Nobody throws a way a bunad!
Yes, I believe we can. But first, let's explore why customer experience plays a crucial role in the green transition.
We Can't Rest Environmental Responsibility on People's Conscience
I believe that we cannot put the responsibility for the green shift on people's consciences. Most companies have started to offer green alternatives to not-so-green products and services, with the message that you can buy these with a clear conscience. And it is good thing that there are green alternatives, but I think the path about people's conscience is an unnecessarily long detour, and at worst a dead end. We all have a conscience, it is to varying degrees that we are driven by it, and it is not always the conscience that is the most important driver when we have to make a decision.
Nobody Throws Away a Bunad!
So who has succeeded in delivering products or services with long lifespans that create lasting value for their owners? I thought of the bunad. I've never heard of anyone throwing away a bunad. On the contrary, a bunad often outlives its owner. A used bunad is often more valuable than a new one, and it's more likely to be sold online for a good price than end up in the trash.
What can other industries learn from the bunad? I've done a simple analysis, looked under the hood, and found some relevant elements for others. And just to be clear, I'm no bunad expert – my reflections are based on the fact that the bunad is a product that lives long and creates value for its owner throughout their life.
#1 The Bunad is Designed
with Life Changes in Mind
Bodies change over time, becoming larger or smaller, and even at the same weight, kilos tend to shift throughout life. The bunad's design accounts for this – it can be easily adjusted in or out, up or down, adapting to its owner rather than the other way around.
The bunad can also be upgraded with new jewelry, shirts, scarves, or other accessories. This ensures the bunad remains relevant throughout its owner's life. As a bonus, bunad owners avoid many one-time-use purchases.
#2 The Bunad Has a Perfect Design System
A bunad is essentially a design system, consisting of terminology, patterns, rules for materials and colors, and knowledge.
This makes it simple and safe for customers to buy and own a bunad. Order a Vest-Telemark bunad, and you won't get a Nordland bunad. This doesn't change year to year or from supplier to supplier. If something happens to the bunad, customers can always get it repaired, even if the original shop has closed or they've moved elsewhere.
#3 The Bunad is Not Just a Garment,
It's a Story
The bunad tells a story about its owner – obviously about their place of residence or belonging, but also about crafting traditions, who made the bunad or jewelry, who owned it before, or the story of when they received it.
This makes the bunad immune to seasonal trends. There's no crisis in wearing the same bunad repeatedly, and no awkward moment when two people wear the same bunad to a party. Instead, the bunad becomes part of your unique identity while telling a shared story.
#4 The Bunad Customer Experience is a multi player delivery
Since the bunad lives long, many touchpoints and actors together deliver this experience, made possible by the design system.
While some may be irritated by the "bunad police," I think this design system facilitates a democratic business model that makes room for local actors and social entrepreneurs who maintain craft traditions and can deliver local products and services.
So in summary;
What can we learn from bunad?
#1 An adapted and scalable design means that we can create meaning and value for the customer for a long time.
#2 A good design system can make the experience, and the investment, safe and predictable for the customer.
#3 The "disadvantage" can be turned into an advantage by creating emotional value for the customer.
#4 A co-creative business model is potentially win-win-win-win – good for the customer, good for you, good for partners and good for the planet.
Are you interested in exploring how you can get a greener business model?
I would be happy to have a chat to see if there is anything I can contribute with ☕️