Gone are the days when consumers used to follow their favourite brands blindly, because they have now become more conscious about world issues like never before. Research claims that around 58% of customers care about the materials used to create clothes, and 80% of consumers want brands to use more ethical and eco-friendly practices.
Consumers are now more empowered to choose the fashion brands that resonate with their personal values. Continue reading to find the leading consumer expectations that make brands more accountable for their business decisions.
1. Brands should opt for sustainable fashion.
Social media is packed with content calls to boycott brands that are typically associated with the fast-fashion approach and aren’t seen as “green enough.” According to a survey conducted by McKinsey & Company, consumers drastically changed their behaviour during the pandemic crisis. 61% of buyers prefer buying products that come in environment-friendly packaging. This survey also claims that 71% of respondents said they would be throwing out fashion items less often, while 65% said they prefer buying high-quality clothes that would last longer. These statistics demonstrate the shift of consumers towards sustainable fashion. Around 62% of consumers want brands to stand up for the issues they care about. This shift insists fast fashion brands rethink their strategies and supply chains that badly affect the environment.
2. Purpose-Driven Consumerism
Nowadays, consumers want brands to promote purpose-driven consumerism and must include a moral stance or a core message as part of their brand. This approach has gained hype in recent years.
An Accenture survey reported that around 48% of consumers voiced their issues with brands that don’t have a specific social purpose. It also claims that 42% of buyers walked away from brands in their response to social issues.
As a result, plenty of brands has joined the “brands with purpose movement” to survive the competitive edge. Brands such as Rihanna’s Fenty Beauty address the body-shaming issue while making a great point of demonstrating their size-inclusion by hiring plus-size models. The Pearl Source contributes a percentage of each sale to non-profits dealing with women’s issues.
Unilever has also been at the forefront of purpose-driven consumerism, and the company’s research claims that their sustainable brands are growing 50% faster than the rest of their business.
3. Customization
Consumers are tired of fitting themselves into the latest trend launched by the brand. Hence, they are looking forward to the brands who offer them great customization so they can go their own way to carve out the unique fashion sense.
Brands such as Ralph Lauren embrace this approach and has a dedicated personal styler on their website that recommends products based on recent purchases. The brand also features smart mirrors in their NY and London stores that feature the same functionality.
4. Online Shopping
While brick-and-mortar stores are the default mode of retail, consumers are now inclining towards online shopping. The global pandemic has dramatically influenced the customers’ shopping behaviour while forcing the brands to shift to a greater online presence.
A study claims that the UK alone has witnessed a massive increase in online shopping, with the e-commerce market being worth around $86.45 billion. Online shopping is a fundamental staple of fashion retail, and all major brands are adapting to the modern shopping landscape.
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