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A cognitive fashion platform for environmentally conscious shoppers

Shoppers are increasingly conscious of the impact their consumption has on the environment - and particularly young consumers. They want to combine affordability and practicality with their desire to be socially responsible.

This generation are also digital natives. They take the internet, social networks, and mobile devices for granted in their education and family life. They're the target market for what's being called m-commerce.

LOKE provides an online fashion marketplace that connects them with local independent and charitable retailers. It learns from their current or preferred location so that they can click and collect the apparel they want in their area. It's a mediator that adopts the model of major e-commerce players for the sustainable age of fashion.

The project follows a mentorship and skill-sharing arrangement between students and staff at Southampton Solent University and the IBM Design Studio Hursley. This multi-year collaboration has shared leadership and design thinking skills, along with experience of IBM Watson technology, with students of MA Creative Direction for Fashion and Beauty. 

In particular, LOKE benefited from qualitative research of the consumption habits, concerns, and expectations of Generation Z. 

If you're in the area, come and see how it helps bridge the gap between retailers and this growing group of young consumers.  


IBM UK Lab Campus, Hursley,
Winchester, Hampshire,
SO21 2JN
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