A recent study conducted by Leather UK has revealed that UK shoppers, although increasingly rejecting the “throwaway” fashion culture, are still finding it difficult to choose the most sustainable options when shopping. The study surveyed 2,000 UK adults and found that almost half of them (47%) consider the potential impact on the planet when buying clothes. Additionally, 35% now buy clothing and accessories less frequently compared to five years ago.
Despite their efforts to shop sustainably, 50% of those who prioritize sustainability admit to finding it confusing and difficult to know what the right choice is. This indicates a need for clearer information and education in this area. Only 28% of respondents said they carefully read labels and extensively research items to make environmentally friendly purchases.
Interestingly, the research also discovered that 51% of UK adults still own and regularly wear clothing items that are at least a decade old. This includes 17% of millennials and Gen Z, showing a shift away from the fast-fashion mindset of wearing and discarding clothes frequently. Furthermore, 20% of respondents reported wearing items that are more than 20 years old. The most commonly kept long-term items are trousers/jeans (13%) and leather coats/jackets (9%). This indicates that consumers value clothing that lasts for years, even with regular wear.
The study also highlighted a change in consumer behavior in terms of purchasing clothing and accessories. Vintage stores, second-hand shops, and resale platforms like eBay, Depop, Vestiaire Collective, or Vinted are now more popular, with 22% of UK adults being more likely to buy from these sources compared to before the Covid-19 pandemic. Renting clothes is also gaining popularity, especially among young consumers. 17% of respondents have rented an outfit or accessories, with this number rising to 40% among 18-34 year-olds. Ethical and sustainable factors (32%) and the opportunity to experience luxury items they wouldn’t normally buy (31%) were cited as the reasons for renting.
This shift towards valuing sustainability has led consumers to also make efforts to prolong the life of their garments. A significant 74% of respondents said they would repair a garment, with women being more proactive in this aspect. 57% of women stated that they would personally sew on buttons, mend torn fabric, and stitch hems. Others would seek help from family and friends (16%) or professional repair services (16%). Only a small minority (12%) would choose to discard the item or donate it to a charity shop or recycling service.
The findings of this study highlight the growing consciousness among UK shoppers regarding the impact of their fashion consumption on the environment. While many are making efforts to shop more sustainably and keep their clothing for long periods, the confusion surrounding sustainable shopping options suggests a need for clearer information and education in this area. By addressing this confusion, the fashion industry can better meet the demands of consumers seeking more environmentally friendly choices.
Links:
– The Guardian: UK shoppers want sustainable clothes but can’t find them
– The Independent: UK shoppers finding it hard to choose the most sustainable options when shopping
