Encouraging signs Britons ready to return to the high street, says new report.

As of June 15^th,  non-essential shops and retailers will be allowed to reopen in England.  But will consumers be happy or feel safe to return to the high street?  During the lockdown months due to the Covid-19 outbreak, consumers (my household included) have been embracing online purchases as never before. Many in the business and retail sectors predict that the high street will not be the same as before the lockdown.  At least the public will be seen wearing face coverings, as advised by the UK government, especially in enclosed public spaces where you may be more likely to come into contact with people you do not normally meet.  

Based on the latest scientific evidence from the Scientific Advisory Group for Emergencies (SAGE), the government confirmed face coverings can help reduce the risk of transmission in some circumstances.  However face coverings are not a replacement for social distancing and regular handwashing which remain the most important actions, says Chief Medical Officer.

The public is to wear face coverings in enclosed public spaces such as shops, trains, buses and all public transports to help reduce the spread of coronavirus, says UK government. 
Mask shown above is from FFSB, created in support of the #Masks4all movement, with 10% of profits from the sales of the masks goes to Young Minds Charity.  The collection comes in eight different designs, packaged in pairs and available in adult and kid sizes.  Mentored by the London fashion company House of Baukjen, FFSB produces up-cycled masks in an ethical and family-run factory in Portugal. All masks are handmade in a double layered, pleated design using 100% soft cotton leftover fabrics and cut-offs and can be worn time and time again. FFSB was launched by four Britons: Frank, Finn, Sebastian and Bela. With their GCSE’s cancelled amidst the pandemic, the students chose to use their exam time to make a difference, take action and show that young people can do something meaningful in these unprecedented times. 

Now new research commissioned by People 1st International provides encouraging signs that Britons are ready to return if the correct measures for health and safety are in place. The findings also highlight that the younger generation will be a driving force when it comes to kick-starting the visitor economy.

Two thousand people aged 18 and above took part in the research, which focuses on the behavioural attitudes and factors impacting a return to leisure activities such as pubs and bars, restaurants, holidays, non-food shopping and visiting local attractions, according to the report published in early June.  (The research was based on an online survey of 2079 people from across the UK carried out by Populus in the third week of May 2020.)

Asked about what would influence their decision to take part in these activities, more than half of respondents cited the importance of the following five factors:

• Crowd levels (69%)
• Ability to social distance (64%)
• Confidence in infection control measures (63%)
• Cleanliness and hygiene (61%)
• Confidence that staff have been trained in these new measures (54%)

Whilst both men and women consider these factors important, women appear to be more cautious. For example, 73% of women are concerned about how crowded a location might be, 66% (women) are concerned about cleanliness and 60% of women want to be confident that staff have been trained in safety and hygiene.
The younger generation (aged 18-24) appear to be spearheading the return, and are by far the most positive across the board, whether that is spending more time with family and friends (60%) planning to eat out more (34%), visit pubs and bars more (30%) or do more outdoor activities (48%).

“It’s not surprising to see the importance that consumers are placing on health and hygiene when it comes to their plans to return to leisure activities. It’s also really encouraging that young people want to go out and seize the day after lock-down. Hopefully their zest for life will help to kick-start the hard-hit hospitality and tourism sectors,” says Jane Rexworthy, Executive Director of People 1st International.  “Staff training to support health and hygiene beyond Covid-19 that’s in line with government guidance is critical to building consumer confidence, which is why we have developed WorldHost 2020, a new e-learning module to empower staff to keep customers and colleagues safe - helping assure business leaders that they can reopen their doors with confidence.”

More than half of 25 to 34-year-olds buy second-hand clothes, say Mintel market experts

Britain’s thrifty young fashionistas are buying, selling, mending, swapping and renting their clothes, according to the latest research from Mintel.

Illustration: meidea.it on SS2021 trends
shown during Denim Premiere Vision - London 

‘Thrifting’ is the way forward among young British fashion shoppers, as Mintel research shows that in the last year alone over half (52%) of those aged 25 - 34 bought second-hand clothes, compared to an average of 43%.

Young Brits are turning their old clothes into hard cash, with 50% of 25 to 34-year-olds selling unwanted clothes in the last year, compared to 35% of consumers as a whole.

And in the spirit of ‘make do and mend’, half (50%) of 25-34-year-olds have repaired damaged or worn-out clothes.

Illustration: meidea.it on SS 2021 trends

‘Swishing’, the act of swapping clothes with friends or acquaintances, is also becoming on-trend, particularly among young people.

Three quarters (75%) of 16 to 24-year-olds say they either have swapped fashion items with others or would be interested in doing so in the future. This compares to an average of just 51% of Brits.

Meanwhile, looking at the habits of fashion shoppers, Generation Z (16-24-year-olds) is the demographic group most likely to use rental services, with 54% saying they have rented or would be interested in renting fashion items, compared to an average of 33% of Brits. Overall, 57% of Brits agree that buying too many fashion items is bad for the environment.

Chana Baram, Mintel Retail Analyst, said:“The idea of ‘reusing, reducing and recycling’ has the potential to be a big disruptor in the fashion industry. Young shoppers seem to be emulating their grandparents, who were forced to ‘make do and mend’ during World War II. As the climate crisis continues to gain headlines, consumers’ perspectives are shifting. It’s no longer enough for clothing to be priced well, or to reference the latest trends; fashion brands and retailers also have to think about working towards a goal of providing more sustainable options. Many young people today are likely to be  influenced by the ‘Attenborough’ or ‘Greta’ effects, and are becoming far more aware of the negative effects fast fashion can have on the environment. As a result, we have seen a real increase in the number of businesses and retailers offering repair services, second-hand items or rental options.”

Majority of UK fashion shoppers switch, avoid or boycott brands because of their environmental policies, says consultants at Kantar

Sustainability and social responsibility are of paramount importance 

to today’s modern shoppers.

Brazilian denim specialist VICUNHA TEXTIL has brought in denim guru Adriano Goldschmied (who has established a number of brands including Diesel and Replay) to help develop a denim fabric that saves up to 95% water and up to 90% chemicals in its production. As it is made of recycled pre-consumer denim, additional dyeing is not necessary. The special character of the fabric is down to the indigo of the original material, which is shredded and turned into a new fabric. With its authentic and unique appearance, ABSOLUT ECO offers an innovative alternative to reusing denim waste without the need for further dyeing. Items from the ABSOLUT ECO line are barely washed or not washed at all. They can be used directly for ready-to-wear, without any other chemicals having to be used.  

New consumer research published this week by Kantar, a leading data, insights and consulting firm, reveals that over three-quarters (76%) of UK fashion shoppers have, in the last 12 months, switched, avoided or boycotted buying certain fashion labels, or would consider doing so in the future, based on brands’ environmental policies.

Kantar questioned over 1,200 UK consumers between the ages of 16 and 65+ about their concern over a range of environmental issues, their purchasing decisions based on a brand’s sustainability credentials, environmental responsibility and whether, as a consumer, they had ever decided to boycott buying a product or switch to another brand based on its environmental reputation.

Brand loyalty is lowest among the youngest age group of 16-24 year-olds with 83% saying they have switched or might do so, with more males (22%) switching or boycotting brands than females (16%).

Responses differ considerably among generations too, with over a third (35%) of Millennials saying they have avoided buying, or decided to choose a different brand over the last 12 months, compared to only 8% of Baby Boomers. However almost half (49%) of this generation of 55-65+ year-olds indicated that while they hadn’t switched or boycotted brands in the last year because of their environmental credentials, they might consider doing so in the future – the highest among all age groups.

Harsh working conditions, environmental pollution and the overuse of packaging are some of the issues consumers think carefully about before purchasing clothes.

Much more work needs to be done by the fashion industry when it comes to publicising the positive work it is doing to address the environmental problems resulting from the throw-away, ‘fast fashion’ culture we live in today, say 72% of consumers. This sentiment is high across all regions (>69%) with more shoppers in Greater London (76%) agreeing. Only 13% consider this issue unimportant.

Mark Chamberlain, managing director of Brand, Kantar UK said: “Responsible living is being driven by cross-generational groups of ‘woke’ consumers that look towards inspiring brand heroes as change leaders. Governments and organisations are being forced to listen and respond to consumers’ demands for greater transparency as businesses strive to become more purposeful.”

Almost 90% of respondents surveyed agree that brands need to take more responsibility for the waste they produce and the impact it this has on our environment. This sentiment was high across all age groups (>82%) but highest among those aged 65 and over (92%). Three-quarters of shoppers agree that, due to inaction from many of the world’s governments, they want brands to act as forces for positive change in our society. However, when questioned about their response, over 70% of all consumers agreed that efforts by businesses to protect the environment are ‘too little, too late’, with younger generations of Millennials agreeing most with this statement (78%).