The challenging economic climate has left cash-strapped shoppers in a dilemma when it comes to buying fashion. A recent survey conducted by Nosto, a commerce experience platform, revealed that 61% of respondents in the UK and US prioritize price over sustainability when shopping for fashion. However, 57% of participants expressed a desire for fashion to be more sustainable and indicated their willingness to change their online shopping behavior to align with eco-friendly practices.
Despite financial constraints, 39% of shoppers said they would be willing to pay more for sustainably-made clothing. However, the lack of transparency in sustainable fashion and skepticism towards brands’ sustainability claims remain significant barriers. For instance, 55% of respondents find it confusing to identify which fashion items are made sustainably, and when shopping online, 57% of women and 50% of men admit they don’t know how to spot sustainable clothing. Moreover, 54% of respondents doubt brands’ commitment to sustainability.
The survey suggests that providing clearer information about sustainably-made products could have a significant impact on consumers’ shopping choices. Approximately 64% of participants stated that retailers should offer more transparent information to help them easily find sustainable or environmentally-friendly products. Additionally, 57% believe that personalizing their online shopping experiences to only display sustainable fashion would be advantageous.
Based on these findings, Nosto recommends three ways in which online fashion retailers can support consumers in making more sustainable choices during the cost-of-living crisis. First, retailers should consider offering slower and greener deliveries to reduce carbon emissions. More than half (54%) of respondents are willing to accept longer delivery times if it means cutting down on transportation journeys. Second, retailers could provide repair services, as 42% of consumers admit to discarding fashion items they would have liked to keep due to the lack of repair options. Furthermore, 60% of participants believe that fashion e-commerce brands can enhance their sustainability efforts by offering repair services. Finally, retailers can facilitate avoiding product returns by implementing features like live chat support for customer inquiries (64%), user-generated content showcasing product experiences (61%), and virtual try-on tools (59%) to help shoppers visualize how outfits would look on them.
Guy Little, Head of Brand Marketing at Nosto, highlights the importance of addressing returns and promoting environmentally-friendly practices without burdening customers with additional costs. Tactics such as utilizing post-purchase user-generated images could help reduce return rates and ease pressure on retailers. Little also emphasizes the potential of personalization in ensuring that environmentally-conscious shoppers are presented with the most sustainable options when they shop online. As the peak shopping period approaches, it is crucial for retailers to consider these strategies to meet consumer demands for affordability and sustainability.
Useful links:
1. Vogue – How to Shop Sustainably
2. The Business of Fashion – Sustainable Fashion Guide: How to Shop Less But Better
