Exploring Durability and Innovation within the Textile Industry
Durability is a key textile industry initiative in the drive towards sustainability. This idea triggered Stefan Hauser, Founder & CEO of Brakeable, to pursue a way to help textile and product manufacturers identify and correct design and materials flaws. He was inspired by flaws in his own well-worn and well-loved backpack (seen above). He had a hunch that there were others like himself frustrated with inadequacies in favorite textile goods. Further, he felt that if products were constructed to last longer, people would benefit from this, the environment would benefit, and it would increase brand loyalty.
Hauser believed that the consumer and manufacturer could accomplish this together through a communication tool to identify those defects, repair them and/or enable the manufacturer to make a better version in the future. The result is Inspector By Brakeable®, a platform for consumers and brands to connect about manufactured textile goods. Consumers identify the flaw through a photo upload and description in the Brakeable platform. Brands track product defects identified by consumers, and act accordingly.
The platform has spurred companies to think differently about defects in their products. Instead of being a negative, they can turn it into a positive, offering the ability for a consumer to repair the damaged part themselves to extend the life of their textile goods – something that next generation consumers value. The result is better made products, opportunity to sell parts for a DIY repair, a greater degree of loyalty for the brand, and increased customer service for the consumer.
Building on Experience
Hauser’s motivation for Brakeable was inspired by his interests and work experience. “My background is rooted in sports, climbing, kiteboarding, and splitboarding, which naturally led me to study sports equipment,” says Hauser. “After working with a major Swiss outdoor brand for several years, I decided to start my own venture. I was fascinated by the potential to enhance the interaction between consumers and brands. Initially, we focused on market research and prototyping, but we soon realized that customer support offered the greatest opportunity to drive meaningful change and deliver value to both businesses and their customers.”
Over a three-year span, along with Brakeable team members Marc Berli, Co-Founder & CTO, and Kim Schmidt, CPO, they have developed and tested versions of the technology. “Embracing AI from the outset has been crucial in capturing and processing information, offering extensive possibilities and advantages,” Hauser says. “We began by validating our core hypotheses with a pilot customer, which proved to be a successful approach. From this initial functional prototype, we developed a robust versatile platform designed to drive efficiency and transform customer support from a cost center into a value-driving hub. We’re proud to deliver a unique customer experience and efficiency gains, that sets us apart from competitors and is challenging to replicate.”
With Hauser and his team making the rounds at various expos, they have gotten attention of consumers and retailers. It’s ease of use; report ability and interactive nature is attractive for retailers who desire to serve their loyal following and allows a way for that loyal customer to interact their favorite brand. “Our platform provides a seamless self-service solution that integrates smoothly into clients’ existing systems,” says Hauser.
“It features several modules that continuously assist companies in optimizing their operations and effectively leveraging insights,” he says. The modules include Repair, Warranty, DIY and Feedback, where the brand chooses the engagement tool to use with the consumer. “This comprehensive approach ensures that our clients can efficiently manage customer interactions and improve their overall service delivery.”
The reception of Brakeable has been overwhelmingly positive. Consumers often remark on the speed and efficiency of the service, while companies appreciate the diverse benefits it provides, serving multiple roles in the internal value chain. “Customer Support Departments value the reduction in manual requests,” says Hauser, “while the Sales Departments benefit from insights that can drive additional sales, and Product and Supply Chain teams gain valuable information on product quality, which was a key
focus when we launched our startup.”
With environmental concerns topping the list for the textile industry, Brakeable offers a timely solution for brands to showcase their efforts to consumers. “Durability comes in two forms: physical, which refers to a product’s ability to withstand mechanical stress, and emotional, which pertains to the lasting connection users have with their products. The DIY activities enhance emotional durability by fostering a deeper personal connection to the product,” emphasizes Hauser, “Making DIY options and spare parts as accessible as purchasing a new product will support prolonged use and contribute to greater sustainability. Design for repairability is the foundation for all of these activities.”
To understand the lasting benefits of Brakeable, Hauser and his team work to educate brands and consumers on the impact they hope to ultimately make – durability and longevity to lessen the global issue of textile waste1. Here are their key points.
The Bottom Line of Durability and Longevity
The global “Fast Moving Consumer Goods” (FMCG) industry is witnessing a rising tide of ecological challenges that demand profound transformations towards sustainability. Setting the scene in the textile industry, one must first understand key concepts of sustainability and the crucial part Brakeable can play to help leverage the benefits of the product lifecycle expansion.
Exploring how the product durability and use phase longevity intersect with aspects of sustainability, Brakeable differentiates between product-circularity and material-circularity while supporting the strategy of prolonging the use-phase of products (Figure 1) to brake the fast-paced FMCG market.
Tackling Known Textile Industry Issues
The textile industry looms large on the environmental canvas by creating CO2 emissions, leaving significant footprints in water consumption, and ultimately generating waste.
Textiles contribute to 10% of global CO2 emissions, surpassing those of international aviation and maritime shipping combined. 77% of these emissions come from global clothing manufacturing. Furthermore, over 14 million tons of microplastics litter the ocean floor, with up to 500,000 tons originating from textiles annually. Extending the use-phase of textiles by just 9 months could unlock savings of up to 27% in CO2, 33% in water, and 22% in waste2.
The multifaceted concept of sustainability is comprised of a triad of social (fair labor practices), economic (exchange of short-term capitalism in favor of long-term responsibility), and ecological (eco-friendly production processes) dimensions. The synergy of these dimensions is crucial for true sustainability3. The UN Sustainable Development Goals refine the aspects of sustainability further, where use-phase longevity particularly impacts SDG 12 – Sustainable Consumption and Production, SDG 6 – Clean Water and Sanitation, and SDG 13 – Reducing Carbon emissions.
Durability Over FMCG
Embracing long-lasting products lowers the need for frequent replacements, translating to reduced resource consumption and waste. Hence, durability and longevity not only bolster economic sustainability but also decrease environmental impacts.
Fueling factors, according to studies, Gen Z consumers will expect brands to act authentically, improve their eco-credentials and interact with brands who engage in unique content and digital experiences. Gen Z demands transparency and conscious consumption4. Their selections mirror informed choices, reshaping consumption norms of today. Product durability reflects a commitment to quality craftsmanship and responsible consumption for brand consumers of tomorrow.
Domino Effect of Longevity
A sustainable shift across the product value chain involves transitioning from linear to circular economies, where extending the lifecycle of products becomes essential. These circular systems encompass both material and product circularity, with a pivotal role played by Brakeable, which enables companies to understand their products from a consumer’s point of view.
This fosters a sustainable and responsible approach to consumption and centers on the product strategies of sharing, leasing, reusing, repairing, refurbishing, and recycling of existing materials and products. This phase unfolds during the product circularity, encompassing activities like wearing, washing, and maintenance, all with the goal of maximizing the product’s lifespan.
It is time for industries to step up and make a lasting impact. Companies that champion quality and longevity are financially rewarded in many ways. Waste reduction and deeper consumer loyalty and patronage provide a profitable path forward to those who seize this innovative opportunity, thereby enjoying enhanced competitiveness5 and visionary profit-building.
Embracing long-lasting products lowers the need for frequent replacements, translating to reduced resource consumption and waste.
Brakeable Puts the Brakes on the Cycle
With the case made, Hauser and his team believe it is time for consumers and brands to extend the life of useful textile products.
“With the Inspector By Brakeable® platform,” says Hauser, “an unprecedented way of measuring product quality and longevity sets the stage to amplify longevity across industries. We collect insights around product use and defects from consumers during the use-phase, to enable brands to choose the right product strategy, product design and communication means, to support maximal use-time and utility.”
It pioneers a new method towards sustainability through:
- Prolonged Product Lifespan: By assessing quality and durability, Inspector fosters the creation of longer-lasting products.
- Reduced Ecological Footprint: Extended use-phases lessen resource consumption, thereby diminishing environmental impacts.
- Quality and Durability Assessment: Brakeable empowers companies to monitor quality and address potential issues proactively.
- Value Amplification: Enhanced quality and durability elevate brand reputation and pricing, while consumers enjoy higher-quality, sustainable textiles.
- Alignment with Regulations: In an era of impending regulations like the Green Claim Directive and Eco-Design Directive, Brakeable stands as a partner to facilitate sustainable transformations.
What’s Next for Team Brakeable
Pushing further to expand their impact, the team at Brakeable is embarking on research and development of end-of-use research for rain jackets. “In collaboration with MID-Sweden University, we are exploring the ‘End-of-Use’ phase for rain jackets, an area that remains relatively unexplored,” shared Hauser. “Under the leadership of Judith Wallner, they are working with numerous outdoor brands to analyze the condition of discarded rain jackets. This research aims to provide insights that can prevent similar issues in future products. To maximize the value of this research, Mid-Sweden is adapting our platform to handle large volumes of data and extract relevant findings. We’re excited about the potential impact on sustainability and product development.”
Contact Stefan Hauser at stefan@brakeable.com to discuss how to supercharge your brand’s journey towards sustainability.
References:
1.Ellen MacArthur Foundation. (23.11.2021). Design products to be used more and for longer. https://ellenmacarthurfoundation.org/articles/designing-products-to-be-used-more-and-for-longer
2. Cooper, T., Hill, H., Kininmonth, J., Townsend, K. & Hughes, M. (2013). Design for Longevity Guidance on increasing the active life of clothing. WRAP, UK.
3. Kropp, A. (2019). Die Dimensionen der Nachhaltigkeit. In: Grundlagen der Nachhaltigen Entwicklung. Springer Gabler, Wiesbaden.
4. Grimm, A. & Malschinger, A. (2021). Green Marketing 4.0. Springer Gabler (1. Aufl. 2021).
5. Montalvo, C., Peck D. & Rietveld, E. (2016). A Longer Lifetime for Products: Benefits for Consumers and Companies. European Parliament.
