Elevating UX/UI Design to end fast fashion

Why tackling fast-fashion

Fast fashion fuels a hidden environmental crisis, driving nearly 10% of global carbon emissions, consuming 79 billion cubic meters of water annually, and generating 92 million tons of waste each year. The vibrant colors we love? They contribute to 20% of the world’s wastewater, highlighting the true cost of disposable clothing.

Fashion-forward with Dress and Infinitex

Fashion rental models offer a powerful solution to the environmental challenges posed by fast fashion. By extending the lifecycle of garments, they can reduce carbon emissions by 24%, cut clothing waste by 33%, and conserve 35% of the water used in production.

(Source: Global Fashion Agenda - Sustainability Reports)

With our latest collaboration between Dressr and Thomas More-hogeschool within the Living Lab INFINITEX , we’re diving deep to uncover the challenges, barriers, and golden opportunities rental models present.

Spoiler alert: We've presented suggestions to Dressr to upgrade their web platform's UX/UI design to combat fast fashion habits.

Tackling the big challenges of rental models

The challenges for rental models, as highlighted in the deep dive into Infinitex, include:

1. Consumer awareness and adoption: Many consumers are still unaware of rental models and the benefits they offer. This lack of familiarity makes them hesitant to shift from traditional purchasing habits, creating a significant barrier to adoption.
2. User experience (UX) and platform design: If the rental platform is not seamless and intuitive, users are likely to abandon it. A complicated or frustrating user experience can deter potential customers from engaging with rental services, making it essential for these platforms to prioritize a user-friendly interface.
3. Sustainable logistics: While the sustainability aspect of rental models is appealing, ensuring that the logistics—such as shipping and cleaning—are genuinely eco-friendly is a complex challenge. Balancing cost-effectiveness with environmental responsibility in these processes is difficult.

Growth Opportunities for Dressr

Our research uncovered key opportunities for Dressr to overcome rental model challenges and drive growth:

• Simplify onboarding: Educate users on the benefits of rental models to increase engagement and reduce hesitancy.
• Personalize user experience: Offer tailored recommendations based on user preferences and past rentals to boost retention.
• Eco-friendly logistics: Implement sustainable packaging and carbon-neutral shipping to attract environmentally conscious consumers.
• Enhance interactivity: Introduce virtual try-ons and detailed user reviews to build confidence and encourage rentals.

UX/UI Enhancements

We suggested actionable improvements to Dressr’s platform:

• Streamline navigation: Create clear categories and intuitive search filters for easy browsing.
• Ensure transparent pricing: Highlight clear, no-hidden-cost pricing to build trust.
• Boost visual appeal: Develop a user-friendly, visually appealing interface that emphasizes benefits like free shipping, easy returns, and member discounts.

Driving Behavioral Change

These strategies aim to shift consumer behavior towards sustainable fashion:

• Educational content: Include content on the environmental impact of fashion and rental benefits.
• Community building: Foster a user community to share experiences and encourage sustainable choices.
• Reward sustainable choices: Implement incentives and rewards to motivate users to choose rental over fast fashion.

Explore our sustainability approach

Discover how we’re shaping a greener future with innovative, sustainable solutions. Explore our case studies, impactful partnerships, and whitepapers to see how we’re driving the transition to a circular economy. Join us in making a lasting, positive impact today!