MAKING SHEIN A MORE
ETHICAL BRAND ︎︎︎

SHEIN is a global fast fashion brand with millions of followers. People are attracted to its offerings of inexpensive items, trendy styles that are popular at the moment, and its huge selection of available products. However, its low price and the large number of available options drive people to the other extreme: over-consumption.

People tend to overlook their real needs when they shop at shein because of the low prices and the vast array of choices, which ultimately leads to buying too many products and wasting them. At the same time, cheap products are often produced quickly and in large quantities. Rapid production is a drain on natural resources and energy, and there is no guarantee of quality. The low quality of the products leads to a short lifespan of the products, which forces people to continue to consume the fast market, creating a vicious circle.

This project will focus on solveing the problem of overconsumption, and call for attention on sustainability.

TARGET AUDIENCE ︎︎︎ 

GENERATION Z

• Gen-Z is the largest generation, accounting for around 25 percent of the world’s population, and has an outsized impact on culture and economy.
  
• Generation Z consists of people born between the mid-1990s and mid-2010s.
  
• Fashion is the favorite entertainment category for US Gen-Zers to spend money on, outranking other categories like dining, video games and consoles, and music.

MARKET ANALYSIS

Mobile-First Content:    

• 75% of Gen Zers considered mobile phones their device of choice. Gen Z media is mobile-first, and the generation is more likely to engage with content designed for mobile devices, such as videos, stories, and GIFs.
  

Gen Z Value:                      

• 50% of Gen Zers firmly believe brands should take a stance on social issues such as climate change, racial justice, and LGBTQ+ rights).

We want to give our clothing a second life by recycling and upcycling clothing, passing them down to their next owner.

Simplify the process by providing cloth matching suggestion, and reduce the cost of discovering clothing that match their needs by offering choices between new, reowned items, and clothings that made from recycle fabrics.

We provide an extensive selection of high-quality styles and options crafted from sustainable and recycled materials, ensuring that your choices contribute to a positive impact on the environment.

Young, trendy, inclusive, affordable, accessible, and comfortable.

WHAT WILL BE WORKED ON?

︎Graphics

Work as reminder, making sure consumers are not overconsuming, - the message of “think before buying.”

︎Recycling Bins

Recycle and donation, giving clothing/fabrics a second life. People get to turn their clothings or materials to something else, such as a blanket or a tote bag.

︎Virtual Fitting

SHEIN is a online shopping site. People can virtually try on items to find their best match.

︎Online Community

A place where people get to share they fashion insights and their outfit matching concepts.

︎Sustainability Awareness

Letting people know the environmental impact of each material. Making sure they consider the impact before making the purchase.

︎Clothing Swap

People get to exchange items with others to expand the lifespand and give the clothings a second life.

︎UX/UI DesignRedesign

Simplify the experience of online shopping, minimize the information to reduce overconsumption, and adding more features (virtual fitting, online community and more).

• To extend clothing's lifespan by recycling and reselling clothing.
• To reduce the "trial and error" cost for teenagers with low budget.  
  
• To make the process of discovering style more easily (customer service, better user experience of app and website, return service, etc.)