Fast Fashion refers to a non-sustainable fashion industry in which clothing is produced quickly and cheaply. The cheap clothing is made of chemical materials that have a harmful effect on people and the environment. The production of this clothing depends on cheap labor, which is carried out under very poor working conditions. To make an effort to alleviate this problem, I have been commissioned by the Hogeschool van Amsterdam to design a digital interactive app that helps consumers, with an intrinsic motivation to shop more sustainably, find sustainable stores.
During the research into the buying behavior of consumers, people were found to be intrinsically motivated to shop more sustainably, but there is a lack of knowledge about the sustainable possibilities within the fashion industry. The consumers do not know where to find sustainable clothing for an affordable price. The app consists of a digital social environment that helps people find sustainable stores. Consumers are helped with this through a social timeline, where you can find the sustainable purchases of friends, and through recommended sustainable stores. These stores are put together based on the budget and location of the user.