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Communicating a sustainable fashion story in-store

How can a small fashion brand built on sustainability and ethical practices bring that impact story to shoppers? Innovative designer Martina Spetlova used the Provenance platform to easily turn her story into a mobile in-store experience.


Alongside an uncompromising design aesthetic, Martina Spetlova is committed to sustainability and ethical sourcing throughout her supply chain. Martina wanted to communicate to shoppers her close relationships: from sourcing leather in the UK to production in Portugal. In particular, she is proud of her NGO partnership that empowers Syrian female refugees in Istanbul by giving them employment and teaching them a specialised technique to weave her signature collections.

Working with



Engaging sustainable fashion shoppers in-store

Martina approached Provenance, as she wanted to understand how best to showcase the positive impact behind her new MWoven leather accessory and outerwear collection. She needed a way to deliver her content in-store and post-purchase: as a story that can live on in the accessories themselves.

The Solution

A mobile-optimized story delivered at the tap of a phone

Using the Provenance Product Journey tool, Martina brought to life the processes of her supply chain, turning them into bite-sized mobile-friendly stages. At each stage her ethical suppliers then verified their participation in the process. This radical supply chain transparency supported by evidence builds trust with shoppers.

This is delivered as an in-store experience by using programmed NFC (Near Field Communication) tags woven into her accessories. Shoppers simply tap their phone on the item to view the content instantly. NFC tags are also a way to enhance the authenticity of the product as they are more difficult to copy than QR codes and can be sewn straight into the fabric.

Discover the product journey here

The Result

Differentiating through positive impact at the point of sale

Martina Spetlova can now build a value-driven connection with shoppers by communicating the story behind her MWoven collection. By making accessible the positive impact of her work with Syrian female refugees in Istanbul she can differentiate her products at the point of purchase.

How can our platform help communicate your sustainability story?

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The benefits
  • Engaging Shopper Values

    “73% of millennials in the UK are willing to pay more for products from companies committed to positive social and environmental impact.”

    Provenance enables Martina to deliver content - supported by data and evidence - that resonates with these values in-store and even after purchase.

  • A Reputation for Innovation

    Martina has always been an innovator. Incorporating this technology into her products is an exciting development and continues to make her business stand out to buyers.

  • One Story, Many Channels

    Now that Martina has collated her story and impact with all of her partners, she can easily share it across all her key channels. Provenance allows her to embed it on her website, share it through a link as well as across social media.

  • I've had an amazing response to the stories and the tech from fashion buyers in major department stores. They really loved how connecting physical to digital drives shopper engagement. Using Provenance is a simple and cost-effective way for me to differentiate on positive impact in a highly competitive space.

    Martina Spetlova

Interested in using our solutions for your own business? Contact us.

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Communicate your sustainable fashion story in-store

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