1/12/2024 0 Comments Say one thing do anotherAccording to the report, 58 percent of respondents consider it important to repair clothing, but only 23 percent routinely repair their clothes. Offering clothing repair services could also help consumers become more sustainably focused. To fight this stigma, Zalando recommended showcasing new and secondhand garments together in marketing campaigns, retail environments and on social media. Zalando’s data showed that hygiene concerns are an obstacle for 43 percent of men and 30 percent of women. 'Made in the USA' Has Global Appeal, Experts Sayĭespite the optimistic growth, some consumers are still hesitant to embrace pre-worn apparel. Last week the company launched a program that allows customers in Austria, the Czech Republic, Denmark, Finland, Ireland, Italy and Sweden to trade in and buy pre-owned fashion directly on the Zalando website. To close this information gap and reframe attitudes toward sustainable fashion, Zalando made a number of suggestions for the fashion industry, including investing in the resale market and making sustainable fashion even more accessible-two initiatives it’s currently undertaking internally. Notably, when identifying a single word to associate with sustainable fashion, consumers most commonly chose “guilty,” and rarely used the word “fun.” And while 58 percent of consumers believe they should know the materials used in a garment, only 38 percent actually do. Further, 53 percent believe brands’ ethical labor policies are important, but only 23 percent investigate policies themselves. Out of the 2,500 consumers surveyed in the report, 60 percent consider transparency important, but just 20 percent actively seek out information from brands before purchasing. Though recycled, upcycled and pre-owned fashion has never been more accessible, a new report by the ecommerce company reveals gaps between consumer values and and how people actually behave when it comes to sustainability. Zalando has some ideas for making sustainable fashion more attractive to consumers-and it’s taking its own advice.
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