Exploring the Circular Closet

Challenge

Exploring compromises and barriers people face when their garments are damaged, to inform the future of a sports apparel brand’s product takeback and circularity programs.

Keeping one eye on the cost of living crisis, and another on the environment, our luxury sports apparel client wanted to understand how people deal and feel about with damaged clothes and repairs, so the client could expand their current second-hand range.

Approach

As we wanted to see how people really interact with their closets, we started by getting a sneak-peak in to people’s wardrobes in immersive pre-tasks. Using these foundational insights, we talked to the people behind the wardrobes through in-depth conversations across the US, UK and China. The 1:1 interviews allowed us to really understand each person’s unique, and sometimes private, experiences, learning about the composition of their closet, as well as their approach to damaged and repairing clothes, as well as buying second-hand.

Outcome

Our research illuminated apparel buyers across the globe, and helped the client to understand what their wardrobes look like at the moment, and how they’ve dealt with damaged clothes up to now. Aside from uncovering the amount of damage people are willing to overlook or repair, we learnt about their perceptions of buying repaired and second hand clothes from brands. Ultimately, we gave the client a road map to help saving the environment, and people’s budgets, through expending their second-hand line and takeback schemes they could offer.