DNA CONCEPT

The Lovia DNA concept was created to improve transparency in the fashion industry. Too often we are left pondering, where and in what conditions production is conducted. Another big question is the environmental impact of production and could this be improved. We want to encourage asking tough questions, and do our best to communicate every step in our own value chain.

The DNA concept works by typing in the code found inside each bag into our web archive at loviacollection.com/dna. This will reveal a full profile of all materials, makers, locations as well as transparent pricing. We are constantly developing our concept even further, and welcome all possible questions that you feel are still left unanswered!

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TRANSPARENT PRICING

Transparent pricing was born as an extension to the original DNA concept. The idea is to break down the product value chain and reveal how exactly the final price of the item is formed.

The increase in prices while quality is lowered has been a problem in the industry, faced even by the most prestigious fashion houses. Understanding the reasoning behind pricing  is extremely relevant for the information-hungry consumer of today. Lovia is able to offer high quality at obtainable prices, as there are no retailer margins bloating consumer prices, thanks to the direct-to-consumer strategy.

We chose to break the rules and reveal the unspoken truth of the fashion industry by telling customers exactly what they are paying for.

DNA IMAGES

Photos by Jussi Ratilainen.

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