A new international study reveals that sustainable garments now account for a third of the fashion budget of shoppers in France, and nearly half of that of consumers in Italy. One remaining problem is no longer the price, but the lack of information surrounding these options
More than just a fleeting moment in fashion, environmentally responsible clothing has gradually become part of the regular shopping habits of consumers in Europe and the US. A new international study reveals that these garments now account for a third of the fashion budget of shoppers in France, and nearly half of that of consumers in Italy. One remaining problem is no longer the price, but the lack of information surrounding these options, which now seems to be the ultimate barrier to a (truly) more conscious consumption.
Sustainable fashion is no longer a fantasy. Committed and aware of the issues related to the climate emergency, consumers are slowly—but surely—turning to a greener wardrobe. And while some remained dubious about a genuine switch in consumer mindsets, it seems that shoppers in Europe and the US have indeed made a place in their wardrobes for sustainable fashion. So suggests a new study conducted by the Institut Français de la Mode (IFM) and Première Vision* interviewing no less than 7,000 people in France, the United Kingdom, Italy, Germany and the United States.
And these do not appear to be (just) one-time purchases. In fact, sustainable fashion seems to be taking a growing place in respondents' fashion budgets. Eco-responsible fashion items account for a fifth of the total fashion expenditure of those in the US, 30% of the fashion budget for those in Germany, a third for those in France and up to 45% for those in Italy. These figures suggest that sustainable fashion is anything but a fleeting trend, and that it appears to be becoming a permanent part of consumer habits and behavior.
It remains to be seen which brands meet the environmental concerns of respondents in every respect. And this is precisely where the problem lies. Without naming individual brands, the study reveals that the most popular "textile multinationals"—including sports brands and fast fashion brands—are among the top five eco-friendly brands cited by respondents in the five countries surveyed. A ranking that no doubt testifies to the success of the communications campaigns carried out by these giants of the sector, as well as to an information deficit that respondents are only too aware of.
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Consequences of this lack of information can be seen in the many preconceived ideas surrounding leather. The environmental impact and animal suffering involved in the manufacture of the material are particularly spotlighted, especially in Europe. However, the study shows that the majority of respondents do not know that leather comes mainly from animals destined for meat consumption, and that it is therefore a material directly derived from food industry waste. Nevertheless, it still has a prime place in consumers' wardrobes: more than 50% of Italian women and 58% of American men surveyed purchased at least one leather item in the last 12 months.
* This study was conducted by the IFM in partnership with Première Vision, among a sample of 7,000 people in five countries: France, the United Kingdom, Italy, Germany and the United States.