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This report compiles and summarises information on the UK market for sustainable / ethical fashion products, drawing from Ethical Fashion Forum (EFF) research as well as referenced research from several other bodies. 1. Expenditure on ethical clothing continues to grow 2. Shoppers put more emphasis on sustainability 3. Increased availability and quality of ethical fashion has driven market growth 4. Rapid expansion in number of retailers stocking sustainable fashion 5. Shoppers buy on design and style first. Ethical/eco credentials are a bonus that can help secure the sale. 6. Opportunities with womens outerwear, underwear, childrenswear and menswear 7. A new consumer profile for ethical fashion has emerged 8. Consumers are most interested in supporting community benefits and a fair price to producers 9. Opportunities for ethical fashion vary across product value sectors 10. Consumers remain sceptical about ethical claims made by retailers 11. Ethically minded clothing buyers do spend more money on clothing 12. An untapped market
3. Increased availability and quality of ethical fashion has driven market growth
The widening availability of ethical fashion is central to this growth. Real choice in styling and quality and truly fashionable design has been vital in the markets development. Ethical clothing has now been transformed by the presence of new and exciting designers taking it right up into the realms of high fashion and expanding into all clothing sectors. Many consumers are as yet unaware of these changes mainstream opinion always lags behind the fashion front but awareness will grow and with it far greater demand. (Mintel, Ethical Clothing UK 2009)
5. Shoppers buy on design and style first. Ethical/eco credentials are a bonus that can help secure the sale.
EFFs buyer survey carried out with retailers across the sector during May 2011 established that for the majority of customers, design and style are a primary consideration. Ethical credentials and well-communicated stories behind the product do help to secure the sale, providing design and product standards are high.
8. Consumers are most interested in supporting community benefits and a fair price to producers
Year-on-year, most of the ethical criteria have become more important, community benefits in particular becoming more important But a fair price to producers and the sweat shop elements remain by far the most important
Focus Group 2 comprised of participants who regularly shop at All Saints and/or Whistles This group were the most unanimous in their views. They are interested in learning more about how the clothes they buy are made but it wouldnt necessarily make them more likely to buy a product. They are concerned about compromising on quality and style.
This group had the most trust/brand loyalty in their retailers ethical claims because it would not be in their best interest to lie This group have been encouraged by the media to make more ethical choices with food but not with fashion. Participants were not aware of media covering ethical fashion. They all agreed retailers should make it clear through labelling when garments have been produced according to ethical standards, which would make consumers feel less guilty
Focus Group 3 comprised of participants who regularly shop at Harvey Nichols and/or Browns These consumers enjoy the experience or scene of high end designer shopping and are unsure how ethical fashion would fit into this. They felt that point of sale information, ethical sections and swing tags would not work with the generally minimalist branding. Participants were split in opinion regarding whether they would be interested to learn more about how their clothes were made. They agreed that they would only be interested in the story if they liked the product first. The research showed ostensibly conflicting views. Participants showed high levels of trust in their retailers and were more sceptical of the ethical fashion facts they spoke of feelings of being bombarded with propaganda and a worthy overload However these consumers dont link high price designer goods with non-sweat shop labour, they are cynical of designer manufacture and assume items are made in sweatshops along side cheap garments. Participants werent bothered by this as long as the products have a designer label and are stylish. Participants felt that the responsibility to improve practices lies with the retailers, producers and distributors rather than with the consumers. The availability of ethical fashion is poor; therefore they should not be made to feel guilty for what they do buy.
These 6.9 million are the key customers to target. They want to buy ethical clothing, but cannot source it easily. (Ethical Clothing Report 2008, TNS Worldpanel Fashion)