How to Choose Clothes for Longevity, Not the Landfill | Diarra Bousso | TED

The Hidden Costs of Online Shopping

The Allure and Consequences of Online Shopping

• Online shopping offers convenience, allowing consumers to indulge in retail therapy without leaving home.

• However, this convenience comes at a significant environmental cost, with fashion being one of the most polluting industries globally.

• An alarming statistic reveals that 86,000 garbage trucks full of clothes end up in landfills daily due to overconsumption and overproduction.

A Personal Transformation

• The speaker experienced a life-changing accident that shifted their perspective from consumerism to seeking meaning and impact in life.

• Inspired by Senegalese culture, which emphasizes longevity and sustainability in clothing practices, the speaker reflects on how garments were made to last and passed down through generations.

Redefining Fashion: Diarrablu's Mission

• The speaker founded Diarrablu with the goal of producing clothing more responsibly while promoting conscious consumption.

• Three key learnings emerged for sustainable fashion: co-create designs with customers, produce on demand or via preorders to minimize waste, and mitigate returns.

Innovative Approaches to Sustainable Fashion

Engaging Customers Through Co-Creation

• By involving customers in the design process through surveys and polls, brands can create products that resonate better with consumer preferences.

• This approach fosters a sense of ownership among customers rather than viewing transactions as mere purchases.

Efficient Production Techniques

• Diarrablu utilizes math equations and AI alongside hand-drawn designs to create unique textile prints efficiently without generating samples.

• Digital printing allows for small batch production, reducing energy use and carbon footprint compared to traditional methods.

Learning from Industry Examples

• Companies like Finesse employ crowdsourcing models for design creation while Stitch Fix uses customer polls for inventory management.

• Polling has proven effective for Diarrablu; best-selling items often align with winning styles identified during these surveys.

Strategies for Reducing Waste in Fashion

Conscious Production Practices

• Diarrablu produces garments on demand by local artisans in Senegal, significantly cutting down textile waste by over 60%.

• While not all companies can adopt on-demand production due to financial constraints, alternatives like preordering can help manage excess inventory effectively.

Mitigating Returns as a Key Strategy

Insights on Sustainable Fashion and Consumer Behavior

The Impact of Return Rates on Overconsumption

• In 2023, the return rate for online clothing is reported at 24.4%, largely due to free shipping on returns, which encourages overconsumption.

• Major retailers like Zara and JCPenney are beginning to implement return shipping or restocking fees to mitigate waste.

• The speaker's company also charges return shipping fees with the aim of promoting mindful purchasing habits among customers.

• A mindset shift regarding returns is essential; this involves proactive communication with customers before orders are shipped.

Engaging Customers in Sustainable Practices

• Difficult conversations may arise when customers order multiple sizes; the company chooses not to fulfill such orders.

• Instead, they reach out to customers, emphasizing their commitment to sustainability and encouraging them to support this mission by avoiding duplicate orders.

• The approach includes providing assistance in selecting the correct size, fostering a positive customer experience that aligns with sustainability goals.

Success Metrics and Growth

• The company's returns strategy has proven effective, achieving a return rate of only 12%, significantly lower than the industry average.

• An annual outlet sale focused on sustainability has resulted in selling three quarters of excess stock over three years.

Personal Journey and Broader Implications

• The speaker shares insights from their journey with Diarrablu, highlighting that responsible fashion practices can lead to substantial growth and profitability.

• Over the past three years, revenues have increased by 35 times while maintaining minimal inventory levels and healthy profit margins.