Consumer Sustainability Report
Jon Cojin
The fashion and apparel industry continues to undergo a transformative shift towards sustainability. Our study explores the latest data to uncover consumer attitudes and expectations towards sustainability in fashion and apparel.
Findings indicate that sustainable materials have gained significant importance among consumers. In 2023, a substantial 76% consider sustainable materials as a crucial factor in their purchasing decisions. Interestingly, 87% believe that fashion brands should prioritize the use of sustainable materials, while 68% of consumers are willing to pay a premium for sustainable textile goods.
Not only are sustainable raw materials an important factor, there is also high value on the durability of textiles. An impressive 79% of consumers emphasize durability as an essential factor when making fashion and apparel purchases. This sentiment is further reinforced by the frustration expressed by 63% of consumers regarding the low durability of fast fashion items. These findings suggest that investing in long-lasting and high-quality garments is becoming increasingly appealing to consumers. When a brand or retailer fails to provide durable goods, the consumer remembers and will avoid those brand goods in the future. This is a significant indicator of concern in relation to long-run growth, profitability, and consumer loyalty.
Functional performance is a critical aspect when it comes to sustainable fashion. 82% of consumers consider factors such as breathability, wicking, drying, odor control, and comfort as important aspects of in the purchasing decision. Furthermore, 69% of consumers express a willingness to purchase sustainable clothing only if it offers the same level of performance as conventional alternatives. These findings emphasize the need for sustainable garments that not only prioritize eco-friendliness but also deliver optimal functionality.
Overcoming existing barriers, such as difficulties in identification and limited availability of sustainable options, will be crucial for brands seeking to meet consumer expectations.
Sustainable packaging plays a vital role in consumer decision-making. 76% of respondents expect fashion brands to adopt sustainable packaging materials and reduce waste. In fact, sustainable packaging influences the brand preference of 57% of consumers, indicating that effective packaging strategies directly and positively impact consumer perceptions. Fashion brands should pay heed to these findings and incorporate sustainable packaging practices into their operations.
Several barriers hinder the widespread adoption of sustainable materials in the fashion and apparel industry. Our research revealed that 68% of consumers find it challenging to identify and verify sustainable materials in clothing. Additionally, limited availability of sustainable options is cited as a barrier by 61% of consumers. Lastly, 49% of consumers express confusion regarding greenwashing claims, making it difficult to differentiate sustainable products. Addressing these barriers is crucial for brands seeking to promote and integrate sustainable materials effectively and further indicates that transparency and clear communication is a crucial component.
Consumers have high expectations for the fashion and apparel industry. By 2025, an overwhelming 90% of respondents anticipate and expect that fashion brands will achieve full transparency regarding their supply chains and sustainability efforts. Moreover, 83% expect fashion brands to adopt circular economy practices such as recycling and upcycling. The growing popularity of clothing rental and resale services is also anticipated to become widely accessible by 74% of consumers, indicating a shift towards reduced reliance on new purchases.
These variables and conditions underscore the increasing significance of sustainability in the fashion and apparel industry. Consumer priorities align with the importance of sustainable materials, durability, functional performance, and sustainable packaging. Overcoming existing barriers, such as difficulties in identification and limited availability of sustainable options, will be crucial for brands seeking to meet consumer expectations. By embracing transparency, circularity, and innovative business models, brands and retailers can position themselves as leaders in the pursuit of a more responsible and sustainable industry.
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