How might we

provide
incentive to call behavior
change on realizing the
overconsumption
fast fashion industry
in Bangkok

15 NOVEMBER 2016
INSTRUCTURE : MASSIMO INGEGNO
DBT416 PLANETANDSOCIETY
TEAM MEMBERS:
Wanichaya Nukaew 5716440796 (LEADER)
Porawan Akaraphanth 5716440416
Napatsorn Auamnuaychai 5716440192
Napatsorn Okum 5716440200
Suchawaree Srisaengthaisuk 5716440598
Tanapol Sutjaritvorakul 5716440671
Punramon Chulerk 5716441026

Executive summary

The 20th century was a century

The project aimed to achieve Sustainable

that globalization, consumerism and

development goal 11 which is sustainable

cities and community. It promoted
responsibility in consumption to people
while consumption have been happening
all the time and considered as close issues
which people should cooperate. The
challenge is How might we provide
incentive to call behavior change on
realizing the overconsumption of fast
fashion industry was something important
and needed to be addressed. It focuses on
fast fashion industry and target group is
shopaholic. It is expected to decrease
people consumption in Bangkok especially
fast fashion industry which can reduce lot
of wastes in Bangkoks landfill and reduce
toxic through making process by creating.
An application is designed to promote less
consumption and realizing benefits of left
over clothes which it can be sharing the unused to other people and make profits.
Examples of applications include
challenges, friend invitations, and design
your own closet.

commercial rose into the same way,

growth. People connected each other
easier than ever and transaction was
easily transit through elsewhere. All
these made people accessible into the
resources and used it to satisfy want in
assuming as need instead. People
belief shopping can relief stress and
make happier but it is only a value
that they make. The products or
physical objects make people happier
and make other people more appreciate.
This implement reflect human through
in consuming without considering the
environmental impacts.

Contents
3

Background
Information

Design problem and

objectives

13

Ideation

Existing approach to solve

the problem
The design thinking process
Fast idea
Prototypes
Human factors consider

System Thinking
Stakeholders
Social Experiment
Expert and users interview
Case study
Coach reclaim campaign
Application
Infographic

Entry point
Expected project outcome
Project plan

31

30
Implementation

33

Conclusion

Visual summary

References

35
Annexs
Canvas
Social Experiment Question
Target Group
Personas
Working place thinking style

Design
problem
and objective

Defining as developing country, Bangkok is shifting from

agriculture to Industrial revolution. This shift provided both advantages and
disadvantages although the economic face in better way but the environmental is
opposite. People lack in concerning the environmental impacts, they
enjoys life with physical objects while believing it could bring a better
life. The more the believe the more consume, the more number of the malls
and shopping areas were built and result as shopping culture especially in Urbanization
like Bangkok.
1

Entry Point

This report focuses on Sustainable

Research in this area is

consumption in Bangkok which specific showing that consumerism
on the high consumption of Urbanization is inconsistent with
in Garment industry.
human well-being
With the rise of consumerism in

numerous cities, many left over clothes
remained as trashes which has high
impact to the environment. If the idea of
consumerism is continually creating new
Expected project
needs in people and make people
outcome
consume more, this will result in us

constantly chasing after a carrot on a
At the final , this project is
stick. Although we might reach it
expected to decrease
sometimes (buying product), a new
consumption in Bangkok
carrot (need) will then appear. A lack
especially in fast fashion
of fulfillment is therefore built into the
industry in both of social and
whole idea of consumerism.
environmental impacts. Also
The consumerism cannot replace the
reducing the
happiness and it can broadly be
toxic through making process.
described as the study of what makes
Designing website and
human beings happy and fulfilled, and
application helps the expected
the desire to base political and social
outcome accessibly to the
systems on promoting these things.
target groups and to promote
change in peoples behavior
instead of buying new
clothes.

Background
information

Fossil fuel is used to make polyester which is now the

most commonly used fiber in our clothing and it can take
hundreds of years to break down over 70 million trees every
years and turn into fabric like rail clobber to operate those
factories pollute the air. The cotton street uses more pesticides
than any other crop in the world this poisons farmers and
contaminates. In order to provide a continuing sufficient of the
clothing production so the price drop as mass production
room dose. Fast fashion clothes are cheap and look like your
favorite designer clothes. Garment factory are blooming in
developing countries which allows companies in the US to
increase profits by using cheap labor.
Many factory workers are not paid a living wage and work in

dangerous conditions, some factory, child labor definitely still

exits aside from the human danger. Clothing industry is the
second-highest environment impact on polluter of clean water,
the toxic runoff from those factories can make rivers too
dangerous for human contest. Some closer donates and some
recycled but eventually end up in landfills are constant need
for new things and instant gratification has changed our
outlook on clothes what we used to cherish for their quality
has become disposable items. Replaced next months fast
fashion a compromise that comes at a huge human social and
environment costs time to recognize the scale of the worlds
fashion.

System thinking

Stakeholders
Mall
Entrepreneur
Shipping company
Social media
Department of land transport
Department of Civil Aviation

Social Experiment

From the interview the result shown that the interviewers

tend not to buy clothes that has high environmental impacts
whereas less still prefer cheap due to many reasons for the
example people think "if they don't buy someone else will"
which connected to the idea that one hand can't help.
Furthermore, it is almost 90% who havent known about
what fast fashion and most of the people conclude
themselves as "less buyers" even though people consume
things everyday by purchasing and many Thais still
misunderstood with the word shopping.
Thais don't call every purchasing action as "shopping"
because they only think the word shopping means like
seriously paying a huge amount of money from their
pocket once at the time but in fact the meaning of
shopping is all the purchasing action of goods from
store. Moreover, the result shown that some people will
continue to buys cheap clothes even they know it has
environmental and social impact on labor working
conditions which differently when we do the social
experiment. From the experiment, the result show that
people want have good image while they have others
sight on them but it wasn't from the real morality in their
consciousness.

Expert and Users interview

Pitcha Akaraphan / Fashion merchandiser

How is the cycle of fashion trend?

In each year every brand launch a lot of new
fashion trend at lease 4 collections per year
(4 seasons) and every brands will have trend
inserted into the collection such as pleated
skirt, crop top, Off the Shoulder, and pajama.
Target customer of fashion brands?
Target customer is based on individual
brand.

The criteria of choosing the clothes to sell?

Selecting clothes to sell from sales report
coupled with choosing model from abroad
and adapt design and color to suit the culture
in Thailand.

How do you think about second hand clothes?

Using second-hand clothes help us save the money
because we may have get the good quality clothes from
well-known brand at low cost but in terms of
cleanliness, we can not predict because it have been
used. If you have more income and not care only
beautiful and trend, you will buy first-hand clothes with
high quality and reasonable price for better quality life
and clean.

Coach reclaim campaign

Case Study

Coach bags became more detailed

over the years, their designs more
complex and, in some cases, downright
tacky and they just didnt hold up
against wear and tear like their vintage
cousins did.
Around 2000, the company shifted its
offerings from simply designed,
neutral-toned leather purses to bags
made of mixed materials that is,
leather paired with canvas or nylon.
These products have never come cheap.
Customers who can afford these luxury
items should rightfully expect them to
last a long time. And though Coachs
complex designs might look good for a
while, embellishments can easily suffer
damage, and canvas or nylon cant take
a beating nearly so well as solid
leather. Last year it began offering a
collection of Icon bags, which are
intended to look familiar to the
millions who grew up with Coach
bags, according to a statement from
the company. Made from solid leather
instead of a combination of materials,
many of the bags in this new line are

throwbacks to the simple, sturdy

designs the sold for decades - the
ones that lasted for decades
Still, some of the new Icon bags
feature delicate embellishments. The
expert pointed out that plain bag
designs are not very attractive to
many women these days. Bags
with complex designs are just more
popular, even though they might wear
down more quickly.
Coach struggles to compete in a fastfashion world and attempts to return
to its roots, its tried not to
completely turn its back on the
people who bought one of its bags
that broke down too soon. As of
2015, Coach now come with a oneyear warranty, the industry standard.
Repairs for manufacturing defects
are free within that timeframe
according to the companys website.
7

Other repairs, including

general maintenance on bags
after the first year, can be
completed for set fees.
For the record, in 2012 I
sent out my vintage bag for
repairs under the old policy.

One of its brass D-rings

had worn out and, for $20,
it came back in six weeks
looking great. In 2016, I
had the same problem, and
the company fixed it for
me

again, this time for $40.

That price hike for the
same work was annoying,
but it was
certainly a better
alternative than buying a
whole new bag.
customer said.

Application

1
Poshmark gives women from across the
country the option to buy and sell from each
others closets, refreshing their wardrobes
without creating the demand for the garments
that add to American landfills. There are
currently more than 350,000 Poshmark closets
where women list pre-owned items at about 70
percent off retail. During Posh Parties, or
virtual flash sales, several million visitors flock
to the site whose community that has grown 10
times from 2012 to 2013. Chandra says the
service empowers fashionistas to transcend
overspending and even become entrepreneurs
(top-sellers have raked in around $150,000 a
year).

Case Study

2
The Hunt is a community-based app that helps
you find the fashions that youre looking for.
Its a great place to post pictures of something
you saw on TV or online somewhere and try to
find out where they came from. Unlike most
fashion apps, the focus isnt to surf and buy,
but rather to communicate and see whats out
there. Some users have had issues with getting
responses from the community, but its still
worth a shot. Especially if you can help
identify many of these fashions!

3
Wish is an app that calls itself the best
shopping mall app out there. In terms of
fashion apps, its actually not half bad. Much
like Gilt, its a shop the sales style of app
where you log in and try to get stuff that you
want at a discount. Its simple to use, has
international shipping, and boasts up to 5080% discounts on some items. You likely
wont find the very latest fashions or super
expensive items, but its not bad if youre on a
budget and your expectations arent super high.

Closet+ Worked fairly well but it was pretty

basic. You could take photos of your clothes
and add them but you couldnt edit out any
backgrounds. Compiling an outfit consists of
adding putting the pictures of the outfits next to
each other. It wasnt very pretty. This app
help user can remember all of their clothes
even the oldest one.
Feedback from Natalie:
Closet+ is a great free app
The free version only allows you to use 50
items of clothing
It easy to use in terms of adding clothing
items
It has a calendar function
It is very text heavy with drop down menus
an is easy to get lost. I find the organisation
fields intuitive (Tops separates to Sleeveless;
Tshirts; Sweaters; Blouses and Blazers)
I like being able to sort items into seasons.
Organisation fields are editable

10

4

11

Infographic

12

Ideation

13

Existing
approach to
solve the
problem

1. Greenpeace :
The Year Without Clothes Shopping Nongovernmental environmental organization
who has promote about the mission on not
to buy clothes in one year.

2. Upcycling :
Made use of the old cloth to fix up and
look sharp (slow fashion) again.
The environmental benefits of Upcycling
are mammoth, aside from minimizing the
volume of discarded materials and waste
being sent to landfill each year, it also
reduces the need for production using new
or raw materials which means a reduction
in air pollution, water pollution,
greenhouse gas emissions and often a
conservation of global resources.

3. Thrift-shopping
To stop the new demand, the second-hand clothes are less likely to
end up in landfills. In order to survive its first wearer in decent
enough condition to make it into your hands, theres a good chance
your thrifted item is pretty hardy. And every items that dont
break/rip/unravel once you take it home means one less item in your
trashcan.
4. Swap (Fashion recycles)
Fashion recycles. A few years ago it was the 60s, now the 70s is
seeing a revival. Current fashion trends revolve wearing exclusive,
original clothes and looking a bit like your parents did when they
were younger (plus iPhone).
5. Project 333:
Project 333 is the minimalist fashion challenge that invites you to
dress with 33 items or less for 3 months. 33 items including clothing,
accessories, jewelry, outerwear and shoes.

14

The process started with

finding the problem in
Bangkok which we
interested in consumption
of customer behavior. In
this point we focused on
consumption garment
problem because this
industry has high rank of
environmental impacts
and it is globally problem.
As we defined the
problem, we continuous
do the next step which is
research to find the root
cause of consuming
clothes and came up with
How might we provide
incentive to call
behaviour change on
realising the
overconsumption of fast
fashion industry in
Bangkok We observed
and interviewed customer
behaviour on consuming
clothes and gathered the
informations to create the
solution.

We were brainstorming to
create the solution. We
decided to choose
application to be our
solution to encourage
people to use their old
stuff and stop them to buy
a new one. This solution
can reduce a lot of wastes
that come from clothes.
So the final application
was Tu-suea-pa
Application. It means
wardrobe in thai. We
wanted to create mobile
app that lets people
catalog an entire
wardrobe and refer to
past outfits anytime by
taking pictures of outfits.
People do not barely wear
and let other access their
wardrobe in order to rent
their clothes. We created
a renting community.
Using your unused
clothes and make money
from them. Then we
tested it with our target
group and gathered
informations as well as
feedbacks and we made
social experiments also
interviewing the expert to
develop our application.

We got the final

application. We will
produce it to be the real
one and promote our
application thru social
media. We will
encourage people by
telling them the benefits
that they can turn the
useless things to be the
useful things. we
expected to decrease
people consumption in
Bangkok especially in
fast fashion industry that
might be reducing a lot of
wastes in Bangkok
landfill and reduce the
toxic through making
process. And we will gain
money from charging
little money from
customers profit and
advertisement area for
continue the operation.
The more customer
using app, the more you
saving the world.

15

Fast Idea

People spent money to buy new clothes.

What if they dont have to spend to

have new clothes.

Each fashion factory create only one type of

things.

What if factory can create all of fashion stuffs.

Rent cloth store let people borrow the cloth .

What if people can trade their cloth with other

people.

People buy clothes that other have designed

(designer).

What if people can design their cloth by

themself.

Cloth shop sell only new clothes.

What if it also sell second hand clothes.

In one year there are 4 season that Brand come

out with new collection of clothes.

What if there only 1new collection each year.

Cloth shop sell only fashion stuff.

What if there is a book store in the shop.

Copy others fashion cloth and style.

what if we have fashionista help you matching

your clothes.

People need to try on some cloth in fitting

room in order to know is it fit or not.

What if they know how the cloth fit them with

no need to try on.

16

Prototype
Tu-suea-pa mean wardrobe in Thai. This project is aimed to create a
mobile app that lets the users catalog an entire wardrobe and refer to past
outfits anytime by Taking pictures of their outfit that barely wear and share
with the other users to access your wardrobe in order to rent your clothes.
We create a renting community. Using your unused clothes can make
money from them and lessen the supporter for fast fashion habits.

17

LOG IN
User can log in and sign up the application by using just
the e-mail and create user name or can log in through
Facebook or Google account.

18

ref

HOME

This is the first page of the application which showing

the cloth in others closet that users have been follow.
If slight screen to the left the application change screen
into user who lives nearby page which showing the
nearby wardrobe so they can rent each other clothes with
no transporting cost.

19

Borrowing
Each host cloths will provide details of the cloth that
they want other to borrow such as date, price and also rule
in using their clothes.

20

Live Chat
A chat box that discuss with other users about
delivery and renting condition.

21

ref.

Notification
YOU : Every likes and challenge will notify in this page.
RENT : only renting request will pop up in this page.

22

option

The reminder and duration for the cloth that

user rent other.
showing others clothes user want to rent.
credit card and payment information
clothes renting history

23

Tracking System
This page will link to Thailand Post, the Communications
Authority of Thailand for delivery system so the borrower
can check the package anytime and anywhere.

24

Re

Review

To build trust among the users, the application has put

the reviewing system like Amazon, Airbnb where the
borrower can navigate the hosts cloth quality and service
by review from other borrowers and also can rate star for
other cloth and host

25

Challenge

on challenge page users can collect points from doing a

challenge and compete with their friends to create fun activity
and motivate people to use this application. And we provide an
indicator of saving the world point. More you gain point, more
you save the world. The indicator will also show you how you
have save money.

26

Avatar
User can create their avatar by taking a
photo of themselves and try on some other
clothes to see how it looks on their body. Is
the size fit? Is the color is match to their skin
tone? This will help user decide whether
they should borrow this cloth or not. Help
users build new habit in buying new clothes,
think before buying and only buy one that
best for them, no money spends on unfit
cloth.

More Details
The application
provided a comparison
price of product in
buying and borrowing so
the user can see the
different in each way and
see the amount of they
can save from borrow 27
others cloth.

My Wardrobe
This page delivery as your profile where the users
can have their clothes by upload the picture into application
and showing in each categories for the example shirt, pants,
shoes and jewelry.

28

Human factors consider

29

Implementation

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30

Concusion

limitation
Unreliable products
Building trust among users is hard such as returning
the clothes at the right time, Broken return, and be
stolen.
Buying new clothes is simply than renting clothes

Benefits
No pushing new cloths for the new year
Save a lot of money
Make new friends
Reduce fast fashion customer
Being more sustainable

31

32

Reference

Case study :
http://m.huffpost.com/us/entry/us_57cefb
a7e4b03d2d459676b2
https://www.boundless.com/business/text
books/boundless-business-textbook/
business-ethics-and-social- responsibility3/consumer-rights-36/forcesinconsumerism186-7875/
http://www.ecowatch.com/fast-fashion-isthe-second-dirtiest-industry-in-theworldnext-to-big--1882083445.html
http://www.environmentalleader.com/201
4/10/06/assessing-theenvironmentalimpactof-the-fashion-world/
https://www.ncbi.nlm.nih.gov/pmc/article
s/PMC1964887/
https://prezi.com/kstnk2kf86s-/theshopping-culture-in-thailand-economicandsocialimplications/
articles and websites
https://www.theguardian.com/sustainablebusiness/design-sustainability-greenbehaviour
http://l.facebook.com/l.php?u=http%3A%2F
%2Fcatalystreview.net%2F2012%2F05%2Fi
nfographic-shifting-trends-in-consumerbehavior%2F&h=5AQHvCACw
http://l.facebook.com/l.php?u=http%3A%2F
%2Fcatalystreview.net%2F2015%2F01%2Fb
ook-review-art-without-waste-inspires-us-tore-think-our-relationship-toconsumerism%2F&h=6AQFfY0WS

33

Technologies use in application

Phonegap
Phonegap is mobile application
development framework, the tool
helps make mobile application it
can develop across platform
suitable for developer who want to
develop mobile application but
cannot write JAVA or Object-C.
Pros
- Easy to develop because it is use
HTML language
- Developer can add new plugin to
support new feature of the
application
Adobe Dreamweaver CS6
Adobe Dreamweaver CS6 is the
program to create virtual webpage.
This allows those who want to
create Web pages without having to
write HTML code. Dreamweaver
have features that help users can
layout text, table, form, video, and
another components in the web
page easily according to users
need.
(Phone Gap)

(Adobe Dreamweaver CS6)

34

Annexes

35

Canvas

Team Canvas

Shared Value canvas

Tools canvas Theory of

change

36

Social Experiment
Question

1.Do you know what fast

fashion is? which brand
is fast fashion?
2.How often do you go
shopping, and what do
you buy?
3.When you go to
shopping is it you intend,
or
you have nothing to do?
4.What is your reason in
buying the new
clothes ?
5.How often do you buy
cheap clothes ?
6.What if you know the
social / environment
impact fast fashion will
you still buy it ?

37

Target Group
Target group divide into 2 groups
1. Office people who likes
shopping and changing their
clothes often but have low income,
so most of their clothes are from
fast fashion brands.
2. People who have a lot of quality
clothes but barely wear it anymore.

38

Personas

QUOTE
Without music, life would be a mistake

Role Description
Manee Meemhor is a student study at well-known university near
Sam Yan. Almost everyday after finish class, Jane and her
friends will go the mall near the university to do something
such hangout or working on project.

NAME

Manee Meemhor

AGE

19

OCCUPATION

Student

LOCATION

Bangkok, Thailand

STATUS

Single

Motivation in buying goods

NEED
WANT
TREND
PRICE

PERSONALITY
Consume
trendy, social able, dynamic, imaginative

BRAND

Food

clothes electronic convience

goods

39

Working Place Thinking Style

40