Did you know that sustainability engagement has increased in the current pandemic?
The current crisis scenario has seen a rise in sustainability engagement. European consumers want fashion companies to be responsible and consider the social and environmental impact of their business.
The fashion industry is currently reorganizing to meet the new normal following the COVID-19 crisis. European consumers are more interested in sustainability topics. It presents an opportunity to the fashion industry to reaffirm its commitment to sustainability. This could also be the time to reduce seasonality in fashion.
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The survey was conducted among more than 2,000 the UK, German and international consumers in April 2020. It was part of a companywide effort to understand consumer sentiment during the COVID-19 crisis. Sentiment towards sustainability.
Despite the uncertainty and shock that the fashion industry is experiencing during this crisis in its current state, there is a silver lining to the environment. Two-thirds (65%) of consumers surveyed believe that it is more important than ever to reduce climate change's impacts. In addition, 88% of respondents also believe that pollution should be reduced.
Consumers have begun to change their behavior in practice. For example, 57% of respondents said they had made major lifestyle changes to reduce their environmental impact. In addition, more than 60% reported that they recycle or purchase environmentally-friendly products.
Accent on environmental and social responsibility
The industry is currently reorganizing to meet the new normal. However, consumers expect fashion companies to fulfill their social and environmental responsibilities amid the crisis. 67% of surveyed consumers consider sustainability an important factor in their purchasing decisions, while 65% consider a brand's commitment to sustainability equally important.
Survey respondents also expect brands to care for their workers and those in Asia during the COVID-19 crisis (Exhibit 2). Again, this shows how important it is for brands to uphold their ethical commitments despite the crisis.
It is crucial to establish trust and transparency with customers, as 70% of them will stick with brands they trust in times of crisis. 75% of respondents consider trustworthiness a key purchasing factor. Younger consumers, especially Gen Zers and millennials, are more inclined to try smaller or less-known brands in times of crisis.
Shifts in purchasing behavior
Consumer confidence is low, with 88 percent expecting a slow recovery and a recession. Consumer spending on fashion is also changing. Consumers report spending less fashion during the crisis and nearly half of them expect this trend to continue after the crisis ends. Consumers will likely cut back on accessories and jewelry before they reduce their spending on footwear and apparel.
Younger consumer segments are more willing to pay less for products than they usually buy. This is approximately 50% of Gen Zers and Millennials who participated in our survey.
The COVID-19 crisis has attracted new consumers to online channels. 43% of the surveyed consumers have switched to shopping online after the crisis. This trend is likely to continue, with nearly 28 percent of respondents expecting to shop less in physical stores. This trend can be seen in a higher share in Generation Z and millennials.
Focus on circular business models and fashion cycles
According to survey results, consumers are not closely tied to fashion cycles. Therefore, now is a good time to reduce seasonality in fashion. The COVID-19 crisis has prompted 65 percent of surveyed consumers to support fashion brands delaying new collections. Respondents are also less concerned with fashion than other factors after the crisis. Consumers now consider newness to be one of their least important attributes in making purchase decisions.