The marketing strategy of the fast-fashion industry is to encourage the shortest of short-term decision making by stimulating impulse buying. As fashion seasons give way to incessant “innovation”, conspicuous consumption becomes constant consumption. The fast fashion industry has been growing rapidly in the past two decades but the negative effects of this obsessive consumption encourages consumers to spend more. Is there a way to make women feel satisfied with what they already own? Can we use the rapid growth of technology to stop this obsessive consumption?
Fleek is a proposal for a mobile app that will encourage women to buy less and utilize the clothing they already own to create new outfits and looks. Based on the idea of having a virtual closet users register the items in their wardrobe in order to have a digital representation of what they own. The virtual closet enables ease of browsing, encouraging the user to use every single piece in their closet. Users can track most and least worn items to motivate the use of forgotten items. Fleek also can also help women make more intelligent decisions when shopping; by helping them avoid buying similar items. A personal styling service is offered for users who need help organizing and planning their outfits. The stylist will suggest several outfit combinations based on the user’s style showing them all the different uses that can be given to a certain item. Fleek will encourage women to shop less by showing them it’s not about having less, it’s about making room for what matters.