Table of Contents
Executive Summary
-
- Impact of COVID-19 on sustainable fashion
-
- Figure 1: Short, medium and long-term impact of COVID-19 on sustainable fashion, September 2020
- The market
- Media coverage has raised awareness around sustainability
-
- Figure 2: Discussion of video content, June 2019
- Protests have helped draw attention to climate change
-
- Figure 3: Gen Z environmental behaviours, June 2019
- More retailers are publishing supply chain information
-
- Figure 4: brands and retailers disclosing information about their suppliers, 2017-20
- Companies and brands
- Pattern sharing promotes slow fashion during lockdown
- M&S seen as the most ethical retailer, despite slowing sales
- The consumer
- People are buying fewer fashion items since COVID-19
-
- Figure 5: Consumer spending habits since COVID-19, 17-25 September 2020
- Over half of all shoppers say sustainable fashion is important to them
-
- Figure 6: Importance of sustainability when buying fashion items, June 2020
- Media plays a big part in changing people’s habits
-
- Figure 7: Factors encouraging people to think more about sustainable fashion, June 2020
- Over two in five do not think fashion retailers are sustainable
-
- Figure 8: Categories of fashion retailer perceived to be sustainable, June 2020
- Certification would help cut through the noise
-
- Figure 9: Places consumers turn to when finding out if a fashion retailer is sustainable, June 2020
- Fashion rentals remain niche
-
- Figure 10: Sustainable behaviours towards fashion, June 2020
- Quality is key
-
- Figure 11: What kind of sustainable options shoppers would pay more for, June 2020
- Fashion retailers must promote sustainable options
-
- Figure 12: Initiatives that would make a consumer choose one fashion retailer over another, June 2020
- Shoppers sceptical about sustainability claims
-
- Figure 13: Shopper behaviours towards sustainable fashion, June 2020
Issues and Insights
-
- COVID-19 has led to more thoughtful purchasing
-
- Figure 14: JW Anderson’s colourblock patchwork cardigan knit pattern, released to the public in July 2020
- People looking to save money could turn to second-hand
- Fashion brands and retailers must work towards certification
-
- Figure 15: Cult Beauty pioneers transparency in beauty with the Provenance blockchain platform, 2020
The Market – Key Takeaways
-
- Media coverage has raised awareness around sustainability
- Initiatives makes shoppers rethink new purchases
- More retailers are publishing supply chain information
Market Drivers
-
- Media coverage has raised awareness around sustainability
-
- Figure 16: Discussion of video content, June 2019
- Protests have helped draw attention to climate change
-
- Figure 17: Gen Z environmental behaviours, June 2019
- Concerns about animal welfare and sustainability have impacted habits
-
- Figure 18: Consumers’ meat-eating habits, 2017-19
- Initiatives make shoppers rethink new purchases
-
- Figure 19: Second-hand September initiative, 2020
- More retailers are publishing supply chain information
-
- Figure 20: Brands and retailers disclosing information about their suppliers, 2017-20
Companies and Brands – Key Takeaways
-
- Zalando makes big commitments to sustainability
- Pattern sharing promotes slow fashion during lockdown
- H&M highlights sustainable initiatives in advertising campaign
- M&S seen as the most ethical retailer, despite slowing sales
Launch Activity and Innovation
-
- Major retailers up their sustainability goals
- Zalando commits to doing more
- Selfridges launches Project Earth
-
- Figure 21: Selfridges’ launch of Project Earth, 2020
- Fashion items released with sustainable materials
- Stella McCartney introduces biodegradable stretch denim
- Redemption launches athleisure made from recycled materials
-
- Figure 22: Redemption’s athleisure collection made from recycled materials, 2020
- Suavs releases knitwear trainers
-
- Figure 23: Suavs’ new recycled knit trainers made from eight plastic bottles, 2020
- adidas achieves 50% recycled polyester
- Tommy Hilfiger makes shoes out of apples
-
- Figure 24: Tommy Hilfiger’s sustainable apple skin shoes, 2020
- Uniqlo’s collection made from recycled materials
- More businesses entering the fashion rental space
- Maternity rentals
-
- Figure 25: Isabella Oliver’s rental options, 2020
- My Wardrobe HQ Liberty pop-up
-
- Figure 26: My Wardrobe HQ space in Liberty, 2020
- Ganni and Levi’s debut rental only collection
-
- Figure 27: Ganni’s rental-only collection with Levi’s, 2020
- H&M launches clothes rental programme
- Sustainable fashion marketplace launches in UK
- Fashion brands aim to lower carbon emissions
- Allbirds and adidas team up to develop shoe with world’s lowest carbon footprint
- Ralph Lauren commits to using 100% renewable energy
- Selfridges launches range of second-hand options
- Kidswear Collective
- Vestiaire Collective
-
- Figure 28: Vestiaire’s permanent Selfridges concession, 2019
- Depop offers digital shopping experience in person
-
- Figure 29: Depop pop-up shop, 2019
- Patagonia opens activist café
-
- Figure 30: Patagonia’s Action Works Café, 2019
- Pattern sharing promotes slow fashion during lockdown
- Tissuni offers open-source pattern sharing
-
- Figure 31: Tissuni’s ‘Little Green Dress’ pattern can be made at home, 2020
- JW Anderson releases pattern for popular cardigan
- Finnish clothing brand launches DIY knitting kit
Advertising and Marketing Activity
-
- H&M highlights sustainable initiatives in TV campaigns
-
- Figure 32: H&M’s latest ‘Let’s change. In every detail’ advertising campaign, 2020
- Stella McCartney campaign features XR activists
-
- Figure 33: Members of Extinction Rebellion featuring in Stella McCartney’s Winter ’19 campaign, 2019
- Vivienne Westwood promotes sustainability in campaign
- Everlane ReNew campaign
- Gap gives voice to young activists in ‘Be the Future’ advert
-
- Figure 34: Gap celebrates change makers of tomorrow in campaign featuring youth activists, 2020
- Raeburn launches anti-Black Friday campaign
- Oxfam’s ‘Second Hand September’ campaign features Michaela Coel
-
- Figure 35: Oxfam’s Second Hand September campaign fronted by Michaela Coel, 2020
Brand Research
-
- M&S seen as the most ethical retailer, despite slowing sales
-
- Figure 36: Top ranking of fashion brands* covered in Mintel’s brand research, by agreement with “ethical”, Oct 2017-Jun 2020
- Sports brands tend to be viewed as ethical
-
- Figure 37: Timberland’s new eco-inspired flagship store, 2019
- Primark working to change ethical brand image
-
- Figure 38: Top ranking of fashion brands covered in Mintel’s brand research*, by agreement with “unethical”, Oct 2018-Jun 2020
-
- Figure 39: Agreement with “ethical” and “unethical” for Primark, Jul 2012-Feb 2020
- Brand research methodology
The Consumer – Key Takeaways
-
- People are buying fewer fashion items since COVID-19
- Over half of all shoppers say sustainable fashion is important to them
- Young shoppers most likely to trust fashion retailers to be sustainable
- Certification would help cut through the noise
- Fashion rentals remain niche
Impact of COVID-19 on Consumer Behaviour
-
- People are worried about their financial situation…
-
- Figure 40: Change in financial situation since COVID-19 outbreak, 30 July – 7 August 2020
- …with women most concerned
-
- Figure 41: Fears around the negative impact COVID-19 will have on people’s lives, by gender, 18-24 June 2020
- People are buying fewer fashion items…
-
- Figure 42: Consumer spending habits since COVID-19, 17-25 September 2020
- …but there has been a notable increase in online purchases
-
- Figure 43: People shopping more online since COVID-19, 16 April-25 September 2020
- People claim to be more engaged in environmental issues
-
- Figure 44: Changing priorities since COVID-19, 7-14 May 2020
Importance of Sustainable Fashion
-
- Over half say sustainable fashion is important to them…
-
- Figure 45: Importance of sustainability when buying fashion items, June 2020
- …rising to nearly three quarters of Gen Zs
-
- Figure 46: Importance of sustainability when buying fashion items, by generation, June 2020
Influential Factors
-
- Media plays a big part in changing people’s habits
-
- Figure 47: Factors encouraging people to think more about sustainable fashion, June 2020
- Women are more likely to admit to being influenced than men
-
- Figure 48: Factors encouraging people to think more about sustainable fashion, by gender, June 2020
Sustainable Perceptions of Fashion Retailers
-
- Over two in five do not think fashion retailers are sustainable
-
- Figure 49: Categories of fashion retailer perceived to be sustainable, June 2020
- Young shoppers are more likely to view fashion retailers as sustainable
-
- Figure 50: Categories of fashion retailer perceived to be sustainable, by age, June 2020
Trust in Sources
-
- Certification would help customers discern if a retailer is sustainable
-
- Figure 51: Places consumers turn to when finding out if a fashion retailer is sustainable, June 2020
- Young men are more likely to trust friends and influencers
-
- Figure 52: Burberry’s Spring/Summer 2021 pre-collection campaign featured its employees, 2020
- Figure 53: People who trust friends or influencers to find out if a fashion retailer is sustainable, June 2020
Sustainable Fashion Shopping Habits
-
- Donating old items is again the most popular option
-
- Figure 54: Sustainable behaviours towards fashion, June 2020
- Fashion rentals have decreased in popularity
- Young shoppers are keener on second-hand and swapping
-
- Figure 55: Sustainable behaviours towards fashion, by those aged 16-24, June 2020
Fashion Worth Paying More For
-
- Quality is key
-
- Figure 56: What kind of sustainable options shoppers would pay more for, June 2020
- Young female shoppers are keen on sustainable materials
-
- Figure 57: People who would be willing to pay more for fashion items made from sustainable materials, by age and gender, June 2020
Deal Breakers
-
- Shoppers want to see fashion retailers promote sustainable options
-
- Figure 58: Initiatives that would make a consumer choose one fashion retailer over another, June 2020
- A combination of sustainable features appeals to 69% of shoppers
-
- Figure 59: Interest in sustainable policies, TURF Analysis, June 2020
Sustainable Fashion Behaviours
-
- Shoppers sceptical about sustainability claims
-
- Figure 60: Shopper behaviours towards sustainable fashion, June 2020
- Cheap fashion encourages excess buying
-
- Figure 61: Fashion and sustainability behaviours – CHAID – tree output, June 2020
-
- Figure 62: Fashion and sustainability behaviours – CHAID – table output, June 2020
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
- TURF analysis methodology
-
- Figure 63: Table - TURF analysis – fashion and sustainability, June 2020
Back to top