It is one of the most polluting industries in the world. But fashion seems willing to make amends and makes more and more nods to sustainability . Fashion’s love affair with sustainability is being spurred largely by the consumer. Whose habits are increasingly shifting towards environmental protection (once sadly ignored). According to a recent study carried out in the United States by Nosto. 59% of consumers want fashion to embrace sustainability and become more “eco-friendly” . However, the economy (which is currently wreaking havoc on people’s pockets) is getting in the way of customers’ budding love affair with sustainable fashion.
The purchase of second-fashion clothing gains traction among consumers
More consumers (53%) are willing industry email list to receive their online clothing orders more slowly if this results in grouping deliveries of a new batch of orders in the same geographic area (to reduce emissions). The same percentage of consumers (53%) are inclined to buy second-hand clothes in order to inflict less damage on the environment. But only 32% would rent clothes instead of buying them to reflect more “eco-friendly” behavior. . Furthermore, 45% of consumers feel that the fashion industry is not doing enough to become more sustainable. Not in vain. 54% of consumers complain that the identification of sustainable and non-sustainable clothing is often confusing (particularly when purchases are made online).
Two-thirds of consumers believe
that brands should make it easier to ER Lists purchase sustainable clothing online. 64% of consumers believe retailers should expand their catalog of sustainable clothing and 67% maintain that applying discounts to sustainable clothing would help boost sustainable fashion. Other ways to encourage the sale of sustainable fashion would be to show the consumer ecological versions of the garments they see on the internet. Personalize their shopping experience to show them only and exclusively sustainable garments. Reduce the amount of packaging in the delivery of online orders and market more second-hand clothes.
