MFA Thesis Process Book-Sustainable Fashion in China

MFA Thesis Process Book D ES I GN ED BY Y I W EI L I

THESIS JOURNAL

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MFA Thesis Process Book D ES I GN ED BY Y I W EI L I

O U R M I SS I O N

To inspire Chinese young women to embrace sustainable fashion by curating ethical brands that blend style, quality, and environmental & social responsibility.

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CONTENTS

INTRODUCTION

0 07 BACKGROUND 009 FIND THE PROBLEM 013 O P P O R T U N I T I E S

RESEARCH & INSIGHTS

0 1 8 C O M P E T I T I V E A N A LY S I S 025 THOUGHT LEADERS 0 2 8 Q U A N T I TAT I V E D ATA 034 QUESTIONS 0 4 5 A U D I E N C E S TAT E M E N T

THE BR AND

050 THREE KEY INSIGHTS 0 51 T H E S I S M AT E R I A L S 058 LOGO DEVELOPMENT 0 7 0 L O G O A N AT O M Y 077 VISUAL GUIDE

DEVELOPMENT

086 USER EXPERIENCE DEVELOPMENT 098 USERS TESTING 11 0 D E L I V E R A B L E S D E V E L O P M E N T

DEPLOY

12 6 R E TA I L E N V I R O N M E N T 14 0 P R O M O T I N G M AT E R I A L S 16 9 A P P S H O W C A S E

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INTRODUCTION

0 0 7 B AC KG R O U N D 0 0 9 FIND THE PROBLEM 0 13 O P P O R T U N I T I E S

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INTRODUCTION

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Screenshot of Chinese popular e-commerce plat forms

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BACKGROUND

China’s apparel market is driven by e-commerce and social media, with young consumers favoring fast fashion and luxury brands while increasingly turning to sustainability and personalized styles.

The growth of Chinese consumption in recent years is also closely related to the rapid development of China’s economy. However, society’s rapid economic progress has also led to a faster pace of life.

Chinese people now prefer a more convenient lifestyle, including online shopping, because of this fast-paced life. At the same time, in the fashion industry, fast fashion has become their first choice.

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INTRODUCTION

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“In a market driven by fast fashion, embracing sustainable practices is essential for brands to stay relevant to conscious consumers in China.”

—Liu Wei, Chinese Artist

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FIND THE PROBLEM

Most Chinese are unaware that these cheap fast-fashion clothes are causing enormous pollution in China and around the world.

A key sustainability problem in the Chinese fashion industry is the rampant popularity of fast fashion, which drives frequent purchasing and a throwaway culture among consumers. This trend leads to significant environmental issues, including excessive textile waste, pollution from production processes, and overconsumption of resources. Although awareness of sustainability is increasing, many consumers, particularly younger ones, continue to favor low-cost, trendy items, making it difficult to shift to more sustainable purchasing habits.

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INTRODUCTION

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Sor ting through hundreds of tons of clothing in an abandoned factor y in Cambodia.

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OPPORTUNITIES I FOUND

When buying clothes, what is more important than discounts is enabling people to buy clothes of better quality and more worth buying.

Organizations addressing fast-fashion pollution often rely on speaking engagements to raise awareness, but direct consumer engagement is crucial for fostering conscious consumption.

Encouraging clothing reuse and recycling is important, yet reducing the impulse to buy new items is essential, requiring a shift to valuing quality over quantity. Platforms promoting eco-friendly brands and shopping at vintage or thrift stores can help extend the life of garments and promote a circular economy.

Many consumers overlook their purchases’ environmental impact, so integrating awareness elements into shopping environments is vital.

Raising awareness of local recycling facilities can also encourage responsible disposal.

Creating a clear visual system can guide more rational purchasing decisions, and regular wardrobe assessments help avoid unnecessary buys.

In summary, tackling fast-fashion pollution requires a multifaceted approach that fosters consumer awareness and promotes sustainable practices for a more responsible fashion industry.

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INTRODUCTION

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RESEARCH & INSIGHTS 0 17

COMPE TITIVE ANALYSIS

0 2 5 THOUGHT LE ADERS 0 2 8 QUANTITATIVE DATA 0 3 4 QUESTIONS 0 4 5 AUDIENCE STATEMENT

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POTENTIAL COMPETITORS

Redress Raleigh

Redress Raleigh is a nonprofit organization that educates consumers about eco-fashion concepts. The organization’s website shows that it uses various methods to promote the disadvantages of the fast-fashion industry and how to achieve eco-fashion in life, including organizing various activities and publishing educational articles.

Sustain Your Style

This organization conducts educational activities regarding the fashion industry and environmental issues and provides sustainable solutions and consulting services for various clothing brands.

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POTENTIAL COMPETITORS

URBAN OUTFITTERS

Urban Outfitters is a clothing store that is popular among young people aged 18 to 25. The store sales multiple brands, thus providing customers with more flexible choices. It also have its own second-hand clothing remaking industry chain, allowing vintage clothes to be sold with a brand new look.

Sustainable Jungle

The website includes various services, such as teaching consumers how to identify environmentally friendly materials and providing recommendations for thrift shops and rental shops.

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Buycott

This app puts the power back in the customer’s hands by allowing users to scan the barcode of an item they want to buy to learn more about a product and the company that makes it. It also allows people to join sustainable causes, create their own campaigns, and get alternatives if an item doesn’t match their values.

Done Good

An ethical marketplace with ethical brands—where every purchase consumers make does good for people and the planet.

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POTENTIAL COMPETITORS

H&M

03. good on you

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As one of the most well-known fast fashion brands, H&M started recycling old clothes in 2013. Consumers can get a coupon after bringing any old clothes or textiles to any H&M store. H&M will recycle these old clothes and textiles.

(Insight) The quality of fast-fashion clothing is generally not good, so some inferior clothing textiles cannot be recycled and reused during the recycling process.

Consumers need to evaluate the quality of the clothes before buying new clothes.

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POTENTIAL COMPETITORS

Good on You

03. good on you

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This is an evaluation website related to fashion stores. The website will make a comprehensive evaluation based on the materials or textiles each brand uses. If it can meet the eco-fashion standard, the website will give a good rating. People browse this website or app before buying clothes to make more rational purchases.

(Insight) It is possible to set up a comprehensive evaluation website for sustainable clothes brands for Chinese people.

Popularizing sustainable fashion among the general public is extremely important.

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THOUGHT LEADERS

HUNG HUANG The publisher of the fashion magazine iLook

Hong Huang created the Fashion Motion review program on a well-known Chinese video media website, on which she analyzed and commented on the fast-fashion issues in the world. Starting with the origin of fast fashion, she introduces the rise of fast fashion and provides a detailed analysis of the damage fast fashion causes for society. She clarified that fast fashion not only affects the environment but also involves the exploitation of human labor. She warns consumers that now is the time to think about what and how much they should have in their wardrobe. She specifically said that this epidemic reminds people that endless consumption will definitely bring about the demise of human beings.

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The more you buy, the more fast–fashion.

(Insight) Consumers buying less fast–fashion is one part of the solution. More important is letting consumers examine and solve the cheap, poor quality clothes they already own.

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THOUGHT LEADERS

VANCE PACKARD American journalist, social critic, and author

The Waste Makers by Vance Packard critiques planned obsolescence in consumer industries, in which manufacturers deliberately design products to become outdated, fueling continuous consumption. Packard highlights examples from industries such as automobiles, appliances, and fashion, showing how planned obsolescence serves as a marketing tactic to maintain demand. He also examines its social and environmental repercussions, including waste, pollution from discarded goods, and the financial strain on consumers pressured to replace possessions frequently. This approach to manufacturing, particularly evident in fast fashion, underscores the cycle of waste and consumption Packard warned against.

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We are continually being urged to get rid of things, discard them, throw them away, sell them, swap them, or buy something else instead.

(Insight) Improving Chinese consumers’ consumption habits and helping consumers understand fast-fashion consumption and marketing methods can start with improving living habits.

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(Insight) Chinese people are now more accustomed to using mobile e-commerce for shopping.

Therefore, sustainable clothing, second-hand vintage clothing in China, and even recycled clothing can also be traded through e-commerce.

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QUANTITATIVE DATA

China continues to lead global e-commerce market with over $2 trillion sales in 2022.

China’s e-commerce market, the world’s largest, is expected to register strong growth of 10.4% in 2022 as consumers increasingly shift from offline to online shopping. The market is expected to grow by 10.4% in 2022 and reach CNY14.5 trillion ($2.3 trillion). China accounted for over 37% of the global e-commerce market in terms of payment value in 2021, followed by the US with $1.5 trillion. The UK stood at a distant third with $292.1 billion in 2021. The global e-commerce landscape is unlikely to change in 2022, with China expected to retain its top position.

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(Insight) Chinese millennials and Gen Z consumers are particularly important to the fashion industry, and they are more environmentally conscious and value sustainability. Young people in China are the largest potential audience for sustainable fashion.

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QUANTITATIVE DATA

Gen Z and millennials account for 54% of the global population and 48% of consumer spending, which will rise to 68% by 2040.

Gen Z and millennials account for 54% of the global population and 48% of consumer spending, which will rise to 68% by 2040, according to the report. The survey showed that 80% of young consumers intend to buy sustainable products as much as possible, and in China and India, more than 15% of respondents said that all their purchases are now for sustainably made goods whereas 41% of those surveyed said they believe the fashion industry is unsustainable given its greenhouse gas emissions and consumption of water and plastics, but only 20% to 40% intend to decrease fast-fashion purchases.

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QUESTIONS FOR CLARIFICATION

QUESTION 8 Could you explain in more detail how sustainable fashion could benefit to society?

QUESTION 1 What do you mean by fast–fashion?

QUESTION 2 What is your main point of fast–fashion pollution?

QUESTION 3 How does fast–fashion waste relate to Chinese consumers?

QUESTION 4 What do you think the main issue of Chinese consumers’habit of buying clothes?

QUESTION 5 Do you mean fast–fashion clothes have better designs?

QUESTION 6 Could you give me an example that the impact to Chinese daily life of fast–fashion?

QUESTION 7 Would this be an example: People have more useless clothes and more clothes are burned and landfilled, polluting the air?

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QUESTION 9 Could you expand that difference between sustainable fashion and fast–fashion?

QUESTION 10 What do you mean by reducing Chinese purchases of fast-fashion clothing?

(ANSWER) Special clothing price tags detailing resource use and labor costs could encourage Chinese consumers to reduce fast-fashion consumption, extending the life of purchased garments.

QUESTION 11 What do you think is the main issue of the development of sustainable fashion in China?

QUESTION 12 Could you explain how sustainable fashion is related to keeping clothes in circulation for longer?

S U S TA I N A B L E FA S H I O N I N C H I N A

QUESTIONS THAT PROBE ASSUMPTIONS

QUESTION 1 Are you assuming that fast–fashion clothing consumption in China has something to do with consumer vanity?

QUESTION 5 Why is your reasoning about the influence of sustainable fashion in China based on young Chinese consumers?

QUESTION 2 Could we assume that the current Chinese consumers buy sustainable fashion clothing because they resist fast– fashion clothing?

QUESTION 6 Is it always the case that Chinese young people actually pay more attention to the impact of fast–fashion on the environment and society? Why do you think the assumption holds here?

QUESTION 3 You seem to assume the reason Chinese people buy fast-fashion clothes more frequently is related to e-commerce.

(ANSWER) With Chinese e-commerce closely linked to social media, integrating sustainable fashion trends into these platforms could effectively drive the adoption of sustainable clothing in China.

QUESTION 4 All of your reasoning depends on the idea that when consumers buy fast–fashion clothes, they can know the impact of a fast fashion garment on the natural environment.

QUESTION 7 You seem to be assuming that appealing to everyone to find the correct way to dispose of old clothes is related to sustainable fashion. How would you justify taking this for granted?

QUESTION 8 Could we assume that due to the development of today’s luxury fashion industry, Chinese young group are willing to buy more fast–fashion products?

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QUESTIONS THAT PROBE REASONS AND EVIDENCE

QUESTION 1 Why do you think that fast–fashion market is closely related to closely related to the statement of planned obsolescence is true?

QUESTION 4 What led you to believe that combining second-hand stores with sustainable fashion brands can help promote sustainable fashion?

QUESTION 2 Do you have any evidence for Gen Z consumer group in China is an important part of promoting sustainable fashion in China?

QUESTION 5 How does the Chinese second-hand store apply to this case of promoting sustainable fashion in China?

QUESTION 3 What are your reasons for saying that one of the biggest obstacles to promoting sustainable fashion in China is that sustainable fashion clothing does not have the same fashion and good-looking clothing designs as fast-fashion clothing?

QUESTION 6 Can you explain how you logically got from sustainable fashion to clothing recycling?

(ANSWER) A fashion platform that promotes second-hand clothing, up-cycling, and vintage styling can inspire Chinese fashion consumers to embrace sustainable choices, encouraging the reuse of clothing and reducing reliance on fast fashion.

QUESTION 7 Do you see any difficulties of promoting sustainable fashion clothing around China?

QUESTION 8 What would you say to someone who said that how to ensure that sustainable fashion clothing will not be affected by the constant changes in fashion trends?

QUESTION 9 Why did you say that modern social media has a great influence on people’s consumption behavior?

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QUESTIONS ABOUT VIEWPOINTS AND PERSPECTIVES

QUESTION 1 You seem to be approaching this issue from young Chinese consumers perspective. Why have you chosen this perspective rather than other Chinese consumers perspective?

QUESTION 6 Would Chinese young people are willing to buy second-hand clothes or sustainable fashion clothing because of the trend of vintage clothing?

QUESTION 2 How would other groups of Chinese consumers respond?

Such as people over the age of 30 or middle-aged and elderly.

Why? What would influence them?

QUESTION 7 Young parents in China prefer cheap fast–fashion clothing or sustainable fashion clothing with good quality but high price when buying children’s clothing?

QUESTION 3 How could you answer the objection that young Chinese would make? For example, they are not willing to reduce their daily clothing purchases.

QUESTION 8 Most fast-fashion consumers in China’s first- and second-tier cities are under the age of 30. Do they plan to change their consumption patterns?

QUESTION 4 Could Chinese young groups with low incomes find a different way to promote sustainable fashion?

QUESTION 5 How do Chinese fashion designers view the development of sustainable fashion in China?

(ANSWER) Merging "GuoChao" with sustainable fashion can make eco-friendly clothing a cultural statement, encouraging Chinese youth to adopt it as part of their identity through engaging activities.

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QUESTIONS THAT PROBE IMPLICATIONS AND CONSEQUENCES

QUESTION 1 What are you implying by the relevance of social media to Chinese consumption of fast–fashion?

QUESTION 5 If sustainable fashion brands can have more promotions like fast–fashion brands, what effect would that have?

QUESTION 2 When you say fast–fashion, are you implying an environmental issue or human issue?

QUESTION 6 But if sustainable clothing can match more fashionable outfits or lead the trend, what else would happen as a result?

QUESTION 3 What would happen if people started repurposing the old clothes in their closet?

QUESTION 7 If people in China are no longer buying new fast–fashion clothes, what to do with those old fast fashion clothes?

(ANSWER) A closet organization app for Chinese users can reduce new purchases by encouraging reuse and helping users rematch styles, identify sustainable fabrics, and find recycling centers.

QUESTION 8 If a small sustainable fashion promotion organization is set up in China to guide people to buy clothes, will this be beneficial to society?

QUESTION 4 What is the probability of the result of making more Chinese people have the habit of recycling old clothes, which can lead to the more production of sustainable fashion clothing?

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QUESTIONS ABOUT THE QUESTION

QUESTION 1 How could someone solve the problem of some young Chinese people not being willing to reduce their daily clothing purchases?

(ANSWER) A clothing shopping app comparing styles, materials, and prices can promote mindful purchasing, helping habitual shoppers choose quality and sustainability over impulse buys.

QUESTION 2 Are there any representative organizations in China that promote sustainable fashion?

QUESTION 3 What do most Chinese people think about sustainable fashion?

QUESTION 5 How do Chinese people distinguish between fast–fashion clothing and sustainable clothing in the process of buying clothes?

QUESTION 6 Why should the Chinese people have the awareness in advance that clothes of different materials have different impacts on the environment and the society in China?

QUESTION 7 Do your friends or family feel the same that daily clothing and textlile can be recycled like paper products?

QUESTION 8 Have you been influenced by media when you try to promote sustainable fashion in China?

QUESTION 4 Will calling for recycling or buying old clothes help promote sustainable fashion in China?

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SURVEY DATA Date: 10/ 7/ 2023 Tot a l Res ponses: 22

QUESTION 1 When you buy clothes, do you specifically look for sustainable clothing?

Yes

2 people

9%

Size standard is too small

36%

No

20 people

91%

Fabric quality is poor

18%

Design is too simple

32%

Expensive

9%

QUESTION 2 If you learn that a piece of clothing is made of sustainable fabrics but the price is a bit higher than that of other ordinary clothing of the same style, which piece of clothing would you choose?

QUESTION 6 What obstacles do you think there are to promoting sustainable clothing in China?

Quality

12 people

55%

Price

8 people

32%

Low public awareness

36%

Design

2 people

9%

Expensive

45%

Fast fashion has more inf luence

10%

Production information is not transparent

9%

QUESTION 3 Do you have a clear concept of sustainable clothing?

Yes

15 people

68%

No

7 people

32%

QUESTION 4 When you walk into a shopping mall, what kind of clothing stores are you interested in?

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QUESTION 5 What problems do you think exist in the current Chinese women's clothing market?

Clothing St yle

13 people

59%

Trends

3 people

14%

Environment

5 people

23%

Other Factors

3 people

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QUESTION 7 Use a few words to describe young women in China today.

Trendy Independent Unique Bold Anxious

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FOCUS GROUP

“Haven’t you noticed that China’s consumption style is very different from other countries? Most young people in China now choose to purchase clothing using mobile e-commerce software.

This consumption method makes it easy for us to buy clothes with poor quality because we don’t know what the material and clothing style look like just by showing photos.“ —Tianyu, age 24

“I am not very clear about the issue of fast–fashion, but one thing I can confirm is that the method for buying clothes in China are too complex and the clothing industry is very unfriendly to original clothing. The most important thing for young people is the style and fashion trend of clothes. Therefore, both well-known fast–fashion brands and small clothing brands in China tend to use cheap production costs to produce clothes that conform to the fashion trend of young people in China. Therefore, if you want Chinese young people to choose to buy original sustainable clothing, I think it is quite difficult unless sustainable clothing has key points that can attract Chinese young people.“ —Xiaojing, age 27

“Since it ’s a sustainable fashion, I think it ’s possible to use the old clothes in my wardrobe, but ever y time I see my own wardrobe, I feel a headache because I really don’t know how to match these old clothes.“ — Huiqiao, age 26

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(INSIGHT)

According to my data survey, about 60% of my target audience age is female consumers and young consumers are very quick to accept and digest new things and fashion trends. I believe that young people are also following the trend in the reverse direction, such as finding the most suitable clothing style and lifestyle instead of blindly accepting the trend of updates.

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AUDIENCE STATEMENT

Target audience are Chinese women between the ages of 20 and 30.

The primary audience I identified is young people who are concentrated in big cities in China and have the initiative to buy clothing, mainly aged 20 to 30. The audience is mainly female but also includes some males.

These people have relatively keen fashion concepts and have close ties with modern Chinese society. These people will be more interested in sustainable fashion.

The secondary audience I chose is people related to clothing fashion, such as self-media KOL or fashion designers. They are closely related to the fashion industry, so they need to have a better understanding of the fast-fashion industry and China’s sustainable fashion and find suitable solutions in their fields Therefore, they are also the right audience to promote sustainable fashion.

I define stakeholders as some clothing merchants in China, second-hand clothing stores or platforms, and experts in sustainable fashion. They affect whether Chinese clothing consumers can reduce the purchase of non-environmentally friendly clothing and affect the clothing consumption habits of Chinese groups.

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THE BRAND

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“Fast fashion is asking you to forget about other humans in favour of low prices."

—Amanda Lee McCarty

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INSIGHTS CONCLUSION Based on the early research phase, the following insights are summarized.

Consumers should evaluate the quality of clothing before making new purchases to buy mindfully.

Educating the general public about sustainable fashion is crucial for widespread adoption.

Decreasing fast-fashion consumption is a vital part of the solution for a more sustainable industry.

Shaping sustainable lifestyle choices can help Chinese consumers understand and change fast-fashion habits.

Addressing consumer habits and raising awareness about fast-fashion marketing tactics should start with adjusting everyday living practices.

Young people in China represent the largest potential audience for sustainable fashion trends.

Clothing tags detailing resource use and labor costs could deter fastfashion purchases and extend the lifespan of garments.

Leveraging the strong link between Chinese e-commerce and social media could drive the adoption of sustainable fashion by integrating these trends into popular platforms.

A platform promoting second-hand clothing, upcycling, and vintage styling can drive Chinese consumers toward sustainable choices, reducing reliance on fast fashion.

Incorporating “GuoChao” (a Chinese trend) with sustainable fashion can position eco-friendly clothing as a cultural statement, engaging Chinese youth and fostering adoption.

A shopping app that compares styles, materials, and prices can support rational purchasing decisions, steering habitual shoppers toward quality and sustainability over impulsive buys.

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THREE KEY INSIGHTS

INSIGHT 1 When people buy clothes, they mainly consider price and style, but quality is also an important part of good clothes.

INSIGHT 2 The reason fast-fashion brands are more popular than sustainable clothing brands in China is that Chinese people live and work at an unusually fast pace.

INSIGHT 3 Consumers will think more when purchasing sustainable clothing. Because sustainable clothing is generally expensive, Chinese consumers have low trust in sustainable clothing brands.

STR ATEGY 1 Make quality and sustainability of clothing a top purchase consideration for Chinese consumers.

STR ATEGY 2 Try to promote sustainable clothing by using popular culture that make it easier for my target audience to know about and purchase it.

STR ATEGY 3 Let consumers know more about reliable information and benefits of sustainable clothing.

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THESIS MATERIALS 1

(DESIGN) Design some infographics to introduce the difference and durability of different materials and qualities of clothing fabrics.

(ENVIRONMENT DESIGN) Redesign the retail environments of some existing sustainable clothing brands in China. The design content is mainly to highlight the quality and material of clothing so that consumers have a better shopping flow.

DELIVERABLE: RETAIL ENVIRONMENT

I intend to design a complete onsite retail environment, in which to provide a convenient and comfortable shopping experience of multiple sustainable clothing brands for the target audience.

Window Displays Posters A Brand Magazine Hang Tags Paper Bags Stickers Perfume Products

(BRANDING) It’s possible to create a sustainable clothing retail store in China called SUSTAINWEAR. Just like fast fashion, retail stores include a variety of sustainable clothing brands. ( T YPOGRAPHY ) Designing a set of typefaces that conveys a solid, young feel that can be applied to the typography of a specific sustainable clothing brand.

(USER EXPERIENCE) Design an app that can compare the same clothing of different fashion brands, so that consumers can consider buying more sustainable and better quality clothes from multiple perspectives.

(PACKAGING) Design clothing packaging bags and exclusive express packaging bags to express the quality of sustainable clothing is better and more durable.

(EDITORIAL DESIGN) Sort out the popular science materials of clothing fabric materials and make them into easy-to-understand publications for consumers, and the publications guide people how to match these sustainable clothing.

(INNOVATION) Create a set of design strategy based on the aforementioned branding design to better meet the needs of the target audience and create a better advertising campaign.

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THESIS MATERIALS 2

(DESIGN) Use advertising and marketing materials to introduce and popularize sustainable clothing for busy pedestrians on the road.

(ENVIRONMENT DESIGN) Set up sustainable clothing pop-up stores in places where the target audience frequents or design wayfindings in some shopping malls to guide consumers to visit sustainable clothing stores.

DELIVERABLE: ADVERTISING MATERIALS

In order to better promote sustainable clothing in China, I think it is necessary to advertise sustainable clothing in places where the target audience often appears.

AR Posters AR Billboards Social Media Posts

(BRANDING) Design a brand so that the target audience can complete the complete sustainable clothing purchase in the most convenient and simple way. ( T YPOGRAPHY ) Change the traditional typography of sustainable clothing brands when people are shopping, and use a typography that is easier for the public to read and more attractive to the target audience.

(USER EXPERIENCE) Design a series of UI/UX designs to make it easier for people to buy sustainable clothes on the Internet, and can inform consumers that there are more benefits to buying sustainable clothes when browsing clothes.

(PACKAGING) At present, the blind box culture is very popular in China, because you can experience the excitement and happiness in the fastest time, so add elements of random collectibles to the sustainable clothing packaging, such as buying clothes to get collectible cards or small gifts.

(EDITORIAL DESIGN) Since most Chinese young people do not want to spend more time reading paper publications, I think it is possible to design a simple guidebook for sustainable fashion, with visual design and images taking the main part in the publication. Mainly to make it interesting and easy to read.

(INNOVATION) Now more and more urban young people have developed an interest in planting virtual plants. I think young people can be encouraged to buy sustainable clothing to get more interesting virtual plant seeds.

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THESIS MATERIALS 3

(DESIGN) Data visualization is designed to let more consumers understand how the production process of sustainable clothing is different from ordinary clothing.

(ENVIRONMENT DESIGN) I think it is possible to design an exhibition about the formation of sustainable clothing in the mall, so that more consumers can understand the relationship between sustainable fashion and the living environment.

DELIVERABLE: USER EXPERIENCE Set up online user interaction and experience, so that users can understand sustainable clothing clearly and provide purchase channels online.

APP -Sustainable Clothing Purchase -Brands Rating -Clothing Comparison -Second-Hand Clothing Marketplace

(BRANDING) Create a brand to promote the sustainable fashion movement. In the brand, people can have a deeper understanding of each production process of clothing and can create their own unique sustainable clothing to enhance consumers’ experience. ( T YPOGRAPHY ) Design different typefaces for each step of clothing production and apply them to clothing brands.

(USER EXPERIENCE) I think it is possible to design a clothing shopping app and help consumers understand the cost of clothing production in each link, so that consumers can have more trust in sustainable clothing and not have doubts about the price of sustainable clothing.

(PACKAGING) Starting from the packaging and price tags of clothing, it is easier for people to realize that buying sustainable clothing has more benefits than ordinary fast fashion brands when shopping online or in person.

(EDITORIAL DESIGN) Consumers can learn more about the background stories of sustainable clothing brands and the benefits of sustainable clothing in the magazine.

(INNOVATION) Sustainable education activities can be carried out to allow consumers to have a deeper understanding of clothing and the environment through simple experience of making clothing or other links.

THESIS JOURNAL

THE BRAND

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S U S TA I N A B L E FA S H I O N I N C H I N A

“Think about everything that goes into making clothes and then think about the price of your average garment… and then think about what is considered ‘expensive’.”

— Zoe Hong, fashion designer and educator

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THE BRAND

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THE BRAND

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LOGO DEVELOPMENT (ROUGH SKETCHES)

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THE BRAND

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LOGO DEVELOPMENT (COMPUTER DR AFT)

DIRECTION 1 Chinese character shape and pronunciation ( 着 zhuó: means wearing)

DIRECTION 2 Chinese pinyin pronunciation and Chinese character component shape ( 续 xù: means sustained)

DIRECTION 3 Chinese pinyin pronunciation and cot ton shape ( 着 zhuó: means wearing)

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THE BRAND

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LOGO DEVELOPMENT (COMPUTER REFINEMENT)

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THE BRAND

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LOGO DEVELOPMENT (REFINEMENT)

S TA G E O N E The typeface is a bit stiff and doesn't really go well with the graphics. Maybe look for a more rounded typeface.

S TA G E T W O The typeface selection is more harmonious than that in the first stage, but the shape and weight of the text are a bit heavy and therefore do not reflect the lightness of the cotton element.

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FINAL DECISION

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LOGO DEVELOPMENT (DECISION)

A brand mark inspired by the shape of cot ton and the Chinese pronunciation of wear. Cotton is one of the main raw materials for clothing, so it is representative. Because the brand’s target audience is Chinese, the brand name is also pronounced in Chinese. “zhuó” is the translation of “wear” in Chinese. There is a phonetic symbol above the o, which is one of the characteristics of Chinese Pinyin.

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THE BRAND

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LOGO ANATOMY

S I G N AT U R E

LOGOT YPE

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SYMBOL

S U S TA I N A B L E FA S H I O N I N C H I N A

41X 12 .75 X

14 . 5 X

1.75 X

X

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X

THE BRAND

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CLEAR SPACE

Maintain a clear space around the logo equal to its height on all sides to preserve its visibility and impact.

Avoid placing text, images, or other graphic elements within this area to ensure the logo remains prominent and uncluttered.

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VISUAL GUIDE (COLOR PALETTE)

Bright, Gentle, Harmless In order to create a comfortable, friendly and sustainable concept for our brand, the colors we choose are pastel colors with low contrast. We hope these colors will make those who see them feel calm and comfortable.

CYMK 15, 30, 33, 3 RGB 216, 178 , 168

H E X # D 8 B2 A 8

CYMK 13, 60, 51, 2 RGB 216, 125, 112

H E X # D 87D70

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CYMK 5, 17, 15, 0

RGB 242, 220, 213 HE X # F2DCD5

CYMK 2, 40, 33, 0

CYMK 38 , 26, 4 4, 8

H E X # F3A FA1

HE X #A4A68E

RGB 243, 175, 161

RGB 242, 220, 213

CYMK 5, 7, 6, 0

RGB 24 4, 238 , 238

H E X # F4EEEE

CYMK 3, 4, 14, 0

RGB 250, 24 4, 227

H E X # FA F4E 3

CYMK 57, 55, 50, 49

RGB 8 4, 75, 75 H E X #5 4 4B 4B

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VISUAL GUIDE (TYPOGR APHY)

BRANDMARK & HEADLINE

TRANSAT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!@#$%<>

Standard Standard Oblique Medium Medium Oblique

Transat is a geometric sans serif t ypeface, with caps inspired by Ar t Deco signage — found inside the “Gare Maritime” (literally “sea station”) ocean liner

terminals in both Le Havre and Cherbourg, France, in the early 1930s. The name “Transat” is the common shortening of “Compagnie Générale Transatlantique,” the company that operated majestic ocean liners like the SS Normandie out of Le Havre from 1862–1974.

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T I T L E & B O DY T E X T

AKTIV GROTESK

ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghijklmnopqrstuv w x y z 123 4 5678 9 0 ? ! @ # $ % <> Regular Italic Medium Medium Oblique

Semibold Semibold Italic Bold Bold Italic

Aktiv Grotesk is a grotesque sans-serif typeface released through Dalton

Maag in 2010. It has been described as a “Helvetica killer.” The designers of

Aktiv Grotesk wanted to create something in between Helvetica and Univers by removing the quirks from Helvetica and adding a bit of warmth to Univers.

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VISUAL GUIDE (ILLUSTR ATION DEVELOPMENT)

S TA G E 1 This is the initial stage of illustration elements.

In this stage, the flowing line style was confirmed, but the illustration elements of the clothing were very unclear and confusing. The overall visual effect was not prominent.

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S TA G E 2 The illustration style adds flowers and plant elements in order to better match the brand's tone and express a harmless and vibrant feeling. But the line elements are too thick, distracting the visual center and lacking a light and lively feeling.

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VISUAL GUIDE (ILLUSTR ATION DEVELOPMENT)

F I N A L S TA G E The final direction of modification was to make the lines thinner, so as to have a lighter feel more in line with the target audience's aesthetics.

In addition, the illustration style was changed to a hand-drawn line style to add a sense of playfulness to the visuals.

Playfulness, Light, Clean

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4.

DEVELOPMENT 086

USER EXPERIENCE DEVELOPMENT

098

USERS TESTING

110

DELIVER ABLES DEVELOPMENT

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DEVELOPMENT

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USER EXPERIENCE DEVELOPMENT (USER JOURNEY MAP)

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USER EXPERIENCE DEVELOPMENT (BR AINSTORMING)

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- S U S TA I N A B L E FA S H I O N I N C H I N A -

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USER EXPERIENCE DEVELOPMENT (TASK FLOWS)

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USER EXPERIENCE DEVELOPMENT (WIREFR AMES)

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USER TESTING

Vivien / 27 / English Teacher

Casual T-shirts, Lolita Dress

OVERVIE W

Vivien is an English teacher at a university in San Francisco. Her wardrobe consists mainly of jeans, T-shirts, and casual clothes suitable for work. She usually buys clothes online, and sometimes she buys clothes from China and ships them to San Francisco. The reason she gave me is that clothes in China are cheaper and have more styles. During user testing, she was able to complete the entire prototype flow but was confused by some navigation designs in the interface.

FEEDBACK SUMMARY

• You need to unify the capitalization of the title. Otherwise, the app will look unprofessional.

• The navigation bar looks very similar between the second-hand trading inter face and the shopping inter face, which is confusing.

Maybe you can make some changes in the colors.

• It takes a long time to scroll through the home screen to see the function screen. Removing the image from the home screen might make the functions more intuitive.

• The “About” section requires so much scrolling that it's hard to continue reading the page.

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USER TESTING

SHUANGYAN / 25 / Advocacy Specialist Outdoor, Casual

OVERVIE W

Shuangyan is an advocacy expert at a civil rights organization with a strong understanding of sustainable development. During user testing, she provided valuable suggestions for enhancing the brand’s sustainability. Her clothing style is mostly casual and outdoorsy because she enjoys hiking and prioritizes high-quality apparel. However, she found the previous clothing comparison page confusing during the testing process.

FEEDBACK SUMMARY

• For the clothing comparison function page, it can be combined with the clothing purchase part. If the comparison function is separated, it will not be very convenient for users to operate.

• The second-hand clothing market can be combined with the sustainable clothing purchase page.

• Why not add a section that give people a reference that how to match sustainable outfit? It might be more interesting.

• It is suggested to delete or change the current about section, which is too long and boring.

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USER TESTING

JIAYU / 24 / AAU Design Student

Designer brands, Casual

OVERVIE W

Jiayu is a graduate student of graphic design at AAU. She likes traveling and photography and pays close attention to her outfits, so she has a large demand for clothing. She often posts her outfits on social media.

Her wardrobe includes not only daily casual clothes but also popular styles of many fashion brands every season. She regularly sells or donates clothes that she doesn’t use enough. During the user testing phase, the prototype she tested was the one that had been tested and modified in the first round, but she made many helpful suggestions.

FEEDBACK SUMMARY

• In the brand rating section, perhaps you can list the categories of well-known brands so that users can more easily find the sustaina bility ratings of brands they are familiar with.

• The trendy outfits section of the homepage is fun, but you can make the clothes swipeable for users to match and match.

• Make the selected icon in the navigation bar more conspicuous. You can make some color differences to distinguish the selected and unselected icons.

• Pay attention to the tracking of the text. The spacing between words is a bit too close, making it difficult to read.

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USER TESTING

SCARLETT / 26 / AAU Design Student, Volleyball Player Sportswear, Outdoor

OVERVIE W Scarlett is a graphic design graduate student at AAU. She often plays volleyball, so she needs spor tswear suitable for beach volleyball.

She often thinks she has nothing to wear even though she has a lot of clothes in her closet. She mainly pays attention to the quality and price of clothes. The prototype she saw during the user test was also a new version of the prototype that had been modified. She thought the overall interface design was neater and more in line with the new visual system.

FEEDBACK SUMMARY • You need to unify the capitalization of the title. Otherwise, the app will look unprofessional.

• You can add more comparison items in the comparison interface.

• The space around the buttons could be wider.

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S U S TA I N A B L E FA S H I O N I N C H I N A

Modification (Home) The homepage removes images and displays all content directly in a grid layout. This enhances the functionality of the homepage and makes it easier to navigate to different pages. In addition, I added a bottom navigation bar to unify the different functions.

Before

Af ter

Before

Af ter

Modification (Shop Function) The old version of the shop homepage did not have strong shopping functionalit y, so in the new version I displayed each product directly in the layout.

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S U S TA I N A B L E FA S H I O N I N C H I N A

Modification (Product Details Page) The page is changed to a new visual st yle and a product comparison button is added. This means that the clothing comparison function is combined with the clothing purchase function, making it more convenient and smooth for users to use the comparison function.

Before

Af ter

Before

Af ter

Modification (Comparison Page) Clothing comparison appears as a pop-up window on the product detail page.Compared with the previous clothing comparison function as a separate function, this allows a smoother user experience.

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DEVELOPMENT

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Modification (Brand Rating) The brand rating feature has been updated with a new layout and the addition of a "Popular Brands" categor y. This enhancement makes it easier for users to discover brands of interest and view their sustainability ratings.

Before

Af ter

Before

Af ter

Modification (Brand Rating) Changed the inter face according to the new visual system.

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S U S TA I N A B L E FA S H I O N I N C H I N A

Modification (Brand Rating Specific Page) The brand rating interface has been changed according to the new visual system, and the text content has been reduced to make it easier for users to read.

Before

Af ter

Before

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Modification (Second Hand Trading) The second hand trading interface was changed according to the new visual system, and the second hand market was placed on the homepage nex t to the shop function to give users a better experience.

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PROTOT YPE

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P OSTER S DEVELO PMENT

Posters The posters were also updated according to the changes in the visual system. In addition, I also added content to promote app downloads so that the audience can also know that the store has the app experience function.

Before

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AR P OSTER S DEVELO PMENT

AR Posters AR posters make static designs animated, adding an element of fun and interactivity. This approach allows users to engage with traditional promotional materials in a fresh and novel way. To align with system updates, I revised the poster content, reducing the amount of text for easier readability and including a link to download the app.

AR poster making process

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HAN G TAGS DEVELO PMENT

Hang Tags The tag uses the shape of the logo, which not only emphasizes the brand image but also makes the entire tag more interesting. In addition, the tag adds information about downloading the app and informs consumers that the clothing is sustainably cer tified.

Front

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Back

S U S TA I N A B L E FA S H I O N I N C H I N A

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PERFUME DEVELO PMENT

Per fume First, I unified the visual system and incorporated the concept of designing perfume. Perfume was included in my design because it resonates with the target audience. To align with the theme of sustainability, I collaborated with existing sustainable perfume brands and integrated additional sustainable information into the packaging design to emphasize the product's eco-friendly credentials.

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MAGA ZINE DEVELO PMENT

Magazine The magazine has undergone several updates, starting with visual enhancements. More captivating fashion photography has been added to increase reader interest. Additionally, I retained articles about sustainable fashion, aligning with my goal of raising awareness about sustainable clothing.

Significant changes were also made to the layout design to make the text more engaging and less monotonous.

Before

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S U S TA I N A B L E FA S H I O N I N C H I N A

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DISPL AY WIND OWS DEVELO PMENT

3 Display Windows For the window design modifications, I used MidJourney to bring my concepts to life, as I lack experience in 3D scene modeling. While I utilized AI technology, the window display concepts are entirely my own. The first concept features a cotton field, the second highlights the contrast between tattered cloth and high-quality clothing, and the third depicts a wardrobe.

Each design aims to convey that sustainable clothing is not only exquisite but also a superior choice.

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DEPLOY 12 6

PROMOTING MATERIALS

14 0

RE TAIL ENVIRONMENT

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Scan Here to E xperience AR Version Poster!

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Scan Here to E xperience AR Version Poster!

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Scan Here to E xperience AR Version Poster!

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FUTURE PL AN

I will refine the current design elements and expand them into new formats, such as digital campaigns, AR experiences, and social media content. I will also create localized adaptations of the visual system for different regions in China to ensure cultural and demographic relevance. Additionally, I plan to strengthen collaborations with sustainable brands to deliver consistent and impactful messaging, showcasing their shared values through unified campaigns.

Moreover, I plan to expand the project ’s scope to raise sustainable fashion awareness among a broader demographic in China.

Additionally, I will explore oppor tunities to influence policy and collaborate with educational institutions to integrate sustainability into design education.

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[18 5 ]

COLOPHON

TITLE OF BOOK

zhuó · Thesis Process Book

SCHOOL

Academy of A r t Universit y

DEGREE

Master of Fine A r ts

School of G raphic Design

COURSE

GR 810 Thesis 1 GR 830 Thesis 2 GR 850 Thesis 3

I NSTRU C TO R Jeremy Stout , L aurie Makela,

John Net tleton

AUTHOR Y iwei Li

TYPOGRAPHY

Transat , Designed by G reg Shut ters

A k tiv G rotesk , Designed by Dalton Maag

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YIWEI LI MFA THESIS PROJECT

S U S TA I N A B L E FA S H I O N I N C H I N A

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YIWEI LI MFA THESIS PROJECT

S U S TA I N A B L E FA S H I O N I N C H I N A