Consumer Trends

Fashion companies are rethinking how they work internationally by paying much more attention to local differences in consumer behaviour and cultural preferences. New research shows how brands modify their digital platforms and products to suit different cultural contexts around the world. This shift makes local adaptation a key business strategy rather than just an operational task.

A recent Italian study has explored how material choice and garment characteristics affect consumer adoption of sustainable fashion. By comparing biobased and recycled fabrics across jackets and underwear, the research identified contrasting influences of availability, demographics, knowledge, and influencer impact. The findings provide evidence on consumer priorities in sustainable garment adoption and purchasing decisions.

A peer-reviewed study compares Dutch and Italian consumers’ decision-making around sustainable footwear. The findings underscore how attitude, social norms, and a sense of responsibility affect eco-conscious purchases, with significant cultural differences shaping the outcome. The model offers a blueprint for companies aiming to decode sustainability behaviour in diverse fashion markets.

Sun-protective clothing is gaining significant traction in China, according to a new report exploring market trends, consumer profiles and brand strategies. The study points to a growing cultural and commercial shift, as health-conscious consumers increasingly seek UV-blocking apparel. Local brands are responding with product innovations, targeted marketing and multi-platform sales campaigns to seize this expanding opportunity.

Quick commerce in India is no longer just about groceries and essentials. As consumer behaviour shifts towards instant gratification, fashion has emerged as the next big frontier for 15–45-minute delivery platforms. With high margins, event-driven urgency, and tech-savvy buyers, fashion could transform quick commerce into a sustainable and profitable model for the Indian retail industry.

Asos is under scrutiny for banning customers deemed to be overusing its free returns service, sparking debate about the viability of online fashion’s long-standing business model. While the retailer defends its decision as necessary to maintain service standards, critics argue it exposes deeper flaws in the digital shopping experience and its environmental and financial sustainability.

New insights into sustainable fashion reveal that the true driver behind eco-friendly purchasing is lived experience rather than simple awareness. A large-scale academic review highlights how direct engagement helps consumers overcome scepticism, build habits, and stick with greener choices. This shift in understanding offers critical implications for brands aiming to close the intention-behaviour gap.

Viet Nam’s Gen Z is reshaping fashion with demands for transparency, affordability, and authenticity. This generation values sustainability but remains deeply sceptical of greenwashing. For brands and policymakers, understanding what drives—and deters—Gen Z’s eco-choices is essential to navigating Viet Nam’s emerging green fashion market and avoiding a trust crisis.

New research shows that UK shoppers support small, visible Extended Producer Responsibility (EPR) charges on clothing to fund textile recycling and promote sustainable fashion. Transparent communication and simple labelling could help drive a circular economy without deterring consumers from making purchases.

A new study explores how social media influencers impact the well-being of young shoppers, revealing that FOMO—fear of missing out—can drive fashion purchases and emotional responses. The research highlights how emotional attachment to influencers affects young consumers’ social, psychological, and financial health.