Consumer Behavior Report for MIT CoLab Challenge

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THE ATHLETE

MIT LAB CoLab CONTEST Consumer Behavior Team

| NIKE + MIT CO-LAB CHALLENGE |

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Part 0: INTRODUCTIONIntroduction to the process

| NIKE + MIT CO-LAB CHALLENGE | PARSONS. THE NEW SCHOOL OF DESIGN | MS SD&M 2016 |

44| NIKE + MIT CO-LAB PROPOSAL |

Table of Contents


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PART 1: RESEARCH

PART 0: INTRODUCTION

PART 2: SEGMENT RESEARCH

PART 3: SYNTHESIS

PART 4: INSIGHTS GENERATION

PART 5: IDEATION

The SummaryThe TeamThe Challenge: NIKE + MIT Colab

Analyzing The EcosystemStakeholders & Value Chain Map:Research AreaThe Customer segments: General User, Athlete, Fashionista & Eco-ConsciousResearch Outline

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10

3

12

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64

70

58

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AthleteEco-ConcsiousFashionistaGeneral Public

Mapping Findings Users MapTrend Mapping

Reasearch Insights in The 7 fields The Clusters & Key Insights

The How might we’s Brainstorming: Big IdeasConcept Ideations


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MATERIALS REVOLUTION USE BETTER METHODSREDUCE WASTE



BETTER PRODUCTS SUSTAINABLE RESPOSNASBLEREDUCE IMPACT



APPAREL ACCESSORIES GARMENTSFURNITUREFASHION SHOES


VALUEING CREATING DESIGNING ADOPTING USINGDEMANDING


CONSUMERS USERS INDUSTRIES BUYERS EMPLOYEESMARKETERS



DESIGNERS PRODUCT DEVELOPERS MANUFACTURERS PARTNERS


ASKING BEING INTERESTEDBEING AWARE CARING ACCOUNTABLE



The Summary


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This report explores the current issues surrounding material consumption and the negative impact it has had on the global environment. We sought to discover opportunities for material solutions to this ever growing issue specifically at the consumer level.

PROJECT OVERVIEW

RESEARCHOur segment of research focuses around the current consumer behaviors in the

apparel and footwear purchasing process. The research centers around three consumer groups that display the greatest opportunity for change and impact: athletes, fashionistas & sustainable consumers. These consumers are key in changing behavior because they are viewed as advocates and an inspiration for the general public. If they can change their consumption behavior it will spark a material revolution in all customer segments.

OPPORTUNITYOur research leads us to opportunities in various parts of the purchasing process

including: improving dress room experiences, leveraging the athletic mindset that strives to achieve goals and track progress, and expanding the life-cycle of clothes through thrift stores and use of the sharing economy.

FINDINGSConsumers are generally unaware of the negative impact fashion has on the

environment. There is also a lack of connection between consumers and this social issue because it is viewed as less impactful on their daily lives than with purchasing food or beauty products. Fast fashion has become a part of many consumers buying process due to low prices, accessibility and seemingly unlimited options. However, consumers say they would be more inclined to purchase sustainable products if they were comparable in price, quality and style. Convenience is also an important factor in taking sustainable action, many will forgo if performing the action is viewed as time consuming.

INSIGHTS & IDEASGrowth in the thrift store market and sharing economy led us to ask “How might

we encourage consumers to share their closets?” This question led to ideation around a digital platform & network for sharing clothing. Increased use of health tracking technology such as Nike+ and Fit Bit led us to ask, “How might we extend the goal setting/progress tracking mindset of athletes to include sustainability?” This led to ideation around wearable technology that would track various levels of sustainable actions through gamification.



The Team


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ShuHarnTAIWANSociology & Buisness AdministrationHealth Indutry

UNITED STATES Marketing & Business Adminitration Lace Industry

INDIAArchitecture & UX-DesignerArchitecture Industry

COLOMBIADesigner & ArchitectBusiness PartnerConstruction Industry

Diana

Sucharita

Valentina


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The Challenge


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Fabrics and textiles impact our climate. A lot. How can we spark a materials revolution by rethinking how we value and use them? How can we redefine societys the relationship with fabrics & textiles?

The materials we use to clothe ourselves and cover our things have a profound impact on the climate. They are all around us – in the furniture we sit on, the cars we drive and the clothes we wear. The fact is, materials matter. According to research compiled by MIT Materials System Lab, approximately 25 billion kilograms of cotton was produced worldwide in 2013, resulting in the same annual GHG emissions as 51.3 million passenger vehicles. Enough leather is produced annually to cover the state of Maryland. Polyester production for use in textiles in this year alone is estimated to generate as much greenhouse gas emissions as the annual emissions of 185 coal fired power plants. That’s a material issue.

Developing new material compositions and reducing the impact of fabric production is necessary, but not sufficient to reduce the climate impact of industries that rely on fabrics. Before we can advance and scale innovation in materials, we need to build an understanding of the challenges and opportunities that exist. We need to redefine society’s relationship with fabrics and textiles. This contest seeks novel and well thought-out ideas on how to engage industries, designers, product creators and the public in valuing, demanding and adopting lower impact materials.

GIVEN BRIEFGIVEN BRIEF


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Part 1: RESEARCH OVERVIEWUndertanding The Ecosystem


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02

03

05

06

07

04

01PLAN

DESIGN

MAKE

MOVESELL

USE

REUSE

NikeBetterWorld

NIKE ECOSYSTEM

VALENTINA BELTRAN

PERFORMANCE

PROFITABILITY AND COMPANY EFFICIENCYV

PEOPLEEMPLOYEE WELLFARE. FARE TRADE. SOCIAL

PLAN

ET

ENCIR

ONEMEN

T . R

ESOURCES

. ECOLO

GIES

NikeGrind

LEADERSHIP

COMPETITORS

GOVERNMENT

GLOBAL INDEX

CERTIFICATIONS

FINANCIALINSTITUTIONS

SPORTS WORLD

ORGANIZATIONS

USERS

NIKE+

EVENTS

PRICEPERFORMANCETECHNOLOGY

SPONSORSHIPSSPORTS TOURNAMENTS

HEALTHY LIVING

SLOW LIVING

HEALTH ISSUES

SLOW COOKING

PARENTS

COLLEGES

HEALTHY LIVING

STRATEGYTECHNOLOGY

MSI

TRAINERS

ADVOCATESATHLETES

USSC EDUCATION

ATHLETES SEDENTARYSCHOOLS

AMATEURSSPORTS FANSSPORTS TEAMS

CSRSUSTAINEBLE BUSINESS & INNOVATION

LAUNCH

BICEPOECED

LEED

SA8000B-CORPECOLABLES

BMP POLICES

CARBON FOODPRINTDJSIDJSI

CERTIFICATION

RE-100

ADDIDAS UNDER ARMOURREBOOK LULULEMON

ASICSNEW BALANCE

PUMA

INNOVATIVE

NIKE CAMPS

TRENDS

CODE OF CONDUCTCULTURE

NETWORK TRANSPARENCYLEAN MANUFACTURING

HUMAN RESOURCESCAREER DEVELOPMENT

SUBSIDIARIES

MANUFACTURINGPARTNETS

CONVERSE + HURLEY

RETAILSALES

R&DMATERIAL

PARTNETSENGINEERING

FAIR TRADESWEATSHOPS

NIKE FOUNDATION

PROMOTER (KIDS

“There are no separate systems. The world is a continuum. Where to draw a boundary around a system depends on the purpose of the discussion.”

- Donella H. Meadows, Thinking in Systems


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The first part of our process began by drawing the the boundaries and intersections within Nike’s ecosystem. Through this process we were able to identify areas that represented places for intervention. This gave us a comprehensive understanding of various internal and external factors that affect the operations of NIKE. The individual ecosystem maps highlight how each one of us perceived these boundaries and intersections.

1.1 ANALYZING THE ECOSYSTEM


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RESEARCH

MIT - Climate - COLAB

HARVARD

STANDFORD

Material DevelopmentMATERIAL CONECXION

PRODUCT DEVELOPMENTAston Martin

Designers

Supply Chain Data & Technology

Lamasoft

BlueSign Technologies

Material ProcessingDyeCoo

IKEA

Product ManufacturingFLEX

Dupont

EA SPORTSFreight Forwarder

KEY Partners Apple

MARKETING & BRANDING

Athletes Co-Brands Leaders

Tournaments Sponsoring

Sports Associations

Football Associations

U.S. Colleges (90 +)

RETAIL

BRICK & MORTAR RETAIL

Own Flagships Stores

Architects

Interior Designers

Builders Subcontractors/Vendors

City Builing Departments

Factory Stores at Malls

Interior Designers

Mall Developers Builders Subcontractors/Vendors

Independant Retailers

Specialty Retailers

Sports Goods Sports Authority

ShoesDSW

FootlockerApparel

Tennis

Basketball NBA Store

Soccer Teams Stores

Running

Golf

Football NFL Store

Department Stores US Nation WideMacy’s

Nordstrom

Scal

Outlet & Thrift StoresBurlington

Nordstrom Rack

ONLINE RETAILIndependent Retailers

Zappos

Amazon

Subtopic

Specialty RetailersTennis Warehouse

Subtopic

Shipping CompanyLAUNCH ORGwww.launch.org

NASA

U.S Dept. of State

USAID

LAUNCH NORDICwww.launch.org/nordic

IKEA

Novozymes

Kvadrat

Arla

Other

Avespa Blue Wolf

POND

Pazymer

Ekobalans

Modti

WetGreen

NIL

NIKE GRINDwww.nikegrind.com

Astoturf

Connor Sports

encore

Future Foam

Mondo

Playtop

RE100www.there100.org

Trainning & GYm

Golf

Tennis

Running

Basketball

Soccer

Athetics

Baseball

Rugby

Softball

Cricket

Skatebording

Surfing

Lacrosse

Football

Sponsored Clubs

Sponsored Teams

Basketball

NFLLeagues

National teams

SoccerLeagues

National teams

Sponsored Athletes - Endorsers

Group Name : Source: Info: http://www.totalsportek.com/money/biggest-end

Soccer

Basketball

Tennis

Football

Cricket

CrossFit

Golf

Handball

Baseball

Gymnastics

Boxing

Martial Arts

Athletics

RESEARCH TEAM


HARVARD

STANDFORD



Designers

LEAN Manufacturing Mngrs

Material Processing Controlers

Product Manufacturing Partnership

Inport & Export / Logistics Team

KEY PartnersApple




Sports Associations

RETAIL


Own Stores

Sales Force

Management Team

Operations Team


Specialty Training Staff

Equipment

Shoes

Apparel

Brand3rd Party Sales Force

ONLINE RETAIL

Web Developers

Logistics

Independent Retailers TQC

Zappos

Amazon

Subtopic


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RESEARCH


HARVARD

STANDFORD



Designers

Supply Chain Data & Technology

Lamasoft

BlueSign Technologies

Material ProcessingDyeCoo

IKEA

Product ManufacturingFLEX

Dupont

EA SPORTSFreight Forwarder

KEY Partners Apple




Sports Associations

Football Associations

U.S. Colleges (90 +)

RETAIL


Own Flagships Stores

Architects

Interior Designers

Builders Subcontractors/Vendors

City Builing Departments

Factory Stores at Malls

Interior Designers

Mall Developers Builders Subcontractors/Vendors


Specialty Retailers

Sports Goods Sports Authority

ShoesDSW

FootlockerApparel

Tennis

Basketball NBA Store

Soccer Teams Stores

Running

Golf

Football NFL Store

Department Stores US Nation WideMacy’s

Nordstrom

Scal

Outlet & Thrift StoresBurlington

Nordstrom Rack

ONLINE RETAILIndependent Retailers

Zappos

Amazon

Subtopic

Specialty RetailersTennis Warehouse

Subtopic

Shipping CompanyLAUNCH ORGwww.launch.org

NASA

U.S Dept. of State

USAID

LAUNCH NORDICwww.launch.org/nordic

IKEA

Novozymes

Kvadrat

Arla

Other

Avespa Blue Wolf

POND

Pazymer

Ekobalans

Modti

WetGreen

NIL

NIKE GRINDwww.nikegrind.com

Astoturf

Connor Sports

encore

Future Foam

Mondo

Playtop

RE100www.there100.org

Trainning & GYm

Golf

Tennis

Running

Basketball

Soccer

Athetics

Baseball

Rugby

Softball

Cricket

Skatebording

Surfing

Lacrosse

Football

Sponsored Clubs

Sponsored Teams

Basketball

NFLLeagues

National teams

SoccerLeagues

National teams

Sponsored Athletes - Endorsers

Group Name : Source: Info: http://www.totalsportek.com/money/biggest-end

Soccer

Basketball

Tennis

Football

Cricket

CrossFit

Golf

Handball

Baseball

Gymnastics

Boxing

Martial Arts

Athletics

RESEARCH TEAM


HARVARD

STANDFORD



Designers

LEAN Manufacturing Mngrs

Material Processing Controlers

Product Manufacturing Partnership

Inport & Export / Logistics Team

KEY PartnersApple




Sports Associations

RETAIL


Own Stores

Sales Force

Management Team

Operations Team


Specialty Training Staff

Equipment

Shoes

Apparel

Brand3rd Party Sales Force

ONLINE RETAIL

Web Developers

Logistics

Independent Retailers TQC

Zappos

Amazon

Subtopic

The next step in understanding the context of our mission, was to map the various stakeholders and existing relationships between them. We also identified feedback loops and potential areas for intersection between different stakeholder groups. From this point, we were able to recognize the areas to focus on during the upcoming research phase.

THE REASEARCH APPROACH

1.2 THE VALUE CHAIN: Point of Intervention


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From our initial desktop research, we determined that there were four key customer segments with relation to our materials challenge. We divided the segments between our four group members so we could fully immerse ourselves in their mindsets, lifestyles and purchasing behaviors. Coincidentally, each member within our group fell within each of these categories. We strategically focused on the specific segment we felt the strongest connection to so our interviews and questionnaires would reach the target segment and generate the most accurate insights.

CONSUMER BEHAVIOR APPROACH

1.3 THE 4 CONSUMER SEGMENTS


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the athlete

the fashionista

the eco-conscious

the general user


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Research Outline


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ATHLETES ECO-CONSCIOUS FASHIONISTAS GENERAL USERS

We began “rolling up our research sleeves” by collectively writing a research outline based on the workshop and presentation by Natalia from Fjord. Designing a research framework guided our team both individually and as a group throughout our entire process. We con-structed a project overview within the specific context of consumer behavior and identified the key questions for which we needed answers. Finally, we determined the methodology and approach we would use to collect our research.

Conduct research on consumer behaviors and motivations that influence purchasing decisions and post-consumption disposal while identifying recurring trends and patterns.Who are extreme users? Potential customers?

• What information/experience will create a genuine and influencing connection between consumers and sustainability in the apparel industry?

• What sustainability information/initiatives resonate most with consumers?

• What aspects of store design and website experience lead to most satisfied customers?

OBJECTIVE

KEY INQUIRY AREAS• What factors motivate the users to

purchase?• How do consumers perceive

brand, sustainability initiatives, products, & services?

• What associations do people have with various materials

• What types of material do consumers associate with sustainability?

METHODOLOGYPhase 1: Literature Review Phase 2: Surveys/QuestionnairePhase 3: Interviews Phase 4: Personas Phase 5: Journey/Behavior Maps Phase 6: Key Insights & Points of Intervention

VALENTINA SUCHARITA DIANA SHU HARN


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Part 2: RESEARCH IN DEPTHIndividual Customer Research


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2.1 The Athletes


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The athletes is a gigantic segment that includes all gender and ages. Athletic activities change through ones live, according to the age and lifestyle. Athletes priorities change throughout their lives as the grow up, the related lifestyle changes as well. In young teenagers and college students is mostly about being part of a team, compete and being attractive. In their mid 20s is more about staying active, being attractive and balancing with work. In their 30’s is about feeling

good, feelling healthy and a strong need for having an activity outside work. As familly grows in the 40s health and familly bonding are the priorities. Later in life is more about healthier and staying active and young.

DESCRIPTION

KEY FINDINGS

Athletes tend to have a more healthier lifestyle through out their lifes. Food and

free time activites gravitate arrounf their practice of prefference

2.1.1 SEGMENT MIND MAPS


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Largely as a youth, I played a sport every season. Soccer basketball tennis. I turned away from soccer and basketball in high school and began to run and ride a bike. I’ve also been into

mountain sports, hiking skiing, and snowboarding. I’ve skateboarded and played ping pong for a long time as well.

Yoga changed my life, I starded practicing 5 years ago, I became a yoga teacher cause I want to spread the benefits that it brought to me. I have been an active person all my life a competitive

dancer and a high school voleyball team. I currently work at a sustainable athletic apparel company.

Sport athletic and competition has made the difference throughout my life, making me healthy strong awake rapid and solving problems knowing how to face adversity and success as part of

training to eternity

I want my athletic wear to look good! Something I can wear to the gym and to lunch after if I have to. Style usually is what I first consider, but comfort is a must.

Since I am into sports, I rarely shop for other things now

I just shop for things that I really know will have multiple uses and will not go out of fashion fast. I honestly dont like fast fashion.

Athletic behaviour has a strong and direct co-realtion with the lifestyle. While priorities do change throughout life and situations, active individuals always maintain a healthy lifestyles.

Athletic behaviour has a strong realtionship with the lifestyle. While priorities do change throughout life and situations, active peop

KEY FINDINGS - PURCHASING CHOCES

KEY FINDINGS - ATHLETIC LIFESTYLE

THE ATHLETE

LOUIS, 57 YEARS

PAULA, 29 YEARS

ALVARO, 61 YEARS

DIANA, 27 YEARS

SASHA, 31 YEARS

JUAN,30 YEARS

2.1.2 INTERVIEWS


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DO YOU CONSIDER YOURSELF AN ATHLETE ?

WOULD YOU LIKE TO DO IT MORE OFTEN ?

WHY AREN’T YOU MORE ACTIVE ?

THE REASON YOU PLAY SPORTS?

THE REASON YOU WORKOUT ?

44 Respondents63% Women - 47% Men80% LATAM - 45% Living in US75% from 23 -35

GenderOrigin

Age

75% Consider themselves athletes (Named in different ways).

82% of the interviwed wish they could excercise more often. Lack of Time & Other priorities are their biggest contraint.

I have other priorities at the momentI don’t have enough time

I have to watch my budgetI’m sometimes lazy

Lack of commitmentOther

Its my lifestyle, I’m very passionate about itI Like being Active. It feels good

For healthy reasonsI’ve been playing since I was a kid/teenager

I’m training for a tournamentI participate constantly in tournamentsI don’t really play sports. I just workout

Its my lifestyle, I’m very passionate about itI Like being Active. It feels good

Its FunI like Looking Good

I need to lose weightI want to buit muscle

I’m training for a Marathon, Triathlon or similarI feel like I need to be healthy

Complements my Sport Practice


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HOW OFTEN DO YOU MAKE A PURCHASE OF ATHLETIC BEHAVIOUR ?

WHAT DO THEY LOOK FOR IN ATHLETIC GARMENTS ?

DURABILITY PERFORMANCE SUSTAINABLE

TRADE OFF FOR BETTER: PERFORMANCE . DURABILITY. ORGANIC/SUSTAINABLE?

72.2% PURCHASE Once in a while, when they have a specific need.

52.8% Comfort19.4% Performance13.9% Style

Price, Convenience & Brand are the main a TRADE-OFFS for other values, when these values are provable.

Consumers are willing to

“Participated in numerous school teams throughout high school and first year of undergrad. Captain for basketball, soccer and softball team, led the basketball team to 2nd place, 3rd place for soccer and 1st place for softball. MVP for all three on the senior year of high school.”

“I like the new tracking devices like fit bit, they are a cool way to track my daily performance”

THE ATHLETE

PRICE PRICE PRICE

BRAND BRAND BRAND

COMFORT STYLE CONVENIENCE

2.1.2SURVEYS: ATHLETES BEHAVIOR


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USE REGULAR CLOTHING

IDENTIFIES NEED OF SPECIAL APPAREL

LACK OF TIME TO

RESEARCH

SIGN IN NEW ACTIVITY

NEW ACTIVITY LEARNING PROCESS NEW ACTIVITY LEARNING PROCESS

WEB BROWSING

PURCHASE

GOES TO STORE TO TRY ON

AGEOCCUPATION

STATUSLOCATION

INCOME

30UX DESIGNERSINGLE TORONTO, CA$95,000

GOALS & ASPIRATIONS• Challenges & Setting Goals to achieve• Be Part of Something Great

LIFESTYLE• Eats healthy and has a very active lifestyle • Sets goals based on body perfomance.

(Build Muscle, Tonning, Built Strenght, Gain Flexibility)

FRUSTRATIONS• Change in Priorities has afected his rithm.

“I wish I had more time”• Is often hard to find a team to practice

soccer • “I try to eat as organic and natural as I can,

make my choices based on trust”=B

THE MINDFUL ATHLETE

NEUTRAL

POSITIVE

NEGATIVE

I. DISCOVERY II. PARTICIPATION


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Price

Convenience

BRAND LOYALTY

Design/Style

Performance & Quality

Comfort

CLOTHING

IDENTIFIES BETTER

PERFORMANCE SEES RESULTS

USES FOR OTHER ACTIVITIES

HAS TO CLEAN MORE OFTEN THAN OTHER . ACTIVITIY 3 TIMES A WEEK

WEB BROWSING

DONATEFEEL GOOD

PURCHASE

WORN OUT=

LESS WORN

STAYS IN CLOSET FOR A

WHILE


Climate Change

Social Justice

Good Health

Food Justice

AWARENESS

Brand Name

Brand Values

III. USAGE IV. CLOTHING CARE V. END-LIFE

BRANDS

Sustainable/

THE ATHLETE


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AGEOCCUPATION

STATUSLOCATION

INCOME

23STUDENTSINGLE MIAMI, FL35,000

GOALS & ASPIRATIONS• Graducate of College• Find a Well-Payed Job after graduation• Have a Family (Long Term)

LIFESTYLE• Eats healthy to be in shape.• Worksout to stay fit and attractive.• Sets goals based on body appereance.

(Reduce Inch or Fat%, Build Muscle, Lose Weight, Tonning)

FRUSTRATIONS• College and Social Live sometimes

interfeeres with her routine.• Not all workouts are effective and feels

frustrated when goals are not achived

THE ‘Look Good’ ATHLETE

NEUTRAL

POSITIVE

NEGATIVE


DECIDES TO SHOP

IDENTIFIES NEED OF SPECIAL APPAREL

SEES SOME-ONE WITH A COOL OUTFIT

WEB BROWSING SPECIFIC LOOK

PURCHASE



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Price

Convenience

BRAND LOYALTY

Design/Style

Performance & Quality

Comfort

CLOTHING

Climate Change

Social Justice

Good Health

Food Justice

AWARENESS

Brand Name

Brand Values


BRANDS

ECO

THE ATHLETE

FEELS CONFORT

HESITATES FIRST WASH (COLOR)

LOVES HOW IT LOOKS

USES FOR OTHER ACTIVITIES

WANTS TO WEAR MORE OFTEN

DONATE

MORE ROOM

WORN OUT=

LESS WORN

STAYS IN CLOSET FOR A

WHILE



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Key Findings2.2 The Eco-Conscious



The Eco-concious or sustainable users are highly aware of their purchasing habits. ‘Concepts of concern’, ‘information about environmental impact’ and ‘willingness to act’ are seen as the key predictors of environmentally conscious consumer behaviours. These consumers act as indirect advocators to other consumer types. Though they value style, garment performance and susatinably produced are of a higher priority.

STRENGTHS- Consumers are extremely aware of the material choices they make.- They like to advocate their close acquiantces about sustainability.

DESCRIPTION

KEY FINDINGS

“The threat to the planet is us. It’s actually not a threat to the

planet - it’s a threat to us.” Margaret Atwood.

2.2.1 SEGMENT MIND MAP

WEAKNESSES- Prefer to shop at stores that they are sure of the sustainability practices. - Give a great deal of importance to word of mouth; trusted friends.

OPPORTUNITIES- Willing to repair their products to increase the sustenance.- Influenced by documentaires and TED talks.

TTHREATS- Inconvenience in obtaining eco-conscious products is the biggest barrier for most of the users.


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ECO-CONSCIOUS

“I purchase clothes from these society exhibitions by independant designers. They are unique designs and are often of very good quality.”

“I purchase a lot of FabIndia and Daram clothes. But the only issue (with these) is that the colour bleeds. It is so hard to maintain these kurtis.”

“I am a homemaker. I do not use a car much. I walk down to the local grocery stores, you know not the Reliance Fresh, but the small street stores and purchase fresh

vegetables everyday. that is being sustainable no?”

“I have an aunt who is exactly my size and she gives me gorgeous leather coats and shoes. I love having them in my closet. It’s like my own vintage collection.”

“I do not know much about sustinable clothing, but I am highly aware of the fuel I consume. And that is why we (my wife and I) decided to buy an electric car We still

have a fuel car for emergencies.”

Eco-Conscious consumers are in look out for apparel designs that are unique and those that are local sourced. They often purchase from exhibitions or society clothing forums. Most of the consumers make an effort to be sustainable in various forms. They try to eat local, be sustinable in their transport options and make an effort to obtain locally made clothes and mazimize it’s durability by taking proper care.

KEY FINDING

2.2.2 INTERVIEWS


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Need Driven

Online Social

Forums

Websites areinformative.

Quality of products are

worth the price.

AGEOCCUPATION

STATUSLOCATION

INCOME

45JOURNALIST & ECO-ACTIVISTMARIEDCHICAGO, IL$85,000

GOALS & ASPIRATIONS- Have a positive impact on the planet.- Stay healthy and active.- Inspire others to be eco-conscious.

LIFESTYLE- Practical and realistic.- Stressed out with ebvironmental issues.

INFORMATION SOURCES- Friends and Colleagues.- Documentaries and TED Talks.- Websites and Online Forums.

PASSIONATE ECO-CONSCIOUS CONSUMER

POSITIVE



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Price

Convenience

BRAND LOYALTY

Design/Style

Quality

Comfort

CLOTHING

Climate Change

Social Justice

Good Health

Food Justice

AWARENESS

Brand Name

Brand Values

Multiple Usage.

Inspire through Apparel.

Extremely high maintenance.

Donate

Discard consciuosly.

Shop Again


BRANDS

Sustainable/eco-friendly

ECO-CONSCIOUS


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Key Findings2.3 The Fashionista


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Fashionistas are characterized as consumers who base their apparel purchasing decisions on their personal style preference. They follow and create the latest trends in fashions. Fashionistas spend a significant amount of their time shopping, creating outfits. They get style inspiration from social media, fashion magazines & blogs and celebrities.

Strengths WeaknessesAware of trends Unaware of $$$ spent on fashionWilling to invest money in high-end Often attracted to fast fashionEnjoy thrift shopping Unable to find specifc items thriftingUse social media to research Associate success with materialismMore aware of social issues in fashion Do not shop for sustainable fashion

Opportunities ThreatsKey segment for inspiring/setting trends Ability to have negative impactAccess over Ownership Materilastic tendenciesImproved thrifting experience Will only choose sustainable productSocial Media campaigns if comparable in price, quality, style More clearly labeled sustainability index & convience

DESCRIPTION

KEY FINDINGS

“I view my wardrobe as my chosen skin. I use it to convey my personality, mood & confidence ”



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“It’s definately like you’re on a hunt, you don’t know if it’s going to be there, it’s tough to go in with a purpose...bigger time comittment and more of an adventure which I like”

“I think the biggest problem facing the fashion industry is that the stores are selling the next season and discounting that seasons line so consumers can just wait until it’s on sale to

purchase .”

“you only find out who is using organic cotton once you are holding the product in your hands.”

“I really try to invest in pieces as opposed to buying more disposable fashion, but I’m not at the point in my life wear I can afford to buy nice things.”

“I definately find that I have an emotional connection to the pieces that I own. I think a lot of it stems from ‘oh I wore this that one night and I had so much fun’ maybe I’ve never worn it again

but maybe I will...”

“I think they take them and sell them but I actually don’t know”

Thrift shopping is popular in this customer segment not because it is seen as sustainable but it is a cheaper, more accessible outlet to achieve a unique look. Consumers in this segment admit it is hard to shop with a specific need in mind. People in this category wish they could afford to invest in higher end fashion pieces but will turn to thrift shopping as a way to affordably immitate their style goals. They purchase organic products in the food and beauty products segments but struggle to make a connection with sustainable fashion.

KEY FINDINGS

FASHIONISTA

2.3.2 INTERVIEWS


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WHAT EMOTION BEST DESCRIBES YOUR FEELING DIRECTLY AFTER MAKING AN APPAREL PURCHASE?

ARE YOU AWARE THE APPAREL INDUSTRY IS THE 2ND LARGEST POLLUTER AFTER THE OIL INDUSTRY?

DO MATERIALS IN THE PRODUCT EFFECT YOUR DECISION TO BUY?

DO YOU READ THE HANG TAG LABEL ON A GARMENT BEFORE PURCHASING?

HappyAnxious

Ambivalence

Yes No

NoYes

NoYes

Just to see if it is Dry Clean Only

33 Respondents


45

Fashionista’s report shopping for apparel on a monthly basis. 80% reported that they were unaware of the amount of money they spend on apparel in a year. Fashionista’s report researching looks and items online prior to visiting retail locations to try-on garment before purchase.

Fashionista’s biggest reported constraint is money. They want to invest in their favorite fashion labels but the expsense can deter them. Another constraint was finding the perfect fit. Fit is the most influential aspect of the design they are drawn to. When it comes to shopping for sustainably manufactured items, there is a lack of awareness which stems from lack of comparable labeling.

Fashionista’s aspire to have enough money to purchase high-end labels. They tend to associate success and achievement with material objects. The more disposable income they have, the more they will spend on fashion.

SHOPPING BEHAVIOUR

CONTRAINTS

ASPIRATIONS

ColorsMaterials

BrandFit

UtilityQuality

0 5 10 15 20 25

WHAT ASPECTS OF DESIGN ARE MOST INFLUENTIAL IN PURCHASING DECISION?

FASHIONISTA

2.3.3 SURVEY: PURCHASE BEHAVIOR


46

Instagram

WindowShopping

Try-On

Purchase

GOAL- Get Promoted at Work- Lose 5 lbs- Afford that expensive bag

LIFESTYLE- Materialistic- Busy

INFORMATION SOURCES- Instagram- Vogue- Celebrity Style

FASHIONISTA

NEUTRAL

POSITIVE

NEGATIVE


Puttogether

outfit

AGEOCCUPATION

STATUSLOCATION

INCOME

32DIRECTOR OF SALESSINGLE MANHATTAN, NY


47

Price

Convenience

BRAND LOYALTY

Sustainable-Eco-Friendly

Design/Style

Quality

Comfort

CLOTHING

Climate Change

Social Justice

Good Health

Food Justice

AWARENESS

Brand Name

Brand Values

Puttogether

outfit

Stain Garment

Recievecompliments

Donate

Dry-Clean

Shop Again


BRANDS

FASHIONISTA


48

Key Findings2.4 The General User


49


KEY FINDINGS

DEMOGRAPHICS


50


51

“I’m a family guy. I care about every little things in my daily ife.”“I read books. I watch TED.com. I study from reliable information sources.

Even though I know a lot of social issues, but I don’t take action.“ - Buzz Wei, Architect

“When I was 8 years, I realized and told my mom thatI come here to love and to be love“

-Peiru Ko, Founder of Real Food Real Story

“The clothes of big brands are eco-friendly product and care about the evironment. When talk about the prodcution, those brands ask us to provide the Eco-Friendly

-related certificats.“ Jing Hsieh, Manager Garment Factory

“My favorite brand is Armani Exchange; however, the most popular brand in my closet is Under Armor”

- Howard Chiao, Student in Computer Science

“I use Instagrm a lot. I follow brands and fashionistas around the world.”“My customers only care about the design and style.“

-Tina Hsieh, Online Clothing Business

““In the future, I would like to have a job which can contribute the society; meanwhile, I can maintain high quality of life.”.“

Yayun Cheng, Grad Student in Marketing

GENERAL USER

2.4.1 INTERVIEWS


52

TVseries

Instagram

CAN’T Afford

Find Cheaper

Items

AGEOCCUPATION

STATUSLOCATION

INCOME

23STUDENTSINGLE JERSEY CITY, NJ$28,000

GOAL- Have my own company- Have healthier Lifestyle- Better work-life balance

LIFESTYLE- Hedonism- Exercise regularly for good body shape

INFORMATION SOURCES- Instagram- Brand Official Website- Youtube

PRICE SENSITIVE CONSUMER

NEUTRAL

POSITIVE

NEGATIVE


Wear Sylish

Clothes


53

Price

Convenience

BRAND LOYALTY

Sustainable-Eco-Friendly

Design/Style

Quality

Comfort

CLOTHING

Climate Change

Social Justice

Good Health

Food Justice

AWARENESS

Brand Name

Brand Values

Wear Sylish

Clothes

Be Admired

Be Criticized

Donate

Discard

Shop Again


BRANDS

GENERAL USER


54

Offical Website

BadUX/UI

Prepare to Buy Clothes for Specail Occasions

AGE

OCCUPATION

STATUS

LOCATION

INCOME

30

WHITE COLLARS

IN A RELATIONSHIP

BROOKLYN, NY

$95,000

GOAL- Looking good- Be fashion- Find a job in the nearly future

LIFESTYLE- Family person- Exercise regularly for health reasons- Healthy diet

INFORMATION SOURCES- Google- Google News- TED.com- Brand Official Website- Documentaries

HIGHER PURCHASING POWER CONSUMER

POSITIVE



5555


Price

Convenience

BRAND LOYALTY

Design/Style

Quality

Comfort

Sustainable

CLOTHING

Climate Change

Social Justice

Good Health

Food Justice

AWARENESS

Brand Name

Brand Values

Like & Try the clothes

Sort

Check the Clothing

Label Donate Discard

A.P.C.

VINCE

Washing Clothes

Extend Product/

Clothes Life


BRANDS

GENERAL USER


56


57

Part 3: SYNTHESISCommon Findings


58

Qualitative & Quantitative3.1 MAPPING FINDINGS


59


60

The Intersected Users3.2 USERS MAP


61


6262| NIKE + MIT CO-LAB |

8 Key Areas3.3 TREND MAP

TRENDS + CONSUMER BEHAVIOUR

Cyber Space

Smart Mirror

Show the story, processes

QR codes for apparel journey story

GPS track where the clothes have been

See manufacturing facilities conditions

Vitrual Realtity

Ability to try on clothes so see how

they would fit

Augmented Reality Ability to feel materials without physically touching

Time Space

Templosion

Materials that enhance workouts

Power Plate

Nike+

Collaborative Consumption, Access over Ownership

PoshMark

Rent the Runway

Zapyle

99 Dresses

Cybrid = Generation ZCommunicate via IMG, GIFS

Instagram

Use pictures to describe analagous

comparision of material feel

Snap Chat

Design Space Customization: incorporate making app

with materials for customized products

See the environmental effect consumers specific

chooses have

Educate Consumers about apparel manufacturing system

Outer Space Turn Textiles into rocket fuel

Send excess textile waste to space

New Materials mined from asteroids

Storage SpaceCreate personal attachment to clothes

Less clothes, more connected with them

Storing Life Data in your clothes Health Information

Steps walked

Menstrual Cycle

Sleep Cycle

Heartbeat

Glucose Level

Map Places you visited

Contacts you Meetnetworking

memories Pictures

Green to Blue Space

Council for Textile Recycling (CTR)

Change textile waste into fertilizer, building supplies, filters, netting

Shipping AlternativesBiomimicry

Visual timeline of material life-span

Packaging Innovation

Co-Op communitiesmaking your own clothes together as a community

Auto - Regeneration Machine

refurbish clothes, transform into

something new

Micro Space

nero-cotureT-shirt that broadcast various GIFS based on

Mood

Weather wearablesAlert yoy to change outfit based on weather

Smart Fashion

responds to mood

Responds to weather

Grows with User

Transforms with new trends

ChildreswearSizing

Color changing materialsInner

SpaceMaterials that enhance focus

Material that makes you act more sustainably

Inter SpaceMaterial Library

Material GPS tracks and connects

sustainable consumers

Manufacturing network connected to users

Play SpaceInteractive Advertising Jerseys

Broadcast Messages

Connected on network

People become dynamic screensReferee

Time Keeping

Broadcast

Reward for good behavior

Collect Coins for how far you walk

Sustainability Score


63

TRENDS + CONSUMER BEHAVIOUR

Cyber Space

Smart Mirror

Show the story, processes

QR codes for apparel journey story

GPS track where the clothes have been

See manufacturing facilities conditions

Vitrual Realtity

Ability to try on clothes so see how

they would fit

Augmented Reality Ability to feel materials without physically touching

Time Space

Templosion

Materials that enhance workouts

Power Plate

Nike+

Collaborative Consumption, Access over Ownership

PoshMark

Rent the Runway

Zapyle

99 Dresses

Cybrid = Generation ZCommunicate via IMG, GIFS

Instagram

Use pictures to describe analagous

comparision of material feel

Snap Chat

Design Space Customization: incorporate making app

with materials for customized products

See the environmental effect consumers specific

chooses have

Educate Consumers about apparel manufacturing system

Outer Space Turn Textiles into rocket fuel

Send excess textile waste to space

New Materials mined from asteroids

Storage SpaceCreate personal attachment to clothes

Less clothes, more connected with them

Storing Life Data in your clothes Health Information

Steps walked

Menstrual Cycle

Sleep Cycle

Heartbeat

Glucose Level

Map Places you visited

Contacts you Meetnetworking

memories Pictures

Green to Blue Space

Council for Textile Recycling (CTR)

Change textile waste into fertilizer, building supplies, filters, netting

Shipping AlternativesBiomimicry

Visual timeline of material life-span

Packaging Innovation

Co-Op communitiesmaking your own clothes together as a community

Auto - Regeneration Machine

refurbish clothes, transform into

something new

Micro Space

nero-cotureT-shirt that broadcast various GIFS based on

Mood

Weather wearablesAlert yoy to change outfit based on weather

Smart Fashion

responds to mood

Responds to weather

Grows with User

Transforms with new trends

ChildreswearSizing

Color changing materialsInner

SpaceMaterials that enhance focus

Material that makes you act more sustainably

Inter SpaceMaterial Library

Material GPS tracks and connects

sustainable consumers

Manufacturing network connected to users

Play SpaceInteractive Advertising Jerseys

Broadcast Messages

Connected on network

People become dynamic screensReferee

Time Keeping

Broadcast

Reward for good behavior

Collect Coins for how far you walk

Sustainability Score


6464NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M



Part 4: INSIGHTS GENERATION Key Findings and Insights


66

In The Seven Fields4.1 RESEARCH INSIGHTS

B e h a v i o r a l F u n c t i o n a l E m o t i o n a l E x p e r i e n t i a l S i t u a t i o n a l I n t e r p e r s o n a l C h o i c e - B a s e d

THE ATHLETE —Valentina

• Being an active person creates a sustainable behaviour by default. Walking, Biking and taking the stairs

• Being an active person creates awareness about one's body, health, food and performance. Yoga and other mindful activities create greater self awareness, and its relationship with the social and environmental context Thus increases the conscious sustainable choices.

• How can we shift the relationship with fabrics as a default/Indirect Behaviour?

• I see opportunities to stay active when time is a constraint. Thus I park the car far away, I don’t take an elevator, I walk or bike whenever I can

• Athletes want to performs and take care of health, top priority are shoes, then equipment and then apparel

• Shoes= Lower impact, healthier joints, comfortable Journey. Equipment= Safety and Performance.

• Apparel= Comfortability and Identity.

• I am very passionate in whatever challenge I undertake, specially if it involves a new sport, yoga type. I push myself a lot

• Tracking Devices help me set goals and achieve them

• Then feel good when giving them away to a cause

•• People tend to trust

more small companies that have a sustainable offer, local, organic etc...than big well-known corporations with the same offer . They immediately deduce that it's a marketing strategy to compete in a new market

•

• “After a yoga class I wouldn’t buy fast food, it's a crime. After working out maybe a balanced burger, no sauce. After a party I probably eat anything that I walk by”

• When the goal goes beyond ‘looking good, to get a significant other, get attention or recognition’ people tend to create a sustained active life behaviour. Feeling good is often more rewarding.

• I started looking at tags for a specific need: doing my own laundry and fighting cold. Before I lived in the tropic and had help at home

• I gravitate towards active people that share similar interests or motivators

• Goal Setting, Challenges & Achievement are the main motivators of active individuals

• Friendly (or not Friendly) Competition encourages action

• Traveling companions: Airbnb, Yelp, Uber, Afar

• Price is always a tradeoff if the benefits are clear, comparable and trustable.

• Consumers will pay 50-100% more depending on the need and benefits = Proved Durability, Performance and Style.

• Thrifts store is not an option for athletic out wear.

THE ECO-CONSCIOUS —Sucharita

• I read hang tags for washing information and price.

• Performance is a byproduct of material sustainability

• Style comes first. I wouldn’t wear a dress because it is sustainable, the style matters. But all the sustainable clothes are stylish

• Most feel satisfied but the users under the age of 25 feel broke after purchasing sustainable clothing

• I feel good when I donate my clothes for charity.

• I try to give away clothes to people I know. I do have some hand me downs from my cousins. I absolutely love wearing them

• Even though I know I will donate my clothes, I usually leave them lying in my closet for few months before I give them away to charity. I can part easily that way

• I started to be sustainable when I spent few months on a farm working in various material production. When I saw the amount of waste that material production has, I felt I had to shift my behaviour.

• DIY culture/platforms effectively changing the behaviour and creating awareness around sustainability “I use craft as a tool to teach consumers about sustainable dying

• Usually I influence my family and friends to be sustainable. I think I have managed to get so many people up on following this trend.

• Willing to pay more if the product is truly sustainable

• I choose to put in extra effort in trying to produce less food waste by planning my routine and planning my grocery shopping

• I always buy from local food stores. (In india and in the U.S

• I buy clothes only when I absolutely need

THE FASHIONISTA —Diana

• 52% of Fashionistas research online while making purchases

• 40% Do NOT read hang tag

• Fit has biggest influence on purchase

•• 88% describe happy

emotion post-purchase

• Refer to thrift shopping as “treasure hunt”; hard to shop for specific item

• 16-18% of Americans shop at thrift stores. Estimate industry to grow 20% by 202

• Moving Away from ownership and towards access

• Dressing Room experience seen as necessary but unpleasan

• Would choose sustainably made clothes if clearly labeled and comparable in price and quality.

THE GENERAL USER —Shu Harn

• The brand they like ≠ What they buy.

• People read the hang tag for washing instructions especially the expensive one ; and place of origin, which could indicate the quality.

• People obtain cloth/style information on instagram and brand website.

• For social awareness, people take action when the issue is related to themselves. For example, most people pay attention to Health and Food.

• People buy when convenient.

• In general, the priority of buying clothes is style/design > price > quality people change for imitate someone’s style to my style

• Age 18-25 tend to use Instagram as information source; age 26-35 use social media to interact with their friends and family and care about the reliability of information source

• People take more care on their clothes those are expensive.

• People love the challenges and heroism.

• Feel Angry if the UI/XU of brand official website is bad

• People feel good if they donate their cloth if they don’t aware of the issues of clothing

• People feel guilty when discard the clothes, but happy for having more space to buy new clothes

• To make behavior changes or focus on social issues. It’s not only about self-correlation, but also if their friends are related to the issue.

• For inactive people, they attend social awareness event for fun or for their friend. For extremely user, they attend for gaining knowledge.

• Prefer to buy eco-friendly clothing if the DESIGN is good and price is not that much expensive.


67

B e h a v i o r a l F u n c t i o n a l E m o t i o n a l E x p e r i e n t i a l S i t u a t i o n a l I n t e r p e r s o n a l C h o i c e - B a s e d

THE ATHLETE —Valentina

• Being an active person creates a sustainable behaviour by default. Walking, Biking and taking the stairs

• Being an active person creates awareness about one's body, health, food and performance. Yoga and other mindful activities create greater self awareness, and its relationship with the social and environmental context Thus increases the conscious sustainable choices.

• How can we shift the relationship with fabrics as a default/Indirect Behaviour?

• I see opportunities to stay active when time is a constraint. Thus I park the car far away, I don’t take an elevator, I walk or bike whenever I can

• Athletes want to performs and take care of health, top priority are shoes, then equipment and then apparel

• Shoes= Lower impact, healthier joints, comfortable Journey. Equipment= Safety and Performance.

• Apparel= Comfortability and Identity.

• I am very passionate in whatever challenge I undertake, specially if it involves a new sport, yoga type. I push myself a lot

• Tracking Devices help me set goals and achieve them

• Then feel good when giving them away to a cause

•• People tend to trust

more small companies that have a sustainable offer, local, organic etc...than big well-known corporations with the same offer . They immediately deduce that it's a marketing strategy to compete in a new market

•

• “After a yoga class I wouldn’t buy fast food, it's a crime. After working out maybe a balanced burger, no sauce. After a party I probably eat anything that I walk by”

• When the goal goes beyond ‘looking good, to get a significant other, get attention or recognition’ people tend to create a sustained active life behaviour. Feeling good is often more rewarding.

• I started looking at tags for a specific need: doing my own laundry and fighting cold. Before I lived in the tropic and had help at home

• I gravitate towards active people that share similar interests or motivators

• Goal Setting, Challenges & Achievement are the main motivators of active individuals

• Friendly (or not Friendly) Competition encourages action

• Traveling companions: Airbnb, Yelp, Uber, Afar

• Price is always a tradeoff if the benefits are clear, comparable and trustable.

• Consumers will pay 50-100% more depending on the need and benefits = Proved Durability, Performance and Style.

• Thrifts store is not an option for athletic out wear.

THE ECO-CONSCIOUS —Sucharita

• I read hang tags for washing information and price.

• Performance is a byproduct of material sustainability

• Style comes first. I wouldn’t wear a dress because it is sustainable, the style matters. But all the sustainable clothes are stylish

• Most feel satisfied but the users under the age of 25 feel broke after purchasing sustainable clothing

• I feel good when I donate my clothes for charity.

• I try to give away clothes to people I know. I do have some hand me downs from my cousins. I absolutely love wearing them

• Even though I know I will donate my clothes, I usually leave them lying in my closet for few months before I give them away to charity. I can part easily that way

• I started to be sustainable when I spent few months on a farm working in various material production. When I saw the amount of waste that material production has, I felt I had to shift my behaviour.

• DIY culture/platforms effectively changing the behaviour and creating awareness around sustainability “I use craft as a tool to teach consumers about sustainable dying

• Usually I influence my family and friends to be sustainable. I think I have managed to get so many people up on following this trend.

• Willing to pay more if the product is truly sustainable

• I choose to put in extra effort in trying to produce less food waste by planning my routine and planning my grocery shopping

• I always buy from local food stores. (In india and in the U.S

• I buy clothes only when I absolutely need

THE FASHIONISTA —Diana

• 52% of Fashionistas research online while making purchases

• 40% Do NOT read hang tag

• Fit has biggest influence on purchase

•• 88% describe happy

emotion post-purchase

• Refer to thrift shopping as “treasure hunt”; hard to shop for specific item

• 16-18% of Americans shop at thrift stores. Estimate industry to grow 20% by 202

• Moving Away from ownership and towards access

• Dressing Room experience seen as necessary but unpleasan

• Would choose sustainably made clothes if clearly labeled and comparable in price and quality.

THE GENERAL USER —Shu Harn

• The brand they like ≠ What they buy.

• People read the hang tag for washing instructions especially the expensive one ; and place of origin, which could indicate the quality.

• People obtain cloth/style information on instagram and brand website.

• For social awareness, people take action when the issue is related to themselves. For example, most people pay attention to Health and Food.

• People buy when convenient.

• In general, the priority of buying clothes is style/design > price > quality people change for imitate someone’s style to my style

• Age 18-25 tend to use Instagram as information source; age 26-35 use social media to interact with their friends and family and care about the reliability of information source

• People take more care on their clothes those are expensive.

• People love the challenges and heroism.

• Feel Angry if the UI/XU of brand official website is bad

• People feel good if they donate their cloth if they don’t aware of the issues of clothing

• People feel guilty when discard the clothes, but happy for having more space to buy new clothes

• To make behavior changes or focus on social issues. It’s not only about self-correlation, but also if their friends are related to the issue.

• For inactive people, they attend social awareness event for fun or for their friend. For extremely user, they attend for gaining knowledge.

• Prefer to buy eco-friendly clothing if the DESIGN is good and price is not that much expensive.


68

13

24

FACTS16-18% of Americans shop at thrift stores trig-gered during the recession but has continued to be popular

20% industry growth expected by 2020

PURCHASEPeople buy clothes that they know they can up-cycle and adapt to their needs. Sewing machines sales have seen an increase in recent years. Small segments of upcycled fashion lines are be-coming popular on sites like Etsy & Instagram. This is viewed as the most accessible and conve-nient way to shop sustainably for

SETTING GOAL & CHALLENGES“I am very passionate in whatever challenge I under-take, especially if it involves a new sport. I push my-self a lot.” Goal setting & achievement are the main motivators of active individuals.

When the goal goes beyond ‘looking good, attracting a potential mate, receiving attention or recognition’ people tend to sustain an active lifestyle for longer. (Health, Stress Relief …)

Gamification with health information(FitBit, etc) has lead to an increase in activity and the ability to track and compare that data.

FINDING REASONS TO STAY MORE ACTIVE“I see opportunities to stay active when time is a con-straint. Thus I park the car far away, I don’t take an elevator, I walk or bike whenever I can.”

IDLE TIME OF CLOTHING IN CLOSETS“I usually leave them lying in my closet for few months before I give them away to charity.”Consumers admit to letting their clothes sit in their closets, unworn, for long periods of time before de-ciding to dispose or donate these items. This is due in part to the emotional connection many feel with their clothes.“I feel an emotional connection with clothes.”

DONATING CLOTHING“I feel good when I donate my clothes for charity.”People admit to having positive emotions when they donate or give-away clothing but they are unaware that only 20% of donated clothing actually is resold in thrift stores and much of these clothes are shipped to 3rd world countries creating a large amount of waste.

GAIN AWARENESSPeople gain awareness from their work & social net-work as well as events; would like to change their behavior if the issue is self-correction.

CHOICE THE PRODUCTPeople tend to trust more smaller companies that of-fer sustainable, local, organic products as opposed to larger, well-established corporations offering sim-ilar options. The public tends to view corporations sustainability efforts as “green-washing” where as smaller organization exhibit sincerity and genuine concern around these issues.People want proven Durability, Performance and Style.

PURCHASE Design and style are the determining factors in pur-chasing decision. Consumers prefer to buy sustain-able products that are clearly labeled as such, so that they can easily compare products next to each other in store.

4.2. CLUSTERS & KEY INSIGHTS


69

#1 TREASURE HUNTPeople see thrifting experience as “treasure hunt”. And Takes more time and digging to find a good item that has positive benefit: uniqueness, attractivprice point and multi-use.

#2 SUSTAINABLE CHOICESSustainable awareness starts from influence from their close network, or a close interaction with the extreme situation. Behaviour change is empowered by a direct motivation to do good. Price is a real trade off when making the decision, if benefits are clear, comparable and measurable.

#3 BEHAVIOR CHANGEBeing an active person creates awareness around one's body; health, food and performance. Tools like FitBit leverage gamification to engage users by tracking their health information and motivating them to achieve greater goals.

#4 LIFE-CYCLE OF CLOTHINGClothes tend to sit in closet unworn for long periods of time prior to donation/disposal. nce item is donated, feel positive emotions but do not consider what happens to


70


71

Part 5: IDEATION PROCESSOpportunities & Areas of iItervention


7272| NIKE + MIT CO-LAB |

Idea Genration5.1 HOW MIGHT WE’S?

For the brainstorming process, we chose 4 “How might we…” questions to center around. The various research groups in our class were asked to generate as many ideas, written on post-its, around these concepts. Then the class voted on the best ideas for which we began our ideation around.


73

HOW MIGHT WE

EXTEND THE MINDSET

OF AN ATHLETE TO INCLUDE

SUSTAINABILITY?

HOW MIGHT WE

MAKE IT EASIER FOR CONSUMERS

TO FIND SPECIFIC ITEMS AT THRIFT

STORES?

HOW MIGHT WE ENCOURAGE

CONSUMERS TO SHARE THEIR

CLOSETS?

HOW MIGHT WE

IMPROVE THE DRESSING ROOM

EXPERIENCE?


74

Idea Genration5.2 BRAINSTORMING

The top ideas from the brainstorming process were around tracking technology for sustainable actions & shared closets. From these we expanded and explored the opportunities within each idea.


75


76

Concept Ideation5.3 DEVELOPMENT


77


78


79

APPENDIX












My life gravitates around my active life, I run, bike, do cross fit, practice yoga, play tenis. I balance this with my job; I tend to have friends whith whome I can share this passion, I will encourage my future family to pursue this path.





86

My life gravitates around my active life, I run, bike, do cross fit, practice yoga, play tenis. I balance this with my job; I tend to have friends whith whome I can share this passion, I will encourage my future family to pursue this path.


87






90

Documents

Consumer Behavior Report for MIT CoLab Challenge