Sustainable Fashion: This is How Londoners Are Defining It

Sustainable Fashion: This is How Londoners Are Defining It
Sustainable Fashion: This is How Londoners Are Defining It

As the world finally awakens to what humans are doing to the environment, and the hardship ofenvironmental 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.

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 maybe 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”.  

Unfortunately, and also according to the results of the survey, the idea of conscious fashion though, has yet to reach mainstream awareness. According to the survey,  only 25% contemplate the environmental friendliness concept/message of a brand when deciding to increase their purchasing and/or spending intentions on 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.

Javier Goyeneche is doing pioneering work in ethical fashion by using upcycled materials. His initiative “Upcycling the Oceans”, seeks to remove the trash from the Mediterranean with the help of fishermen on the Levante coast and also Thailand. The trash is then used to produce new materials used in his fashion brand ECOALF.

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 of time before returning them back.

Slightly above, just 6% of Londoners feel a brand having a take-back programme (i.e. retailers who provide customers a small incentive like vouchers when they drop off any unwanted clothing for recycling) embodies their idea of sustainable fashion.

Additionally, OnBuy also 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.

  • 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 in their definition of sustainable fashion
  • 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%)
  • Interestingly, only 25% consider the environmental friendliness concept/message of a brand when deciding to increase their purchasing and/or spending intentions on sustainable fashion
  • On average, Londoners search for the term ‘sustainable fashion’ online 1,900 times per month

Londoners Interest In Sustainable Fashion

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)
  • eco-friendly fashion (40)

This trend is expected to grow in the upcoming years, as awareness grows on how climate change and the issues endangering our planet need urgent solution. Fashion is a billion-dollar industry and the second most polluting business after oil, so it has a direct impact on the environment. The industry has now finally awakened to its responsibility and the rise of  more conscious consumers is will evidently increase in the upcoming years.

 

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