It might seem strange to incorporate consumer engagement into the whole sustainability story, yet this may be another strategy to keep clothing from becoming waste all too soon. When someone is really attached to an item, he or she will not easily throw it away. There are several ways to encourage this connection. Some tips to consider:

• Involve your client in the creation process:
  • ‘I helped design this.’
  • Example: Unmade
• Involve your client in the production process:
  • ‘I helped make this.’
  • Example: Atelier Bossier
• Use storytelling:
  • ‘I know how this product was made, in which circumstances, who designed it and what’s the story behind it.’
  • Example: O My Bag
• Create a customer experience:
  • ‘I’m thrilled about how I found/bought this item and I love to talk about it.’
  • Example: Suitcase.
• Create a customer experience:
  • ‘I’m thrilled about how I found or bought this item and I love to talk about it.’
  • Example: Café Costume
• Create a community:
  • ‘I’m part of this group of people who are enthusiastic about this product/this designer and therefore I feel very involved.’
  • Example: la fille d’O #lafilleduday