Impact Entrepreneur, Tanya Mulesa, brings her Big Data thinking to Fashion

Can you tell me how the idea for CICON came about?

Tanya: So in 2018, when I stumbled upon an article in Forbes telling the world how dirty the fashion industry is, it got me thinking. At the time, the fashion industry was deemed the second dirtiest industry in the world, after energy. I started to question where they were getting their data from and when I looked closer, it seemed the data was very generalised, top-down approach. But where was the bottom up analysis? It simply didn’t exist - there was a data gap. Coming from a sustainable energy background, I was used to seeing extensive product lifecycle data that captures not just the environmental cost of manufacturing a product, but measures the impact of that product over its entire lifecycle.

The fashion industry was only focusing on the manufacturing process and not really looking at the maintenance or longevity of products. I saw an opportunity to help consumers and businesses understand the full lifecycle impact of luxury wardrobe items and this was the idea behind CICON.

How has the fashion industry reacted to CICON?

Tanya: Well the app was really born of a direct need from consumers, so they love it. I once wrote a blog that listed top-end service providers and it was well received. We later researched that services wouldn’t mind paying a commission for referecing them and brands wouldn’t mind getting paid for the reference. So, I felt I was onto something and continued working on it until it became CICON. Today, brands are happy with the fact that they can increase their sales margins by 20%, making money over a product’s whole lifecycle, rather than just at initial sale. Services industries (repairers, cleaners etc.) enjoy the opportunity to be included in a more glamorous forum, elevating their brand and exposing their business to lucrative customers who value expertise. Both brands and service providers also love the items lifecycle data that is generated by the app. So it’s fair to say CICON is being embraced across the board with open arms. It’s the sustainability tool the industry has been waiting for

What makes CICON special?

Tanya: As a tool that can quickly connect consumers with high-end, sustainable maintenance and repair providers, CICON is a one-of-a-kind product. If you take, for example, the Cleaning concierge service. App users register their garments in the app once by scanning a QR code generated by CICON for brands.

They are then able to get quotes from various high-end, sustainable service providers in their area by sharing the item's information with the touch of a button. Once the quote arrives, they accept or reject directly from the app and proceed with the service directly with our partners. On top of this functionality is a layer of gamification which really takes engagement to new levels. Users are given a running “Impact Score” which they can compare with others in the CICON community. This playful, competitive layer of functionality is designed to expand consumer mindsets beyond the thrill of just purchasing and owning a luxury item, to the thrill of minimising its environmental impact.

What has been the most satisfying outcome for you personally?

Tanya: I see myself first and foremost as an “Impact Entrepreneur”, so for me it’s not just about the money. It’s about the potential of making a meaningful impact in the fashion industry. I also get a buzz from seeing that people want this - it’s more than just an idea in my head. There’s a real satisfaction in taking an old-school service provider (like a shoe repairer for example) and plugging them into a digital circle. We’re disrupting across the board with this tool: services, who’s processes tend to be very manual; brands, who are keen to understand the environmental cost of their products over their whole lifecycle, as well as gaining data on post-sale behaviour; and consumers, who are able to easily track and mitigate the impact of their wardrobe. Devising a tool that has been well-received is obviously incredibly satisfying.

Where do you see CICON in five years’ time?

Tanya: I see us closing the circular fashion loop as consumers and brands get on board to not just maintain, but rent, resell or recycle garments and accessories. As we scale, I hope that the large premium online fashion houses will see the value in the growing circular fashion market and get involved as well. My big dream is that fashion-lovers everywhere get as excited about circulating fashion as buying new. And I’m really looking forward to seeing more development of our in-app gamification that encourages some healthy impact performance competition between users. We will be working with influencers to get them involved too, so users will be able to see how their own performance stacks up against their favourite fashionistas. That’s the thing with technology, it’s always evolving and never “done” so I can’t wait to see where CICON goes.