Small and medium-sized (SMEs) multi-brand fashion retailers in the Netherlands are struggling to sell sustainable clothing. This is the result of studies carried out by the research institute Next Fashion Retail in cooperation with De Haagse Hogeschool, TMO Fashion Business School and CUBE Retail. Next Fashion Retail recently presented interim results of the study, which was supported by the Dutch state funding organization SIA, in a press release. According to this, although a large majority of customers (83 percent) state that they are interested in sustainable clothing, sales do not yet reflect this.
According to researchers from Next Fashion Retail and the other participating partners, small and medium-sized retailers have a valuable role to play in promoting sustainable shopping. At the same time, the authors of the study emphasized that this is associated with a certain responsibility. According to the study, customers do not have sufficient knowledge and often shy away from the additional effort required to choose more sustainable clothing. Retailers could do a lot here if they are able to inform their customers accordingly. Next Fashion Retail emphasizes in the communication that “personal contact and advice [durch KMU-Multimarken-Modehändler] is greatly appreciated. Customers have great confidence in these clothing stores.”
To remedy this, Next Fashion Retail has launched a study in collaboration with nine Dutch SMEs to examine how these providers can increase sustainable sales through innovations in physical and digital retail. In their press release, the researchers announced the first results that provide fashion retailers with useful approaches to boost sustainable sales.
Next Fashion Retail: Information as a starting point for advice can boost sales with sustainable products
Retailers have always been used to advising customers. However, the study shows that when it comes to providing advice on the topic of sustainability, many sellers and customers find it difficult to determine what is really sustainable. The sustainability seals on the garments are developed by the brands themselves and are therefore different for each article. This makes it difficult to compare products to find the most sustainable option or to make a sustainable choice that most aligns with personal values. The problem not only affects the customers, but also the sellers.
This sense of relative ignorance makes it more difficult to advise clients on this topic. Next Fashion Retail therefore recommends relying on objective information: For example, salespeople could help customers read the labels. This gave customers the information they needed to make an informed decision without having to put in the extra effort that, while necessary to make a good choice, often falls by the wayside.
As the study progresses, Next Fashion Retail wants to develop “tools” that can support fashion retailers in selling their more sustainable products. These tools are designed to help them acquire additional knowledge and improve communication with customers about sustainability. In the autumn of this year, the tools will be tested in practice by the nine participating multi-brand SME dealers before the final results are presented to a broader public.
This translated post previously appeared on FashionUnited.nl