Gift Focus - Nov/Dec 2019 (Issue 116)

34 Given the worrying environmental issues facing the world, the concept of ‘sustainable fashion’ has become more prominent than ever before. Sustainable fashion meaning brands who take the initiative to make and sell their clothing, footwear and accessory lines in the most environmentally-friendly ways possible. Interested in such trends, British online marketplace OnBuy.com analysed the latest findings from KPMG, which surveyed 1,000 Londoners to identify the features they most align with their definition of sustainable fashion. OnBuy.com found that Londoners rank ethical and fair trade/labour practices (48 per cent) as the most important attributes of maintainable fashion. Thereafter, 31 per cent constitute the use of no hazardous chemicals as well as a pollution- free production process as crucial elements towards their perception of sustainable fashion. Some 30 per cent equally deem high quality/durable products and biodegradable/ sustainable packaging as very important aspects in their understanding of what sustainable fashion should entail. Interestingly, 17 per cent consider the use of organic materials (e.g. cotton, wool, silk etc.) as a key component of sustainable fashion. Whilst 12 per cent feel the same about harnessing upcycled materials – whereby old worn out or damaged materials are converted into new pieces of clothing. Contrastingly, a mere 2 per cent associate initiatives such as sharing as well as rental services when they think of sustainable fashion – schemes in which consumers pay to use clothing, footwear and accessories for a defined short period of time before returning them back. Slightly above, just 6 per cent of Londoners feel a brand having a take-back programme (i.e. retailers who provide customers a small incentive like vouchers when they drop off any unwanted clothing for recycling) embodies their idea of sustainable fashion. Additionally, OnBuy also sought to discover the factors that would most encourage Londoners to buy more/pay more for sustainable fashion. From this, the company found that shoppers in the capital are willing to buy more/pay more for this kind of fashion if they believe the products represent good value for money (57 per cent). Subsequently, 49 per cent will be influenced to buy more/pay more for these products if the items are of good quality. Tellingly, 29 per cent are happy to search and shop for sustainable fashion products if the purchasing avenues/process to do so is convenient enough. Opposingly, only 25 per cent contemplate the environmental friendliness concept/message of a brand when deciding to increase their purchasing and/or spending intentions on sustainable fashion. Londoners interest in sustainable fashion With London one of the four fashion capitals of the world, OnBuy.com utilised Google’s keyword planner tool to find out on average how many times per month Londoners are searching for key terms associated to maintainable fashion. Results are as follows (ordered from highest to lowest, based on average monthly searches): Sustainable fashion (1,900), ethical clothing (720), sustainable clothing (480), ethical fashion (390), eco-friendly clothing (210), eco fashion (110), eco clothing (110) and eco-friendly fashion (40). Cas Paton, managing director of OnBuy.com, said, “Sustainable fashion is now more than a fancy buzzword. Retailers are making a conscious effort to reduce the negative environmental impact different parts of their operations and processes maybe causing. Likewise, brands are actively introducing various initiatives to encourage and help their customers to become more environmentally friendly. Despite this, people still have varying perceptions of what it truly is. This research certainly highlights the actions taken by brands, which consumers most regard to be under the umbrella of sustainable fashion – with some very surprising outcomes.” For further information, please visit the website onbuy.com Sourcing sustainably An insight into what the public want when purchasing sustainable fashion