Gibbs’ Reflective learning cycle was used for this exercise.

Based on the Lean Business Model Canvas, I have started with the first point: finding problems I would like to work on for the assignment. I have chosen to focus on the issue of ethical consumption of clothes as I have dabbed into the process of producing clothes myself. However, the overflow of fast-fashion and it’s production, waste and many other issues are the problems I cannot overlook.

Findings from the book:

• Capitalism makes you believe that wearing certain pieces will make you feel like you belong, however if you will start playing in this game the chances are you will always feel behind because the style is always changing 
• The problem of invisibility of the process creates a detached feeling about its affect on the world.
• Often CEO doesn’t even have any idea where their product pieces come from and what’s the working environment is like for the employees.
• SustainabilityTM = Greenwashing and is as big of a problem, as much as fashion consumption
• “So long, as what’s in and what’s out is chosen for us, we’ll always be buying more than we need.”
• “Personal style holds the greater reward.”

Brainstorming

During the first steps I listed my interests again: communication, international communities, psychology, behavioral psychology, education, pop-culture, art, culture. I wanted to combine behavioral psychology, communication, education and pop-culture and apply them to the problem. During the first stages I was mostly thinking about creating an educational platform, a channel or a journal that would contradict the approach of fashion magazines. Focus on personal styling vs. trends, promote secondhand, locally made, vintage. Aka promoting parts of a sustainable lifestyle, giving a platform to less known brands. By this point, my idea formed into a platform, that would give the audience an accessible way to learn and find out ways to make more educated decisions.

Team Brainstorming:

Teammembers: Kyriakos Chrisostomou, Juan Wong, Sophie Amono, Mackenzie Walchuk & Cristina O’Hanlon. Later on: Ranjit Thind

As for my participation in the ideas of the others, I saw that most of the ideas were already thought quite through, to the point where I had to admit, my knowledge in their topics ended. Therefore, I took an approach of mostly asking leading questions and showing a supportive approach, which I found sometimes was vital to the process of pitching.

During the pitching of my idea Ranjit Thind has joined the discussion. When I mentioned the sustainability in fashion, Ranjit said, jokingly, “Oh no, where do I hide?”. When you hear something like that from a person who comes from fashion world it is hard to ignore. I also noticed that most in my group, though active during previous discussions, became more silent during my pitch and had a hard time thinking of suggestions. At the time, I connected it to the fact, that all-through the last unit we were discussing big brands and their attempts at greenwashing. It does leave you with a negative residue and finding more solutions when the industry as a whole is seen as a problem is trying. However, I believe a step away from it is better than a step towards it, so that’s what I went with. The main point for my project was to educate.

After the discussion I had multiple vectors to develop further: a game, an eco-focused PR company, a journal or a blog. I realized that for most people learning about sustainable options meant that they must have already taken interest in the matter. Intuitively, I felt like these business ideas would have to a) be new, unique, thus competitive, b) their aim would have to be not only answering to the needs of the existing market but also expanding the existing market (or creating a new market), which would mean that for a part of the target audience c) it would require high behavioral change in addition to full creation of the new product = very high risk of failure. My feelings were confirmed by the Market Matrix and Innovation Matrix, shown in further lectures.

Thus, I believed, that choosing an existing market as the main focus (with possible but not crucial market development) would be a easier way to go. Main point was still to educate but make it more practical.

Pitching

During my classmates’ pitches I have suggested:

• Mollie: to use active service providers of her platform to review newcomers.
• Pavel: Suggested couple of movies he could use inspiration from, like the cartoon FRU-89, a Soviet cartoon about what frustration feels like.
• To Tang: Check out Saatchi Art and ArtFinder websites as reference.

My Pitch

Business-to-Consumer/Customer

Problem: oversized product consumption based on emotionally detached and kind of uneducated approach to shopping.

Idea: Search Engine Platform / market place for shopping enterprises and businesses which  focuses on conscious approach to creation, creativity and design. It will offer an engine for shopping, based on key words of the customer’s activism movements and values of interest.First it would group shops into types such as clothes, accessories, shoes, furniture, etc. Or it would be also possible to insert key words such as leggings and the businesses with appropriate product would show up.Within those types, the customer would be able to filter the search by using keywords such as union made, up cycle, locally made, transparent production, green technology, long lasting and so on. From that point the customer can chose a company, based on their needs, budget and the list of issues they support. There would be ratings and reviews section as well. Overall the system would work something like trip advisor .The platform would also have an additional service, a news feed, focused on those businesses current work and latest inventions in the industry.

It’s main focus: engine would be solving is creating more transparency during the shopping process.

The pain points

Funding. Possible solutions: paid “featured”section; newsletter subscription; collaborations with appropriate press and brands.

Ethics. Not all brands can support all of the issues described on the website so the consumer would have to choose one thing over the other however I think this platform would let them make a more educated guess.

Reviewing the companies registering on the platform and their integrity.

Suggestions I got:

• Check out and use: fashion transparency index
• BCOP
• It would be great as an mobile app
• See what AI could do for this search engine

Further research:

• Learn about the suggestions given by my peers
• Create a survey to find out more about the possible consumer for my app
• Research about eco-labels and third party certification

List of References:

Leach A., (2021), THE WORLD IS ON FIRE BUT WE’RE STILL BUYING SHOES, Published by Alec Leach in partnership with Casimir Books.