P&G: Fast Fashion

•

CHALLENGE_

Focusing on the consumer's needs concerning laundry in daily life and providing innovative solutions for short and long term by combining user-centered insights with P&G’s expertise, to answer ‘how can design improve garment longevity?’

PROBLEM SPACE_

Is identified as consumers who don’t understand current washing systems and the detrimental culture of fast fashion.

MENTAL MODEL_

Educating consumers choice in laundry care and simplifying the consumer choices will allow a positive contribution to the environment.

INSIGHTS_

• Consumer’s behaviour and washing processes could extend clothing lifetimes.

• Labels are rarely followed beyond the first wash.

• According to a UK survey, 52% of respondents acknowledged they “could do more to buy items that are made to last for longer while continuing to look good and would like to do so.”

PROPOSITION_

Better laundry care and methods can increase garment longevity.

TARGET AUDIENCE_

18-30 year olds Males & Females (who live at home with their parents).

SHORT TERM IDEA_

The new laundry symbols we incorporated colour-coded circles to identify the different temperatures of the washes. These symbols ideally would be placed on P&G detergents packages.

The hangtags would be placed on clothes from fast fashion shops which recommend the temperature of the wash and which P&G detergent is best to use for the type of garment. Preferably, it would be in shops such as Primark; the partnership would be valued as both companies are being socially responsible. Our short- term ideas are simple early interventions that will positively influence and educate the consumer’s behaviour, which can reduce garment waste.

LONG TERM IDEA_

The idea is the ability for the washing machine to scan the detergent packaging and garment label with our symbols on for it to select the correct washing cycle and detergent amount, by recognising the colour-coded circles on our symbols. Mostly taking the decision making out of the consumer's hand and making it easier for them by technology eliminating consumer responsibility to reduce water usage, reduce temperature and energy wasted so to improve garment longevity and minimise waste.