Ethical clothing -_uk_-_february_2009

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Can Ethical Clothing Break Through its Niche?

February 2009

Ethical Clothing


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?

Issues in the market


Reasons for growth

• Stronger consumer demand for fairly produced and sustainable clothing.

• Fast-growing provision of genuinely fashionable and stylish ranges.

Consumer behaviour

• Ethical fashion is not currently top of mind when consumers are actually buying clothes.

• The main impediments currently are awareness, appreciation and availability.

Summary


•Many consumers are confused and

need guidance on ethical trading.

•There is a lack of trust in labelling.

•Increasing numbers of new brands

and designers.

•A move towards a slower cycle and

quality, stylish clothing with longer-

term appeal.

•Involvement of celebrities is adding a

touch of glam.

Internal Market Environment


•Growing numbers of ABC1s.

•Increasing take-up of Higher Education.

•An ageing population.

•Greater media coverage and the growing

number of online resources.

•Market could slow due to current adverse

economic climate.

Broader Market Environment


• Fits with the ethos of the times

• Growing awareness of wider issues

• Fits with slower fashion and greater durability

• More stylish and varied clothing

• Strong media interest

• More widely available

• Saving money

• Preference for cheap and fast fashion

• Limited availability

• Often limited to just basics

• Lack of understanding of issues

• Retailers may retreat from market due to recession

Strengths and Weaknesses


Key points:

• Over half regularly shop at the high street multiples.

• Approaching a third regularly use department stores, supermarkets and value stores

• Majority of shoppers choose

from a range of store types for their clothes shopping.

The Consumer- Where They Buy

9

16

2

10

13

15

28

29

32

56

0 10 20 30 40 50 60

None of these

Somew here else

TV shopping

Market stall

Internet

Mail order

Value store

Supermarket

Department store

High street store

%


Key points

• A third have no interest in ethical clothing.

• Price is seen as a barrier.

• A large potential pool of consumers ready to buy

ethical.

• Main impediments are awareness, appreciation and availability.

The Consumer - How They Feel

3

5

6

6

7

9

10

10

11

20

23

35

0 5 10 15 20 25 30 35 40

It's difficult to find ethical clothing in my size

I'm less likely to buy ethical clothing now thanin 2007 due to financial considerations

When I shop at value retailer I don't really carehow the clothes were made

There is a grow ing choice of styles andfabrics in ethical clothing

I w ould buy ethical clothing if it w ere morefashionable

I really don't understand what ethical clothingis

Ethical clothing is more expensive

The less you pay for clothing, the less likely itis to be ethical

I don't trust that ‘ethical’ clothing is genuinelyethically made

It's not easily available

I would buy if I could afford it

I have no interest in ethical fashion

%


The Consumer - Attitudes towards Shopping

Key points

• Spontaneity is a key feature of clothes shopping

• Clothes are only seen as an investment by the ABC1s.

• Only a tiny minority look for ethical clothing.

• Potential Buyers are primarily ABC1, third agers or 25-44s.

5

3

3

9

11

20

23

60

0 10 20 30 40 50 60 70

None of these

I actively seek out a shop that stocks ethicalclothing

I look for a label to prove that the garmenthas been produced ethically

I am keen to try new brands and designs

I see clothes as an investment

I tend to buy the cheapest clothes

I have a style and stick to it

If something takes my fancy, I buy it

%


Challenged and Sceptical

27%

Uninteres ted63%

Potential Buyers10%

Consumer Typologies

Key points

• The Potential Buyers show most market potential.

• Challenged and Sceptical group have more barriers to buying ethical clothing.

• Uninterested offer very little potential

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Ethical clothing -_uk_-_february_2009

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