2021
9
UK Fashion and Sustainability Market Report 2021
2021-09-07T04:04:57+01:00
OX1049485
2600
142170
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Report
en_GB
“As protecting the environment becomes more of a priority for consumers and awareness of the importance of sustainability in fashion grows, fashion retailers and brands will need to be transparent…

UK Fashion and Sustainability Market Report 2021

 2,600 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Fashion Industry and the Fashion Sustainability market, including the behaviours, preferences and habits of the consumer. The UK Sustainable Fashion report covers the impact of fast fashion and the fashion industry on animal welfare as well as well as the environment. 

While the start of the pandemic initially made the environment a secondary concern for many, changed in lifestyles during the lockdowns has led many to stop buying new clothes and instead wearing older items in the wardrobes. This has resulted in more conscious consumerism, with a boom in second-hand fashion purchases and people reselling unwanted items.

66% of all British consumers have either bought or are interested in buying second-hand fashion items in the last year, with 69% having sold or being interested in selling unwanted fashion items. Over the next few years the environment will become a key priority for many consumers, leading them to scrutinise their purchasing habits and become more informed about corporate behaviour. Fashion retailers and brands will need to be more transparent and ensure their approach to sustainability covers all elements of their business and that they communicate this with their customers.

While the Gen Z generation continues to show a high level of concern over sustainability, it is now Younger Millennials who care the most. Gen Z have been disproportionately affect by job losses over the last year, meaning they are more worried about their finances and are less likely to prioritise concerns about sustainability when buying fashion if it requires increased spending.

There are huge opportunities for brands and retailers to shift towards more sustainable materials for clothing and footwear that are less damaging to the environment. This will require investment in the latest innovations and long-term partnerships with companies creating plant and textile-waste based materials. The growth of veganism has also prompted fashion retail brands to add vegan beauty brands to their offerings. There is further scope for this to be extended to other product categories, including accessories, footwear and clothing ranges.

Read on to discover more details or take a look at all of our UK Fashion market research.

Quickly understand

  • The impact of COVID-19 on the sustainable fashion market.
  • How consumers define sustainable fashion.
  • How sustainable perceptions of different types of fashion retailers differ.
  • What retailers need to prioritise to become more sustainable.
  • Interest in the latest sustainable initiatives.
  • Fast fashion and sustainability.
  • Sustainable and fair trade fashion.
  • Sustainable and ethical fashion.

Covered in this report

Brands: Fashion Revolution, M&S, Bolt Threads, H&M, Levi, Gucci, Ecoalf, Mango, Anya Hindmarch, Johnsons of Elgin, Boohoo, Adidas, Stella McCartney, Asics, Garmentry, George at Asda, Preloved Vintage, Moss Bros, Selfridges, Westfield, United Colors of Benetton, Rotaro, Pantys, Mulberry, Zalando, LVMH, Amazon, Jimmy Choo, Farfetch, Tencel, Arket, Next, Tu at Sainsbury’s, Nutmeg at Morrisons, ASOS, TK Maxx, Gap, JD Sports, Primark.

Expert analysis from a specialist in the field

This report, written by Tamara Sender, a leading analyst in the Clothing sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

As protecting the environment becomes more of a priority for consumers and awareness of the importance of sustainability in fashion grows, fashion retailers and brands will need to be transparent and ensure that their approach to sustainability covers all elements of their business and that they effectively communicate this with their customers.
Tamara Sender
Senior Fashion Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: Market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on sustainable fashion
      • Figure 1: Short, medium and long-term impact of COVID-19 on sustainable fashion, 2021
    • The market
    • Rising media usage increases environmental awareness
    • More brands are publishing suppliers’ lists
    • Companies and brands
    • Brand campaigns promote slow fashion
    • M&S seen as most ethical
    • The consumer
    • People are buying fewer fashion items
      • Figure 2: Consumer spending habits since COVID-19, 2021
    • Growing importance of sustainability
      • Figure 3: Importance of sustainability when buying fashion items, 2020 and 2021
    • Increased media coverage drives awareness for fashion
      • Figure 4: Factors encouraging people to think more about sustainable fashion, 2021
    • Sustainable fashion is good quality
      • Figure 5: Defining sustainable fashion, 2021
    • Value fashion seen as least sustainable
      • Figure 6: Trust in sustainability, by different types of fashion retailers, 2021
    • Upcycling should be the main priority
      • Figure 7: Most important factors retailers need to prioritise to become more sustainable, 2021
    • Growing interest in reselling fashion items
      • Figure 8: Sustainable behaviours towards fashion, 2021
    • High level of demand for retailers to recycle packaging
      • Figure 9: Interest in the latest sustainable initiatives, 2021
  3. Issues and Insights

    • What impact has COVID-19 had on sustainable fashion?
    • What are the main growth opportunities?
    • Eco-conscious affluent ABs
    • Investing in next-generation sustainable materials
    • Promoting more sustainable retail models
    • Expanding rental into new categories
    • Chemical-free sustainable childrenswear
    • Prioritising recycling old items into new ones
    • Using technology to help with transparency
  4. The Market – Key Takeaways

    • Rising media usage increases environmental awareness
    • More brands are publishing suppliers’ lists
    • Increase in people shopping for fashion online
  5. Market Drivers

    • People are spending more time on media devices since COVID-19
      • Figure 10: Impact of COVID-19 on time spent doing media activities, 2020
    • Events raise awareness for sustainability
      • Figure 11: The ‘Who Made My Fabric?’ campaign for Fashion Revolution Week, 2021
    • More brands are publishing suppliers’ lists
      • Figure 12: Brands and retailers disclosing information about their suppliers, 2017-21
    • Increase in the number of people shopping for fashion online
      • Figure 13: Internet sales as a percentage of total retail sales, total retail compared with fashion retail, 2015-20
  6. Companies and Brands – Key Takeaways

    • Retailers experiment with sustainable materials
    • Brand campaigns promote slow fashion
    • M&S seen as most ethical
  7. Launch Activity and Innovation

    • Brands rethink the use of plastic in the production process
    • Ecoalf x Michelin launch slippers made from waste rubber and plastic bottles
      • Figure 14: Ecoalf and Michelin’s recycled plastic shoes, 2021
    • Mango launches 3D-printed accessories range
      • Figure 15: Mango’s 3D-printed accessories, 2021
    • Anya Hindmarch to reveal plans for new physical retail concept The Village
      • Figure 16: Anya Hindmarch’s Plastic Store in The Village, 2021
    • Retailers experiment with sustainable materials
    • M&S reveals new sustainable denim range
    • Johnstons of Elgin reveals new sustainability label
      • Figure 17: Johnstons of Elgin’s new sustainability label, 2021
    • Gucci’s vegetable shoes
      • Figure 18: Gucci’s Demetra sneaker, 2021
    • Boohoo launches sustainable collection made from recycled plastic
      • Figure 19: Boohoo’s collection made from recycled plastic, 2021
    • COS launches sustainable denim collection for SS21
    • adidas launches new mushroom leather shoe
      • Figure 20: adidas Stan Smith shoes made from fungi leather, 2021
    • Stella McCartney unveils first garments made from Mylo, a fungi-based fabric
      • Figure 21: Stella McCartney’s Mylo garments, 2021
    • H&M launches cactus leather collection in latest sustainability push
    • Rental and second-hand
    • Asics upcycles second-hand clothes to create new running shoes
      • Figure 22: Asics’ second-hand clothing shoes, 2021
    • Menswear rental service Garmentry launches in the UK
    • George at Asda to sell second-hand clothing
      • Figure 23: Preloved Vintage Kilo sold at George at Asda, 2021
    • Moss Bros to launch rental service Moss Box
      • Figure 24: Moss Box, 2021
    • Selfridges debuts new rental service
      • Figure 25: Selfridges’ rental service, 2021
    • A 24-Hour Suit
      • Figure 26: H&M’s rental suit service, 2021
    • Brands launch in-store experiences focused on sustainability
    • Westfield teams up with rental app By Rotation for physical pop-up
      • Figure 27: By Rotation’s pop-up at Westfield London, 2021
    • Eco Store of Benetton
      • Figure 28: United Colors of Benetton’s store, 2021
    • Rental service Rotaro opens first London pop-up
      • Figure 29: Rotaro’s pop-up, 2021
    • Pantys expands in Europe with pop-up at Selfridges
      • Figure 30: Pantys’ pop-up in Selfridges, 2021
    • Sustainability pledges and programmes
    • Mango announces new sustainability targets
    • LVMH partners with UNESCO to combat deforestation in the Amazon
    • Mulberry reveals new sustainability manifesto
    • Zalando increases sustainability items on website to 60,000
  8. Advertising and Marketing Activity

    • Stella x Greenpeace fights to end Amazon deforestation
      • Figure 31: Stella McCartney X Greenpeace campaign, 2021
    • Jimmy Choo’s sustainable swimwear summer 2021 campaign
      • Figure 32: Jimmy Choo’s summer beachwear campaign 2021
    • Farfetch launches sustainability-focused The Positively Conscious Campaign –
      • Figure 33: Farfetch’s Positively campaign, 2021
    • Levi’s Buy better, wear longer campaign
      • Figure 34: Levi’s Buy Better, Wear Longer campaign, 2021
    • Stella McCartney launches bold No-fur campaign
      • Figure 35: Stella McCartney’s anti-fur campaign, 2021
    • Tencel’s new action-oriented campaign promotes smart fashion purchases
      • Figure 36: Tencel’s campaign, 2021
  9. Brand Research

    • M&S seen as most ethical
      • Figure 37: Top ranking of fashion brands* covered in Mintel’s brand research, by agreement with “ethical”, February-September 2020
    • Supermarkets continue investing in sustainable initiatives
    • Boohoo works to change brand image
    • Brand research methodology
  10. The Consumer – Key Takeaways

    • Growing importance of sustainability
    • High street fashion viewed as most sustainable
    • Growing interest in reselling fashion items
  11. Impact of COVID-19 on Consumer Behaviour

    • People are buying fewer fashion items…
      • Figure 38: Consumer spending habits since COVID-19, 2021
    • …but there has been a notable increase in online purchases
      • Figure 39: People shopping more online since COVID-19, 2021
    • People are more concerned about the environment
      • Figure 40: Changing priorities since COVID-19, % point change 2020-21
  12. Importance of Sustainable Fashion

    • Growing importance of sustainability
      • Figure 41: Importance of sustainability when buying fashion items, 2020 and 2021
    • Millennials care more, but remains a big concern for Gen Z
      • Figure 42: Importance of sustainability when buying fashion items, by generation, 2021
    • Highest earners and affluent see sustainability as most important
  13. Influential Factors

    • Increased media coverage drives awareness
      • Figure 43: Factors encouraging people to think more about sustainable fashion, 2021
    • Both men and women influenced by eco documentaries
      • Figure 44: Factors encouraging people to think more about sustainable fashion, by gender, 2021
  14. Defining Sustainable Fashion

    • Sustainable fashion is good quality
      • Figure 45: Defining sustainable fashion, 2021
    • Women see second-hand fashion as more sustainable than men
      • Figure 46: Defining sustainable fashion, by gender, 2021
  15. Sustainable Perceptions of Fashion Retailers

    • Value fashion seen as least sustainable
      • Figure 47: Trust in sustainability, by different types of fashion retailers, 2021
    • High street fashion viewed as most sustainable
      • Figure 48: Trust in sustainability, by different types of fashion retailers, netted, 2021
    • Gen Z view sports retailers as sustainable
      • Figure 49: Types of retailers viewed as most sustainable, by generation, 2021
  16. Most Important Factors to Become More Sustainable

    • Upcycling should be the main priority
      • Figure 50: Most important factors retailers need to prioritise to become more sustainable, 2021
    • Millennials want good after-care service
      • Figure 51: Most important factors retailers need to prioritise to become more sustainable, by generation, 2021
    • ABs and over-55s want more local sourcing
      • Figure 52: Most important factors retailers need to prioritise to become more sustainable, by socio-economic group, 2021
  17. Sustainable Fashion Shopping Habits

    • Growing interest in reselling fashion items
      • Figure 53: Sustainable behaviours towards fashion, 2021
    • Opportunities for growth of second-hand market
      • Figure 54: Consumers who have bought second-hand fashion items in the last 12 months or would be interested in doing, by gender and age, 2021
    • Expanding rental market into new categories
  18. Interest in Sustainable Initiatives

    • High level of demand for retailers to recycle packaging
      • Figure 55: Interest in the latest sustainable initiatives, 2021
    • Gen Zs want technology to help with transparency
      • Figure 56: Interest in the latest sustainable initiatives, by generation, 2021
    • Millennials and Gen X keen on compostable fashion
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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