Excessive apparel consumption has become an increasing global trend as a result of fast fashion retailers’ systems. Through flexible production and distribution lines, fast fashion has become the common way of product-delivery of major ‘value’ and ‘mid-range’ fashion brands. This results in impulse shopping consumers’ practices. ‘Second Chance’ is a service that challenges current consumption practices in younger women by creating a system that formalises ways of collaborative consumption of garments.

Generation Y is highly influenced and socialised into the act of apparel consumption. Spending on average $611 per year per household, young female consumers are able to respond fast to the changing trends and cheap finds. This results in impulse buying, a lack of awareness towards other methods of consuming fashion and little understanding on the value of fashion.

Through qualitative research methodologies and service design, the project has sought to create awareness on the value of clothes and slow down consumption. Second Chance online platform invites consumers to collaborate with one another as they share any unwanted or unworn garments. Additionally, swing tags and hashtagging will work together to extend the understanding on young female shopper’s beliefs system on ownership and consumption of fashion and increase the life cycle of clothes. The tag will prompt consumers to question themselves the true value of their garment while hashtagging on social media will help spread awareness fast. True value in this case is the narrative behind the textile industry.