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

Shop In Your Hand

Google Play

get it on

download on

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

Facebook

Twitter

Instagram

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

Facebook

Twitter

Instagram

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

Facebook

Twitter

Instagram

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

Facebook

Twitter

Instagram

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

Facebook

Twitter

Instagram

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

Facebook

Twitter

Instagram

YouTube

Loyalty Program

Terms & Conditions