2020 Survey of European Fashion Consumers by Fashion Revolution #114


The Fashion Revolution organisation conducted its first-ever consumer survey in 2018 among 5,000 people aged 16-75 in the five largest European markets: Germany, France, Italy, Spain, and the UK. In August 2020, a follow-up survey was carried out in the same countries to find out their buying behavior over the past 12 months and their current views on some of fashion’s most pressing social and environmental issues.

The results show that consumers are increasingly aware of the environmental and social impacts of clothing production. Thus, among the main conclusions of the report, it appears that:

75% of respondents want fashion brands to do more to improve the lives of the workers who make their clothes, compared to 72% in 2018.
69% would like to know how their clothes are made, compared to 59% in 2018.
70% believe that governments around the world should take some responsibility for the « sustainable » production of clothing.
37% said it was important that the clothes they buy are produced without using chemicals that are harmful to the consumer.
The majority of people think it is important for fashion brands to have ethical (72%) and sustainability (80%) certifications.

Fashion Revolution will use this research to inspire consumers, businesses, and governments to each play their part in driving long-term industry-wide change towards a fairer, safer, cleaner, and more transparent future for the fashion industry.


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