Quarter of Britons now making more considered purchases

Budgetary constraints and environmental awareness are accelerating consumer adoption of more sustainable practices, such as using rental services and shunning fast fashion, according to a new report.

It found that 22% of British consumers state they now make more considered purchases today compared to ten years ago, and nearly 10% are turning their backs on fast fashion.

A further 13% care more about the ethical side of fashion today than they used to, showing how much the sector has evolved in the last decade. Meanwhile, only 19% said that trendiness is a key decision-making factor when buying apparel.

Fashion brands are paying attention to the consumer mindset shift. In fact, 150 clothing brands such as Gucci, Nike, Prada, Burberry and Zara joined the G7 Fashion Pact this year, essentially committing to working together to achieve a series of science-based targets concerning global warming, preserving the oceans and restoring biodiversity.

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