10101204Using user centred design to increase the recirculation of children's clothingClosedCollaborative R&DInnovate UKThere are over 225million items of kidswear stored- unworn - in homes in the UK. That's around £2Billion worth of unworn clothing. Enough to clothe every single child in the UK. And yet, 84% of parents are prepared to shop second-hand for their kids clothes. There is a HUGE market for the clothes which children outgrow. So what's the problem? It's simply TOO HARD to recirculate children's clothing. Only 34% of parents resell their kids clothes -- citing inconvenience as the primary reason. And only around 42% of all hand-me-downs are actually worn. Meaning the majority of kids clothes find themselves stashed in cupboards or dumped in the donation bin. Resulting in huge amounts of waste. Wasted clothes. And Wasted money. Not only that, but it perpetuates the fast-fashion cycle, as parents buy cheap clothes knowing they'll most likely throw them away. Ethically made, sustainable brands struggle to compete as parents can't justify the cost if they can't get some money back when their child no longer needs the item. The solution? To make it as easy to recirculate kids clothes as it was to get them in the first place. With this project we will use user-centred design to build upon our existing, market leading rental and resale platform, creating a seamless, brand integrated clothing resale experience for parents. The research we conduct will allow us to create an experience which is truly designed for parents AND brands, so that we might turn every purchase into a potential repurchase, making recirculating clothes a first resort, not an afterthought.