The Conscious Consumer

Consumers are growing increasingly conscious of the environmental impact their garment purchases are making writes Brinda Gill

- Brinda Gill

Stylish and trendy garments in show windows, on mannequins, and shelves of garment stores are a certain way to ensure sale for most shoppers. But recent times have shown a growing segment of consumers who are becoming more conscious of their purchase decisions. This deliberate change comes from a growing desire to be more socially responsible towards the planet, its textiles and the apparel industry. As pollution grows in our world and industries continue to produce copious amounts of waste, consumers are gradually realising the enormity of our precarious situation and are hoping to mend their ways to further the cause of sustainability in our environment.

DISCERNING CONSUMERS

Recent research and feedback on consumer behaviour has indicated that a growing segment of consumers have begun to realise the importance of carbon footprint in their clothing and are consciously taking stock of their purchase decisions and wardrobes. These consumers are also looking for garments that fit comfortably and are skin-friendly. This allows them to be worn multiple times rather than just for a couple of occasions. Customers are also looking for timeless designs and colours so that repeating them over time becomes possible. They are also checking for quality to ensure that the garments last through several washes.

Livia Firth, Co-founder and Creative Director of Eco-Age and founder of the Green Carpet Challenge (GCC), urges consumers to ask if they will wear an apparel (they wish to buy) at least thirty times. This has led customers to reconsider their potential purchases. They are now asking themselves if they need a garment that fulfils a requirement or whether they want it because it looks good.