MCC FASHION: Mass Customization for Circularity
In the past 15 years the use phase of garments is decreased by 36% and the clothing production is app. doubled btw. 2000-2015. An estimated one-third of imported garments to Europe is never sold. The fast fashion (one size fits all) – size and preference wise – is obsolete. Thus, there is a need to address the industry's lack of knowledge about user diversity, niches and the systematic approach to collection building (RM p. 17).
The aim of this project is to develop a set of design ontologies for the variation of user niches and their stated preferences for fit and style. The specific objective is to develop a framework addressing mass customization for circularity in fashion.
The project contributes to fulfil strategic goals for lowering the CO2e. Meeting changing demands from legislation, market and end-users, will enable the Danish fashion industry to strengthen the export market and increase employment. This project will enable the industry to be first movers and thereby achieve a market position in the transition to mass customization and circular economy.
Participating partners: Design School, Kolding, The Royal Danish Academy, Via University College, Bestseller A/S, Hjørring Municipality, Coze Nordic.
ADJUST FASHION COMPANIES' PRODUCT DECELOPMENT AND REALISE SUBSTANTIAL BENEFITS FOR CLIMATE ENVIRONMENT, ECONOMY AND COMSUMERS
Read the column in Wastetech, authored by three researchers involved in the MCC – Mass Customization for Circularity
Poor fit in clothing stems from a lack of knowledge about customers' bodies and preferences, as well as the economic constraints under which the fashion industry currently operates. It is well understood that fit is the critical factor influencing customers' willingness to pay and to wear and care for their clothes longer. By adjusting fashion companies' product development to create more inclusive designs, substantial benefits can be realized for the climate, environment, economy, and consumers. This is crucial in a context where too much clothing is underutilized, return rates are high causing significant losses for retailers and companies, and the race to lower prices dominates an already pressured industry.
This is a message conveyed in this column in Wastetech, authored by three researchers involved in the MCC – Mass Customization for Circularity project under TRACE's textile initiative: Ulla Ræbild from Design School Kolding, Mette Terkildsen, VIA University College, and Else Skjold from the Royal Danish Academy.
Read the article here (the article is behind paywall)
Project Leader
Anne Louise Bang
Mail: ANLB@via.dk
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