In a world where consumers are increasingly concerned with sustainability, questions about the origin of products are gradually becoming a part of the purchase decision.
In a world where consumers are increasingly concerned with sustainability, questions about the origin of products are gradually becoming a part of the purchase decision. Mature consumer markets are undergoing a quiet revolution where buyers are interested in product stories and are beginning to demonstrate a preference for responsible products. Do you carry a recycleable bag for groceries? Use green detergent or recently changed a flight connection to minimize your carbon foorprint? If you find yourself nodding to any or all of these examples, you are part of this revolution and The IOU Project is betting that you will extend this consciousness to what you wear.
The IOU Project is launching a clothing line that is assembled by craftsmen in Europe, using hand-woven fabric from India. Each piece is unique and has a QR code that lets the buyer read that product’s story – all the way back to India where an artisan wove the fabric, to individuals in Europe who used it to craft the garment. Madrid designer, Kavita Parmar explains that the movement celebrates uniqueness as every single item is unique and like no other. While product stories are not a new concept – here’s a great example based on purses made from recycled leather – one admires the clever crafting of IOU’s story and the use of new technology in the guise of QR codes to make the story accessible to all. What’s more, IOU is harnessing social referrals rather cleverly by awarding a referral fee to website visitors who participate in their Trunk Show Host App – a model many strategists would find handy.