Design Project 1 | Composite Character Profiles

Composite Character Profiles

Composite Character 1: The action-taker

• They say that they care about sustainability and support their values with responsible actions, engaging in sustainable activities and behaviours.

Composite Character 2: The would but don’t

• They say that care about sustainability and that they would like to give their clothes a second life however they fail to take action to reduce clothes waste (mostly due to a lack of effort/time/will). TARGET CONSUMERES TO FOCUS ON

Composite Character 3: The fast fashion prey

• Conscious about the unsustainability of the action they take but still buy fast fashion clothes because of their cheapness. This leads inevitably to a packed wardrobe full of clothes that are generally worn only few times. However, this type of consumers may be willing to share their new clothes with friends, partially addressing the clothes waste problem.

Composite Character 4: The adult

• Generally, they buy top quality long lasting garments that can be worn for decades. Unwanted clothes are usually passed to other family members or donated to charity or sold to thrift shops.