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WOT

Wear Over Two-Hundred Times

MA 2020/2022
Keywords
Sustainable Fashion, Circular Experience, After Purchase Experience, Long Wear,
Overview

WOT is an abbreviation of "Wear Over Two-Hundred Times." This digital service helps fashionistas seeking to build their wardrobe by decreasing their chances of buying products they are unlikely to wear, and increasing their attachment to products through an understanding of clothing's long-lasting lifecycle.


The slogan "Buy less, Wear longer" is commonly campaigned by sustainable brands, delivering a simple message to establish sustainable fashion habits or lifestyles. However, many still over-consume due to numerous external influences, like social media and marketing, that trigger a desire to consume. Luckily, when consumers make their own predictions about what they will wear for longer periods of time before buying, they can make better choices about their purchases over external influences (even if it means they practice some self-restraint). The more concrete their standards are, the process of prediction can become more precise and clear. WOT is here to make this process enjoyable and engaging.

Collaboration

Su-Re is a platform that gathers information related to sustainable fashion for independent designers who want the latest updates on sustainable certifications, materials, and suppliers so they are better able to design and produce eco-friendly items.

PROJECT Background

The problem is clear.


The public's rising interest in sustainability has influenced businesses to adopt ESG evaluation into their strategy. Fashion is a major industry that urgently needs to change; the problems within fashion in regards to its ecological impact resurfaced in South Korea during COVID-19 with a documentary that uncovered the detrimental effects that disposed clothing can have on the Global South. Although a small country, South Korea consumes a lot of fast fashion but produces a significant amount of waste as well.


The need for sustainable fashion whilst meeting market demands and cycles exists as sort of a double-sided coin; it's hard to work towards a sustainable future in a consumerist climate that is quickly changing and constantly in demand. So, this project started with the research question: what does a future look like where fashion industries and consumers take responsibility for their actions for the benefit of the environment?


During the research phase, I had inspiring interviews with some of the employees working at a clothing manufacturing factory. The most significant comment from the interview was: "Until the fabric to fabric in the good quality recycling process is solved, the brands need to create the product in reasonable numbers and ways for being fined based on the amount of waste by the new bills. Also, consumers are responsible for wearing their products as much after purchasing."

That helped to narrow down the project's area of interest.


Problem Definition

Think Beyond Shopping.


By learning more about consumers, I discovered an exciting phenomenon among young adults. The young adults of Gen Z show great interest and willingness to participate in events and campaigns related to sustainable fashion. Yet, they are one of the biggest consumers of fast fashion when compared to other customer segments.


The video shows DD's experience buying a jumper online. As her search begins, she is bombarded with many external influences such as limited-time offers, sales, and discounts that she then takes the time to tediously compare against other retailers.


The key insight is that these influences become a problem for consumers like DD who now spend less time contemplating the item's future in her wardrobe, and are compelled to overconsume. There are more fashion wanderers like DD. They have a passion for fashion and try to buy clothes that show their character, but at the same time, see sustainable fashion as a category of clothing rather than a way of living.


They need to train their mind to know what they should avoid wearing and what they want to wear from their previous experiences. Essentially, they need to learn how to make more with less.

Design Direction


How might we encourage the fashion wanderers to build their wardrobe with more solid styles based on their personal preferences, rather than marketing tactics, so that they will be inclined to wear their items for longer and surpass the urges of overconsuming?

Mission & Goals

Build Your Style Standards


My final project, "Wear Over Two-Hundred Times", helps fashionistas seeking to build their wardrobe to make better purchasing decisions that are not influenced by external factors like marketing or price mark-downs. The 'over two hundred times' refers to the average use of clothes 15 years ago, as a reminiscence of the time before fast-fashion became a trend and criticism on today's number which only reaches approximately 120 times. The title works as a nudge to consumers as a minimum goal to achieve.


WOT understands an individual's style based on previous outfit patterns inputted by the user. So, the prototype was formed along the lines of a digital wardrobe, as it's a more effective way to organize and record the number of uses per item. However, unlike other digital wardrobe services that mainly focus on recording daily outfits and sharing them with others, I see the opportunity for WOT to turn these records into analytical summaries and comparisons for the user. With this information, they can better understand their style habits and find ways they can consume more sustainably as a result. The video for this section shows how WOT could change the journey of fashion wanderers like DD.

Interactions

Enjoy what you wear.


As a recap of the service, WOT provides three different ways that users could enjoy what they wear and learn about their own fashion habits. First, the service helps individuals become aware of their styling habits through summaries of their recorded outfits and preference surveys. Second is the rewards function that nudges users to achieve daily missions and seasonal challenges that encourage adaptive and sustainable clothing habits. Lastly, the third feature will help users compare purchase options when shopping based on the user's patterns so that the item's longevity is prioritised. If you like to see the previews of these three functions, you can find them on the WOT site.


In the future, I see a potential for the service to grow beyond a B2C model. The network of organisations procuring sustainable fashion, such as the Wewearagain Campaign, or brands aiming for slow growth, including upcycling designers, will help deliver the contents that trigger the newness of the events rather than the products. In return, WOT aims to create value from the accumulated anonymous data from users who consent to support the server and maintenance of the service.


SPECIAL
THANKS

Special thanks to my dear tutor, Richard Atkinson, for giving me the most earnest and concrete advice that helped me to become more insightful during this journey of developing the final project; to Jee from Su-Re for supporting the project and helping me to validate my assumptions; to Seoul Ethical Fashion and wewearagaincampaigns for delivering the seminars and events that inspired me; to all interview or survey respondents who shared their experiences, thoughts, and time; to our tutors from our Service Design course for giving us different perspectives on the projects during the reviews; to my dear SD peers who shared this journey of developing final projects and RCA experiences; and finally, to my family who constantly encouraged me with love.

Team