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Young, urban fashion consumers actively search for sustainable options, but many find it challenging to figure out what factors constitute "sustainability."
A recent McKinsey survey in the United Kingdom examined consumer sentiment about sustainability in clothing, footwear, and accessories. They found that millennials and Gen Zers are reaching the age and income levels to apply their eco-conscious values and beliefs to their wardrobes.
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Despite increased awareness about the importance of sustainability, the fashion industry’s environmental footprint remains substantial.
Companies continue to create more products than they can sell, and over half of all fibre globally produced is polyester, which requires more energy for ex...
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There is no shared understanding among consumers or brands about what "sustainability" means, which features matter most, or where to find information about a particular brand's sustainability commitment.
Fashion brands have an opportunity to deliver clear, direct information on their pract...
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This finding highlights a fertile opportunity for the development of cir...
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