The intersection of technology and sustainability is redefining the fashion landscape in Asia, and one of the leaders of this movement is Smthgood, a marketplace with a mission. Smthgood isn’t just another online shopping destination; it’s actually harnessing the power of gamification, engagement and loyalty to incentivise consumers to make more thoughtful purchases. “Smthgood is a social commerce platform that combines user-generated lookbooks with a fashion marketplace that is focused on conscious fashion brands. Lookbooks are gamified fashion collages that a user puts together with products from our marketplace,” Tony K Tan, the founding director of Smthgood, told Inside Retail.Essentially, creators get rewarded with Smthgood “coins” for expressing their style by creating and sharing lookbooks within the platform and on social media, or by winning themed lookbook competitions. “Lookbooks are also mini storefronts that users can buy items from. Without needing to make any purchases, creators get rewarded when a purchase is made through their lookbooks. Creators even get rewarded for interacting with other users. Coins can be converted for cashback to be used on our platform,” he added.Via its lookbooks, the brand provides a unique experience for users to express their style while getting in touch with ethical consumerism in the process, thereby increasing user engagement and stickiness. “We want to advocate ethical consumerism differently through a discovery led, gamified user journey on our mobile app,” he noted.Tan went on to say that across e-commerce platforms, he is seeing an increase in gamification adoption as an alternative approach that adds delight to consumers’ shopping experience, beyond approaches such as point systems, leaderboards, badges, competition and collaboration. “In addition, with smartphone penetration in Southeast Asia reaching 326.3 million in 2022 and forecasted to rise steadily through 2026, it will facilitate the adoption of technology across the region and expand opportunities for gamification,” he explained.Celebrating sustainabilityWith close to 70 fashion brands on the Smthgood platform, users can curate lookbooks across women’s fashion, accessories and lifestyle products. Prices range from US$20 to US$200, and all products are guaranteed to be eco-friendly and made from sustainable materials.Tan is making sure he does his bit in terms of promoting conscious fashion in the APAC region, too.“We collaborated with IMODEA, a network of fashion and design faculties of 16 universities in Indonesia and organised a panel discussion that focused on engagement with the next generation to evolve a positive change towards conscious fashion,” he elaborated.In the post-pandemic era, shoppers have demonstrated a preference for local products and businesses, and many are focusing on quality and longevity over quantity.“We are able to bridge customers and purpose-driven brands from around the region, providing a curated collection of products and brands that resonate with the principles of social and environmental responsibility,” he said.The big pictureSmthgood’s mission is an important one, especially as the global fashion industry is among the world’s most polluting industries, consuming up to 200 trillion litres of water yearly, accounting for about 10 per cent of global emissions.“In addition, the polyester in clothes makes up between 20 per cent to 35 per cent of microplastic pollution in the ocean,” he stressed.Tan said that consumers are now increasingly prioritising products and brands that align with their environmental, ethical and social values.“The growing awareness of climate change and the increased emphasis on sustainability in recent years have prompted consumers to opt for eco-friendly and sustainable products, while regulatory changes and the circular economy concept encourage choices that reduce waste and resource consumption,” he said.As Gen Z grows to make up almost 30 per cent of the world’s population, with increasing purchasing power, brands must adapt to remain relevant.“This environmentally and socially conscious generation is driven by values. Their social justice movements are demanding more transparency and accountability, which have also shaped their purchasing decisions to support brands that align with their own values,” he opined.For Tan, growing up in a family focused on B2C ventures sparked an interest in human behaviour, and he has always been curious about how macro trends shape purchasing behaviour and the psychology behind it. “This has shaped my approach and strong belief that we all have the responsibility to contribute to the community around us positively and that it is possible to combine social good with ‘for-profit’ endeavours,” he concluded.