the WornWear app
an app to capture stories of the clothes we wear, and increase transparency in the manufacturing process by driving a focus on environmental and social responsibility and increasing the demand for high quality long-lasting items
The problem People keep clothes even past when they are tattered to shreds because they associate them with stories and life experiences !
However, there is no way to capture or share these experiences beyond the ability of fleeting human memory
the WornWear app -
See where your garment was made
Create a â€œhistoryâ€? of your garment
geo-tag, add photos, write a quick note
share the experience with friends
keep the memories of your favorite garment forever ! ! !
The “other” Problems MANUFACTURING NATIONS! ! -
! ! -
Poor manufacturing conditions in developing nations Mistreatment of workers, unlivable wages, sweatshops, dangerous working conditions Environmental damage from manufacturing processes
CONSUMING NATIONS! Lack of awareness about the manufacturing methods and environmental impact of production Overconsumption driven by low quality, disposable products
Current Efforts Patagonia -
Worn Wear blog - showcasing the individual stories of well used patagonia garments Common Threads Partnership - a pledge initiative to encourage reducing, repair, reuse, recycle, reimagine the consumption of clothing The Footprint Chronicles - a transparent list of patagonia manufacturers and suppliers with details of social and environmental initiatives at each Additional information as to the manufacturing centers and responsibility efforts of patagonia company
Baacode program - ability to track the source of the merino wool found in a particular icebreaker garment.
Online information as to the environmentally and socially responsible manufacturing company ethics and initiatives.
Art of the Trench - initiative to showcase Burberry customers wearing their trench coats on the Burberry website
Smart Personalization - RFID tags embedded in custommade Burberry garments, allowing customers to interact with garments in flagship stores
Nike+ - incorporating wearable technology to encourage active lifestyles and allow customers to socialize and share their athletic activities Nike Better World - Online information about the environmentally responsible manufacturing initiatives Nike undertakes Manufacturing Map - online disclosure of Nike supply chain members worldwide extensive information as to sustainability, climate, and corporate efforts
Current Inefficiencies -
Inaccessible - it is hard for customers to find the information brands provide on their websites !
Purchase irrelevant - the value enhancing information cannot be easily accessed by consumers while in a store during the process of making a purchase decision
Not interactive - the customer is not able to interact with and build upon the story of their purchased garments
the WornWear app •
Accessible - manufacturing information can be accessed with a swipe of the phone
Purchase Relevant information can be accessed quickly from a mobile device while still inside the store
Interactive - customers can add and share stories of their garment post-purchase
original post created by the brand with responsibility efforts information
subsequent posts created by the customer
Results for Brands
Company Efforts Communicated -
consumers can see WHERE and HOW products were made easy & quick to find showcase brand efforts Increase product value plant the seed of continued interaction
Purchase Decisions Influenced -
With a swipe of the phone consumers find value enhancing information about a particular item while still inside the store
Communicating the responsible manner in which a garment was produced increases perceived value to the consumer and increases likelihood of purchase.
Post-purchase Brand Interaction -
Consumers tag items in their private item histories
Sharing pictures or individual stories to social media sites provides brands with free evangelical advertising
Brands utilize interaction data from consumers to improve their product offerings
Results for the World
Transparency in Manufacturing Environmental! - consumers see how their purchase decisions directly impact the environment Social! - consumers see how brands treat the workers that make the garments to be purchased ! ! ! *As consumers increasingly demand this knowledge and adapt purchasing behaviors toward brands with responsible manufacturing methods, brands are forced to adapt and improve their practices or become obsolete*
Responsibility Grows ???
With growing adoption by brands consumer awareness and curiosity of how products are made begins to grow !
Eventually consumers demand responsible manufacturing methods of ALL products they purchase
Results of Responsibility Improved environmental policies and efforts by brands ! ! ! !
Better working conditions and treatment of workers
Focus on quality, long-lasting products
Decrease in throwaway consumption
Target Audience USERS! ! -
All companies manufacturing products
All individuals making purchase decisions
! RECIPIENTS! ! -
Factory workers, especially in developing nation where working standards are not controlled by law
Inhabitants of manufacturing centers where the environmental impact is felt most strongly
People living on Earth, dependent on its environmental stability
Timeline Integrate RFID technology into products going to market
Create the Responsibli application platform
Develop content for inclusion in upcoming products
November December Roll out the product and application into stores nationwide
Contact Wojciech Peliks! - Fulbright Grantee to Indonesia - Founder & Designer at Vibey - Knowledge and expertise in marketing in the apparel and manufacturing industry, and business growth - firstname.lastname@example.org
An application that allows Patagonia to include easily-accessible, value-enhancing information into its garments; enabling the customer to e...