Slow Fashion Survey outcomes and follow up - not to de-influence you!
My most recent newsletter focused on slow, ethical fashion market research specifically fit, form, and function. I understand that making the decision to buy from a sustainable clothing brand may not be easy or accessible, as there may be a few more obstacles to overcome before making a considered purchase. I hope that my small brand brings something new to the market without sacrificing values and that I offer customers real value for money in terms of versatility, quality, longevity, and everyday wear
Here are the at the main takeaways:
The importance of knowing where clothes are made, what they are made of, and even who made them was unanimously emphasised. All respondents rated being aligned with a sustainability ethos as important on a scale of 8/10 on average
In terms of fit - length of garments seemed to be the biggest issue - mostly too long. No two bodies are the same and there is no industry standard in terms of sizing and this can be said of lengths of garments too. Inconsistent sizing was also one of the main barriers when shopping for clothing in general. I'm not surprised by this. It's notorious to navigate especially when high street brands are in the practice of vanity sizing - altering measurement specifications for garments to enable consumers to fit into smaller sizes to gain sales. Bad!
The most influential factors when deciding to buy new from an ethical/slow/sustainable leaning brand were fabric and quality, as well as the versatility to pair with other garments already owned and to be able to wear all year round - not just for best!
Typically, the most common factors for not purchasing new from an ethical/slow/sustainable leaning brand are a lack of knowledge about where to find such brands, the cost, and the inability to try on beforehand. All perfectly valid
In the survey I also asked : What would encourage you to buy more of this type of clothing: Answer: to be reminded of the benefits
This answer stuck out for me as it's important to keep highlighting my own unique selling points and how these can be easily factored into the overall benefits of buying new clothing that is both people and planet centric
Most of us who work in the fashion space have done their time in the industry and seen it change a lot. For the record mine was with Laura Ashley, Warehouse, Ted Baker and Get Cutie. Leaving behind the 9 to 5 to begin our own journeys. We are innovators, rule breakers and fair future fighters demonstrating again and again that fashion can be a force for good - be it preserving craft, heritage, paying living wages and employing a local workforce all whilst being aware of the environmental impact. We offer newness - yes, but without the moral question mark - hopefully!
Spending habits have a significant impact, making it more crucial than ever to be a proactive agent of change. Whether it's just being curious and raising awareness, we can all start small (yes I oft repeat my messaging over and over again). By sharing, liking, and commenting, you can increase effect without spending any money.
My survey also revealed very much more often than not, the majority of participants were already choosing to shop for new clothing with ethical and sustainable brands although less frequently, the price point per individual item was much higher than I had anticipated. So I think the phrase buy less, buy better, wear it more can be applied here
Thanks to all those who took part and those who are also reading this. Feel free to leave a like and /or comment below 🧡