Sustainability and authenticity are increasingly important factors for fashion consumers in the UK, and brands and retailers must prioritize these considerations to meet consumer expectations. According to a study conducted by Centra, a Swedish ‘headless’ commerce platform for fashion and lifestyle brands, over 2,000 UK shoppers were surveyed, revealing that while 50% still consider the product itself as the top consideration, brand values and authenticity are emerging as significant influencers in purchasing decisions.
The study found that 29% of UK shoppers view sustainability as a crucial factor when shopping for clothing, with this number rising to 36% among 18-24 year-olds. Additionally, 25% of fashion shoppers in the UK claim that authenticity impacts their buying decisions, with 30% of 25-34 year-olds agreeing. For consumers, authenticity refers to a brand living up to what it stands for.
These findings suggest that consumer expectations are high, with 65% of shoppers stating that fashion brands should incorporate sustainability into their core values. Moreover, 70% believe that retailers should do more to demonstrate their environmentally-friendly values across their sales channels and touchpoints. Embracing sustainability could also have a positive impact on a brand’s bottom line, as 45% of shoppers claim they would purchase more frequently from fashion companies that actively promote their green efforts, and 58% would increase their frequency of purchases from brands committed to protecting the planet.
However, it is important for brands to be aware of greenwashing, as consumers are becoming more skeptical. When brands market their sustainability claims, they must be able to provide evidence to support these claims. The study revealed that 72% of consumers require meaningful action from a brand before considering switching to a more sustainable alternative, and 51% stated that perceiving a retailer to be greenwashing would negatively impact their perception of the brand.
To address greenwashing concerns, the Competition & Markets Authority has initiated investigations into several retailers, including ASOS, Boohoo, and Asda. As fashion businesses receive a significant number of greenwashing complaints, it is clear that there is a need for greater transparency and accountability in sustainability claims.
In addition to sustainability, consumers expect authenticity to be evident across all aspects of a brand or retailer’s offerings, including their online presence. A substantial 64% of shoppers desire an online experience that aligns with the brand’s personality and values, with higher figures among younger age groups. Furthermore, 42% of shoppers stated that an online shopping experience that does not embody the brand’s values would raise doubts about their purchase decision, while 39% said it would cast doubt on their long-term loyalty to the brand.
In conclusion, sustainability and authenticity are significant factors in the decision-making process of fashion consumers in the UK. Brands and retailers must integrate sustainable practices into their core values and provide evidence of their commitments to avoid being perceived as greenwashing. Moreover, they must ensure that their online experiences align with their brand’s personality and values to maintain consumer trust and loyalty. By understanding and meeting these expectations, brands and retailers can attract and retain a growing number of fashion-conscious consumers seeking sustainable and authentic options.
Useful links:
– Vogue: What is Greenwashing?
– Business of Fashion: What Does a Fashion Brand Stand for If It Stands for Nothing?
