Retail-tech and brands exploring sustainability

June 18, 2019 htbadmin

Retail-tech and brands exploring sustainability

How can business and tech innovations help improve the sustainability of the fashion industry? Lovia and Weecos presented us how they have adopted sustainability as a keystone of their business. This Happy Textiles meetup on circular economy was arranged last week together with PriceTap and Garden Gathering at the Kämp Galleria.

Lovia creating impact on fashion industry

Being one of the most polluting industries, fashion industry has several ecological and ethical problems to tackle. The story of Lovia began from the need to make a change and turn around the cycle of producing and consuming fashion.

Today they have a unique concept in turning waste into timeless quality products. Utiziling excess leather from Finnish furniture factories, elk hides left over from Nordic population control hunting and salmon skins, by-products of food production, Lovia’s artisans make handcraft bags, jewellery and other design products.

“Transparency is the main key in the impact. Therefore, we give a DNA code for each of our products, so that you can track the origin, who has made your bag and what material it is. This information is very important for the consumers of today”, explains the CEO Anna Lehtola.

In their full transparency with direct-to-producer and direct-to-consumer approach, Lovia has created an interactive community. Consumers and producers are having real dialogue and communicating with each other in the Instagram, adding content and sharing their experiences of the products. Respecting what you have purchased is an essential part of sustainable consumption.


Weecos offers sustainable choises

Weecos is an online sustainable marketplace of independent, sustainable designers from all over the globe. There is no storage in Weecos, as each brand maintains their own Weecos-shop. This means that a purchase from the marketplace is a purchase straight from the brand. In six years, Weecos has grown to be one of the biggest value-based shops.

Some years ago, Weecos realized that they need to be more transparent and more detailed about sustainability and explain what they mean by it. As a solution, the Co-Founder Anna Kurkela created the sustainability stamps together with the rest of the team. With the help of the stamps you can filter the sustainability features you personally find most import. There are 20 different sustainability criteria from which you can choose of: certified, natural or recycled materials, production country, repair service and social responsibility among other criteria.

“Our goal is to change attitudes and habits of consumption to a lifestyle respecting people and the planet. We also want to act sustainably as part of society. This has been the core mission of Weecos since day one” says Anu Hurme, Content and Sustainability Manager.


PriceTap creates benefits for consumers and retailers

The company PriceTap is responding to the changes in fashion buying culture by offering a specific smartphone application for shopping. In the application, the shoppers can scan the price tags to create wish lists and get rewards. And the retailers can make specific offers related to the customer’s desired items.

As a result, both parties get benefits. The shopper can get items at a more attractive price and easy access to product info, while the retailer can create discreet dynamic personal offers according to the wish list data. This means improved overall sell-through, greater customer satisfaction and reduced overstock.


Richard von Kaufmann from PriceTap facilitating the panel discussion on sustainable choises with Anna Lehtola, Ele Lepik and Viivi Arela.

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