Given the worrying environmental issues facing the world, the concept of ‘sustainable fashion’ has become more prominent than ever before. Sustainable fashion meaning brands who take the initiative to make and sell their clothing, footwear and accessory lines in the most environmentally-friendly ways possible.
Interested in sustainable fashion, British online marketplace OnBuy.com analysed the latest findings from KPMG, who surveyed 1,000 Londoners to identify the features they most align with their definition of sustainable fashion.
OnBuy.com found that Londoners rank ethical and fair trade/labour practices (48%)as the most important attributes of sustainable fashion.
Thereafter, 31% constitute the use of no hazardous chemicals as well as a pollution-free production process as crucial elements towards their perception of sustainable fashion.
30% equally deem high quality/durable products and biodegradable/sustainable packaging as very important aspects in their understanding of what sustainable fashion should entail.
Interestingly, 17% consider the use of organic materials (e.g. cotton, wool, silk etc.) as a key component of sustainable fashion. Whilst 12% feel the same about harnessing upcycled materials – whereby old worn out or damaged materials are converted into new pieces of clothing.
Contrastingly, a mere 2%associate initiatives such as sharing as well as rental services when they think of sustainable fashion – schemes in which consumers pay to use clothing, footwear and accessories for a defined short period before returning them.
Slightly above, just 6%of Londoners feel a brand having a take-back programme (i.e. retailers who provide customers with a small incentive like vouchers when they drop off any unwanted clothing for recycling)embodies their idea of sustainable fashion.
Additionally, OnBuyalso sought to discover the factors that would most encourage Londoners to buy more/pay more for sustainable fashion.
From this, OnBuy.com found that shoppers in the capital are willing to buy more/pay more for sustainable fashion if they believe the products represent good value for money (57%).
Subsequently, 49% will be influenced to buy more/pay more for sustainable fashion if the items are of good quality.
Tellingly, 29% are happy to search and shop for sustainable fashion products if the purchasing avenues/process to do so is convenient enough.
Opposingly, only 25%contemplatethe environmental friendliness concept/message of a brand when deciding to increase their purchasing and/or spending intentions on sustainable fashion.
Londoner’s interest in sustainable fashion
With London one of the four fashion capitals of the world, OnBuy.com utilised Google’s keyword planner tool to find out on average how many times per month Londoners are searching for key terms associated to sustainable fashion. Results are as follows (ordered from highest to lowest – based on average monthly searches):
Sustainable fashion (1,900), ethical clothing (720), sustainable clothing (480), ethical fashion (390), eco-friendly clothing (210), eco fashion (110), eco clothing (110) and eco-friendly fashion (40).
Cas Paton, the Managing Director of OnBuy.com commented:
“Sustainable fashion is now more than a fancy buzzword. Retailers are making a conscious effort to reduce the negative environmental impact different parts of their operations/processes may be causing. Likewise, brands are actively introducing various initiatives to encourage and help their customers to become more environmentally friendly. Despite this, people still have varying perceptions of what sustainable fashion truly is. This research certainly highlights the actions taken by brands which consumers most regard to be under the umbrella of sustainable fashion – with some very surprising outcomes”.