It ain't fashion, if it ain't sustainable

WWF Italy

Consumer Watch / Sustainability Trends

22 October 2022

3 minutes

The report, How Brands Can Embrace the Sustainable Fashion Opportunity, which examines consumer behaviours related to sustainability and fashion, shows that of the nearly 5,900 fashion consumers across six countries (China, France, Germany, Italy, Japan, the United Kingdom, the United States) that Bain surveyed, approximately 65% said they care about the environment, but only some regularly prioritise sustainability in their shopping.

As Shopping Move Towards Sustainable Practices, Research Finds Five Types of Fashion Consumers

Shopping and purchasing trends among global fashion consumers are set to move sharply towards favouring more sustainable practices in the coming years, creating important new opportunities as well as challenges for fashion brands. New research by Bain & Company and the WWF Italy also finds there are five types of global fashion consumers who will be determining the course of things.

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