Today’s fashion industry needs a drastic change. Characterized by predominant materials, an inflexible supply chain and steady increasing consumerism, it is facing negative consequences which will likely continue to mark the industry.

The research revealed that the prevalent knowledge gap regarding materials used and related barriers such as the lack of information and interaction with the manufacturing process leads to consumer’s missing awareness. These present the core causes identified, currently preventing Swiss fast fashion consumers from a more sustainable buying behavior.

The primary purpose behind the Textile Tale IT-piece is to create a more educated, conscious and empowered community of fashion buyers.
Therefore, the solution approach aims to overcome these challenges by supporting the knowledge development. This can be achieved by reducing the barrier of information with easily accessible contents and the creation of an educational moment with the help of a communicational IT-piece. Moreover, by motivating consumers with a clear trigger, the need to buy differently and the emergence of the desired buying behavior can be accomplished.