Future of Fashion: Young British Shoppers Shun Fashion Fads for Sustainability and Quality
Love the Sales, the leading destination for shopping designer sales online, releases the findings from its ‘Decade of Fashion’ research, revealing which factors influence consumer decision-making, compared to ten years ago.
2,000 respondents answered the survey which uncovers what motivates consumers when considering a clothing purchase. It also looks into which technology shoppers want to see incorporated in garments in the next decade.
Sustainability is one of the biggest concerns among consumers, with 13% more Brits saying they care about sustainability than at the beginning of the decade.
Nearly one in ten Brits are now turning their backs on fast fashion in response to ethical and environmental issues, with 7% of 16-29 year olds completely swearing off fast fashion brands.
The interest in sustainable fashion has dramatically increased over the twentyteens.
Google Trends - UK interest in ‘sustainable fashion’ from 2004 - 2019
Google searches for sustainable fashion terms like ‘ethical clothing’ and ‘sustainable brands’ has shot up by 662% in this decade.
22% of Brits are now making more considered purchases than they did ten years ago.
Price and quality of the product are still high on the list of a consumer’s purchasing decision. However, Brits care less about how ‘trendy’ and ‘fashionable’ a product is and more about how eco friendly it is.
An incredible 84% cited sustainability as ‘important’ in their clothing choices.
As consumer desire for a more sustainable industry grows, technology may have the answer - the future of fashion may see consumers holding onto clothes for longer and a decline in throwaway culture.
Time-poor consumers are also keen to embrace self-cleaning technology - almost a third (32%) cited self-cleaning clothes as being their technology of choice for the future. Whilst one-in-five (22%) Brits want garments to feature smart climate control features.
7% of Brits want to see solar panels in their clothing within the next decade, get that mobile charging.
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Source: GingerComms Research | 2,000 UK respondents | December 2019
