HOW DO YOU ACTIVATE SUSTAINABILITY IN YOUR SHOPS?
"The most important and easiest way to explain it, is that we strongly believe that quality is equal to sustainability. We choose sustainable materials which have the capacity to be reused and recycled. Furthermore, we use vintage furniture in our shops to save resources and our lighting installations are, apart from vintage, exclusively LED in order to reduce energy. Perhaps the most sustainable energy and resource consumption is to avoid unnecessary refurbishing. When we set up for a new shop we do it with the ambition to save as much as possible from the original facility. New floors and painting walls are not always necessary."
HOW DO YOU INVOLVE YOUR CUSTOMERS IN YOUR IDEAS?
"We recommend our customers avoid washing their jeans! Our washing habits contribute to a major part of the energy consumption. Jeans that have not been exposed to any kind of pre-abrasion from the factory age most beautifully if they are worn for at least six months before they are washed. Not only do they last longer, the movement patterns appear as abrasions and wrinkles and the jeans becomes like a second skin. We recommend customers to wear their jeans for a long time, have them repaired and return them to the shop."
WE SEE TENDENCIES THAT DIGITALISATION IS CHALLENGING RETAIL. HOW DO YOU THINK THE FUTURE OF RETAIL WILL CHANGE?
"The hunt for omnichannels is constant. Omnichannel means putting the customer in focus making sure that the customer receives an equally good experience regardless of which channel he or she chooses in contact with the brand. The purchase does not only take place in the shop or online, but both. I believe that we are going to see more and more touch screens in the shops, offering consumers an increased number of choices.
In the physical shop it is possible to create experiences that evokes several senses at the same time in order to enhance the brand. Temperatures, humidity, sound, light and scent are some examples of this. However, this is still at the experimental stage and maybe not something that many brands are up for yet.
Personally, I think we will see more attempts to engage customers by offering a greater physical shopping experience. Not by doing the reality more digital – on the contrary – it needs to be more analogue. In a shop you can twist and turn a pair of jeans and feel the fabric instead of the ones the web shop has decided to show you. It will be an undirected shopping experience putting the consumer in command instead of a directed version. A higher level of awareness from consumers place higher demands on the fashion industry to produce sustainable high quality products".
Learn more at: www.nudiejeans.com
