Fast fashion was a breakthrough when it first started. The speed with which brands accommodated trends and made stylish clothing available to the masses at affordable prices was the root of their growth. Factor in how fashion hypes and crazes come and go, and you have a cycle of demand-and-supply that’s never been as profitable in history.
And then came climate change. Suddenly, this very business model that has been keeping fashion a multi-billion industry is seen as a suspect in the environment’s demise. Social media brims with facts about the repercussions of irresponsible waste disposal and other practices on the environment. More and more people are becoming fluent in sustainability lingo to advocate against fast fashion. The pandemic only served to further this awareness and compel more consumers to turn their backs on their old shopping habits.
At this point, you shouldn’t be surprised that this is the course current consumer behavior has taken. However, it is understandable if you’re still a bit in the dark about this growing trend. If so, then here are key facts you’ll need to know to ride this change successfully.
They Sincerely Care
It’s easy to assume that a lot of people are joining in simply because it’s cool. They don’t know what they’re doing, and the environment is the least of their worries. Perhaps this is true to a degree, but most green consumers are sincerely invested in fighting climate change. That said, not everyone is involved to the same degree. Others are just starting and will progress in this commitment slowly, while others are way ahead of others and live the ideal sustainable lifestyle.
Regardless, you have to start taking your peers seriously when they start looking for ethical clothing brands for men. It’s guaranteed that the green train is not hype. It has passed that point a long time ago and is expected to be a major driving force for change in the fashion industry in the coming decades.
They Don’t Mind the Cost
Going green will cost you. This comes with changing your business model and collaborating with suppliers that share your new vision. The fact that these aren’t mainstream business alternatives as of yet and sourcing green materials can be more complicated is part of the reason it’s more expensive. People have a general idea of this and expect that your goods and services will likely be at least 20 percent more costly than their former purchases.
Their commitment to their advocacy, however, makes them worth the expense. They view it as an investment in the environment’s future, and the sense of fulfillment this gives them overpowers any inhibition they may have about their spending. This is especially true in countries and regions that are experiencing the impact of climate change the most. The collective effort to improve the effects in their locality make it easier for individuals to pursue sustainable alternatives and for businesses to profit.
Age Matters
Research shows that age plays a crucial role in the willingness of people to pay more. Older consumers are less likely to indulge in green products if it will cost them more, while younger consumers are more open to making the switch regardless of the price difference. This is congruent with studies showing millennials and gen z are the primary drivers of change in eco-conscious shopping.
However, one gap that needs mending is the lack of certainty for both age groups and whether they own sustainable products at home. Do they understand sustainability and why goods are aptly labeled as such? Some do, while a considerable number are reliant on labels and advertisements that guarantee this.
Here’s What They Want from You
Despite this trend, there persists an ambiguity that complicates how fashion brands adapt to new consumer needs. You will want to know what your buyers want to see in your labels, advertisements, and social media posts, but you can’t do that if they aren’t sure.
The only certainty is that their eco-consciousness is authentic and here to stay. The direction this will take is less clear, which is why you can’t rely on any existing formula in your new business model, packaging, marketing, and so on. What you can do is get the fundamentals taken care of. Switch to green sources and practices and keep your eyes and ears open to how sustainable fashion evolves.
It’s the Future
There’s no going back now that the fashion industry and its consumers have taken this route. Difficult as it may be for you to cope, consider it a worthy challenge and a valuable contribution to the future. After all, when climate change takes a turn for the worse, fashion is unlikely to survive the catastrophe.
