Report on Consumer Patterns: Sustainable fashion is influencing buying habits of young adults in key markets

A new study on consumption patterns among young adults aged 18 to 24 and 25 to 34 reveals that sustainable fashion is significantly influencing long-term buying habits.

Commissioned by the IFM - Première Vision Chair, Institut Français de la Mode, and Première Vision in Paris, the survey entitled "The New Criteria of Young Fashion Consumers" sampled 6,000 consumers from France, Italy, Germany, the UK, and the US. It offers an in-depth analysis of young adults' perceptions, buying habits, and expectations regarding sustainable fashion.

The full results were presented at a conference during the Première Vision Paris trade show held from July 2 - 4 2024 - a key biannual event for international creative and sustainable fashion professionals.

Amidst the rise of ultra-fast fashion, the report highlighted that a significant number of young people are adopting sustainable practices, choosing brands that respect both the environment and labor conditions.

Florence Rousson, President of the Première Vision Management Board, stated, "Eco-responsible consumption represents a fundamental shift for the fashion industry, from material sourcing to manufacturing and transportation. The young generation expects brands to deepen their social and ethical commitments. At Première Vision, we support all players in achieving these goals, fostering more creative, sustainable, and ethical fashion."

According to the study, 48.8% of French consumers bought sustainable fashion in 2024, up from 41.1% in 2023. Sustainable fashion purchases are rising, with nearly one in two French consumers participating.

In Italy (52.6%) and Germany (51.4%), over half the population already buys sustainable clothing. Younger consumers are even more likely to choose eco-friendly products: in France, 58.9% of 18-24-year-olds and 55.1% of 25-34-year-olds have made such purchases. In Germany, 64.9% of 18-24-year-olds have bought eco-responsible fashion, compared to 51.4% of the general population. Similarly, 65.7% of 18-24-year-olds in the UK have done so, versus 47.4% of the general population.

Material choice is the top criterion for determining a product's sustainability across all surveyed countries. In Italy, 46.7% of the population sees it as the main factor for a responsible fashion industry, with the UK and the US also exceeding 40%.

Product quality is the leading criterion for choosing fashion items in Italy, Germany, and the US, with about a third of consumers prioritizing it, rising to 37% in Italy. It is also the most important factor in defining preferred brands in Italy (61.4%), Germany (62.2%), the UK (60.6%), and the US (67.1%). In France, price is the top criterion (54.7%).

Young consumers, particularly those aged 18 to 34, prioritize environmental protection slightly ahead of material choice when determining a product's sustainability. In France, over half (52.4%) of 18-24-year-olds choose brands promoting ethical and inclusive working conditions, compared to 26.3% of the general population and 38.1% of 25-34-year-olds. Diversity and inclusion are important to almost 30% of young French consumers aged 18-24, compared to 14.8% of the general population.

Transparency and information are key expectations for brands. In the US (34.5%) and the UK (37.4%), lack of information was the main reason for not purchasing sustainable fashion, while in Italy, it was not knowing where to buy these products (33.8%). In France, price was the most cited reason (41.3%), although young consumers are willing to pay more for sustainable items. For example, French 18-24-year-olds are prepared to spend €331 on sustainable fashion items, compared to €208 for the general population. This trend is consistent across all surveyed countries, with US young adults willing to spend €347 versus €313 for the general population.

Consumers are aware of the cost of sustainable manufacturing and are willing to pay a higher price if they have access to traceability and ethical information.

Fashion Report: As world's fashion capitals host international trade events, McKinsey's State of Fashion 2024 report shows valuable insights

Fashion companies will continue to face major challenges in 2024, revealed in a recent report: The State of Fashion 2024 by management consultancy McKinsey & Company

According to a panel of experts and authors of the report*, there are still pockets of growth due to shifting consumer priorities that will continue to offer opportunities despite the economic headwinds, technology shifts, and an evolving competitive landscape in 2024.

Première Vision Paris - SS24 edition
Photo by Lucia Carpio

Looking back to 2023, the fashion industry faced challenges that were both persistent and deepening, says the report. On a regional basis, Europe and the United States saw slow growth throughout the year, while China’s initially strong performance faded in the second half, according to the report.  Though the luxury segment initially fared well, it too began to feel the effects of weaker demand in the latter part of the year, leading to slowing sales and uneven performance.

Looking toward 2024, the most prominent sentiment among fashion industry leaders is uncertainty, reflecting the prospect of subdued economic growth, persistent inflation, and weak consumer confidence. Against this backdrop, businesses will be challenged to identify pockets of value and unlock new drivers of performance.

Première Vision Paris - SS24 edition
Photo by Lucia Carpio

According to McKinsey’s analysis of fashion forecasts, the global industry will post top-line growth of 2 to 4 percent in 2024, with regional and country-level variations. Once again, the luxury segment is expected to generate the biggest share of economic profit. However, even there, companies will be challenged by the tough economic environment. The segment is forecast to grow globally by 3 to 5 percent, compared with 5 to 7 percent in 2023, as consumers rein in spending after a post-pandemic surge. European and Chinese growth is set to slow, while US growth is expected to pick up after a relatively weak 2023, reflecting the slightly more optimistic outlook there.

Texworld Evolution Paris - SS24 edition
Photo by Lucia Carpio

Beyond luxury, growth of 2 to 4 percent is predicted for the year ahead, in line with the probable outcome in 2023. The European market will likely expand by just 1 to 3 percent, compared with 5 percent in the first half of 2023 and 1 to 3 percent in the second half. Slumping consumer confidence and declining household savings are expected to be the most probable causes of restrained spending. In the United States, nonluxury sector growth of 0 to 2 percent is forecast. And China is expected to be similarly challenged amid 4 to 6 percent growth, which is a slight uptick from the end of 2023 but slow when considered on a historical basis.

*The McKinsey State of Fashion report was a collaborative effort by Imran Amed, representing views of Business of Fashion, and Anita Balchandani, David Barrelet, Achim Berg, Gemma D’Auria, Felix Rölkens, and Ewa Starzynska, representing views from McKinsey’s Retail Practice.

Textiles & Fashion: As world's fashion centres host major international events, McKinsey's State of Fashion 2024 report gives valuable insights

Fashion companies will continue to face major challenges in 2024, revealed in a recent report: The State of Fashion 2024 by management consultancy McKinsey & Company.

According to a panel of experts and authors of the report*, there are still pockets of growth due to shifting consumer priorities that will continue to offer opportunities despite the economic headwinds, technology shifts, and an evolving competitive landscape in 2024.

Première Vision Paris - SS24
Photo by Lucia Carpio

Looking back to 2023, the fashion industry faced challenges that were both persistent and deepening, says the report. On a regional basis, Europe and the United States saw slow growth throughout the year, while China’s initially strong performance faded in the second half, according to the report.  Though the luxury segment initially fared well, it too began to feel the effects of weaker demand in the latter part of the year, leading to slowing sales and uneven performance.

Looking toward 2024, the most prominent sentiment among fashion industry leaders is uncertainty, reflecting the prospect of subdued economic growth, persistent inflation, and weak consumer confidence. Against this backdrop, businesses will be challenged to identify pockets of value and unlock new drivers of performance.

According to McKinsey’s analysis of fashion forecasts, the global industry will post top-line growth of 2 to 4 percent in 2024, with regional and country-level variations. Once again, the luxury segment is expected to generate the biggest share of economic profit. However, even there, companies will be challenged by the tough economic environment. The segment is forecast to grow globally by 3 to 5 percent, compared with 5 to 7 percent in 2023, as consumers rein in spending after a postpandemic surge. European and Chinese growth is set to slow, while US growth is expected to pick up after a relatively weak 2023, reflecting the slightly more optimistic outlook there.

The Première Vision Paris international trade fair for
the fashion and textile industry.
Photo by Lucia Carpio

Beyond luxury, growth of 2 to 4 percent is predicted for the year ahead, in line with the probable outcome in 2023. 

Texworld Evolution Paris - SS24
Photo by Lucia Carpio

The European market will likely expand by just 1 to 3 percent, compared with 5 percent in the first half of 2023 and 1 to 3 percent in the second half. Slumping consumer confidence and declining household savings are expected to be the most probable causes of restrained spending. 

In the United States, nonluxury sector growth of 0 to 2 percent is forecast. 

And China is expected to be similarly challenged amid 4 to 6 percent growth, which is a slight uptick from the end of 2023 but slow when considered on a historical basis.

*The McKinsey report was a collaborative effort by Imran Amed, representing views of Business of Fashion, and Anita Balchandani, David Barrelet, Achim Berg, Gemma D’Auria, Felix Rölkens, and Ewa Starzynska, representing views from McKinsey’s Retail Practice.

"Everything has changed." McKinsey article highlights protocol to take place to avoid permanent damage to our livelihoods, and our lives.

An excellent article published in March 2020 by McKinsey, entitled Safeguarding our lives and our livelihoods: The imperative of our time,  stated the shocking reality: “Everything has changed.”
Along with the shock of realising the growing threat of the Covid-19 outbreak on our daily life, on our families, loved ones and friends, on our nation and indeed the whole world, frequent reports of increasing infections and death rates have greatly raised our fears and anxiety levels, and governments around the globe have to take much-needed, “drastic” measures to combat the pandemic resulting in restricting our personal freedom, putting the lifestyle as we know it in disarray, thus interrupting our livelihood and economy in unimaginable ways.
Our thoughts are with our community, victims of the virus and health workers, as we continue to experience and confront the unprecedented and evolving global challenges posed by the COVID-19 pandemic.

But as German chancellor Angela Merkel said last week to her German citizens, and we agree totally, in order for us to come through this crisis, we will primarily depend on the behaviour of each other.  
Never before have we been more connected than today, albeit we are also exercising social distancing, with lockdowns in place to break the spread of the infectious virus to save lives.  


The panel of experts who produced the McKinsey article stated above believe that with the right protocols in place, and people following those protocols, the lockdown constraints can be gradually released sooner rather than later.
While there is fear about the severe economic downturn may result from a prolonged battle with the novel coronavirus, which has already caused many businesses to shutter and people lose their jobs, we need to do everything possible to find solutions.  This according to McKinsey is the imperative of our time.
They think and hope there is a different option from the bleak ones posed in a recent Wall Street Journal editorial that suggests we may soon face a dilemma, a terrible choice to either severely damage our livelihoods through extended lockdowns, or to sacrifice the lives of thousands, if not millions, to a fast-spreading virus.

McKinsey said to avoid permanent damage to our livelihoods, we need to find ways to "timebox" this event:  we must think about how to suppress the virus and shorten the duration of the economic shock.  And we must do so now.  To solve for both the virus and the economy, we need to establish behaviours that stem the spread of the virus, and work towards a situation which most people can return to work, to family duties, and to social lives.

"We must try to bound the uncertainty (surrounding Covid-19) with reason and think about solutions within a limited number of scenarios that could evolve."

The study describes the impact of the virus on the world's economy along two dimensions which will primarily drive the outcomes of the crisis for all of us.  It lists three archetypes of interventions and outcomes, in terms of virus spread and public health response, and anticipates three potential levels of effectiveness in terms of knock-on effects and public-policy response.
By combining the three archetypes of viral spread and three degrees of effectiveness of economic policy, they see nine scenarios for the next year or more.
To read McKinsey's Safeguarding our lives and our livelihoods: The imperative of our time, article in full, please click HERE.

Britons splash out £6 billion a year emulating celebrating lifestyles

Magazines and social media's report on celebrity styles and fashion because such news drive circulation sales and in turn, what a celebrity wears can have great influence on the way we shop in the UK.

David Beckham named as
British Fashion Council (BFC) 's
Ambassadorial President last year.
BFC photo.

According to a new report conducted by OnePoll for Zopa, British consumers love to emulate celebrity lifestyles to the tune of £6 billion a year, in the survey of 2,000 consumers.  Additionally a typical Briton spends £517 yearly making an attempt to emulate celebrities’ lifestyles.  While nearly a fifth admitted to purchasing merchandise within a fortnight after seeing a star wearing or using a merchandise, one in four adults stating that their spending habits have been influenced indirectly by celebrities.

The most influential female celebrity has been revealed as TV star Holly Willoughby, presenter on This Morning, whereas  David Beckham is deemed the most influential male celebrity.

Other influential female celebrities include Rihanna, Kate Middleton, the Kardashians, Kate Moss, Meghan Markle, Taylor Swift, Victoria Beckham and Emma Watson.

Male style-role models include actors Bradley Cooper and George Clooney followed by Cristiano Ronaldo, Kanye West, Ryan Gosling, David Gandy, Justin Bieber and Harry Styles.

The top items that celebrities inspire consumers to buy included gadgets and clothing, and products for the home.
Celebrities can also influence us on hairstyles, fragrances, merchandise, watches, make-up, footwear, luggage, jewellery and sunglasses.

The survey shows that women are more incliend than men to be swayed by a celebrity link, while 25 percent in comparison with 22 percent of males.  But men are more likely to be influenced to make more expensive purchases.