Drapers Fashion retail industry news, trends and analysis
Sustainability has been a buzzword in fashion for years.
While there has been some great progress in the space, what do consumers really think about sustainability?
Do they care about it? Do they understand what sustainability means? And are they willing to pay for it?
Drapers decided to investigate, and the result is our first Sustainability and the Consumer report, in partnership with Smurfit Kappa.
Analysing data from an exclusive consumer survey, it unpicks shoppers’ real opinions on key sustainability topics.
It delves into fashion customers’ evolving mindsets versus their actual purchasing habits, as well as their willingness – or lack thereof – to pay for sustainable fashion.
Shoppers' sustainability priorities and preferences are examined, as well their opinions on issues such as greenwashing, responsibility and eco credentials.
The report also explores important elements of the fashion journey from a sustainable point of view, such as manufacturing, labour, packaging and delivery, and considers shifting approaches to renting, reselling and repairing fashion items.
The interesting insights the report uncovers show there is appetite for a more sustainable future for fashion among consumers, but also suggest there are hurdles in the way of getting there. Sustainability is impacting consumers’ shopping choices. All brands and retailers need to take note.
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