The fashion industry is facing a pressing issue in terms of the impact of returns, particularly among Gen Z consumers. This younger demographic is becoming increasingly aware of the carbon impact of their purchases, according to a recent study conducted by AI sizing and fit platform True Fit.
The study surveyed over 1,000 UK shoppers, revealing that 31% of Gen Z consumers want the sustainable credentials of a garment to be clearly stated on the label. Furthermore, 25% believe that brands should display the CO2 ‘price’ for each item alongside the shop price, enabling them to make informed buying decisions.
The demand for sustainable fashion options comes as no surprise, with the ethical fashion market projected to reach a value of $10 billion by 2026. In fact, 67% of Gen Z respondents stated that they would consider swapping fast fashion for slow fashion to be more environmentally conscious in their purchasing choices.
The research also shed light on the role retailers can play in helping Gen Z shoppers make more sustainable choices. A noteworthy 62% of respondents felt that retailers could make a difference by reducing or eliminating fast fashion offerings and instead focusing on slow fashion collections that consist of more sustainably manufactured, longer-lasting garments.
An intriguing finding from the study is that sustainably minded Gen Z shoppers would be motivated to return fewer items if they understood the carbon impact associated with returns. Approximately 21% of respondents stated that being made aware of the carbon emissions linked to online fashion returns would encourage them to send back fewer items.
To further support reduced returns, 33% of Gen Z shoppers requested that retailers make it easier for them to return fewer items, thus reducing their carbon footprint. Additionally, 65% of respondents indicated that improved sizing information or personalized fit recommendations would help them select the best-fitting item initially, decreasing the likelihood of a return.
Jessica Arredondo Murphy, COO of True Fit, acknowledged that returns remain a persistent issue in the industry and emphasized the importance of taking action. Returns are no longer solely seen as a means to protect profit margins; they are now recognized as a critical factor in ensuring a sustainable future for the fashion industry in terms of its environmental impact and the increasing dominance of e-commerce.
In summary, this study underscores the significance of communication and transparency regarding the carbon impact of returns. Gen Z consumers are increasingly demanding sustainable options and are willing to make more environmentally conscious choices if provided with the necessary information. Retailers must take note of these findings and consider strategies to reduce returns and promote sustainability to cater to this influential consumer segment.
Useful Links:
1. True Fit
2. BBC News – The fashion industry’s carbon impact and the role of young consumers
