A few years ago, the primary shopping experience involved wandering around a store until you stumbled upon a shirt or pair of shorts that looked good on you. It was simple, brand-dependent, and a bit spontaneous.
Things have changed.
Now, Millennials are a lot more targeted in how they purchase clothes and fashion products. We have previously discussed Millennials’ need for information, hunt for value, and desire for personalization. These traits have especially made an impact on the fashion and beauty industry, particularly due to the increase in Internet shopping options, the push for company transparency, and the overall boost in access to information.
Of course, Millennials are concerned about how their fashion choices reflect themselves, their interests, and their personalities – but a huge part of that is understanding how their clothing and beauty products were made. An incredible 92% of Millennials look at clothing labels in order to see where a product originated before purchasing and 75% look at beauty product labels for the same information.
This generation wants to be better informed about how they, as individual consumers, are contributing or detracting from worldwide social betterment. 85% would be interested in knowing the life cycle of some of their clothing (i.e. where the material was sourced and its global distribution, in order to see how sustainable the production was) and the same percentage is interested in knowing the life cycle of their beauty products.
Enter ethical fashion.
Ethical fashion – or “ethically sourced fashion” – is all about social and environmental sustainability in the fashion industry. And when asked about whether ethical fashion is relevant to them, most Millennials responded with a resounding “yes.”
“Yeah, I’d prefer my clothing not come from sweatshops or by companies [exploiting] the planet of its natural resources.”
“Yes. I know that the way our clothes are made abroad is usually through cheap labor and child labor – and that’s bad. I try to be careful about where my clothes are made… but it is very hard to know what clothes are made by people for decent wages and in decent working conditions.”
“Yes, I do not want my clothes to be made by underage children or through any form of slave labor.”
And, when it comes to ethical fashion, Millennials are willing to put their money where their mouths are. 82% are prepared to pay more for clothing that is guaranteed to have a sustainable product cycle and 74% are willing to pay more for ethically sourced fashion. In fact, 46% of Millennials currently purchase ethically sourced fashion; 58% have purchased such products in the past; and 79% plan to purchase ethically sourced fashion in the future.
The same applies to beauty products, as 79% would pay more for beauty products that are guaranteed to be organic and have a sustainable product cycle. In fact, the trend seems to be stronger when it comes to beauty products, because a higher 58% of MIllennials currently purchase organic beauty products; 72% have purchased such products in the past; and 82% plan to purchase organic beauty products in the future.
When purchasing beauty products, 58% of Millennials consider whether the product was tested on animals and 33% consider whether it contains no animal products. Just over half (51%) check to see if the product is all-natural. Compare these numbers with the 37% who look for whether the product contains SPF.
In seeking out these products, most Millennials seem to make purchases at specialized shops (69%) and department stores (66%). 45% buy these products online, while 43% buy them in supermarkets.
Of course, the push for ethical fashion has not stripped Millennials of their other shopping considerations. For instance, when asked about the most important factors for clothing shopping, 84% of Millennials cited “quality of garment,” 69% cited “comfort of fabric,” and 67% cited price. Only 46% cited the ethical reputation of a company. While they aim to make socially conscious decisions, they are still looking for value above all.
- Posted by admin
- On September 8, 2015
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