Many shoppers said they were increasingly aware of brands’ sustainability claims and said they would often look for more sustainable options. This is true even for those who regularly buy fast fashion brands. However, rising costs mean that sustainability issues have become a very personal calculation balancing sustainability against quality, fit, design and price.
Brands that can make the decision simple — offering a combination of ethics, sustainability, quality and value without the customer having to work hard to find it — are best positioned to succeed, according to the EPAM Continuum survey.
Hybrid shopping has become a conscious choice for fashion consumers following the lifting of restrictions caused by COVID-19, according to an 18-month, four-phase study in the US, UK and Germany by Boston-based EPAM Continuum. The survey also found that consumers tended to buy sustainable fashion products, but affordability was still a priority.
Consumers were quick to share experiences – good and bad. With an enduring hybrid model, it’s important for brands to create equally positive in-store and online experiences.
Convenience and choice were the most common reasons for shopping online as consumers said they could compare so many things quickly and easily. The more familiar a consumer is with a brand, the more likely they will feel confident shopping with it online.
Consumers, however, would still be drawn to stores to experience the product before buying, especially if it was an expensive purchase or if they were unsure about the size.
Customers expressed their joy at returning to stores, especially when the experience was memorable. Therefore, brands are left with an opportunity to entice consumers to visit stores and provide them with a unique and memorable experience when they do.
Not every memorable experience is a good one, and some consumers felt that poor customer service had become common after the pandemic, something that was a clear barrier to loyalty. Still, this only increases the opportunity for retailers to stand out by getting the in-store experience right.
COVID was no longer the dominant concern among customers, but its presence was still felt in each of the markets surveyed, especially in Germany. A minority who remained fearful of COVID questioned in-store safety measures and preferred to shop online.
Attitudes toward the metaverse varied depending on the level of exposure to it. Those with little or no experience were more likely to be skeptical of the wider impact. German customers are least likely to be aware of the metaverse and are most concerned about the impact of a society that spends more time online.
Those with direct experience with the metaverse expressed more enthusiasm, although there was some hesitation about using it on a large scale.
Wholesale stores such as Amazon, TJ Maxx and Target have been consumers’ choice for assortment, affordability and availability. Customers continued to praise these brands for offering a wide range of products at affordable prices and in accessible locations, the survey found.
Fibre2Fashion News Desk (DP)