2022
9
UK Fashion and Sustainability Market Report 2022
2022-08-16T04:03:33+01:00
OX1101837
2195
154842
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Report
en_GB
"While the cost of living crisis will lead some consumers to prioritise price over the environment, we have already seen a big shift in the way people consume fashion as…

UK Fashion and Sustainability Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Fashion and Sustainability Market Report identifies consumers’ attitudes towards sustainable fashion, factors that influence more sustainable behaviours, and the impact of the cost of living crisis on the UK fashion market. This report covers the sustainable fashion market size, market forecast, market segmentation and industry trends for the UK sustainable fashion market.

Frequently Asked Market Research Questions in the Sustainable Fashion Market

Is there a demand for a sustainable fashion market?

In recent years, there has been a growing demand for a sustainable fashion market as consumers become more aware of the environmental and social impacts of their purchases. As a result, many fashion brands and retailers have started to develop and promote sustainable collections within the UK fashion market.

What are the current trends in the sustainable fashion market?

The growth in veganism is impacting the UK fashion market as consumers seek a more ethical and environmentally conscious lifestyle reflected in their clothing choices. Brands and retailers in the sustainable fashion market have responded to the surge in awareness of animal welfare and sustainability by increasing vegan fashion options to meet growing demand.

What are the major challenges in the sustainable fashion market?

Around three-quarters of consumers struggle to know if sustainability claims from fashion brands are genuine, which is diminishing the sustainable fashion market’s reputation. Consumers are becoming more informed about the use of greenwashing. Therefore, the UK fashion market must authenticate their environmentally friendly and ethically sourced claims to reassure their target audience.

 

Sustainable Fashion Market: Current landscape

While the cost of living crisis will lead some consumers to prioritise price over the environment, Mintel has already seen a significant shift in how people consume fashion due to COVID-19 and lifestyle changes. To assist with inflationary pressures, consumers look to re-wear, repair or upcycle older items and focus on purchasing versatile pieces that will last, instead of buying from fast fashion brands. A trend for vintage fashion is also helping to drive interest in the second-hand and resale markets, supporting the shift towards a more sustainable fashion market.

 

Sustainable Fashion Market:  Consumer attitudes and key industry statistics 

We will see a move towards legislation making fashion retailers and brands accountable for supply chain transparency and their environmental impact. Alongside rising consumer awareness of environmental issues and more responsible purchasing behaviours, this will put pressure on the UK fashion market to make sustainability a business priority.

Increasing scrutiny on greenwashing will also lead to greater usage of third-party certification and eco-labelling in fashion to make it easier for consumers to compare the actions of retailers.

Consumer behaviours in the sustainable fashion market

  • 39% of UK consumers believe that sustainable fashion is ‘somewhat important’.
  • 42% of fashion consumers agree that media coverage has made them aware of sustainable fashion.
  • 29% of UK consumers have bought second-hand fashion items in the last 12 months.

Sustainable Fashion Market: Future innovations

As the second-hand and resale markets boom, there are opportunities for fashion retailers to incorporate these alternative retail models into their businesses alongside selling new clothes. Brands can explore other sustainable fashion trends, such as offering rental for certain categories that consumers are less likely to need to own, such as skiwear, maternity wear and children’s wear.

Acting now on prioritising sustainability means brands can have a competitive advantage and become leaders in the sustainable fashion market with new upcycled and recyclable products and designing fully circular garments.

To discover more about the UK Fashion and Sustainability Market Report 2022, read our UK Everyday Sustainability Market Report 2022or take a look at our extensive Sustainability Market Research.

Our UK Fashion and Sustainability Market Report Helps You to Quickly Understand

  • The impact of the cost of living crisis on the sustainable fashion market.
  • How consumers define sustainable fashion.
  • Shift towards more sustainable behaviours when consuming fashion.
  • Attitudes towards sustainability in fashion and attitudes towards fast fashion brands.
  • Interest in the latest sustainable initiatives and future sustainable fashion trends.
  • Explores sustainable fashion market size and sustainable fashion market share.

 

Popular Fashion Brands Covered in this Report

Products: Clothing (menswear, womenswear, childrenswear, underwear), footwear, accessories (bags, jewellery, watches).

Brands:  H&M, Puma, Mango, Shein, Asos, Timberland, Depop, Vinted, The RealReal, Rent the Runway, Vestiaire Collective, M&S, Selfridges, Thrift +, John Lewis, Klarna, Oasis, Adore Me, PrettyLittleThing, Primark, Hemster, Fendi, Parade, Mulberry, Quiz, Chloe, Allbirds, Wrangler, Adidas, Farfetch, Tread, Superdry, COS, Matalan, FatFace, Ted Baker.

 

Expert Analysis from a Specialist in the Field

This report, written by Tamara Ceron, a leading senior analyst in the Fashion Retail sector, delivers in-depth commentary and analysis to highlight current trends in the sustainable fashion market and add expert context to the numbers.

“While the cost of living crisis will lead some consumers to prioritise price over the environment, we have already seen a big shift in the way people consume fashion as a result of COVID-19 and lifestyle changes. A move towards legislation in the US and Europe will make fashion retailers and brands more accountable for their environmental impact and for supply chain transparency, putting pressure on the UK fashion market to make sustainability a business priority.”

Tamara Sender Ceron
Associate Director – Fashion Retail

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for sustainable fashion
      • Figure 1: Category outlook, 2022-27
    • The market
    • 48% publish list of first-tier suppliers
    • New legislation on sustainability and supply chains will drive brand accountability
      • Figure 2: Brands and retailers disclosing information about their suppliers, 2017-22
    • Companies and brands
    • Brands experiment with sustainable materials
    • Fast fashion brands seen as least ethical
    • The consumer
    • 57% see sustainability as important in fashion
      • Figure 3: Importance of sustainability when buying fashion items, 2020-22
    • Rising prices drive interest in sustainability
      • Figure 4: Factors encouraging people to think more about sustainable fashion, 2022
    • Women define sustainable brands as promoting waste reduction
      • Figure 5: What best defines a sustainable fashion retailer/brand, 2022
    • Move away from disposable fast fashion
      • Figure 6: Sustainable fashion shopping behaviours, 2022
    • Maternitywear least likely to be bought new
      • Figure 7: Purchasing behaviours by fashion category, 2022
    • Boom in second-hand driven by vintage trend as well thrifting
      • Figure 8: Attitudes towards sustainability in fashion, 2022
    • Making online fashion more sustainable
      • Figure 9: Interest in the latest sustainable fashion innovations, 2022
  3. Issues and Insights

    • What impact will the rising cost of living have on sustainable fashion?
    • What are the benefits of fashion retailers/brands taking a more active stance/acting now on sustainability?
    • The commercial imperative for sustainability
    • Provide resilience against supply chain and legislative risks
    • Protect themselves against claims of greenwashing
    • Understanding how sustainability can drive customer loyalty
    • Embedding new retail models into the business
    • Understanding how sustainability offers a competitive advantage through innovation
  4. Market Drivers

    • Inflation is the key concern for consumers and brands…
    • … and will weigh down the post-COVID recovery
    • Consumer spending power will be curbed
    • The conflict in Ukraine is hurting the UK economy in a number of ways
    • Employment has held up better than expected
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 10: Household financial wellbeing index, 2016-2022
    • …and most people are feeling the effects of price rises
    • 48% publish list of first-tier suppliers
      • Figure 11: Brands and retailers disclosing information about their suppliers, 2017-22
    • COVID-19 puts more focus on value for money
    • New legislation drives sustainability in the fashion industry
    • New York Fashion Act has potential to transform fashion industry
    • Legislation to ban harmful PFAS chemicals
    • California prioritises fair treatment of garment workers
    • European Commission proposes a directive on sustainable and responsible corporate behaviour
    • UK moves towards greener practices
    • Growing population puts pressure on resources
      • Figure 12: UK population estimates and projections, 1991-2041
    • Rising awareness around sustainability
    • Rising trend for veganism
  5. Launch Activity and Innovation

    • More fashion retailers launch alternative retail models  
    • M&S reveals new rental service with Hirestreet
      • Figure 13: M&S collaboration with Hirestreet, 2022
    • Selfridges launched luxury car boot sale
    • Asos and Thrift+ team up to help customers sell unwanted clothing
      • Figure 14: Asos and Thrift+ tie-up, 2022
    • John Lewis enters kidswear rental market with thelittleloop
      • Figure 15: John Lewis and thelittleloop collaboration, 2022
    • Oasis launches first rental edit 
    • Fashion brands launch dedicated marketplaces with sustainability at the centre
    • PrettyLittleThing rolls out Depop-inspired marketplace
    • Adore Me reveals new marketplace dedicated to sustainable brands
    • Klarna partners with Good On You
      • Figure 16: Klarna and Good On You collaboration, 2022
    • Repair services empower customers to change shopping habits
    • Primark holds repair workshop at Birmingham store
      • Figure 17: Primark repair workshops in Birmingham, 2022
    • Hemster launches Garment Rescue Kits
    • Uniqlo and Theory store offer Japanese-style repairs
      • Figure 18: Uniqlo and Theory joint venture store, 2022
    • Brands experiment with sustainable materials
    • Timberland unveils first full circular shoe and expands take-back programme
    • H&M favours plant-based leather and recycled materials for latest ‘Innovation Story’
      • Figure 19: H&M’s Cherish waste collection, 2022
    • Puma launches Re: suede experiment with 500 pairs of shoes
      • Figure 20: Puma’s Re-suede project, 2022
    • LVMH, Fendi team up with research labs to develop new biomaterials
    • Sustainable technology launches
    • Underwear brand Parade launches sustainable impact tool
    • Mulberry to add digital tags to all products by 2025
    • Chloé developing a social impact measuring tool
    • Sustainable collections and brand launches
    • Quiz launches first sustainable collection
      • Figure 21: Quiz first sustainable line, 2022
    • Next launches own-brand skincare range Woah
      • Figure 22: Next’s Woah skincare brand, 2022
  6. Advertising and Marketing Activity

    • Allbirds launch Earth Day-focused campaign
      • Figure 23: Allbirds Keep the Amazon Prime campaign, April 2022
    • Wrangler reissues the Earth Jean for Earth Day 2022
    • H&M launches first campaign to promote sustainability initiatives
    • Puma unveils latest sustainability pledge through Re:Jersey
    • Vestiaire Collective launches campaign featuring puppets made from pre-loved clothes
      • Figure 24: Vestiaire Collective’s “Long Live Fashion” campaign, March 2022
    • Adidas and Parley for the Oceans open floating tennis court during Australian Open
  7. Brand Research

    • Farfetch and Thread lead the way for ethical practices
      • Figure 25: Top ranking of fashion brands covered in Mintel’s brand research, by agreement with “ethical”, 2022
    • COS leads the way for sustainable high-street brands
    • Fast fashion brands seen as least ethical
    • Mango works hard to boost ethical perceptions
  8. Importance of Sustainable Fashion

    • 57% see sustainability as important
      • Figure 26: Importance of sustainability when buying fashion items, 2020-22
    • Gen Zs and Millennials place most importance on sustainability
      • Figure 27: Importance of sustainability when buying fashion items, by generations, 2022
    • Highest earners prioritise sustainability most
      • Figure 28: Importance of sustainability when buying fashion items, by household income, 2020-22
  9. Influential Factors

    • Rising prices drive interest in sustainability
      • Figure 29: Factors encouraging people to think more about sustainable fashion, 2022
    • Baby Boomers influenced by media
      • Figure 30: Factors encouraging people to think more about sustainable fashion, by generations, 2022
  10. Defining Sustainable Fashion

    • Women define sustainable brands as promoting waste reduction
      • Figure 31: What best defines a sustainable fashion retailer/brand, 2022
    • Growing demand for better treatment of workers and suppliers
      • Figure 32: What best defines a sustainable fashion retailer/brand, by generation, 2022
  11. Sustainable Fashion Shopping Habits

    • Move away from disposable fast fashion
      • Figure 33: Sustainable fashion behaviours, 2022
    • Women buy second-hand, while men buy more durable items
      • Figure 34: Anti-consumption behaviours related to fashion, by gender, 2022
    • Young men favour spending more on durable fashion
      • Figure 35: Anti-consumption behaviours related to fashion, by age group, 2022
  12. Sustainable Fashion Shopping Habits by Category

    • Maternitywear least likely to be bought new
      • Figure 36: Purchasing behaviours by fashion category, 2022
    • Opportunities for rental for new fashion categories
  13. Attitudes Towards Sustainability in Fashion

    • Boom in second-hand driven by vintage trend as well thrifting
      • Figure 37: Attitudes towards sustainability in fashion, 2022
    • Rise of greenwashing
    • Helping consumers find sustainable alternatives
  14. Interest in Sustainable Initiatives

    • Demand for help with recycling fashion
      • Figure 38: Interest in the latest sustainable fashion innovations, 2022
    • Making online fashion more sustainable…
    • … with eco-friendly delivery options
    • …by allowing packaging to be returned
      • Figure 39: Interest in the latest sustainable fashion innovations, by generations, 2022
    • Helping consumers make more informed choices
    • Disruptive designs
      • Figure 40: Interest in reusable period underwear, 2022
  15. 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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