2023

2023

2023

Year 2023

Year 2023

Insights, Concept, Communication

Insights, Concept, Communication

Insights, Concept, Communication

Type Insights, Concept, Communication

Type Insights, Concept, Communication

Samsøe Samsøe, a Danish fashion brand, sought to connect more deeply with Millennials. A sceptical generation who strives to act in alignment with their ideological and social beliefs, who feels responsible for taking a stand regarding the climate crisis, social injustice, and what brands they support with their wallets.

Through cultural probe kits, desk research, and interviews, I uncovered that while Millennial consumers are willing to put their money where their mouths are, misleading or missing information about a product’s origin makes shopping responsibly tricky. Another discovery was that consumers keep their clothes for a long time when they feel connected to them, because of the emotions they evoke and the stories they tell.

I gathered advice about sustainability communication and built physical and digital proof-of-concept prototypes. Firstly, a prototype that breathed new life into worn-out garments. Secondly, a prototype that provided Millennials with information about the clothes’ origins and creators, a shopping module enhanced by AI and ML accessed through a QR code in the clothes. Traceability, transparency, and accessibility were the name of the game.

Samsøe Samsøe, a Danish fashion brand, sought to connect more deeply with Millennials. A sceptical generation who strives to act in alignment with their ideological and social beliefs, who feels responsible for taking a stand regarding the climate crisis, social injustice, and what brands they support with their wallets.

Through cultural probe kits, desk research, and interviews, I uncovered that while Millennial consumers are willing to put their money where their mouths are, misleading or missing information about a product’s origin makes shopping responsibly tricky. Another discovery was that consumers keep their clothes for a long time when they feel connected to them, because of the emotions they evoke and the stories they tell.

I gathered advice about sustainability communication and built physical and digital proof-of-concept prototypes. Firstly, a prototype that breathed new life into worn-out garments. Secondly, a prototype that provided Millennials with information about the clothes’ origins and creators, a shopping module enhanced by AI and ML accessed through a QR code in the clothes. Traceability, transparency, and accessibility were the name of the game.

Samsøe Samsøe, a Danish fashion brand, sought to connect more deeply with Millennials. A sceptical generation who strives to act in alignment with their ideological and social beliefs, who feels responsible for taking a stand regarding the climate crisis, social injustice, and what brands they support with their wallets.

Through cultural probe kits, desk research, and interviews, I uncovered that while Millennial consumers are willing to put their money where their mouths are, misleading or missing information about a product’s origin makes shopping responsibly tricky. Another discovery was that consumers keep their clothes for a long time when they feel connected to them, because of the emotions they evoke and the stories they tell.

I gathered advice about sustainability communication and built physical and digital proof-of-concept prototypes. Firstly, a prototype that breathed new life into worn-out garments. Secondly, a prototype that provided Millennials with information about the clothes’ origins and creators, a shopping module enhanced by AI and ML accessed through a QR code in the clothes. Traceability, transparency, and accessibility were the name of the game.

Samsøe Samsøe, a Danish fashion brand, sought to connect more deeply with Millennials. A sceptical generation who strives to act in alignment with their ideological and social beliefs, who feels responsible for taking a stand regarding the climate crisis, social injustice, and what brands they support with their wallets.

Through cultural probe kits, desk research, and interviews, I uncovered that while Millennial consumers are willing to put their money where their mouths are, misleading or missing information about a product’s origin makes shopping responsibly tricky. Another discovery was that consumers keep their clothes for a long time when they feel connected to them, because of the emotions they evoke and the stories they tell.

I gathered advice about sustainability communication and built physical and digital proof-of-concept prototypes. Firstly, a prototype that breathed new life into worn-out garments. Secondly, a prototype that provided Millennials with information about the clothes’ origins and creators, a shopping module enhanced by AI and ML accessed through a QR code in the clothes. Traceability, transparency, and accessibility were the name of the game.

Samsøe Samsøe, a Danish fashion brand, sought to connect more deeply with Millennials. A sceptical generation who strives to act in alignment with their ideological and social beliefs, who feels responsible for taking a stand regarding the climate crisis, social injustice, and what brands they support with their wallets.

Through cultural probe kits, desk research, and interviews, I uncovered that while Millennial consumers are willing to put their money where their mouths are, misleading or missing information about a product’s origin makes shopping responsibly tricky. Another discovery was that consumers keep their clothes for a long time when they feel connected to them, because of the emotions they evoke and the stories they tell.

I gathered advice about sustainability communication and built physical and digital proof-of-concept prototypes. Firstly, a prototype that breathed new life into worn-out garments. Secondly, a prototype that provided Millennials with information about the clothes’ origins and creators, a shopping module enhanced by AI and ML accessed through a QR code in the clothes. Traceability, transparency, and accessibility were the name of the game.