Trends and shifts in customer attitudes towards fashion and sustainability

Source: © Bente Stachowske / Greenpeace (Image link)

A key trend in customer attitudes towards fashion is the increasing demand for transparency and accountability from brands. Customers are increasingly interested in knowing where their clothes come from, how they were made and who made them. They want to ensure that the clothes they buy are not only stylish and functional but also that they are produced in an ethical and sustainable way. This has led to an increase in certifications and labels that signify a brand’s commitment to sustainability and ethical practices, such as fair trade, the Global Organic Textile Standard* (GOTS) and B Corp**.

Another trend in customer attitudes towards fashion is the desire for personalised and unique products. Customers are increasingly looking for clothing that reflects their individual style and values, rather than mass-produced items that are identical to those worn by millions of others. This has led to an increase in personalisation options, such as bespoke clothing or personalised designs, as well as a growing interest in vintage and second-hand clothing.

In addition to sustainability and personalisation, customers are also increasingly aware of the social and cultural impact of fashion. They are increasingly interested in clothes that reflect their cultural identity or support social causes they care about. This has led to an increase in brands that prioritise diversity, inclusion and social justice, such as those that offer inclusive sizes or partner with organisations that support marginalised communities.

* Global Organic Textile Standard (GOTS) is a private standard for organic clothing for the entire post-harvest processing (including spinning, knitting, weaving, dyeing and manufacturing) of apparel and home textiles made with organic fibres (such as organic cotton, organic wool etc.). It includes both environmental and social criteria.

** B Corp is a private certification of for-profit companies of their “social and environmental performance”.