Tom Pleydell is an upcoming innovator looking to disrupt the fashion industry with new, unique ideas and make his mark in industry. Tom takes his entrepreneurial spirit in combination with the skills accrued through his business, university course and personal experiences in order to create radical research and outputs that differentiate himself from the pack.
Tom’s research frequently investigates and challenges the coexistence, interdependent relationship, and delicate balance between the creative and business side of the fashion industry. In Tom’s latest project he explored how creative thinking, innovation and informed research opened up the opportunity to reimagine and rejuvenate the online fashion retail model.
Covid-19 simplified our lives, we stepped back from our inherently fast-paced society and took a break from the relentless nature of modern life. During this time Tom came across the Paradox of Choice by Schwartz, a theory that presented the idea that less is actually more and that whilst choice offers freedom it can also paralyse consumers both mentally and physically. These realisations opened Tom’s eyes to the benefits of simplification and the application of this to the fashion industry.
Focusing on the idea of simplification Tom then took one of the most complex and high-choice areas of the fashion industry, the online retail environment, and turned it on its head. Tom found that consumers find the online retail experience stressful and overwhelming and that seemingly endless product choice is leading to over-consumption and choice fatigue. To counteract this Tom came up with Item a unique fashion retail concept that aims to simplify the fashion experience.
Combining ideation and research, Tom originated and developed an industry-viable and forward-thinking minimalist retail concept called Item. Item is a concept that aims to counteract the stress, choice-fatigue and over-consumption that has become so synonymous with online retail, and open consumers’ eyes to simple and stress-free online shopping. Item achieves this by releasing monthly curated capsule collections of the finest minimal menswear. Each capsule collection contains only three items per category with every item working harmoniously. This allows consumers to produce seamless outfits, thereby reducing stress and aiding accessibility to fashion for time and style poor consumers. Tom has delivered simplicity through every aspect of Item by developing an innovative webstore that provides the consumer with a seamless, simple, and accessible experience designed with exceptional visual and functional fluency throughout the consumer journey. Choice shouldn’t be a hindrance to self-expression.