Designers
Designers
Designers
Merchants
Unpacking the ties between identity, desire, and the act of shopping.
Key Words
Designers
Sofia Kallivokas
SUMMARY
Prompted by an oversaturation of marketing, clothing, and false recommendations in the fashion industry. I focused on how identity influences consumption and how consumption influences identity. Through hands-on research and interviews, I uncovered both the frustrations and the joys of shopping. I created a website that empowers consumers to have an explorative exploration of designers they can trust. Merchants is the platform to ease overwhelming emotion while shopping, and bridge community and storytelling.
challenge
Interviews with Gen Z and millennial consumers revealed a core tension: shoppers crave both community and uniqueness, but current digital platforms flood them with choice instead of clarity. My secondary research showed that this overwhelm drives people toward in-person, curated experiences; yet those experiences are usually tied to expensive luxury retail. This exposes a clear gap: accessible, trustworthy, experience-driven brand discovery for everyday shoppers
Outcome
The project evolved into Merchants: a curated storytelling platform that lets consumers focus on pieces that genuinely speak to them. By showcasing designers committed to craft, transparency, and intention, Merchants cuts through the noise of overwhelming digital retail. This format meets stakeholder needs by offering an experience-driven, community-oriented space where shoppers can explore with confidence without relying on the exclusivity or cost of luxury environments.
MEET THE Designers:
Sofia Kallivokas