Case study
Warehouses To Wardrobes in a Stitch
Madhumitha Gupta
Design Lead and Director of UX at Myntra An evangelist, speaker and mentor with 20 years of experience in User Experience Design leading and inspiring multinational designers, Madhumita Gupta is a passionate design leader with a flair for product conceptualisation and building strategic roadmaps. She believes that ethics can make or break a business. LinkedIn
Background The Fashion eCommerce market is estimated to grow to $1 Trillion by 2025 and grow 141 times in India between 2020 to 2025. During the early stages of shopping in the eCommerce journey, ethics are not a primary concern for users, finding the best deals, styles and earliest deliveries are, however, as purchase intent grows, transparency, ethical sourcing, and quality become critical in decision making. In the report entitled ‘The Future Shopper 2019’ 55% of respondents from the Gen Z cohort stated that brands’ ethical and moral values influence their purchasing decisions.
Definition of Ethics Chris MacDonald defines ethics as “critical and structured philosophies that study people’s behaviours.” According to MacDonald, ethics is structured because it is a system of unifying diverse opinions into a set of ethical common rules. “For practical purposes, ethics means providing reasoned justification for our choices and behaviour when it affects others and reasoned justification for our praise or criticism of other people’s behaviour”. (MacDonald 2010)
