Sponsored by IBM
Team & Project Type
Individual Project
Sponsored Academic Project
Mar-May 2022 (2 Months)
Project Scope
Focus Areas
Tools
10% of the world’s total carbon footprint is contributed by fashion
87% of all fashion made goes to landfill
40% of clothing purchased in some countries is never used
$500 billion is lost every year in clothing under-use and waste costs
The fashion industry significantly impacts the environment, with high carbon emissions, excessive waste.
This has led me to explore deeper in the industry business model and user consumption behavior.
“We forecast changes in the fashion market based on data and insights. If these predictions are inaccurate, they can lead to wasted human and material resources.”
"Fashion influencers have moved from designers and creative directors to regular people. Consumers want creative and hyper-personal products, and technology is empowering them to do just that.”
Sustainable Fashion
The rise of sustainable fashion reflects the industry’s growing commitment to environmental responsibility and ethical practices.
Social Media
Social media has transformed the way fashion is shared, giving the public a chance to shape the narrative of fashion.
Digital Transformation
The Internet has made upstream and downstream cooperation in the fashion industry closer and more efficient.
Desire to Express
The fashion industry is increasingly embracing self-expression, empowering individuals to showcase their unique identities.
Most of the waste is generated in production stage
Forecast-based business model has risks, which can easily lead to overproduction
The traditional fashion industry has not kept pace with the growing desire for self-expression through clothing
Digital Fashion
Digital fashion designed for use in digital environments, allowing users to style avatars, enhance social media content.
Produce on Demand
Social media has transformed the way fashion is shared, giving the public a chance to shape the narrative of fashion.
Blockchain
A NFT is a financial security consisting of digital data stored in a blockchain, a form of distributed ledger.
Motion Interaction
Motion capture technology captures the movements of objects or people in real-time, enabling realistic animations and interactions.
Most of the waste is generated in production stage
Forecast-based business model has risks, which can easily lead to overproduction
The traditional fashion industry has not kept pace with the growing desire for self-expression through clothing
More
Sustainable
Emits 97% less of CO2 than production of a physical garment and on average saves 3300 litters of water per item.
More
Dynamic
Digital fashion encourages a decentralized industry that will create a more equitable, creative and sustainable future.
More
Creative
Digital fashion allows designers to explore limitless, physics-defying concepts that are impossible in traditional fashion.
· App only provides low-resolution fitting but purchasing.
· It takes more than 2 days to process photos.
· Only photos can be edited.
· I can’t upload again for a same digital clothes.
Key Problem: Lack of Psychological Ownership
How to Improve:
Control
Having control over a target can enhance feelings of self-determination and responsibility.
Intimate knowledge
The more we know something, the more likely we are to feel it belongs to us.
Self-investment
By expending physical and mental energies, time, ideas, and skills in something, we begin to feel greater ownership.
· We need a compatible platform to accommodate users’ needs.
· The digital fitting needs to be real-time, which could be achieved through motion capture.
· The psychological ownership needs to be enhanced through multi aspects.
Project Goal: Columns
Improve garment discovery joy
Optimize digital fashion try-on experience
Enhance psychological ownership
Simplify the photo generating process
Enhance the post-purchase experience
Enablers: Rows
Technology(AR, AI, VR, mo-cap...)
Trends
Customer Behavior Insights
Digital Platform Function
marketing strategies
In the physical section, I explored ways to attach the device with body and clothes, as well as different design languages. The system consists of a chargeable storage case and multiple wearable sensors.
I conducted multiple user tests to ensure it was portable and easy to wear. After communicating with the hardware engineer, I improved the design of the box and the way of charging the sensor.
In the digital section, I integrated the online sales of digital fashion with the use of motion-capture devices to create a seamless user experience. Additionally, I designed an eco data dashboard and a post-purchase unboxing experience to enhance users’ psychological ownership over digital fashion.
After users log in or create a new account. They can connect METAGALA wearable devices and check their operating status.
These wearables capture users’ motion data to enable real-time AR garment rendering.
The app displays personalized fashion content. On the product detail page, users can see the garment’s info.
By selecting Try-on, users can view real-time AR rendering on screen. They can swipe to explore other choices and add items to the cart or purchase immediately.
When users purchase a virtual garment, they shake their phone to simulate an unboxing. They then receive a unique ID along with sustainability information.
Users can wear digital garments anytime in the virtual environment with MEATGALA wearables.
After capturing photos or videos, users can select their favorite shots and either save them or share them directly to social media.
In their digital wardrobe, users can mix and match purchased digital garments to create personalized looks and save them for future use.
On each garment’s detail page, users can view its unique ID tag. They can quickly manage their virtual items.
Because each digital garment is limited in supply through NFT-based authentication, users can choose to resell items they no longer need. They may also choose to delete the item from their wardrobe entirely.
The platform also provides social features that support communication between users.
When a digital garment is listed on the marketplace, buyers can place offers. Once the seller confirms the transaction details, the trade is completed.
METAGALA encourages mindful consumption and reduces unnecessary physical garment purchases.
On the sustainability dashboard, users can view their personal consumption data and see the positive environmental impact.
This diagram illustrates the stakeholder ecosystem of METAGALA, showing how digital garments, capital, and data circulate among users, brands, manufacturers, social media, and the backend system.
It highlights how users purchase, share, and display digital garments, while brands manage products and gain insights, and wearable devices provide motion data to enhance the experience.
This diagram illustrates the stakeholder ecosystem of METAGALA, showing how digital garments, capital, and data circulate among users, brands, manufacturers, social media, and the backend system.
It highlights how users purchase, share, and display digital garments, while brands manage products and gain insights, and wearable devices provide motion data to enhance the experience.
This diagram illustrates the stakeholder ecosystem of METAGALA, showing how digital garments, capital, and data circulate among users, brands, manufacturers, social media, and the backend system.
It highlights how users purchase, share, and display digital garments, while brands manage products and gain insights, and wearable devices provide motion data to enhance the experience.
