Pangaea is an ethical fashion brand that employs the latest advancement in the textile industry to diminish the adverse impact on the environment. Given that fashion is one of the most polluting industries globally, the trend for more sustainable apparel production has spread considerably, and brands like Pangaia emerged (Woodside & Fine, 2019). Pangaea’s primary focus is wardrobe essentials designed for everyday needs. The brand’s home page reflects the unpretentiousness and minimalism to which it strives: the color scheme is basic, the colors combine well together, and the number of components is also appropriate, enhancing visual coherence (Pang et al., 2016). Nonetheless, the layout makes the interface less visually appealing, and a more efficient arrangement of elements would be needed. On the other hand, the site is relatively easy to navigate; yet, the navigation is not entirely intuitive – the layout differs from what is typically expected, and a moment of adjustment is needed.
The amount of visuals does not overpower the written content, a considerable amount of which is also present. As an eco-friendly brand, Pangaia communicates its message from the outset, both through visual and textual parts. The homepage highlights the brand’s mission and how customers contribute to its completion – the section “Your Impact” indicates that. Considering that Pangaia positions itself as an ethical and sustainable brand, and its target customers are those who care about the state of ecology, this approach appears effective (De Lenne & Vandenbosch, 2017). However, no special services, such as discounts or free shipping, are offered. The primary drive to buy Pangaia’s clothing is ethical considerations. Although the brand’s website communicates the type of company Pangaia is, the design would not necessarily inspire me to buy its products.
References
De Lenne, O., & Vandenbosch, L. (2017). Media and sustainable apparel buying intention. Journal of Fashion Marketing and Management: An International Journal, 21(4), 483–498.
Pang, X., Cao, Y., Lau, R. W. H., & Chan, A. B. (2016). Directing user attention via visual flow on web designs. ACM Transactions on Graphics, 35(6), 1–11.
Woodside, A. G., & Fine, M. B. (2019). Sustainable fashion themes in luxury brand storytelling: The sustainability fashion research grid. Journal of Global Fashion Marketing, 10(2), 111–128.