ABSTRACT
This chapter contributes to knowledge by developing an app design that allows retailers to clearly communicate their sustainable practices and values, whilst at the same time engage their consumers in a unique shopping experience driven by an emotional bond. Drawing on current app ‘success’ stories, which provide consumers with an opportunity to share their experiences and record their changes in behaviour, we explore design and communication features that could be adapted to a fast fashion retailer’s app. Thus, a comparative analysis forms the baseline of this chapter focusing on a well-known UK high street retailer’s m-commerce app and a ‘truly sustainable’ app that has demonstrated consumer commitment in not only updating their progress on the app daily, but also sharing their resulting change in the shopping experience.
