Designers
Designers
Designers
Good Garments
A one of a kind second-hand clothing subscription box, all on income based a pay as you can scale.
Designers
Mira Lopez
Key Words
SUMMARY
With over seven years of experience in the secondhand fashion industry, it felt natural to research the secondhand clothing landscape. I went into my research asking why consumers choose to purchase fast fashion over second-hand. Wanting to explore consumer habits and competitors, I spoke to dozens of resellers, consumers, and donation centers. I learned consumers most value time and convenience. When researching the secondhand market there was one unavoidable thing: the amount of fast fashion in thrift and donation-based retailers. Because of consumers’ new priorities, these poor quality, valueless, synthetic pieces are taking over the secondhand market, making high-quality, natural pieces more difficult and expensive to find secondhand.
challenge
There were two types of fast fashion consumers. The larger group of fast fashion consumers are budget and style-conscious middle-class millennial women. These women must prioritize other expenses over clothing, and face a fear of recession and overspending. Next, there are low-income women who are consuming fast fashion out of the need for convenience and affordability. These poor-quality fashion pieces flooding the second-hand market, are increasing the time and financial investments required to access high-quality second-hand clothing and driving consumers to repurchase from these ultra-fast fashion retailers again and again creating this cycle of clothing poverty that most impacts low-income communities who rely on low-cost clothing.
Outcome
These fast fashion pieces consumers are purchasing are extremely unreliable and often end up discarded or donated with tags, having an average of seven wears per lifetime per garment, leaving the secondhand fashion space cluttered and difficult to navigate. Good Garments is a way to make high-quality clothing accessible to all consumers who are interested. Subscribers will pay each month on a pay-as-you-wish basis and receive a curated Good Box sent directly to their door to reduce geographic roadblocks. Each piece is curated based on the client’s style, fit, and wishlist preferences. We prioritize the user experience and aim to provide an equally personal and quality experience to every customer regardless of buying power.
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