If you aim for more consumer awareness about sustainable fashion, you need to support retail entrepreneurs in how they can engage their employees and clients. After 1,5 years of developing design tools that aim to make the conversation about sustainability between sales personnel and consumers easier, we have tested these tools on the shop floor of our nine retail partners. This video shows how retailers collaborate with students, researchers, designers and customers in a living lab.
In 2023 we will continue with this study as we believe that retailers can act as gatekeepers for the transition to a more sustainable fashion industry. Because we can focus on cleaner production of garments, but if the story behind sustainable fashion is not shared properly, we will bump into the same problem we're facing today: that sustainable brands rank lowest in sales in these retail stores. So let's make the case for retail to catalyse the transition!
Watch the video op YouTube.
Read more about our project Next Fashion Retail.