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Project Development
Hanger
We often associate freedom with more choice but as proven by Barry Schwartz we reach a point of choice overload where instead of feeling free we are left feeling overwhelmed.
I started the project looking at where consumerism stems from and how society is built to make us, buyers, susceptible to purchasing more than what we need. For example, after 20 minutes of shopping our critical thinking falls 80% and we start to make irrational decisions, stores use strategies based on some of these human traits to keep us buying more products.
Through mapping out the obsurdity of choice we are presented with and exploring the personal relationships that we form with our clothes I began to develop my swapping platform.
I was determined to keep the fun in fast fashion whilst creating a fast paced and gamified alternative to shopping without the choice overload.
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The proposed business idea, Hanger, is a clothing exchange platform that will initially operate in London. The service will be accessible via a mobile application, available on both Android and iOS, where users can upload images of clothing items they wish to swap. The app will employ a swipe-based interface, allowing users to browse available listings and match them with potential swaps. To enhance trust and engagement, all users will be required to create a profile with equal access to listing details, minimizing information asymmetry and fostering transparency. Additionally, an optional verification system, similar to Hinge's photo verification feature, will be introduced to confirm the authenticity of uploaded images, increasing the likelihood of successful matches. A rating system will also be implemented, enabling users to review each other post-swap, encouraging accountability, and ensuring reliability within the community. To further enhance user experience and generate revenue, a premium subscription model will be available, offering benefits such as unlimited matches, boosted item visibility, the ability to see who has liked an item, and a rewind feature.
Swapping hubs (such as coffee shops) will be available across the city for users who prefer in-person exchanges over shipping costs. Hangers unique selling proposition lies in its ability to offer an engaging, gamified approach to secondhand shopping while promoting affordability and sustainability.
Targeting the right consumer segment is essential to ensuring Swap's market viability.
Effective audience selection and positioning play an essential role in customer satisfaction, resource allocation (Petrovski & Pestana Neto, n.d.), and valuable brand perception (Lhotakova & Klosová, 2009). Swap is designed for individuals aged 17 to 32, a demographic that shares three key characteristics: financial constraints, ethical consumption habits, and a strong interest in fashion. In the financial landscape, this group can be further divided into two subgroups—17-24-year-olds, primarily students and early-career individuals, and 25-32-year-olds, who are entering or settling into financial independence.
Defining Target Group
Hanger addresses two major societal challenges: the environmental damage caused by fast fashion and the financial strain of clothing consumption. The fashion industry is responsible for 92million tons of textile waste annually and 10% of global carbon emissions, making it one of the largest contributors to environmental degradation. At the same time, many young consumers struggle with the rising cost of living, with nearly half of individuals aged 18–24 having less than £1,000 in savings, making sustainable fashion feel out of reach.
Hangers Mission
Beyond sustainability and financial relief, Hanger also addresses the psychological burden of overconsumption. The fast fashion model encourages excessive buying, leading to cluttered spaces and feelings of wastefulness. By shifting the focus from impulsive purchases to intentional exchanges, Hanger helps users break free from the cycle of hoarding and overconsumption,fostering a healthier, more mindful relationship with fashion.
Hybrid Model
Our hybrid model combines digital wardrobe swaps with in-person exchange hubs in local coffee shops, creating real-world connections while supporting independent businesses. Furthermore, Hanger is an alternative to local swapping pop-ups which are infrequent and depend on physical set-up and turn-out. Overall, it is sustainable fashion that fits into everyday routines making the swap movement more accessible, social and exciting.