Certilogo, the artificial intelligence based platform for the authentication of fashion and luxury brands, has recently carried ahead a study that revelead how the use and through culture is no longer cool and that consumers expect to grow more sustainable relationships with the products they love and buy.
The study was conducted between July and August 2022 among a sample of about 1,000 consumers who used the Certilogo digital connection service, report a set of new behaviors and expectations inherent in the sustainability and use of their purchases. Another result of the study is that connected products care about reducing their environmental footprint.
Sustainability matters to consumers
According to the study, a product's sustainability influences purchase choices, and the demand for transparency is also explicit from consumers, not just regulators. More than seven out of ten consumers consider the sustainability of the products they buy as an important factor. Only one out of ten consumers remain indifferent to the environmental impact of the products they buy.
Millennials are the most concerned about making environmentally friendly purchases: three out of four say they care a lot, compared to six out of ten consumers among Gen Z.
Out of the overall sample, 93% of consumers believe that products that offer access to sustainability-related services are useful, and one out of five consider "green" certifications as extremely important.
New regulations under the EU Sustainable and Circular Textiles Directive will force all fashion brands to equip their products with a Digital ID and Digital Product Passport (DPP) that can inform consumers of the environmental impact of their purchase.
The "use and throw" culture is out
The disposable culture is going out of fashion now that consumers aspire to become more responsible and are increasingly interested in recovering as much value as possible from their purchases.
More than 70% of consumers expect to recover some value of the product in one form or another, and resale seems to be the most popular method, as stated by 35.6% of consumers.
Gen Z are the most likely to resell their used products: four out of ten say they intend to do so, compared to three out of ten among Millennials.
Gen Z are twice as likely as Millennials to resell their fashion purchases instead of trading them in or donating them to charity: 19.1% of consumers say they plan to exchange the product for other items of similar value; 16.3% say they would more willingly return the product to the brand manufacturer for them to recycle, in exchange for recognition of its value in some form.
Authenticity is key
Knowing that a product is authentic and legitimate is crucial for consumers. In fact, they consider authentication to be the most useful sustainability service of all when connecting to a connected product.
For 70% of the interviewed consumers authenticity verification to be the most important eco-friendly service of all.
Only a certified original product can provide due assurance about its sustainability, while the footprint of an illicitly made counterfeit product is not sustainable by definition, according to the sample.
All these new responsible footprint behaviors can be leveraged in a forward-looking way by brands to create a new, true and mutually beneficial relationship with their customers.
Long living products help to avoid waste
Services that extend product life can reduce waste as well as the production of non-essential items.
Care and repair services, demanded by more than 40% of consumers, enable the product to last longer, and retain much of its value so that it can be recovered at resale, helping to further extend its life cycle.
Care, repair, and re-commerce services are estimated to increase the lifespan of a product by 1.3-1.7 times. In addition, each product that is worn longer or resold has the potential to offset the sale of a new product in terms of environmental impact.
Authenticity is good for the environment
Services that certify the authenticity of a product help reduce the incidence of fakes and, consequently, the harm they cause to the brand, the consumer and the environment.
The incidence of fake products is increasing by the day. The frequency with which Certilogo is called upon to provide support and assistance to consumers who authenticate fake products has increased threefold recently. Today, three out of ten authentications are on fake products, up from one out of ten in 2015.
The risk of buying fakes is highest in online channels, which are responsible for peddling fakes eight times out of ten.
In 2021, by identifying fake products before purchase, Certilogo protected brands and consumers worth more than €36 million.
Products that offer the ability to verify their authenticity are easier to resell at a higher price.
Services that enable circularity help reduce waste and raw material use.
Making it easy to access recycling services will increase closed-loop recycling, effectively contributing to the reduction of waste and raw material requirements.
Today, the textile industry recycles only one percent of waste by reintegrating it into the production processes of new garments. To align with the goal of reducing global warming below the 1.5-degree threshold by 2030, we need to live in a world in which one out of five garments is remanufactured into a new product.
"This technology will make a big difference, and it should not be the exclusive preserve of the most well-known and innovative luxury brands. On the contrary, it should be within the reach of all players in the fashion industry, from the biggest to the smallest, from the famous to the emerging," he added.