Consumers want more transparency about the provenance of garments
©Avery Dennison
Leading materials science and digital identification solutions company Avery Dennison has revealed two-thirds of global fashion shoppers want more transparency about the provenance of garments in its ‘Digital Consumer Behavior’ report produced in partnership with audience insights company GWI.
The report surveyed over 6,300 clothing shoppers in seven countries, including the U.S., U.K., China, France, Germany, Mexico, and Japan, to examine consumer attitudes and behaviors, has also found that sustainability continues to be a key priority among fashion shoppers, with high expectations of brands to help them shop more sustainably. Item-level digital ID solutions are paramount here, in enabling shoppers to have a better understanding of how to repair, recycle, and resell their clothes. This will not only continue to encourage more sustainable fashion choices, but also the adoption of new business models.
According to the report, eco-consciousness is a strong driver for digital trigger usage in China and Mexico, where users want to understand conscious wash care and how to recycle, resell or repair items. Globally, we can see that fashion shoppers have high expectations of fashion brands to offer post-purchase support, in the form of helping consumers take better care of their clothes, as well as information on how to recycle, resell or repair items they no longer want. Those in China and Mexico feel most strongly about this.
When it comes to second-hand shopping, we can see a huge divide between APAC and the rest of the world: this number is higher in Europe (50%), Mexico (60%), and in the U.S. (50%), while much lower in China (34%) and Japan (46%). Fakes have been a big part of the fashion industry for years, and are of course much more common in some regions than others, causing an inconsistency in shoppers’ behaviors and attitudes towards them globally. Despite differing awareness and views, it’s clear that shoppers care about whether the items they’re buying are authentic or not, and shoppers are receptive to digital tools like QR codes that can help them validate authenticity. Greater transparency and assurances of authenticity will also contribute to a more seamless secondary marketplace.
