New App Promotes More Sustainable Consumption Through Gamification
New App Promotes More Sustainable Consumption Through Gamification
New App Promotes More Sustainable Consumption Through Gamification
By Alessandra Turra
October 23, 2020
Summary
The Wear Me 30 Times app will enable consumers who wear specific garments multiple times to be rewarded by fashion brands.
Wear Me 30 Times QR code
Gamification meets sustainability in an app developed between Italian sustainable brand Maakola and blockchain certification service provider Genuine Way.
Inspired by Livia Firth’s #30Wears social media campaign launched in 2016 with the goal of promoting more sustainable consumption of fashion garments, the Wear Me 30 Times digital initiative creates interaction between brands and final consumers, pushing them to wear garments multiple times in order to receive prizes.
For every brand included in the program, Wear Me 30 Times creates a QR code that the label has to include in its garments. When a consumer buys one of those pieces, he or she can download the Wear Me 30 Times app, scan the QR code, log in with their information and shoot a selfie wearing that design. The selfie will be posted on their social media accounts, promoting both the initiative and the brand and showing followers their sustainability commitment. Each time the user wears that item, a new selfie will be archived in its Wear Me 30 Times account and when specific milestones will be reached, the user will receive gifts from the brand behind the selected garment, such as free items or discount vouchers.
Reference
Turra, A. (2020, October 23). Gamification to Boost More Sustainable Consumption Through New App. Retrieved November 01, 2020, from https://wwd.com/sustainability/innovation/gamification-boost-sustainable-consumption-new-app-1234642433/