Sustainable Brits are killing off fast fashion

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The number of sustainable shoppers in Britain has increased by a third in 12 months, threatening to disturb fast fashion.Research by the Fashion Retail Academy reveals that as a result, there has been a large shift in shopping habits in the UK, with millions more choosing quality over quantity.
Brits are now less likely to throw away their clothes than they were last year.
// Over half of Brits more likely to choose expensive long-lasting clothes over cheaper fast fashion items
// Over 70% of shoppers would now choose to recycle their clothes rather than throw them away
// 2/3 of consumers would buy 2nd-hand clothes, with 15% more women saying they would than men

The number of sustainable shoppers in Britain has increased by a third in 12 months, threatening to disturb fast fashion.

The sustainability agenda has made strides in the past year, with campaigners including Greta Thunberg convincing millions to lead environmentally friendly lives.

Research by the Fashion Retail Academy reveals that as a result, there has been a large shift in shopping habits in the UK, with millions more choosing quality over quantity.

Findings show that 51.4 per cent of Brits are choosing long-lasting clothes over cheaper fashionable items, up 33.8 per cent on a year ago.


READ MORE: Fast fashion interest divebombs 46% as “focus on sustainability” drives longer lasting purchases


On top of that, the proportion of shoppers who consciously opt for fast fashion, which is typically cheaper, has decreased by 46.2 per cent in the same period.

“The focus on sustainability has finally been embraced by consumers in a big way and we’ve witnessed a big shift in shopping habits over the past year,” Fashion Retail Academy principal Lee Lucas said.

“Shoppers are moving away from fast fashion and there are new waves of consumers who are willing to invest in higher quality items, acknowledging that more expensive price tags might mean more mileage from certain items of clothing.”

Brits are now less likely to throw away their clothes than they were last year, with 71.3 per cent of consumers choosing to recycle compared to 59.7 per cent last year, showing a 11.6 percentage points increase.

Shoppers are just as inclined to buy second-hand clothes rather than buying new, with over two thirds of the UK choosing to shop at charity shops or second-hand clothes apps online.

Women are leading this sustainable clothing revolution. as 25.4 per cent more wear second-hand clothes than men and 31.4 per cent more women recycle their clothes.

“This shift towards quality over quantity, recycling and buying second-hand is not just about saving money, it is a reflection of how customers are increasingly mindful of fashion waste and the supply chain,” Lee said.

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3 COMMENTS

  1. Well… if we don’t make changes then the Earth is going to be even more damaged beyond repair. I don’t think fast fashion will ever completely disappear, there are plenty of people who don’t and never will care.

  2. Hello, please may I ask if there is a link to the research by Fashion Retail Academy? I’m sure it would make for an interesting read! Thanks

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