02 | Research 

tons of plastic waste is generated by textile production annually   

clothing items are thrown away in the us per year

of global emissions contributed by the fashion industry yearly

Benchmarking

Compare the drawbacks of four sustainability methods adopted by the fashion industry from the perspectives of factory, retail, and customer stakeholders.

Conclusion

The most straightforward method is to alter consumer purchasing behaviors, motivating them to buy less often utilize their current clothing more frequently.

03 | Interview

Research shows that women make up 83% of US consumer spending. To create an approximate user persona, three of four interviewees are women living in the US.

Sustainability
Sustainability is not the primary factor people consider when making a purchase.

Price
Compared to other market segments, fashion students consider price relatively less when makin purchases.

Shopping Habits
People tend to value acquiring new clothes over using items they already have in their wardrobes.

Learning
Professors sometimes recognize that students do not read lengthy essays assigned to them regarding sustainability.

How might we shift fashion students' buying habits and attitudes towards prioritizing high-quality, timeless clothing options that can be worn for longer periods, in order to reduce waste in the fashion industry and promote sustainable fashion?

Name : Patricia
Age : 21 years old
Location : New York
Profession : Fashion student
Income : Family support

Consumer Habits
- Buys clothes for special occasions and traveling
- Buys clothes every 2 weeks and buys 3-4 items each time
- Takes friends' suggestions into consideration while shoppin
- Values unique clothing to express identity as a fashion student

Buying Preference

Styling Preference

Online & In Store Shopping Experience

07 | Insights

Assignments and activities related to sustainability are not engaging, resulting in inefficient transmission of sustainability concepts.

Having an excessive number of clothes often results in forgetting about items one already owns.

Clothes are often purchased that are only intended for one-time use.

LOW-FI PROTOTYPE

   
USER TEST

“The Recycling Center should restore more trees.”

“I need a system to help me track the online orders I haven’t received yet.”