E-commerce giant Farfetch has recently published its latest report on sustainable consumption trends among its users. The findings reveal a significant increase of 93% in searches for “conscious” products, indicating a growing emphasis on sustainability among customers. The ongoing pandemic has further reinforced the importance of sustainable criteria in the purchasing decisions of Farfetch consumers. In its annual study, titled Conscious Luxury Trends 2022, Farfetch provides insights into the evolving consumption patterns of its 3.6 million luxury customers across 190 countries.
According to the report, in 2021, 16% of Farfetch’s customer base made purchases of “conscious” products, which are characterized by sustainable materials, supply chains, or eco-friendly certifications. Furthermore, 60% of respondents considered their fashion purchases to be generally sustainable. This heightened focus on sustainable consumption has resulted in a remarkable 93% year-on-year increase in searches for eco-friendly articles.
The report highlights that customers have placed significant emphasis on environmentally-friendly goods. The key factors influencing their purchasing decisions include durability, fair treatment of workers, eco-responsibility, animal-free supply chains, and product transparency. More than half of the customers expressed a desire for information regarding the origin of the items they purchase. Farfetch believes that technology will play a crucial role in providing data and information to enhance the platform’s offerings, as demonstrated by Mulberry’s use of NFC tags.
In response to these changing consumer patterns, brands on the Farfetch platform have bolstered their corporate social responsibility strategies in 2021. As a result, 56 brands have improved their scores in the areas of human, planet, and animal welfare. Additionally, 30% of brands have successfully sold at least one “conscious” product in the previous year.
Looking ahead, the trend of purchasing second-hand luxury clothing is expected to gain momentum, with 41% of customers expressing their likelihood to purchase such items in the future. To address this shift, Farfetch and its brands are actively adapting their strategies to align with these new consumption patterns. The report encourages interested individuals to join the FUTUR & LUXE special Sustainability webinar on July 5th at 6 pm to gain further insights into how brands plan to continue their eco-responsible journey.
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