Borobabi Redesign Campaign

What is Borobabi?

Borobabi is a sustainable circular economy for maternity and young children’s clothing. They are a company dedicated to making ethical and sustainable clothing accessible to all parents. Not only is the clothing accessible, but it is safe for parents and children since all garments are free from toxins and made from natural fibers. Through circulariting clothing, they are constantly reducing the environmental impact from fashion. Their four values are caring, inclusive, authentic and innovative which represents their company’s purpose. Borobabi recycle and compost to avoid the harms of landfilling as a proactive step of ensuring the future health of our planet and generations. 

Why Borobabi?

Borobabi is an innovative company striving to create solutions to avoid the harms of landfilling stemming from fast fashion. Less than 1% of global textile waste is actually recycled. By extending the life of clothes, reusing, recycling, and repurposing they strive to shrink the negative impact of fast fashion. The push for economically viable clothes has been a popular topic in the fashion industry that is impacting the market. Consumer’s are looking for ways to reduce their environmental impact especially in the growing industry of fashion.

Borobabi is America’s first circular retailer who encourages sustainability focused on resolving the environmental crisis of pollution caused by unsustainable clothing. A customer wanting to buy ethically sourced clothing may purchase a borobabi bundle. The customer would first complete a style quiz which curates 7 items to shop from home. They then choose new or pre-loved items. Once the clothes are delivered to the customer, they have 5 days to decide whether they buy, rent, or return the items. For quick and easy returns, the company provides a prepaid return label.

Let's take a look at Borobabi's current process

Borobabi’s business model is one for the future 

• Not only as America’s first circular retailer but as one of America’s most green businesses

• Borobabi has potential to become industry leaders when it comes to environmentally sustainable clothing for children 

• For further success, Borobabi should add & diversify more product recommendations toward their customers 

  
  

Borobabi's Redesigned Process (Future state)

This new process adds components like a recommended item list, data storage for more accurate and tailored recommendations, adding a wider variety to shop from and adding a longer time period for when customers are given and required to provide a decision about if they want to buy, rent or return. A recommended item list will be able to retarget customers and allow for a higher conversion rate. Adding a wider variety than the original 7 can allow customers to choose more items and bring in more revenue for the company. Additionally, customers should be given a longer time period to decide since all items cannot be tried on children within 5 days. Parents are more likely to purchase or rent something that has already been worn by their children. My recommendation would be to give customers time to decide within 7 days.