Beyond Products: a Sustainable Experiences Hub for tomorrow's Fashion Industry

AI Quick Summary

This Project explores how sustainable fashion can move from abstract claims to lived experiences. Swiss brands increasingly develop eco-designed or circular products, yet they struggle to engage consumers and communicate value beyond the label. Our innovation hypothesis is a digital and experiential hub where fashion & lifestyle companies can co-create sustainable branded experiences linked to their products: outdoor activities to test recycled sportswear, workshops on repair and upcycling or retreats combining ESG values with lifestyle practices. The approach shifts from product-focused marketing to an “experience economy” that educates, involves and inspires. Consumers gain meaningful participation, brands discover new engagement and storytelling channels, and society benefits from stronger awareness of circular practices. By bridging fashion with Switzerland’s strength in outdoor culture, the project seeks to test a scalable model for long-term sustainable impact. The Swiss fashion and lifestyle industry faces a key challenge: while brands increasingly develop eco-designed and circular products, they often struggle to engage consumers and to communicate the real value of these innovations. Without tangible experiences, sustainability risks remaining abstract, limiting its adoption and impact on consumer behavior. At the same time, practices such as repair, reuse and upcycling are still not widely understood or embraced, and opportunities to connect sustainability with Switzerland’s strengths in outdoor and experiential culture remain untapped. The proposed innovation is to create a Sustainable Experiences Hub: a digital and experiential platform where fashion brands can co-create and offer meaningful activities linked to their sustainable products. Instead of relying solely on product marketing, the hub would enable consumers to live sustainability through experiences such as guided outdoor activities to test recycled activewear, workshops with designers and artisans on repair and upcycling, urban pop-ups showcasing circular collections, or retreats that combine ESG values with lifestyle practices. This approach introduces a radical shift from product-centered promotion to an experience economy for sustainable fashion. Consumers are empowered to learn, participate and make more responsible choices, while brands gain new channels for authentic engagement, storytelling and revenue. The hub also strengthens society’s cultural shift towards circular practices, aligning fashion consumption with environmental and social values. Crion, based in Ticino, is the ideal implementation partner for such a project. With over 1,000 local professionals and 2,000 activities already connected to travelers, Crion has proven expertise in building digital hubs that enable communities and industries to create, manage and distribute experiences. Originally developed for outdoor tourism, this model has successfully revitalized peripheral regions by connecting people, professionals and sustainable activities. Applying this experience-driven approach to the fashion sector represents a unique cross-industry innovation with strong potential for scalability, impact and long-term value creation.

Project Idea Metadata

• Project Idea Name: Beyond Products: a Sustainable Experiences Hub for tomorrow's Fashion Industry
• Date: 9/4/2025 6:19:20 PM
• Administrators:
  • Matteo Pellissone

Project Idea Description

The Swiss fashion and lifestyle industry faces a key challenge: while brands increasingly develop eco-designed and circular products, they often struggle to engage consumers and to communicate the real value of these innovations. Without tangible experiences, sustainability risks remaining abstract, limiting its adoption and impact on consumer behavior. At the same time, practices such as repair, reuse and upcycling are still not widely understood or embraced, and opportunities to connect sustainability with Switzerland’s strengths in outdoor and experiential culture remain untapped.

The proposed innovation is to create a Sustainable Experiences Hub: a digital and experiential platform where fashion brands can co-create and offer meaningful activities linked to their sustainable products. Instead of relying solely on product marketing, the hub would enable consumers to live sustainability through experiences such as guided outdoor activities to test recycled activewear, workshops with designers and artisans on repair and upcycling, urban pop-ups showcasing circular collections, or retreats that combine ESG values with lifestyle practices.

This approach introduces a radical shift from product-centered promotion to an experience economy for sustainable fashion. Consumers are empowered to learn, participate and make more responsible choices, while brands gain new channels for authentic engagement, storytelling and revenue. The hub also strengthens society’s cultural shift towards circular practices, aligning fashion consumption with environmental and social values.

Crion, based in Ticino, is the ideal implementation partner for such a project. With over 1,000 local professionals and 2,000 activities already connected to travelers, Crion has proven expertise in building digital hubs that enable communities and industries to create, manage and distribute experiences. Originally developed for outdoor tourism, this model has successfully revitalized peripheral regions by connecting people, professionals and sustainable activities. Applying this experience-driven approach to the fashion sector represents a unique cross-industry innovation with strong potential for scalability, impact and long-term value creation.

This Project explores how sustainable fashion can move from abstract claims to lived experiences.

Swiss brands increasingly develop eco-designed or circular products, yet they struggle to engage consumers and communicate value beyond the label.

Our innovation hypothesis is a digital and experiential hub where fashion & lifestyle companies can co-create sustainable branded experiences linked to their products: outdoor activities to test recycled sportswear, workshops on repair and upcycling or retreats combining ESG values with lifestyle practices.

The approach shifts from product-focused marketing to an “experience economy” that educates, involves and inspires.

Consumers gain meaningful participation, brands discover new engagement and storytelling channels, and society benefits from stronger awareness of circular practices.

By bridging fashion with Switzerland’s strength in outdoor culture, the project seeks to test a scalable model for long-term sustainable impact.