segment for inspiring/ setting trends.

Access over ownership.

Social Media campaigns.

Clear labeled sustainability index.

Ability to have negative impact.

Materialistic tendencies.

Will only choose sustainable product if comparable in price, quality, style and convenience.

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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INTERVIEWS QUOTES

“Anna, 29”

“Jen, 31”

“Camilla, 25”

“Natalie, 28”

“I definitely find that I have an emotional connection to the pieces that I own” “I’ve heard about fast fashion but it’s still too difficult to buy sustainable clothes”

“What you mean by sustainable clothes? How an apparel is considered sustainable?”

“I like organic cotton but I only find it in basics”

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PERSONAS

KEY INSIGHTS

Influencers

Brand Loyalty

Style

Celebrities

Brand Name

Celebrities

Social Media

Brand Values

Social Media

Friends

Price

Friends

Others

Convenience

Others

1. CONSUMERS RESPONDS TO DISCOUNTS OR REWARDS IN ORDER TO ACT (CUSTOMER)

2. EMPLOYEES HAVE THE POWER TO PERSUADE CUSTOMERS BUT THEMSELVES ARE UNAWARE ABOUT THE BRAND SUSTAINABILITY ACTIONS (INTERNAL) 4. CUSTOMERS FEELS CONTENT AND PROUD WHEN TOLD THAT THEY HELPED THE ENVIRONMENT (INTERNAL)

Fashionista

30 years UX designer

Bold

Single

Challenging

Goal-oriented

Active

Possitive Passionate

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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KEY INSIGHTS Influencers

Brand Loyalty

Style

Celebrities

Brand Name

Celebrities

Social Media

Brand Values

Social Media

Friends

Price

Friends

Others

Convenience

Others

1. CONSUMERS RECYCLE IN STORE WHEN THEY ARE GOING TO BUY SOMETHING. 2. CONSUMERS RECYCLE EITHER FOR INCENTIVES OR CONVENIENCE. 3. THEY CAN EITHER BE FASHIONABLE OR ECO-FRIENDLY. HAVE LOTS OF CLOTHES IN THEIR CLOSET WHICH STILL LOOK NEW BUT OUTDATED, SO DON’T WANT TO WEAR THEM ANYMORE.

Eco-concious

30 years Blogger Driven Radical

Single

Purposeful Active

Outgoing Passionate

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SURVEY

We conducted a survey to better understand our user. Our target market was women with an interest in fashion. We asked them about their shopping habits - online and instore - potential obstacles and their relationship to social media and current trends. In our findings we realized that with the right tolls, right angled marketing and an approach where our customer could access sustainable options easier, they would be willing to potentially change their buying habits. Our assumptions lead us to brainstorm around a platform where a buyer could access a library of trends, all manufactured from sustainable sources.

08% DO YOU LOOK ONLINE FOR ECO FRIENDLY

32%

20%

28%

DoSUSTAINABLE you look CLOTHING online for Eco AND OPTIONS? Friendly and sustainable options?

12%

sometimes

other

always

dont really know enough to care

never

WHAT INFLUENCES YOUR PERSONAL STYLE

24%

36%

08% 08%

What influences your

AND WHERE DO YOU FIND personal style andINSPIRATION where do TO BUY NEW CLOTHES? you find inspiration

new clothes?

12%

to buy

12%

magazines

family

friends social media icons

bloggers others

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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100 %

*out of 42 responses

66.70%

a

16.70% 11.10% 06.50%

What the main reasons might look WHAT are ARE THE MAIN REASONS YOU MIGHT you LOOK TO A CELEBRITY OR to a SOCIAL MEDIA TO GET INSPIRATION? celebrity orINFLUENCER social media influencer to get inspiration?

75 % It wouldnt affect me I would look into it IF A CELEBRITY OR SOCIAL MEDIA INFLUENCER PROMOTES SUSTAINABLE

DoFASHION you look Eco Friendly and (ETHICALonline BEHAVIOR,for SUSTAINABLE CONSUMPTION, FAIR TRADE, LOCAL SOURCED MATERIALS), HOW MIGHT THAT AFFECT YOU? sustainable options? | MATERIAL INNOVATION PROPOSAL |

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OBSERVATIONS & ANALYSIS Social media is a major trendsetter and influence for the average fashionista

Millenials say social media profiles are of higher influence than a celebrity

Many don’t know the definition for sustainable fashion

Even eco-concious shoppers base their choices on trend and availability

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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HOW MIGHT WE

“ HOW MIGHT WE SPARK SUSTAINABLE FASHION AWARENESS THROUGH NEW GENERATION INFLUENCERS ”

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IDEATION

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BRAINSTORMING We as design strategists, believe in co-creating and team building through the design thinking process which entails us to generate empathy with the core users and build on the challenges they incur. These challenges present great insights and greater opportunities.

Through our process of secondary research we analyzed the current scenario around material sustainability, the strategies that brands use and their impact. The personas , journey maps and other observation visualizations led us find pain points and opportunities to build upon without room for assumptions.

Through Ideation we are now built upon transforming innovative ideas from ‘swing for fences’ to more practical solutions which would entail involvement and contribution of all the present and future stakeholders to spread the awareness among their consumers.

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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CREATE CARTOON AMBASSADOR OF THE INFLUENCER AND A STORYTELLING PLATFORM

SUSTAINABLE CAMPAIGN ENDORSING SPORTS TOURNAMENTS

HOW MIGHT WE CREATE STANDARDIZED EASY TO UNDERSTAND LABELS FOR SUSTAINABLE PRODUCTS? HOW MIGHT WE MAKE STORE EXPERIENCE MORE INTERACTIVE?

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ARTIFICIAL INTELLIGENCE AND PERSONALIZED API FOR DIRECT ENGAGEMENT OF CURATING PERSONALIZED OUTFITS BY ENDORSERS

STAGE 2

CREATE THIS STAGE INCLUDES 1. INTERPRET & VISUALIZE KNOWLEDGE 2. USER TESTING 3. QUICK PROTOTYPING 4. FEEDBACK 5. ITERATE

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PROTOTYPING Prototype can take several forms. In order to know what specific part of our product is subject to a prototype we developed the expected features that our interface was going to have and defined who we were the people that were going to use the service. After that, we proceed to identify which assumptions we had in terms of market fit, form, functionality and fidelity

• ITERATION PROCESS • EXPERT INTERVIEWS • FEEDBACK

NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M

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ITERATION PROCESS Idea 1 Designing features

Social Media influencer chat bot recommending customized outfits from sustainable fashion brands.

Idea 2 Testing assumptions

Endorsed library and e-commerce platform of sustainable apparels curated by social media influencers to spread awareness and impact the consumption behavior.

Designing features Pivoting

Testing assumptions

Idea 3 Including Feedback

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Endorsed library of sustainable apparels curated by social media influencers to spread awareness and impact the consumption behavior.

ITERATION 1 Paper prototype: Chat bot conversation Idea 1

01

ASSUMPTIONS

02

Social Media influencer chat bot recommending customized outfits from sustainable fashion

1. Tweens would feel relationship connection with the bot of the celebrity it follows 2. Social Media influencer would want to be associated with a fashion brands practicing sustainable methods

03

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INSIGHTS

Users don’t engage when you suddenly reveal your goal through an experience that is not related with what they are expecting.

Users don’t feel a real interaction with a person

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EXPERT INTERVIEWS The analytics for AI interfaces are not that developed.

It’s difficult to quantify the impact and potential revenues

Millenials are more persuade by social media in terms of consumption Give a powerful tool that the endorser can merge with his/her language.

The analytics for AI interfaces are not that developed.

It’s difficult to quantify the impact and potential revenues

The magic of endorsements is around engagement opportunities, brand relationships and good feeling

Analyze conversations and aspirations. Hit the right values Make people part of the movement. Content should be true and easy to grasp

Target audience that would spark the momentum and the visioned impact on materials

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INSIGHTS Chat bots don’t have anchor points to conduct analytics.

Their impact cant be measured yet

Make people feel proud of a moment

Make sustainable consumption as easy as unsustainable consumption

Target people’s hidden aspirations

Sustainability is a marketing tool that influencers want to use but they don’t understand it

Focus why endorsers would partner with you

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ITERATION 2 Paper prototype: Business Model

Pivoting

Testing new channel approach to create the expected engagement

Idea 2

Endorsed library of sustainable apparels curated by social media influencers to spread awareness and impact the consumption behavior.

ASSUMPTIONS 1. Tweens would feel relationship connection with the bot of the celebrity it follows

Low fidelity web-page: Testing features

2. Social Media influencer would want to be associated with a fashion brands practicing sustainable methods

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INSIGHTS

User need to understand what makes something sustainable in order to choose between options Rating system Special features Stock Management E-commerce importance

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ITERATION 3 Web - page: Business Model and features

Idea 3 Endorsed library and e-commerce platform of sustainable apparels curated by social media influencers to spread awareness and impact the consumption behavior.

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COMPETITIVE ANALYSIS

ECO TREND

OUTSOURCING DATA COMMERCE

VALUE FOR USER PARTNERSHIPS AND ENDORSEMENTS

CONTENT SCOPE

USABILITY

COMPREHENSIVE RATINGS RETENTION STRATEGY CURATED LIBRARY ENGAGEMENT

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Today celebrity endorsement becomes the multi-million industries in the world. Marketers endorsed celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewer’s regarding their brand, which positively impacts on their buying behavior.

AWARENESS

E N G A G E M E N T

ECO TREND

USABILITY

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R E T E N T I O N

KEY OBSERVATIONS KEY ADAPTATIONS FROM COMPETITIVE FROM INTERATION ANALYSIS 2

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PUBLISHES STORIES ABOUT ARTISANS, DESIGNERS AND BRANDS FOCUSED ON SUSTAINABLE PRODUCTION WAYS

INDUSTRY AGNOSTIC. IT DOESN’T PROVIDE A MARKETPLACE`

CURATED COLLECTIONS BY INDUSTRY EXPERTS FROM ALL OVER THE WORLD

HOLISTIC AND INSIGHTFUL STORYTELLING EXPERIENCE OF CLOTHING PROCESS.

THE DIGITAL SOURCE FOR ECO-FASHION AND SUSTAINABLE LIVING.

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SERVICE DESIGN BUILDING FEATURES Service design Service design is a form of conceptual design which involves the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.

• PURPOSE • VALUES • MISSION • VISION • STRATEGY

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WHY ECO TREND PURPOSE Eco Trend is currently the only platform offering easy access to sustainable options wihtout compromise on style, brand loyalty or cost.

WHO CULTURE & VALUES Eco Trend will strive to accommodate the eco-conscious shopper while still cater to the average fashion forward consumer. We value the customer have created a service to make shopping easier.

Sustainability can not be forced but with the right tools, can be encouraged and promoted.

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WHAT IS THE SERVICE MISSION Eco Trend offers a solution in allowing consumers easy access to a library of sustainable fashion. A forward thinking tool that would help consumers find what they are looking for while shopping from multiple brands at ones. Eco Trend provides a grading tool where the consumer, easily can navigate through an items journey back to its maker. The grading tool will also allow the consumer to see how sustainable the piece is and on what measures. For an example, one may consider water usage a big factor in sustainable fashion while another don’t want fabrics that are carrying chemicals and dyes.

Eco Trend would allow the user to filter and find the best options for Them. In addition to the sustainable aspect, we recognize that trend, style and cost is a driving factor in fashion and what affects consumer to proceed to purchase.

Therefore, we have developed a website influenced by social media icons and celebrities, where closets are constructed and the user can pick their influencer and “follow” their picks and advices.

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HOW VISION: Our aim is to disrupt the fashion culure while educating consumers on the origin of their garments. Our service provide a tool consumers can utilize to better compare brands and understand the journey from manufacturer to their shopping bag.

WHERE STRATEGY: By the use of social media we will create an awareness around eco fashion.

The platform used is online retail and e-commerce. By collecting a variety of brands the website will assist as an online department store.

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STAGE 3

DELIVER 1. PLATFORM DEVELOPMENT (HIGH FIDELITY) 2. SERVICE FLOW 3. BUSINESS MODEL 4. IMPACT 5. NEXT STEPS

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PLATFORM BUILDING FEATURES Exploratory Research is the type of research that you go out and collect yourself. Examples include surveys, interviews, observations, and ethnographic research. When conducting primary research, it is possible to gather two types of information: exploratory or specific. Exploratory research is open ended and helps you define a specific problem. It usually includes detailed, unstructured interviews in which lengthy answers are solicited from a small group of respondents. Specific research, on the other hand, is precise in scope and is used to solve a problem that exploratory research has identified. Interviews are structured and formal in approach.

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DEVELOPMENT After prototyping our assumptions we developed the features that allow us to engage with the user through a holistic approach of their needs. Being increasing awareness and consumption of sustainable materials in the apparel industry our main goal, we developed our service by creating a clear understanding of the information that the user need to find in order to internalize the issue and engage with the products through curated endorsed items.

FEATURES Sustainable brands library

Open marketplace where brands with sustainable practices can post, sell, receive review and market their items

Comprehensive sustainable rating system

Easy to understand labels that summarize the good practices performed by the brands and the industry overall

Closets curated by social media influencers

Selected items curated fashion bloggers who set trends and recommend styles through social media

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GREEN LIBRARY The sustainable apparel industry is a polarized sector. The numerous ways of performing sustainable activities give us different possibilities in terms of material sourcing, practices and even localization of the production and transformation process. By creating a green library we want to centralize the efforts of small entrepreneurs and help them to showcase their efforts, communicate their values and reach a bigger and more diverse market.

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CLOSETS The closets are a space in the interface in which social media endorsers and fashionista bloggers will curate items from the library. These closets will feature seasonal picks and will be updated every two weeks with new items wore by the influencers. This strategies partnership will include social media marketing and space in the influencers blogs, feeds and webpage for which they will receive a share of the sales of those specific items.

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RATINGS From our research we identified that one of the biggest pain points is in terms of communication, specifically explaining the concept of sustainability in terms of materials. Because the apparel value chain is a complex system that include interactions from different stakeholders, there are multiple ways to reduce the environmental impact of materials, not only through the sourcing and selection of them but also improving the practices in their transformation, transportation an many other activities included in this ling process.

From a deep study of the value chain, we identified the points in which companies are taking action in order to reduce environmental impact. This is an important and continuous activity that helps users to know more about the different transformations that clothes have before the retail experience but more important, it sets an understanding and potential standard for the industry.

NON TOXIC

HIGH QUALITY

HAND MADE

ETHICAL

ECO FRIENDLY

GLOCAL

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FEW RATING HIGHLIGHTS Human health impact indicators provide information about the potential health effects of a product category (organic) Data adequacy indicators track whether the information needed to assess health risks is available for a product (skin diseases) Product management indicators identify whether a company or its products are managed sustainably, based on third-party certifications that verify health or environmental performance Environmental management indicators characterize overall corporate governance, the policies and practices a company has adopted (including their applicability to its supply chain), a company’s compliance record and involvement in controversies, and whether a company is engaged in any exemplary practices.

Vegan Versus “leather alternatives� that may contain glues or other substances with animal components, vegan goods are strictly animal-free.

Recognizing that the health of the planet is inextricably linked to the well-being of the animals that occupy it, most accessories in our vegan category are produced via eco-friendly means using the most sustainable synthetic materials available. Finally, because workers also deserve cruelty-free lives, our designers manufacture their vegan bags and accessories in fair-practice settings.

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CRITERIA The below is the chain of custody of the apparel industry. The rating parameters have been plotted over the value chain to represent and understand the systemic auditing for the key parts of the systems.

CRADLE

RAW MATERIAL PROCESSING

MATERIAL DYING

A P P A R E L

PRODUCT ASSEMBLY

I N D U S T R Y

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SHIP

SHIPPING

RETAIL

BRANDING

C H A I N

O F

C U S T O D Y

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CONSUMER DEMAND

LAND-FILL

SERVICE FLOW PRE-SERVICE

DISCOVERY

SERVICE

CHANNELS

ADVERTISING INVESTMENT, RECOMMENDATIONS FROM INFLUENCER’S

ONBOARDING

ECOMMERCE DEVELOPMENT, BRAND COLLABORATIONS

INTERACTION

SOURCING SUSTAINABLE CLOTHING FROM BRANDS, INFLUENCER’S COLLABORATION FOR CURATED OUTFITS MOODS AND UPCOMING SEASONS

EXCITED TO FIND ABOUT HIS/HER ICON’S CLOSETS

BLOG, ARTICLES, FEEDS, SOIAL MEDIA

FINDS LIBRARY OF SUSTAINABLE COLLECTIONS WITH GREEN RATINGS

LAPTOP, SMARTPHONE WEBSITES, FACEBOOK, YOUTUBE ETC

LEARNS ABOUT ECO TRENDS THROUGH MAIN PAGE FINDS HUGE LIBRARY OF SUSTAINABLE COLLECTIONS FINDS CURATED STYLES AND OUTFITS

GOOGLE ADS, SOCIAL MEDIA, REFERRALS,

FINDS CURATED STYLES AND OUTFITS

PLATFORM OWNER

COMBINED FLOW

DEVELOPMENT, FINANCING, APPROACH, BRANDS NEGOTIATION, INFLUENCER NEGOTIATION, BACK END TEAMS AND ORGANIZER

TOUCH POINTS AND EXPERIENCES OF BOTH THE USERS. KEY VALUE DIRECTION OF THE EXPERIENCE

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FOLLOWER TARGET USERS (FASHIONISTA FOLLOWERS).

CONCSIOUS AS WELL AS UNAWARE FOLOWERS

POST-SERVICE

SERVICE

LEARNING

SOURCING OF ARTICULATED ARTICLES, BLOGS, STORIES FROM INFLUENCER’S. COMPREHENSIVE AND EASY RATING SYSTEM FOR PRODUCTS AND BRANDS

EXCITED ABOUT HIS/HER ICON’S CLOSETS BROWSES THROUGH STYLES, APPAREL ARTICLES, STORIES READS AND UNDERSTANDS. LEARNS ABOUT SUSTAINABLE BRANDS AND IMPACT

COMMUNITY

ENGAGEMENT

EASY USER EXPERIENCE FOR PERSONALZATION. CONNECTING USERS AND INFLUENCER’S. SOCIAL MEDIA CHANNELS COLLABORATIONS

RETENTION AND REFERRAL

CONTENT GENERATION FOR ADS. EASY SHARING ANDFEEDBACK LOOP SYSTEM. INCENTIVE FOR NEW BRANDS AND CONSCIOUS INFLUENCER TO COLLABORATE

CONNECTS WITH INFLUENCER AND OTHER FOLLOWERS.

ADDS FAVOURITE ICONS TO HER LISTS, PERSONAL LIBRARIES

SHORTLISTS OUTFITS, SAVES THEM, SHARES THEM, BUYS THEM

EXPOSURE TO SUSTAINABLE COTHES, BENEFITS AND REWARDS

COMES BACK TO CHECK OUT NEW CLOSETS, NEW ICONS AND MORE INFO AWARE AND HAPPY, RECOMMENDS THROUGH FEEDBACK, SHARING, BLOGS, WORD OF MOUTH

LIKES THE STYLES, GETS INFLUENCED. INTRIGUED BY THE INFORMATION

NON FOLLOWER

ACTIONS PROMPTS

AWARENESS POINTS

GENERAL USERS PRIMARI;Y AWARE ONLINE SHOPPERS

PROMPTS WHERE THE USERS WOULD ACT UPON. EXAMPLEMAKE A PURCHASE, SHARE, SUGGEST, ASK ETC.

POINTS THROUGH THE EXPERIENCE WHERE USERS WILL LEARN, UNDERSTAND, READ AND COMPREHEND THE VALUES AND EFFECTS

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BUSINESS MODEL A business model is an “abstract representation of an organization, be it conceptual, textual, and/or graphical, of all core interrelated architectural, co-operational, and financial arrangements designed and developed by an organization presently and in the future, as well as all core products and/or services the organization offers, or will offer, based on these arrangements that are needed to achieve its strategic goals and objectives A business model thus describes the rationale of how an organization creates, delivers, and captures value, in economic, social, cultural or other contexts. The process of business model construction is part of business strategy.

• CANVAS • VALUE PROPOSITION • CUSTOMER SEGMENTS • REVENUE MODEL • COST STRUCTURE

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BUSINESS MODEL CANVAS The Business Model Canvas Key Partners

Key Activities

Content generation

Brands Sustainable Apparal Brands Brands with Sustainable Clothing line

Analytics and Metrics User Relationships

Designed for:

Value Proposition

Fashionistas One stop shop sustainable ap curated librarie encer’s along w hensive rating

Shipping and logistics

Social Media In Social Media Influeners

Key Resources

Social Media Influencers

e-commerce platform User Data

Social Media Platforms

Library of sustainable Apparels, products, services from brands Product Ratings data from brands

Cost Structure

Website Development & maintainance Endorsements cost Customer acquisition cost

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

: Strategyzer AG The makers Business Model Generation and Strategyzer NIKE + of MIT CO-LAB CHALLENGE | PARSONS

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Easy engagem followers and

Sustainable Br Increase cosum sumption for s apparel

Designed by:

ns

Date:

Customer Segments

Customer Relationships

p platform for pparels and es by influwith compregs systems

Customer care Community of conscious consumers

Social Media Fashion Influencers Conscious Social Media Influencers

Channels

Website

rands mer consustainable

Fashionista: Teens (12-18) Gen Y (18-25) New Moms Social Media Influeners

nflueners

ment with products

Version:

Facebook, Instagram, youtube posts and Blogs

Brands Apparel Brands with sustainable cothing line Sustainable Apparel Brands

Revenue Streams

Listing fees Sales fees CPM Advertising Brand Banners

Sales Subscriber data access for email marketing

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strategyzer.com

VALUE PROPOSITION

1 USERS

COMPREHENSIVE ONE STOP SHOP CURATED AND RATINGS WITH GREEN STYLED CLOSETS BY LIBRARIES FAVOURITE ICONS

2 INFLUENCER

EASY ENGAGEMENT, STYLE FEEDBACKS, CURATED RECOMMENDATIONS

3 BRANDS ECO BRAND VISIBILITY, TRUST. INCREASED SALES OF SUSTAINABLE CLOTHES

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CUSTOMER SEGMENT FOLLOWERS TEENS (12 - 18 YRS OLD) YOUNG ADULTS (18 - 24 YRS OLD) YOUNG MOTHERS

CONSCIOUS FOLLOWERS

FASHIONISTAS

NEW MOTHERS

NON-FOLLOWERS TEENS (12 - 18 YRS OLD) YOUNG ADULTS (18 - 24 YRS OLD) YOUNG MOTHERS

FASHIONISTAS

CONSCIOUS FOLLOWERS

NEW MOTHERS

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UNAWARE E- COMMERCE SHOPPERS

COST STRUCTURE WEB PAGE DESIGN

WEB PAGE DEVELOPMENT

SEO

BACK LINK BUILDING

GOOGLE ANALYTICS

MERCHANT BANK

SOCIAL MEDIA INTEGRATION

GOOGLE ADWORDS

BACKEND FEED

SHOPPING CART

SSL

DEVELOPMENT TEAM

BRAND ENGAGEMENT

MARKETING

CUSTOMER RELATIONSHIP

CONTENT CURATOR

COPYWRITING

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REVENUE MODEL *RELATIONAL CONTRIBUTIONS TO REVENUES

COST PER IMPRESSION OF NON PARTNERED BRANDS CPM ADVERTISING

SUBSCRIPTIONS

LISTING AND SALES FEES

CONTENT

BRAND BANNERS

SALES

BRANDS SUBSCRIPTIONS FOR SOURCING GOODS

FEES AS PER AGREEMENT

USER CONTENT, LIBRARY CONTENT

FEATURING BRANDS FOR EVERY NEW COLLECTION

INCREASED SALES OF SUSTAINABLE RETAILS

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IMPACT The ECO TREND green library will be sourced from the sustainable clothes of the present age. Majority of the sustainable clothing produced are form organic cotton. Other materials used are Hemp, Linen, Raydon, recycled fibre, bamboo etc.

For the purpose of impact calculations we are considering the impact of organic cotton relative to current normal cotton.As the sustainable manufacturing and production advances, the impact parameters would change and account in more savings.

• CURRENT SCENARIO • IMPACT CASE 1 Considering case of 1 Social media Influencer : Lauren Conrad

Lauren Conrad 1,954,003

4,940,069

3,526,405

Christene Barberich 3,376,514

1.073.714

1.116.431

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1 2

CURRENT SCENARIO

63%

75%

people intent to purchase online as suggested by a blogger or influencer

people would look into sustainability if their influencer talks about it

4,900,000

3,675,000

3,087,000

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ASSUMPTION

Assuming 10% of followers would intent to purchase

people would look into sustainability if their influencer talks about it

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SAVINGS

1,120,000 Mj

ENERGY

600 months of gas per house

GREEN

237,405,000 Ltrs

WATER

2,374,050 Bath Tubs

110,250 kg

EMISSIONS

420,000 miles driven

*IMPACT CALCULATED BASED UPON ENERGY CONSUMPTION OF ORGANIC COTTON RELATIVE TO REGULAR COTTON

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FUTURE STRATEGY The sustainable apparel industry is a growing business. With more regulation and increasing investment in initiatives like the MIT Climate Colab challenge, the prospective opportunities allow us to foresee the following trends and opportunities: - Market expansion to other segments and possibilities of new partnerships - New business models (subscription, stock management) - Develop new and better rating systems based on brands performance

• MARKET EXPANSION TO OTHER SEGMENTS AND POSSIBILITIES OF NEW SUSTAINING PARTNERSHIPS • INNOVATIVE BUSINESS MODELS • ITERATING VALUE PROPOSITION IN LINE WITH THE ENVISIONED GOAL AND IMPACT • DEVELOP NEW AND WHOLE SOME RATING SYSTEMS FOR TO PROMPT ACTION FROM BRANDS AND CONSUMERS | MATERIAL INNOVATION PROPOSAL |

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BIBLIOGRAPHY 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization,by Kumar, Vijay.

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Hanington, Bruce, and Martin, Bella.

Universal Methods of Design: 100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions.

Human Centered Design ToolKit - 2nd Edition A Designer’s Research Manual, by Jennifer Visocky O’Grady and Kenneth Visocky O’Grady This is Service Design Thinking, by Marc Stickdorn Design Thinking for Strategic Innovation, by Idris Mootee Design for Growth, by Jeanne Liedtka, Tim Ogilvie Universal Principles of Design, by William Lidwell, Jill Butler, Kritina Holden Osceola, WI, USA: Rockport Publishers, 2012. ProQuest ebrary. Web. 14 March 2016 http://www.entrepreneur.com/encyclopedia/primary-market-research Consumer Insights into Sustainable Brand Demand - Market Research https://www.youtube.com/watch?v=Y42vfU9wKpU 2015 Summit | Activating the Next Generation of Fans: Engaging Millennials Through Sustainability https://www.youtube.com/watch?v=NZvszisqbTU Where do your old clothes go? http://www.bbc.com/news/magazine-30227025 The Rationale Behind NIKE’s Retail Focus http://marketrealist.com/2014/12/the-rationale-behind-nikes-retail-focus/ Fast Fashion Is the Second Dirtiest Industry in the World, Next to Big Oil http://ecowatch.com/2015/08/17/fast-fashion-second-dirtiest-industry/2/

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http://www.justmeans.com/blogs/top-companies-communicate-sustainability-to-consumers-in-innovative-ways http://www.triplepundit.com/2010/05/how-companies-communicate-sustainability-strategy-online/ http://www.greenbiz.com/blog/2012/03/22/3-steps-sustainable-communications http://www.fastcoexist.com/3015902/6-ways-to-make-brand-sustainability-resonate-with-consumers http://source.ethicalfashionforum.com/article/marketing-sustainability-for-the-luxury-fashion-sectorInnovative ways to communicate sustainable value http://www.greenbiz.com/blog/2013/05/01/5-ways-communicate-sustainability-beyond-words http://www.theguardian.com/sustainable-business/2015/feb/24/is-communicating-sustainability-a-subtleattempt-at-doing-good Use of social media by brands http://www.theguardian.com/sustainable-business/starbucks-toyota-transparency-social-media Sustainability within a company value http://www.cleantechies.com/2012/01/18/top-ten-sustainability-initiatives-of-nissan-motors/ http://www.justmeans.com/blogs/luxury-fashion-industry-focuses-on-environmental-protection http://sloanreview.mit.edu/article/how-to-become-a-sustainable-company/ http://www.ephemerajournal.org/contribution/branding-sustainability-opportunity-and-risk-behind-brandbased-approach-sustainable http://www.hok.com/about/sustainability/ http://www.toyota-global.com/sustainability/social_contribution/ http://corporate.ford.com/microsites/sustainability-report-2013-14/blueprint-strategy.html http://www.honda.com.au/news/Articles/2015/11/Honda-Asia-and-Oceania-Launches-New-Sustainability-Web-Site.html http://corporate.ford.com/microsites/sustainability-report-2012-13/people-customers-awareness.html http://ccc.bc.edu/index.cfm?pageId=1947 https://www.chinadialogue.net/article/show/single/en/6527-Some-businesses-will-not-survive-the-shift-toa-sustainable-economy Closing The Loop On Fashion: H&M’s Textile Recycling Initiative http://www.conecomm.com/hm-clothing-recycling H&M Offers a 20% Discount If You Give Them Your Old, Used Clothes http://twocents.lifehacker.com/h-m-offers-a-20-discount-if-you-give-them-your-old-us-1692304128 Textile recycling innovation challenges clothing industry http://www.theguardian.com/sustainable-business/textile-recycling-challenges-industry

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Waste and Recycling Programs in Hancock and Houghton, Michigan and Michigan Technological University www.mtu.edu/social-sciences/research/projects/recycling-brief.pdf Official Website: H&M: http://www.hm.com/us/ Patagonia: http://www.patagonia.com/us/home Reformation: https://www.thereformation.com GrowNYC: http://www.grownyc.org I:CO: http://www.ico-spirit.com/en/homepage/ Apple: http://www.apple.com Sutainable Materials Ratings http://www.goodguide.com/about/ratings https://bcilabels.com/clothing-labels/clothing-labels-eco/index.cfm http://www.ecofashionworld.com/Search-by-Eco-Criteria.html Impact http://www.huffingtonpost.com/mattias-wallander/t-shirt-environment_b_1643892.html http://life.gaiam.com/article/how-eco-organic-cotton-facts-7-questions http://thenextweb.com/entrepreneur/2014/03/29/meet-millennials-consumers-change-marketinglandscape/#gref http://youthresearchcenter.com/the-growing-influence-of-youtubers-on-us-teens-and-millennials/ http://mediakix.com/2015/07/20-top-fashion-bloggers-2015/ Chatbots http://phys.org/news/2016-04-chatbots-future-online-business.html http://www.cnbc.com/2016/04/13/why-facebook-is-going-all-in-on-chatbots.html https://medium.com/@tedlivingston/the-future-of-chat-isn-t-ai-b07f65bc252#.qzu2ublxu http://www.topfashioninfluencers.com http://syndy.com/3-lessons-to-be-learnt-from-social-media-user-generated-content/ Fashion e-commerce platforms http://ecommerce-platforms.com/ecommerce-websites/independent-fashion-stores https://codeable.io/e-commerce-market-share-how-much-cost/ https://zady.com/ http://www.cuyana.com/

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