Lowering the threshold for teenagers to repair their own clothes

Abstract

This report looks into the subject of sustainable teenage behavior. With the current strikes for the environment, it’s interesting to see how the younger generation wants a sustainable world, but does not act out this way. The research conducted from this problem focused on the textile industry and the shopping behavior of teenage girls, in order to answer the research question: How to lower the threshold for teenagers to repair their own clothes?

After investigated the topic of clothing repair and teenage shopping behavior, it appeared that most teenagers buy new clothes because their changes in fashion style and their need to express themselves though clothes. From there on the project focus shifted to creating a pleasant first time experience to make teenagers familiar with clothing repair, and making it possible to upgrade clothes. By doing so, the user is possible to change clothes according to their own new wishes.

A target group research consisting of several interviews and a literature review gave a framework for the design project: in order to stimulate teenagers to start a project, they needed information on the subject, help with developing their crafting skills and motivation. The mentioned motivation needs to involve them personally. While they all want to work towards a green world without child labor, they did not feel the responsibility to change their own behavior to reach these goals.

By designing a concept and iterating it with multiple concept tests, a final concept was created. In this product teenagers are motivated by having the possibility to design with their own clothes and making it personal. They can look up information or inspiration in an online blog, buy do-it-yourself kits to practice and design at home, and have the possibility to go to a weekly crafting table to ask for help. The kits include guidelines on how to tackle a project and include tools to practice sewing.

At last, the design project included the creation of a brand and marketing strategy. The product is branded as a way of practicing your fashion design skills and being able to stay up-to-date with the latest fashion trends. It is thought that the product should be positioned as an alternative of buying new clothes, instead of a new sewing kit. The marketing strategy focusses on creating brand awareness, considering the product and brand are new to the market. This is done by a social media campaign focusing on teenagers and parents as well, flyers in art classes and crafting clubs, and search word optimization for the blog.