In a rapidly changing clothing industry, in a world facing a climate emergency and many other uncertainties, how can labelling company ITL set a new direction for itself is the main question my teammates and I are trying to answer in this proposal. We started from discourse analysis on label and then moved on to PESTEL analysis to gain a thorough understanding of label industry and ITL's business. Focusing on the emotion aspect with emphasis on sustainability, we proposed a future scenario where ITL could achieve differentiated positioning by adding awareness and appreciation of sustainability in the identity of label. Equally important, is the personalized dialogue between labels and customers. To test this scenario, an experiment was conducted on campus, which helped to further develop our propositions.

PESTEL Analysis

A detailed PESTEL analysis helps us to monitor the macro-environmental factors that may have a profound impact on ITL’s performance. Within which we paid extra attention on topics such as sharing economy, data digestion, and circular fashion as the leading clues for further research.

Emotion as an actor

With today's ever-changing markets and customer needs, it is necessary for firms to have touchpoints designed out of service to create a consistent user experience. One of the essential aspects in this process is consumer's emotion, which, if been taken care of, would act as the catalyst in creating a strong relationship between customers and brand.

Future Scenario

Three actors are emphasized in our future scenario: environmental issues, emotions, and uncertainties. In the future, customers will no longer be the information receivers who does not contribute or interact with the content and remains totally passive, instead, we will offer them choices of how they want the information to be delivered and creating transparency in conversation.

Hypothesis 1

The first one is to use future labels not only to convey messages regarding basic information about the garment, but as new media to disseminate the idea of sustainability.

Hypothesis 2

The second is to replace the physical labels all at once with a QR code, which could contain more information in various forms, videos for example.


Combing these two hypotheses together, in our experiment, we sticked labels we remade on a T-shirt; on each label there's only basic informations about the garment, slogans regarding circular economy and a QR code. Then we asked people to choose one from all the labels attached on this garment and asked them how that label is different from regular ones, and how they feel towards having information in a QR code. After scanning it, people would find more detailed informations about the garment including care instructions and more importantly, knowledge regarding how much energy had been used to make this product and what its life expectancy would be.

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