On the occasion of Earth Day on April 22, GfK conducted a representative study to examine how German consumers’ expectations of the fashion industry have changed in terms of sustainability and how the megatrend is influencing their shopping behavior.
Sustainability is one of the most important megatrends of recent years, having a massive impact on people’s consumption habits in many areas. In fashion, too, questions of social and ecological responsibility are high on the agenda of many brands and retailers. But what exactly do consumers expect from fashion manufacturers and how do they actually act? A representative, qualitative survey by the consumer research institute GfK confirms that sustainability has become an expression of a lifestyle and conscious consumption has become a status symbol instead of a renunciation.
Sustainability as an opportunity to distinguish yourself
The awareness of sustainable fashion is constantly growing. 69 percent of consumers state that environmental and social compatibility when purchasing clothing and shoes is very or fairly important to them. From their point of view, green fashion is about issues such as manufacturing conditions, materials, slow fashion and recycling. “When it comes to sustainable clothing, consumers value fair payment and good working conditions during production, as well as ecological materials, for example from organic farming. But slow fashion and recycling also play a key role,” says Petra Dillemuth, GfK fashion expert. People expect solutions for these issues and “for a third of consumers, the responsibility for compliance with these aspects and therefore overall for the issue of sustainability in the fashion industry lies with the companies.” This increases the pressure, but there are also “ immense potential for dealers and manufacturers to make their mark,” Dillemuth continues.
Second-hand market is growing
Finally, interest in alternative forms of consumption is also increasing. In 2017, 25 percent of those surveyed stated that they resold clothing that was in good condition, by 2021 it was already 44 percent. According to the study, an average of 43 percent of Germans throw away broken items of clothing instead of repairing or reusing them. If the products were processed with higher quality, the lifespan of textiles could be extended and “thus the appreciation of consumers for the products could be increased,” the study continues. After all, there are also new opportunities for fashion retailers and manufacturers in the second-hand growth market.
In recent years, numerous new shops have emerged both online and offline, and established retailers have also started “pre-owned” areas in their online shops and in stationary stores. This new, hybrid business model opens up additional opportunities for retailers and access to a new customer group. Above all, product groups with a high purchase price are purchased second-hand. In the case of coats, for example, the proportion bought second-hand is six percent, according to the study. The millennial age group (25 to 39 years) has an above-average demand for used clothing.
Eco-labels for textiles are gaining in importance
But how do consumers orientate themselves in order to be able to recognize sustainable products? First place in eco-seals such as Confidence in Textiles or GOTS (Global Organic Textile Standard): 65 percent of Germans confirm that they trust these labels. On average, 50 percent of consumers specifically look for such eco-seals when making purchases.
However, the actual proportions vary widely among the different types of buyers, depending on their value attitudes towards sustainability. Among people who consistently pursue a green lifestyle across all areas of life, 84 percent pay attention to labels on clothing. In contrast, the proportion of people who only do a minimum for environmental and social responsibility is only nine percent. Eco-labels are particularly relevant for the group of “glamor greens” because they are considered an important indicator for declaring environmentally and socially conscious purchases to the outside world.
Overall, both qualitative and quantitative long-term studies by the GfK Fashion Panel confirm that eco-seals are playing an increasingly important role in the fashion industry due to increasing demand. The number of eco-label buyers increased by 40 percent from 2012 to 2021.
The sustainability megatrend stands for long-term change
“Consumers’ awareness of sustainability is here to stay,” the study puts it in a nutshell. According to GfK, the various aspects of the topic have been growing continuously over a longer period of time, and this will continue in the future.
The study cites clothing made from raw materials derived from animals as an example. According to the study, these are becoming less and less attractive. For example, in 2015 58 percent of consumers stated that they deliberately did not buy clothing with fur, by 2021 it was already 81 percent. “For consumers, the central sustainability aspects in the clothing sector are sometimes even more important than in other non-food areas. Due to the lower complexity of the goods, they seem easier to implement than, for example, smartphones or refrigerators. Retailers and manufacturers must meet these consumer expectations in order to establish themselves as green fashion in the long term. This is the only way they can reach the target group that is willing to spend more money on sustainable clothing,” adds Petra Dillemuth.
The study was carried out as part of the GfK Consumer Panel Fashion and published on the occasion of Earth Day on April 22, 2022 under the motto “Your clothes make the man – sustainable, organic & fair suits you and the earth better”. The GfK Consumer Panel Fashion records all clothing and shoe purchases by around 14,500 people from around 7,000 households. The GfK Consumer Panel thus continuously and representatively depicts the fashion shopping behavior of private households in Germany.