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Interview 5: SAVANNAH

Who Did You Interview?

  • Friend

Demographics That Might Provide Helpful Context for Their Responses

  • 22 years-old
  • College student (super-senior)
  • From San Antonio, Texas

Key Findings from the Interview

  • Two ways
    • one for event-specific (looks online)
    • for fun —> in a place or store that has cool stuff
      • known store or thrifting in SF
      • exciting if I find something nothing specific
  • values first impression, price, quality if she has something similar
  • has a moderate understanding
    • knows fast fashion and what stores falls under unsustainable categories
    • wants to learn more about the nuances of sustainability
    • avoidant
  • SELF EXPRESSION
    • enjoys feeling confident —> very important
    • sustainability is a factor but not a priority
    • likes to take care of her clothes —> increase longevity
  • price is a big deterrent —> limited sizes and production
    • can’t find the right fit
    • harder to access —> only in-store/sell out
  • cleans out closet twice a year
    • sells them, donates them, or gives them to a friend
  • social media —> particularly pinterest
    • seeing everything together - follows links
    • sometimes will but usually not
    • NOT insta ads
  • one-sec
    • takes over your phone when you open Instagram
    • a pop-up asking if you want to proceed
    • make you reconsider if you want the thing or not
  • more information on items in store
    • presented in a compelling
    • would be more inclined to buy it
    • not an infographic