Lack of knowing where to buy is among the most cited reasons by consumers as to why the don’t buy more sustainably in fashion terms (right after price). A Switzerland-based, recently launched internet portal has tackled this problem by offering consumers a shopping guide and index to both brands and shops that are available in Germany, Austria and Switzerland.
The website itself is the second (or third) release of what used to be a mere information portal on sustainable fashion for Europe’s German speakers, and really started off with exactly that purpose. Over a relatively short time, the then-website-with-blog progressed to offering 2 shopping guides (for sneakers and jeans respectively). With more people engaging at the back end, and the increased media coverage in German speaking media on the topic, the site was relaunched under a new brand name (Get Changed!), and with a substantially broader concept.
What is ‘Get Changed‘? – An Overview
Search engine for fairly produced, and environmentally sound fashion: The search interface offered (illutrsation right) thereby allow to specify whether the garment is for a man, a woman or a child; what type of garment (shirts, trousers, jackets etc. incl. accessories), and in what geographical area the physical item needs to be. The portal hence acknowledges particularly with the last search option the need of many consumers a) to still want to try on a garment and that b) geographical accessibility of a stockist is of importance.
Curated selection of brands and stores that are published on the portal. List of evaluation criteria in order to be accepted by the Get Changed portal (German only, please click to enlarge). The brands listed on the portal need to show that they can full fill 70% of the best practice criteria that are listed on the website.
The criteria are specifically laid out in this matrix (see illustration left; in German, available online)
Discount card (membership card)
The card, in a sense, functions like a membership card. Which is, given that Get Changed is registered as an association (club) in accordance to the Swiss law, technically probably correct.
The card costs 32 Euro (40 CHF, app. 30 GBP) per year, and gives the card holder a 10% discount on the all items stocked by any one of the stores listed on the website.
Store listing
The listed stores are part of an informal network that extends throughout Switzerland, Germany and Austria. Individuals that choose to sign up to the Get Changed card receive a 10% discount on the shop’s full range of fashion items.
All listed stores stock at least one of the brands otherwise profiled on Get Changed, and offer a 10% discount on their full range (with exception of items on consignment and sales items).
Newsletter (called ‘Magazine’) Subscribers receive a regular update and coverage with a variety of topics from the ethical fashion landscape (in German, mind!).
Be it updates from Berlin’s fashion show cases, interviews with designers, trend reviews and outlooks, or opinion pieces on what is going on.
The content draws from the portal’s access to a variety of influencers of the scene in the German speaking area of Europe.
What works well, and what needs reviewing
Overall the website does a good job in addressing what was needed for a while: an accessible portal to what is is stylish and available to buy across the German speaking European landscape.
The transparency with which the publishers try to act is exemplary. This includes the fact that from how the website is organised it is relatively easy to have an educated guess how they portal makes its money (affiliate programs, banners etc.).
One of the main issues – from where I stand – is that there seems to be a relative focus onto ethical (as in ‘labour rights and conditions’) issues. At least that’s what comes across to be looking at the site in general, as well as the listed certifications. I am also wondering why a quality site like this would still list Word Fair Trade accreditation given the organisation’s track record for ‘light weight’ audits, to say the least.
However, minor critique points not withstanding: If you read German, pop over and have a look at what is available on the portal, and be inspired to search out the same labels in your own country.
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Lack of knowing where to buy is among the most cited reasons by consumers as to why the don’t buy more sustainably in fashion terms (right after price). A Switzerland-based, recently launched internet portal has tackled this problem by offering consumers a shopping guide and index to both brands and shops that are available in Germany, Austria and Switzerland. 
The search interface offered (illutrsation right) thereby allow to specify whether the garment is for a man, a woman or a child; what type of garment (shirts, trousers, jackets etc. incl. accessories), and in what geographical area the physical item needs to be. The portal hence acknowledges particularly with the last search option the need of many consumers a) to still want to try on a garment and that b) geographical accessibility of a stockist is of importance. 
