QUESTION 1

• The title ‘Sustainable Market Research’ gives the participant a clear idea of what the questionnaire is about.
• The overall gender response seen here is far from equal. This could suggest that women are more interested in the topic of sustainability.

QUESTION 2

• Overall, there is a good age range of responses which helps to improve the validity of the findings. It also suggests that although the responses sit across age ranges it is clear that people between the age of 20-30 years old were most interested.

  However it is important to be aware that these responses were collected through advertising the survey through my personal facebook. This could have restricted my reach and influenced the lack of male responses too.

QUESTION 3

• From this question it is evident that my target market have a range of interests, fashion, cooking and music being the top three. This supports earlier research and my view that food is where sustainability started for the majority of the public. Organic foods came into play and now we see ‘free-from’ sections and the vegan diet is growing day by day. Fitness is the next most popular and again supports this well-rounded lifestyle and how sustainability fits into this.

QUESTION 4

• The answers seen here are the main source of support for my idea! 61.62% of people are actually interested in these products but they don’t want to search i.e. laziness!

QUESTION 5

• Evidence shows that an online presence is key and will be the most effective platform for my idea to take place on.

QUESTION 6

• This evidence shows that an online presence is key and will be the most effective platform for my idea to take place on.

QUESTION 7

• Response in order:

  1st: Tops

  2nd: Homeware

  3rd: Shoes

  4th: Accessories

  5th: Jumpers/Coats

  6th: Loungewear/Bottoms

  Although tops were at the top of the list on the results in terms of popularity, homeware was a very close second, which, suggests that a variety of products may be the best way to engage with my customer base.

• (packaging) This is an element that I may not need to consider as I am not producing my own brand, however, it is important to consider if I do use any packaging.

QUESTION 8

• Human rights and animal rights are two elements that I expected to be at the top of the list but it is interesting to see that using eco-friendly materials and toxic dyes and chemicals are both 2nd. This would suggest that people are interested the fabrics used initially more so than the aftermath they leave on the planet.

  This could support my laziness theory in that people want to be spoonfed and they want the brand to provide the information rather than have to look for it.

QUESTION 9

• This is an interesting outcome as 99% said they would at least potentially use a platform like I am suggesting.

  I  think that in light of this information the execution of the site is important. I would need to make it aesthetically pleasing and easy to use so that people are likely to come back.

CONCLUSION:

From the brand research analysis, it is evident that there is a gap in the market for a sustainable marketplace. The survey results indicate that an online space is the most appropriate and will be the most effective for the majority of my audience. Therefore a website is my the chosen platform as this can provide users with information regarding sustainable brands, products, processes and news.

Following the success of this and once the brand has acquired a positive association, an App will be curated in order to support the website. Social media platforms will also need to be used to create brand awareness and unity.

 

 

WHAT I FOUND:

83.05% knew the definition of sustainability

72.88% considered recycling important

74.58% knew what materials they wear

45.28% had a wardrobe clear out every 6 months

49.15% took old clothes to charity shops

31.03% bought an item they didn’t need that week

57.63% buy new clothes each month

77.97% the environment is important to them

96.61% said they’d purchase sustainable clothing if it was more accessible

WHAT I NEED TO ASK/CLARIFY:

1. Please state your gender/age range

– Female, Male

– 15-20, 20-30, 30-40, 40-50, 60+

2. What are your interests? (Please tick all that apply)

– Fashion – Arts

– Sports – Fitness

– Cooking – Music

– Literature

– Other, please state

3. What industry do you work in? (If retired, please state the industries you used to work within)

– Tv/Film – Music

– Education – Sports

– Hospitality – Insurance

– Banking – Creative

– Other/ Multiple (Please state)

4. In relation to purchasing sustainable products, please tick the answer that most applies to you.

– I actively search for sustainable products and find it easy

– I actively search for sustainable products but find it hard

– I am interested in purchasing sustainably but I don’t want to actively search for these products

– I am not interested and buy regardless of sustainability

5. If there was a sustainable marketplace, where you were assured that every brand presented, incorporated sustainability into their business/products, how likely would you shop there?

– Very likely

– Potentially/I might

– Never

6. Where are you most likely to shop for sustainable products?

– Online website

– Using an App

– In a store

– Other

7. Which sustainable items would you be most likely to purchase?
– Top – Bottoms

– Shoes – Socks

– Coats – Jumpers

– Accessories – Homeware

– Other (please state)

8.  Please put these sustainable elements in order of importance (1 being the most important).

– Eco- friendly materials

– Waste

– Animal welfare

– Recycled packaging 

– Negative environmental affects from toxic dyes and chemicals

– Human rights, cheap labour, child labour

 

• Articulate the ‘need’
• Ratings: long-term stat of business (this can create pressure)
• Data to back up ideas/thoughts
• Gather information and see
• Survey questions
  – look at previous ones

THE FMLY STORE

 

 

 

 

 

 

 

THREESIXFIVE

 

 

 

 

 

 

 

M-24

 

 

 

CHILLYS

 

 

 

 

 

 

 

BAMBOO COFFEE CUP 

 

 

 

 

 

 

 

 

It is clear that not only is the fashion industry becoming more aware of the effects that it makes but companies are also becoming more aware across departments. From bags and clothes to water bottles and coffee cups, people are buying into products that they believe are best not only for their conscience but are best for the environment, the long-term.

THINGS TO LOOK AT:

• Far fetch
• Contact Charty Durrant – specialises in sustainable fashion (used to work for telegraph)
• Is my idea a sit that starts a conversation
• Case studies – look at Tesco
• Look at Invision
• Consider audience/user flow of outcome
• Map out scenarios that customers would use it – create a video?

“after oil, the fashion industry is the second largest polluter – and to the people involved in the production process.”

                                                                                 – Sally Newall, The Independent, Oct 2017

THAILAND

Bangkok: The smell was intense & unpleasant. The streets were heaving with homeless people. The Grand Palace was beautiful but overcrowded. Mango and sticky rice was my new favourite dish. The rubbish was everywhere and trying to find a bin was VERY difficult. Colours that resonate: Brown, Black, Dark Green, Grey.

Chang Mai: The elephants were magnificent. Lady Gaga & Ronaldo were the babies. Transported in big red trucks.  Colours that resonate: Red, Brown,

Pai: The bridge that connected our hostel to the town was broken. UV paint and beer. Rabbit cafe for coffee. Caves, Canyon, Hot springs. Colours that resonate: Red, Green, UV.

Krabi: Blue sunset. Colours that resonate: Blue, Pink.

Phi Phi: Monkey Island. We stayed in a room in a tree. Swam with fish. Colours that resonate: Beige, Blue, Green.

CAMBODIA:

Siem Reap: The first image is of a man called Long. He took us by boat to the Kompong Pluk floating village.

Here, we saw children playing in the dirty water, houses built on stilts for when it rained and ate lychees with the locals.

Cambodia taught me that we, who live on the western side of the world, do not need anything, we want, everything. From this, I realised just how much of what I had, wasn’t a necessity.

VIETNAM

Dong Hoi: Vietnam consisted of a collection of colours and friendly people. The locals were so friendly and enthusiastic about people. Fashion here wasn’t a priority, just as I’d witnessed in Thailand and Cambodia.

I went through massive clothing markets: halls full of clothes from top to bottom, enough to make you feel claustrophobic. We bartered for prices which signified the little worth the items held.

Hanoi: Here was one of the nicest, most lovely places I’ve ever visited. We walked the streets of the old town and saw an endless amount of lanterns, all brightly coloured.

RAISING AWARENESS

FASHION 

THE DIGITAL AGE 

LAZINESS 

APPS

ETHICS 

RECYCLING

ASIA 

SUSTAINABILITY

CONSUMERISM 

CONSCIOUS CLOSET

PHONES 

WASTE

MARKETPLACE