“Fashioning the Future: A UX Case Study on Sustainable Fashion for Gen Z”
Hypothesis
Sustainable fashion is vital for Gen Z, who prioritize ecological integrity and social justice in their fashion choices. This generation actively seeks brands that align with their environmental and ethical values
Objectives of the UX research:
To create a trustworthy and social online fashion platform that promotes sustainability.
Despite Gen Z’s ****high awareness of sustainability ****and ****desire for social connectivity in fashion, there is a significant gap in the market for an online platform that authentically combines these elements.
Gen Z shoppers face challenges in finding trustworthy fashion sources that align with their environmental values and offer a sense of community.
Additionally, there is a lack of guidance and resources for those seeking to engage in sustainable practices such as thrift shopping and upcycling.
This disconnect between awareness and action highlights the need for a solution that bridges this gap, fostering a sustainable fashion culture that resonates with Gen Z’s social and environmental ethos.
Secondary problem
the need for platforms that inspire and guide sustainable practices.
Do you know?
70% of Gen Z prioritize sustainability when buying clothes.
80% of Gen Z shoppers are interested in connecting with other shoppers on a personal level.
71% of Gen Z shoppers are interested in thrift shopping, yet only 38% have actually thrifted online.
91% are concerned about the environmental impact of the fashion industry.
The average Gen Z shopper spends 10 hours per week on social media.
63% consider sustainability a major factor in choosing where to shop.
60% are more likely to buy from a brand they feel connected to.
<aside> 💡 Action vs. Awareness