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Instead Application June - September 2019
This app is created based on the original model of My EP&L, an app developed by Kering and PwC that calculates the environmental cost of a fashion product based on its use of material, material source, and manufacturing region for designers to take into consideration. Yet, there are many aspects that the app could be improved on, including limited product selection, low use-value, and no consumer participation. Thus, the app Instead aims to engage businesses, consumers, and non-profits by integrating the concept of environmental cost and sustainable campaigns to promote sustainability.
Background
CONSUMPTION IN FASHION
The amount of new garments bought by Americans has tripled since the 1960s. This exponential increase causes the need for more resources and the need for a speedier process from which clothes are produced. One of the main contributors to the rapid production of pollution is the rapid production of clothes due to the rapid consumption of customers.
Background
ENVIRONMENTAL IMPACT OF FASHION INDUSTRY
The fashion industry is one of the major polluting industries in the world. The production and distribution of the crops, fibers, and garments used in fashion all contribute to different forms of environmental pollution, including water, air, and soil pollution.
The fashion industry is responsible for 10 percent of the carbon footprint of the world as well as being the second greatest polluter of local freshwater in the world. Some of the main factors that contribute to this industrial caused pollution are the vast overproduction of fashion items, the use of synthetic fibers, and the agricultural pollution of fashion crops.
Source: World Resources Institute, MIT, National Geographic, McKinsey & Company, Wikipedia
Research
SECONDARY RESEARCH: INCREASING PURCHASING POWER
Research
To better focus on the group with the greatest purchasing power in the future, the following questionnaire targets people within Generation Z.
PRIMARY RESEARCH: QUESTIONNAIRE
Objectives: the primary objective of this research is to better understand potential consumers’sustainability consciousness, their understanding of fashion production, and if they are willing to take action for sustainability.
Sample Size: 37
Key Research Insights
The majority of potential consumers have relatively high sustainability consciousness, but many don't know much about the pollution caused by fashion production.
People would like to take action to make up for sustainability, but they can hardly find a platform to do so.
EP&L Calculation
CONCEPT OF ENVIRONMENTAL COST
My EP&L
KERING'S MY EP&L
Kering's Environmental Profit and Loss Account, a business management tool providing an in-depth analysis of the resulting impacts a company's activities have on the environment from raw materials to sales, helps decision-makers consider the environmental aspect alongside traditional financial metrics.
A THREE-STEP APPROACH TO EP&L:
1. Quantifying the environmental footprint.
2. The likely environmental changes are estimated based on the local environmental context.
3. Valuing the change in wellbeing. The consequences of these environmental changes for people's wellbeing are then valued in monetary terms.
PWC'S SAMPLE EP&L CALCULATION OF AIR POLLUTION
Source: PwC Methodology Document - Valuing Corporate Environmental Impacts
SWOT ANALYSIS OF KERING'S MY EP&L
Idea Generation
Idea Generation
Stakeholders Mapping
Logic Flow
Wireframe
Wireframe
UI Design
UI Design
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