How brands can embrace sustainable fashion
About 15% of global fashion consumers are already highly concerned about sustainability and consistently make purchasing decisions to lower their impact.
The percentage of consumers concerned about sustainability could increase to more than 50% in coming years thanks to the rise of sustainable practices
Nearly 65% of fashion consumers care about the environment, but only some regularly prioritize sustainability in their shopping
Product quality is the leading purchasing factor for fashion consumers, ahead of price, product fit and style. Environmental sustainability ranked 6th while social impact ranked 10th
But here is the good news: durability and quality are closely related to sustainability. They directly impact, and extend, a product’s lifetime. And they are actionable
Limited availability and difficulty distinguishing sustainable products are the two top reasons consumers don’t buy sustainable fashion
To accelerate sustainable shopping brands must address the information gap, engage consumers on product impact and make sustainable purchases more convenient and appealing
Sustainability is likely to become a license to operate in fashion.
Consumers will increase their knowledge and scrutiny level, and fashion & apparel brands need to embrace this challenge, transform it into a unique opportunity, and become agents of change