Advanced UX/UI DESIGN
Environmental Impact and Sustainability in Fashion
Planning of project - Overview of Timeline of tasks to be completed
Planning through MS TEAMS MEETINGS
Above, I have organised our group tasks into a weekly 'to-do' list, through creating meetings on MS Teams. I specified who is doing which task and by what day. This was arranged by finding out who has what interests/strengths in which areas of the design thinking process.
Our main method of communication is through our WhatsApp group.
As well as weekly Teams meetings, this is so we keep on track and meet our presentation deadline of Tuesday 23rd May 2023.
Above is a table of tasks I've assigned to my team members, based on their interests and skills. This is to make sure that we all are clear and happy about what we have to do in order to complete our team project in a timely manner.
Research into sustainable brands
Coach
Coach launched a subbrand - Coachtopia in 2023. Their mission is to make bags with the scraps from making Coach bags so that they do not end up in a landfill, to reduce the use of new materials after learning that 38% of the fashion industry’s greenhouse gas emissions comes from the production of raw materials. Over the past three years Coach have made a conscious decision to lower its carbon footprint. This also includes upcycling vintage clothing for their runway collections and a (Re)Loved line of refurbished vintage and recent bags. They also use a hydroentanglement technology by Gen Phoenix and make 50 percent recycled leather from tannery offcuts, scraps of leather from the hides which are tanned but before they’re dyed. They’re also making colourful resin straps from industrial plastic waste.
Re-cycling, Repairing and Repurposing:
Brands that have launched this -
-Mulberry -Juicy Couture
-Coach -Nordstorm
-Zara
-DVF
-Patagonia
-Levi
-Lululemon
-Eileen Fisher
-Northface
-Timberland
-Madewell
-Carhartt
Mulberry
Mulberry have committed to achieving net zero Greenhouse Gas emissions by 2035 as part of being signatories of the UN Fashion Charter for Climate Action. They are also partnershiped with World Land Trust’s Carbon Balanced programme, supporting the REDD+ Project for Caribbean Guatemala. Mulberry want to extend the life of their products through repair, renewal, and repurposing. They also have a zero tolerance approach to the destruction of goods, and instead we utilise markdown sales, our outlet stores and staff sales as a solution to excess or damaged stock. Mulberry are focused on low impact materials and responsible sourcing. They work with Better cotton and leathers sourced from environmentally accredited tannery partners to ensure this. Mulberry work very hard to reduce their carbon emissions and offsetting the residual emissions and so far have removed 4625.34 tonnes of CO2e from the atmosphere
User Survey Questionnaire
- Are sustainability and environmental impacts important to you?
- Do you have any concerns about the fashion industry?
- How much do you know about your favourite brands sustainability efforts?
- Would you change your shopping habits?
- Do you think it is easy to understand the impact fashion is having on the environment?
User Survey answers
Evaluation of User Survey answers as shown above table.
Define phase - below we can see the User Persona which highlights a characteristics of the archetypal user.
The diverse audience we used when questioning users, with users being aged from 29-55 and being male and female, highlights an inclusive and diverse target audience that allows us to develop a well rounded perspective when designing to bring transparency to environmental and sustainability concerns.
Problem Statement
Ideation phase:
Infographics- data for Mulberry website
Above are the infographics for Mulberry data research
The data research tells us that the demographic of Mulberry is female (70%) with the majority being aged between 25-34 years old. This shows that the market is targeting females who are at the stage of having left university and now in a professional level job. Who are looking for quality over quantity and may have a a certain amount of disposable income. This shows through their luxury market demographic narrative.
- From our research and data we have made sure we are considering; equity, diverse audiences and inclusivity at each stage in order to create a sustainable, environmentally conscious solution to the user's ethical concern.
Monthly visits - infographics
Infographics based of how many visits to the Mulberry website between Feb 2023-April 2023. This information shows a gradually decline in visits on both desktop and mobile web.
The data also highlights that more than half of the visits were on a desktop device rather than a mobile phone. This could be because most people like to do their shopping in the comfort of their own home. Or it could be due to the cost of living crisis happening across the UK where the price of goods has increased substantially.
Above are the Infographics -competitor analysis
As we can see from the results above, Gucci, Harrods and Net-a-Porter have the highest affinity with Mulberry. With similar fashion/lifestyle and apparel items being sold to users. This highlights them as Mulberry's main competitors which could be looked into further.
Ideation phase- Brainstorm
Wireframe Prototype: Lo-Mid Fidelity
