Ethical Clothing - UK - February 2009
Consumer awareness and concern with issues like sustainability and ethical production and trading is higher than it has ever been. This, plus improving availability, is helping to drive up sales of ethical clothing as one aspect of that wider movement.
Despite growth, this remains as yet an undeveloped market, if one with plenty of potential. Mintel estimates that total sales of ethical clothing are currently worth around £175 million (or about 0.4% of total market), which is a little larger than the bridalwear sector and equivalent to almost half of the value sales of hosiery.
Despite growth, this remains as yet an undeveloped market, if one with plenty of potential. Mintel estimates that total sales of ethical clothing are currently worth around £175 million, which is a little larger than the bridalwear sector and equivalent to almost half of the value sales of hosiery. Although tiny in relation to the whole [at less than 1%], major retail players including Marks & Spencer, H&M, Topshop, Sainsburys, Tesco and others are increasingly adding their own ethical ranges which will drive up sales exponentially.
This report focuses on consumer awareness and understanding of ethical clothing and its implications. It also reviews retailer initiatives in clothing, usually as part of their wider corporate strategy. Most centrally the report assesses how this sector is likely to develop, in terms of both consumer and retail behaviour, and whether it can move into the mainstream.
What is accelerating the development of this sector?
How is the sector rapidly transforming into a fashion-forward choice?
Do the consumers understand the ethical issues?
Do they care about these issues?
Do consumers trust retailers’ claims?
What are the main barriers to purchase ethical clothing?
How do the retailers’ strategies differ?
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