the Denim Dilemma
Can we change the way we shop for denim?
a study by Olivia VanDeventer
The Problem:
For some shopping for denim is a frustrating, time consuming, and even a traumatizing experience. How can good design take the pain out shopping for jeans? I interviewed shoppers, fashion and garment construction experts, and others to come to a conclusion.
Empathy Map:
My predictions on ethnographic research is represented below.
Ethnographic Research:
My ethnographic research is represented below.
Design Parameters:
COST
-Consumers are willing to pay more if a promise of fit and durability can be made.
-Ideally around $100 a pair.
-Consumers are willing to pay more if a promise of fit and durability can be made.
-Ideally around $100 a pair.
SPACE
-Online experiences are less overwhelming for people than in person shopping.
-the lack of assistance online
-People who identify as a gender other than what they were assigned at birth don’t feel safe shopping in their affirming section of the store.
-Online experiences are less overwhelming for people than in person shopping.
-the lack of assistance online
-People who identify as a gender other than what they were assigned at birth don’t feel safe shopping in their affirming section of the store.
USER EXPERIENCE
-Digital interpretations of in-store experiences could give people more confidence in their choice. IE measuring tutorial videos, virtual try on, or a measuring welcome kit?
-Digital interpretations of in-store experiences could give people more confidence in their choice. IE measuring tutorial videos, virtual try on, or a measuring welcome kit?
MATERIALS
-Sustainability is important to consumers, but they will make sacrifices if they feel its an item they will use a lot.
-People love the comfort of stretch, but it seems to wear out faster.
-Concerns over scraps and waste material.
-Sustainability is important to consumers, but they will make sacrifices if they feel its an item they will use a lot.
-People love the comfort of stretch, but it seems to wear out faster.
-Concerns over scraps and waste material.
ANTICIPATING THE FUTURE
-Comfort is king in 2022. Consumers are not willing to give up the comfort they gained from the trends that emerged during the pandemic.
-Designing jeans that last forever is unrealistic because people’s bodies change and human beings are built to move.
-Even people in the standard size range love seeing a variety of sizes in store. This gives them confidence and beings visibility to what is important to the brand.
-Comfort is king in 2022. Consumers are not willing to give up the comfort they gained from the trends that emerged during the pandemic.
-Designing jeans that last forever is unrealistic because people’s bodies change and human beings are built to move.
-Even people in the standard size range love seeing a variety of sizes in store. This gives them confidence and beings visibility to what is important to the brand.
EMOTIONAL NEEDS
-Trying on several jeans in one visit with the expectation of being frustrated by most of the options is an outdated way of shopping.
-Those who are transitioning need affirmation and safety while they shop.
-People who are pregnant deserve to feel comfortable and confident in their clothing.
-People who require accessible clothing deserve dignity
-Trying on several jeans in one visit with the expectation of being frustrated by most of the options is an outdated way of shopping.
-Those who are transitioning need affirmation and safety while they shop.
-People who are pregnant deserve to feel comfortable and confident in their clothing.
-People who require accessible clothing deserve dignity
PHYSICAL NEEDS
-the clothes need to have GREAT fit!
-the clothes need to have GREAT fit!
MARKETING PARAMETERS
-A service for everyone, but highlights and celebrates the uniqueness of every individual.
-A service for everyone, but highlights and celebrates the uniqueness of every individual.
Bullseye Diagram:
The Solution:
Rivet & Rise is the solution to the denim dilemma. It is a custom tailoring service built for everyone. Whether finding comfortable fashionable denim is difficult or you are just picky about color and fit, Rivet & Rise can get a good everyone is a good fit
How it works:
Rivet and Rise is a completely size less denim shop. Each pair is made based on the measurements and fit preferences of each individual, so they will get a perfect fit without all the guesswork.
There are three steps to better denim:
1. Order a welcome kit
The welcome kit includes a measuring tape, swatches, and an information guide that provides education around choosing the right materials and fit.
2. Measure with the measuring guide
In order for the jeans to fit properly, the measurements MUST be accurate. We also ask for additional measurements then what is represented in traditional sizing to get a more wholistic idea of the customers shape, which leads to greater product accuracy. To further ensure this accuracy, we have created a measuring guide in the form of a video so customers have the confidence to measure at home.
3. Select your preferences
This is the fun part! The customer chooses all the customizations of their fit like rise, leg opening, and hardware to create a product just for them.
After submitting the order, the customer has an option to have a zoom meeting with a designer to discuss their specific concerns.
An additional benefit of this service is the opportunity to create adaptable clothing for people with dexterity issues, people who are mostly seated, people with prosthetics and more. Hook and loop fasteners, magnets, and elastic waistbands can be applied to make fashion more comfortable for those who need it.
Our goal is to create a shopping experience that is just as comfortable as the jeans our customers are shopping for. And because all pairs are made to order, there is less waste! And what waste we do have is recycled into insulation. To learn more about turning denim into insulation, click here.
Conclusion:
This brand was created and informed by the data obtained during my ethnographic research. I focused most of my energy on solving the biggest problem: finding jeans that fit properly. This is totally achievable through customization and personalization. This might cost more money per pair than traditional denim, but in my research I found that 100% of the people questioned would be willing to pay more for their clothing if it fits well and lasts. I focused secondarily on the emotional needs of the shoppers by including a solution that inclusive of all genders, shapes, and sizes. Social trends also show that the shopper is willing to support an inclusive brand regardless of their personal concerns and preferences because shoppers are willing to support a space that is safe for everyone. Other concerns like the ability to shop online due to safety concerns, sustainability (for both the shopper and the company,) and bridging the gap between the convenience of shopping online with the assistance of shopping in person by providing an option to meet with a designer digitally to discuss their concerns.
