

uX Case Study
Making Sustainable and transparent fashion industry
Tools:
sherry mohseni
Mehzad Chavoshi
ux Desginer
3 Month
Sep to Nov ,2019

re
lenish
l
Fashion makes a sizeable contribution to climate change. Although consumer fashion waste has recently come under the spotlight, businesses continue to throw away 40 times more textiles than consumers. What's more, while most people pay attention to large fashion companies, small and medium fashion brands account for half of the fashion industry and they are an important driver of industry change.
Covid-19 and lockdown force consumers to shop online. Consumers, especially Generation Z and Millennials are changing purchase preference based on the social responsibility. However, many consumers dissatisfied with communication from online retailers or brands about the environmental impact

Desk research

Challenge
How might we reduce the massive volume of trash from the fashion industry by supporting consumers and fashion brands?
Project Overview
replenish is the platform for Gen Z and Millennial consumers, small to medium independent fashion brands, and individual fashion designer s to become a part of the circular fashion economy; considering sustainability, through sharing environmentally-based information. It aims to reduce waste from the fashion industry, making consumers, fashion brands, fashion designers become part of the whole cycle in a more conscious way.
Outcome
Provide a system for recycling fabric which is supposed to be discarded into an incinerator within a circular economy.
• A digital window for small to medium-sized fashion brands and fashion designers so as to communicate with consumers about their green story.
• Marketplace selling unique design fashion products, not mass production.

What is the Replenish Earth and their needs?
Replenish Earth is the philosophy of living in harmony with nature; it is a cause and a collective action to protect the global commons - the natural resources we all share. They investigate the impact of our waste disposal habits beyond national borders and positively reinforce behaviours and businesses that are aligned with this.
Replenish Earth is exploring in four sections, Future food, future living, future travel, and future garden spaces. I'm focusing on future living; shopping habits and clothing.

Interview for Understanding Users
To get deeply know about users, I conducted interview with 10 Gen Z and Millennial consumers, 5 fashion workers. It gave me real insights about their needs and pain points
Narrowing down user groups
After research, I set the target users, for the consumers, Gen Z and Millennials fashion lovers; the age group usually shopping online, finding the meaning while purchasing.
The other side of target user is Small to medium size of independent fashion brands would like to positive impact on environment, having local manufacturers.


Competitor Analysis
I analysed competitors. There are four features I focused, donation from consumers or brands, deliver information, resell, redesign and sell. There is no place using materials from brands and redesign and resell to consumers with transparent information.
I picked three sections, donation from brands, deliver information to consumers and redesign by using materials from brands and sell them to consumers

Persona & User journey map


Iteration
Overall, Replenish potentially works well, however some points I’ve learned after prototyping.
1. Fashion brands make the various size of leftover fabrics and too small pieces are hard to recycle. It’s better to give limit the size of leftover fabric collected.
2. After fashion designers redesigned, they would make other small pieces of leftover fabrics. We will collect and send them to cutting Floor Cushions, which reuse really small sizes of fabrics as the inner of cushions.
3. Consumers would like to see how to run this service when they reach this service platform. Replenish digital platform will more emphasise the main page with the description of the service system.

Prototyping
1. To validate whether fashion brands are willing to provide materials, and which environmental information can be delivered from brands, I visited small fashion brands to participate in this system. I can get some off-cut fabrics from small independent fashion brands. They are sustainable fashion brands and have the information of the materials they are using.
2. To validate whether fashion designers can make fashion items by reusing materials and are willing to record-making process to tell their information, I found the individual designer who is willing to redesign fashion products by recycling unused materials. I delivered these brands' unused materials to one designer and ask her to make whatever she can redesign. Then she made the simple mask and provided making process photos.
3. To validate whether they feel transparent when they reach the environmental information and be willing to purchase redesigned fashion items, I did a prototype with consumers, making them explore Replenish website by using Figma and ask that they realised the sustainable system and feel transparent.
Design Principles

Service Concept
targets consumers, especially trendy Gen Z and Millennials and small and medium-size fashion brands. To tackle the lack of resources faced by small and medium-sized fashion brands, individual fashion designers are integrated into a circular system that reuses leftover fabrics or unsold/returned garments from brands. Unique fashion items made by individual designers are sold to consumers, who can access the information of brands and designers participating in the circle and the production process

Mission Statement
"How might we support fashion lovers and independent fashion brands to work together to reduce fashion wastes with transparent information?"
insight


End User - GenZ and Millennial Fashion Consumers
Replenish offers Gen Z and millennial consumers the opportunity to find special fashion products. Consumers can fulfill their desire to support small brands and designers that exhibit a sense social responsibility through conscious consumption with transparent information
information architecture

Wireframe
Why RE
Circluar Fashion
ECO Blog
search
Cool Conscious with Aesthetic
Our Mission
RePlenish is about more than just ridiculous deals on amazing fashion.
We stand for something. We have a purpose. Everything we
do supports our vision of creating a world where no item of
clothing ends up in landfill.
RePlenish helps conscious life with clothes that fulfil environmental
and social responsibilities
The average person buys 60% more clothing than they did 15 years ago,
and keeps them for half as long. It’s this desire for newer and cheaper
clothes that has created a waste problem for our planet.
Instead of new, what if we bought second-hand clothes that were like-new?
We’d still get fashion fix, but at a price our wallets and the planet could afford.
Creating a Zero-waste Movement

Google Play
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APP Store
All our clothes are triple-checked for quality and sold at
the best price. We offer a great user experience, quality
assurance and easy returns. So when you shop RePlenish.
it’s feels the same as when you shop at your favorite
fashion ebsite.
Discover Conscious Fashion Brand
Our co-working brands want to tell their green and transparent brand story.
They want to distribute to Green Earth and Circular fashion economy with
donation of leftover materials.
You’ll find all our co-working brands right here
Our brands participate in green circular system and provide unused
material to be redesigned.
Go to Brand page
Upcycling industrial wastes and sustainable materials:
A conscious brand with design and philosophy
in a cool attetude
Sustainability
Design and sensibility fuel a stylish
but aesthetic movement with a
uniqueness or materials and
patterns
Creativity
Deliver transparent information way to
make the unique fashion items, as well as
the brand green story of the brands
Transparency
Our Mission
Shop
Designers
Brands
Help
Sign In
re
lenish
l
About Us
Contact
Our Sustainability Values
Login for sellers
My ccount
Sell with us
YouTube
Loyalty Program
Terms & Conditions
New Upcycled
Fashion Items
Arrivals
New Arrivals
Shop By Value
Most Item on 2021 Fall
Now On Sale
VEGAN
ORGANIC
RECYCLED
Shop Home
Home&Lifestyle
Women
Men
Kids
search
Structured silhouette cardigan
Alison Jenkins
free shipping
S - M - Unisex
$89
Sport jumper
Hortance Leon
free shipping
Unisex
$60
Black smoking
Najun
free shipping
S - M - Unisex
$89
Woman Bag
Julie:Junny
free shipping
S - M - Unisex
$50
Cropped Shirt- Organic Cotton
Alison Jenkins
free shipping
S - M
$39
Long Sleeve - Organic Cotton
Our Mission
free shipping
M-L
$28
Cropped Scarf
Our Mission
free shipping
All
$16
Accesories
Our Mission
free shipping
All
$22
Applique Hooded Jumpsuit
Our Mission
free shipping
S - M - Unisex
$89
Dress
Our Mission
free shipping
S - M
$59
Cropped belt
Our Mission
free shipping
S - M - Unisex
$23
Cropped Top
Our Mission
free shipping
S - M
$15
Our Mission
Shop
Designers
Brands
Help
re
lenish
l
Sign In
About Us
Contact
Our Sustainability Values
Login for sellers
My ccount
Sell with us
YouTube
Loyalty Program
Terms & Conditions
Shop Home
Home&Lifestyle
Women
Men
Kids
search
56 products
Dresses
Filter
Coats
Dresses
Skirts
Hats
Top
Accessories
Swim Suits
Category
All Women’s
Cut - out top dress
free shipping
S - M
$29
Cut - out top dress
free shipping
S - M
$35
Cut - out top dress
free shipping
S - M
$30
Cut - out top dress
free shipping
S - M
$38
Cut - out top dress
free shipping
S - M
$36
Cut - out top dress
free shipping
S - M
$46
Cut - out top dress
free shipping
S - M
$50
Cut - out top dress
free shipping
S - M
$29
Cut - out top dress
free shipping
M-L
$39
View More
Our Mission
Shop
Designers
Brands
Help
re
lenish
l
Sign In
About Us
Contact
Our Sustainability Values
Login for sellers
My ccount
Sell with us
YouTube
Loyalty Program
Terms & Conditions
Shop Home
Home&Lifestyle
Women
Men
Kids
search
Archive Blue Disty Floral Midi Dress
Designed by
Orange Blanc
4.6
(27)
$45,00
Size Suitable 8-10
This dress was made by Orange Blance from maxi dress and upcycled midi dress.
Small
Large
Medium
X_Large
Size
Care Earth
Returns& Delivery
Ask Designed a Questionby
Add To Cart
buy Now
Designer’s Collection
From BRANDON
From BRANDON
From BRANDON
Used Materials
Making Video
Hi, my name is Orange Blance and I’m currently a fashion student. So I am starting my collection.
These are the pieces that I ended up designing.
Orange Blanc
4.6
(27)
Go To The Designer Page
Top
Orange Blanc
free shipping
S - M - Unisex
$89
Rain Coat
Orange Blanc
free shipping
S - M - Unisex
$89
Jacket
Orange Blanc
free shipping
S - M - Unisex
$89
Jacket
Orange Blanc
free shipping
S - M - Unisex
$89
Our Mission
Shop
Designers
Brands
Help
re
lenish
l
Sign In
About Us
Contact
Our Sustainability Values
Login for sellers
My ccount
Sell with us
YouTube
Loyalty Program
Terms & Conditions
Fashion Item List
Consumers can purchase not only clothes but also accessories.

New Upcycled
Fashion Items
Arrivals
New Arrivals
Shop By Value
Most Item on 2021 Fall
Now On Sale

VEGAN

ORGANIC

RECYCLED
Shop Home
Home&Lifestyle
Women
Men
Kids
search

Structured silhouette cardigan
Alison Jenkins
free shipping
S - M - Unisex
$89

Sport jumper
Hortance Leon
free shipping
Unisex
$60

Black smoking
Najun
free shipping
S - M - Unisex
$89

Woman Bag
Julie:Junny
free shipping
S - M - Unisex
$50

Cropped Shirt- Organic Cotton
Alison Jenkins
free shipping
S - M
$39

Long Sleeve - Organic Cotton
Our Mission
free shipping
M-L
$28

Cropped Scarf
Our Mission
free shipping
All
$16

Accesories
Our Mission
free shipping
All
$22

Applique Hooded Jumpsuit
Our Mission
free shipping
S - M - Unisex
$89

Dress
Our Mission
free shipping
S - M
$59

Cropped belt
Our Mission
free shipping
S - M - Unisex
$23

Cropped Top
Our Mission
free shipping
S - M
$15
Our Mission
Shop
Designers
Brands
Help
re
lenish
l
Sign In
About Us
Contact
Our Sustainability Values
Login for sellers
My ccount
Sell with us
YouTube
Loyalty Program
Terms & Conditions
Shop Home
Home&Lifestyle
Women
Men
Kids
search
56 products
Dresses
Filter
Coats
Dresses
Skirts
Hats
Top
Accessories
Swim Suits
Category
All Women’s

Cut - out top dress
free shipping
S - M
$29

Cut - out top dress
free shipping
S - M
$35

Cut - out top dress
free shipping
S - M
$30

Cut - out top dress
free shipping
S - M
$38

Cut - out top dress
free shipping
S - M
$36

Cut - out top dress
free shipping
S - M
$46

Cut - out top dress
free shipping
S - M
$50

Cut - out top dress
free shipping
S - M
$29

Cut - out top dress
free shipping
M-L
$39
View More
Our Mission
Shop
Designers
Brands
Help
re
lenish
l
Sign In
About Us
Contact
Our Sustainability Values
Login for sellers
My ccount
Sell with us
YouTube
Loyalty Program
Terms & Conditions