Samsøe Samsøe

A study of how we might extend the lifecycle of clothes and leftover textiles. This fictional project was done during my time at Copenhagen School of Design & Technology.

Initially, Samsøe Samsøe asked us to look into what value CSR had amongst millennials living in urban areas, to produce knowledge about how Samsøe Samsøe communicate their efforts in a more trustful manner.

In doing desk research we gained insights into millennials' relationship to companies addressing sustainability. In short, we found that millennials appreciate companies that walk the talk; a sceptic generation that values authenticity, wants to act in accordance with their ethical and moral compass, and feels great responsibility in regards to their role in fighting social injustice and climate change.

We sent out a few cultural probe kits to the target audience, to uncover insights to use as inspiration. From these, we experimented with potential solutions to the overarching research questions.

I sketched and ideated on various potential solutions. Some nuttier than others. We wanted to provide the millennials with the right tools for making informed decisions when shopping, by adding a logbook of the clothes’ origins to the product pages.

Additionally, we proposed that Samsøe Samsøe set up a service for customers to hand in worn-out denim garments. These could, for example,  be repurposed in the Samsøe Samsøe stores as dressing room curtains.

As the second part of the assignment, I was asked to iterate on our findings and solutions individually, over 5 days. For this, I asked: How might Samsøe Samsøe use technology to communicate valuable information to the target audience?

I conducted further qualitative research, as I wanted to gain insight into their lifestyle and values. I took inspiration from the research method "wardrobe studies" by Ingrid Haugsrud; a two-sided research method. Part one focuses on a piece of clothing that the participant feels a connection to, and have picked out prior to the interview. The second half zones in on the problem at hand.

My research taught me that millennials lack the right tools to make informed decisions. My solution seeks to blur the lines of the digital and analogue world. I designed an updated shopping experience for web and mobile, adding an AI powered module to make the clothes' origins accessible to the shopper. 

The module would be accessible on the Samsøe Samsøe webshop. Through a QR code added to the wash labels in the clothing, in-store shoppers would be able to access information on the garment in question.

Over time, the AI module would learn what information the shoppers seeks the most, and adjust the order of information accordingly.