Opportunity

People need the education to build their environmental awareness before going into the Adidas three-loop strategy (Recycled, Circular and Regenerative Loop).

We had spent a lot of time visiting dozens of fashion shops such as fast fashion stores, kilo sales, charity shops and independent sustainable stores, with the aim of gaining a deep understanding of modern people's awareness of sustainable consumption and the mentality behind their consumption behaviour. The people we met have inspired us a lot with three insights below:

First, sustainability is not a priority for them. People said sustainability has value for myself, such as fashionability, emotional rewards, and durability. People who do not have sustainable habits talk about sustainability is for the environment, which is far from their own business.

Second, sustainability is nurtured by their family and social circle. Not a direct advertisement.

The last one is most interesting. While non-sustainable people can not remember what clothes they have, sustainable consumers easily remember what clothes they have. 

Especially, The woman we met at the sustainable store, who has long maintained sustainable consumption habits, was able to tell us the exact location and features of every item in her wardrobe.

It is obvious that Adidas' three-loop strategy is effective for sustainability; however, as human-centred service designers, we believe this strategy could be more customer-centric. To convey real mass consumers to the three-loop smoothly, we assume that modest education is important to build awareness in customers' current shopping life. 

service Journey

Through the entertaining journey on the Adidas INFINITY app, our users can enjoy the smooth transition from their real purchase desire into more opportunities to get virtual clothes by gaining a good habit of being conscious of their purchase behaviour. 

With more participation in the offline Adidas Infinity events, our users are inspired in their social circles, which accelerates their understanding of sustainability and well-being.

By educating people to have a habit of reviewing and understanding their closets, customers will stop blind purchasing. Furthermore, the Wishlist also gives a good chance to make discipline for their future purchase of what they really need as well as refocusing what closes they already have. As a result, we could make changes to overconsumption.

Validation

We prototyped with the Adidas profession team and got valuable feedback to refine for actual delivery:

"I really like this approach so it's not about solving the problem directly but trying to make them not happening so that's positive feedback. well done."

 "I really liked the fact that you provided this opportunity for action that you build this platform. It's not about purchasing only about where you might give the consumer a feeling that the brand cares about what they already own. So I think that could have a nice impact on how consumers perceive your brand."

"I think you can tap more into some psychological effects of belonging. Because that is quite interesting what is a motivator for a user, why do we buy fashion? Because we would like to belong to something and we belong to a group, we would like to belong to a tribe."

"That would help actually your educated approach quite well. Social belonging such as a football team or another group of people in an urban tribe would be a strong motivator for me, I think you could really go into it."

"On-demand production is something very, very helpful and I think that's an element in your thinking which is very positive, as well."

Our business model will contribute to Adidas's financial perspectives. We aim to develop a new revenue stream by applying NFT with the collaboration of artists and advertisement income. In addition, our service will have customer real demand in advance, then use them for Adidas's supply chain management, resulting in improving its cash flow in the near future.