"The Fashion Market in Europe and the US: A Move Towards Responsible Consumption?" is the title of a study that was recently released by textile trade show Première Vision. The survey, carried ahead by The Institut Français de la Mode (IFM) as part of IFM-Premiere Vision Chair, involved 5,000 consumers from France, Germany, Italy and the US.
It pointed out how eco-responsible fashion products are becoming always more important for consumers, as nearly 50% of European consumers purchased an eco-friendly fashion item in 2019–including 46% of French who bought recycled, organic, made in France and secondhand textiles.
"These figures show consumers are committed to a level well above the estimate we would have expected, and indicate a real maturity in terms of their expectations," says Gilles Labordes, managing director, Première Vision. Despite this, fashion is lagging behind other sectors such as food as consumers who have purchased organic food are over 60% in all countries. Moreover, in France and Italy, organic beauty products are meeting real success, with 57% of French consumers purchasing them in 2019.
In France, 46% of consumers who bought eco-responsible fashion products have spent an average of €370 on clothing and shoes, in 2019. Nationally, the average budget for eco-responsible fashion per consumer was €170.
French and Italian consumers buy responsibly for preserving and protecting the environment, while all interviewed all pay attention for products that don't use toxic chemicals.
Among barriers consumers meet there is a lack of information as many don't know exactly what is eco-responsibility and what criteria characterize it. Over half of the French admit they don't know enough to select the right products; for 39.8% of the interviewed ones there is a lack of clarity and transparency from the brands' side and too many of certificates. Only 23% of French consumers know responsible brands and for 33% of them also the price represents a consistent barrier.
Despite a past preconception, style no longer represents an obstacle for purchasing responsible products. Consumers today are aware that responsible fashion can be creative, desirable and respectful of the environment and people.
Although environmentally friendly collections are aesthetically more appealing than years ago, many consumers still feel that their offer is still insufficiently developed. On the other side, secondhand purchases are increasing especially from American women and French women's side–56.1% of US and 42.2% of French women bought vintage goods in 2019.
For many "Made in" is important. For 80% of French consumers eco-responsible products must be made in their country and for 46% of them in Europe. For 71% of Germans interviewed that counts, while only 46% of the Italians share this opinion.
A French consumer commented: "A product has to be manufactured as close to the market where it is sold in order to reduce the negative impact of transportation as much as possible."
Among criteria to be met for socially responsible production, consumers emphasize respect for the health and safety of employees though don't care much for employees' wages and discrimination aspects.
In general...
- Nearly 50% of European consumers purchased an eco-friendly fashion item in 2019
- >60% of all asked consumers have purchased organic food
- 56.1% of US and 42.2% of French women bought vintage apparel in 2019.
- For 80% of French consumers eco-responsible products must be made in their country and for 46% of them in Europe. For 71% of Germans interviewed that counts, while only 46% of the Italians share this opinion.
In France...
- 57% purchased organic beauty products in 2019
- 46% of consumers who bought eco-responsible fashion products have spent an average of €370 on clothing and shoes, in 2019.
- The average budget for eco-responsible fashion per consumer was €170.
- >50% admit they don't know enough about ecology and sustainability for selecting the right products; for 39.8% there is a lack of clarity and transparency from the brands' side and too many certificates.
- 23% know responsible brands and for 33% of them also the price represents a consistent barrier.
READ ALSO:
