Italy

After the Binge the Hangover

Posted on Updated on

International Fashion Consumption Survey

A new survey, commissioned by Greenpeace, of the shopping habits of people in Europe and Asia finds that regularly buying too many clothes, shoes, bags and accessories has become an international phenomenon. This is especially striking in China and Hong Kong, but is also widespread in Europe, with up to half of consumers buying more clothes than they need and use.

Overconsumption of fashion is now deeply entrenched in our everyday culture, both in old European economies and in emerging ones such as China. In many ways, China is currently leading this trend, with more than half of Chinese consumers owning more clothes and bags than they need. Almost half of Chinese consumers buy more than they can afford – and more than makes them happy, and around 40 percent qualify as excessive shoppers, shopping compulsively more than once a week. Young, high-income women are the most vulnerable. The spread of online shopping and social media makes people even more susceptible to overconsumption.

These people are not shopping because they need something new – their motivation is the longing for excitement, satisfaction and confidence in front of others. Shoppers also seek to release stress, kill time and relieve boredom.

However, shopping does not make them happy; people already own too much and they know it. Around 50 percent report that their shopping excitement wears off within a day. A third of the East Asians feel even more empty and unfulfilled afterwards. They also seem to know they are on the wrong path; around half of consumers are hiding their purchases from others, fearing accusations of wasting money or other negative reactions.

Shopping behaviour is widely influenced by people’s social environment and media consumption. Social media platforms like Instagram, Pinterest, Facebook or WeChat in China are driving shopping mania, especially among young digitally connected East Asians. Browsing fashion blogs or following friends and celebrities triggers even more buying. After excessive shopping people experience regular tiredness and boredom – the binge is followed by a hangover.

About this survey

For this survey commissioned by Greenpeace, independent survey institutes Nuggets, TNS and SWG asked European and East Asian consumers about their shopping habits (China, Hong Kong, Taiwan, Italy, Germany) – how often, where and for how long they shop for clothing. We also wanted to know why they go shopping, what triggers them to buy new clothes – and whether they get fulfilled by doing so. All surveys are representative and were carried out between December 2016 and March 2017 amongst at least 1000 people aged 20 to 45 in China, Hong Kong, Taiwan, Italy and Germany.

Download the Greenpeace Germany report here:

After the Binge, the Hangover – International Fashion Consumption Survey

*This story first appeared on Greenpeace
Advertisements

New Brand Seeks to Disrupt Luxury Fashion with Full Transparency – Even on the Price Tag

Posted on Updated on

New fashion brand Oliver Cabell is “seeking to disrupt the luxury fashion business” with an unmatched level of transparency around its products. Exclusively available online, each product’s page on the company’s website details where the item was made and the costs that went into it, including the brand’s mark-up.

By working directly with Italian factories and using quality materials and responsible manufacturing processes, Oliver Cabell says it is able to offer high-quality products at a fraction of traditional luxury prices. Designing in-house, selling only online, and forgoing traditional mark-ups are some of the ways the brand is cutting costs; in stark contrast to what its founder, Scott Gabrielson, claims more established brands have done to increase their margins.

“More than three quarters of designer goods purchases come from a handful of companies. This allows these brands to mark-up its products 10-20 times what they cost to make. Bags and leather goods are the most demanded, and in turn hold the highest mark-ups,” Gabrielson said.

“When you buy fashion goods you often buy a brand. The problem is that these companies keep the brand but change the way they make things, and it has never been in the interest of consumers,” he added. “If you’re buying from high-end brands at expensive prices, you automatically assume that it’s of high quality. It’s usually not. And that’s crazy.”

With his new venture, Gabrielson hopes to offer consumers “an honest alternative” to more established brands that have failed to raise their social and environmental standards despite the expensive prices of their goods. He first0learned of the realities of the fashion industry following the infamous Rana Plaza factory collapse in 2013 that killed over 1,130 people in Bangladesh. He quit his job in business development at an education non-profit to pursue a Master’s degree at theUniversity of Oxford, where he focused his studies on the evolution of the fashion industry.

One experience particularly sticks out for him: “While visiting a factory in Asia we sawcramped female workers, earning $7 a day, gluing and sewing designer bags and accessories,” Gabrielson recalled. “One of the bags, which the brand claimed to only produce in Italy, cost under $100 to make. It sold for over $1,200 just down the road.”

The team at Oliver Cabell hope to tap into the shift in perspective from ‘consuming’ labels and megabrands to ‘experiencing’ and self-discovery that is being driven by Millennials. While consumers may be willing to pay a higher price for a product, the company asserts that the price should be justified by its quality. Related to this, Gabrielson noted, “We hope Oliver Cabell relates to people differently than traditional fashion brands. We believe that telling the story behind our products and providing value will do more for us marketing-wise than any big advertising initative.”

olivercabell_holdontothegood_650
Oliver Cabell’s Kennedy Weekender bag in navy blue. Image credit: Oliver Cabell

Oliver Cabell is inviting consumers to “Hold on to the Good,” with itsfirst bags – a weekender duffle and a slim backpack, each available in three colors – which became available for sale today. Both are made completely in Italy: They are manufactured in an artisan factory in Marche, use cotton from a mill in Montappone, and use leather from a tannery in Monte Urano. Oliver Cabell claims it evaluates every supplier “on factors such as environmental and ethical standards.”

As a whole, the ethical fashion movement has been growing. From exposés on cotton sustainability, to Fashion Revolution’sTransparency Index and annual awareness campaign, to startups creating more durable clothes in the fight against ‘fast fashion,’ brands are facing more and more pressure to raise their social and environmental standards. Furthermore, companies are beginning to launch footprint-measuring and traceability tools to give consumers added transparency, such as Reformation’s RefScale, which shows the environmental footprint associated with each of the small brand’s products, and Dutch Awearness’ Circular Content Management System, which uses barcodes to ensure full traceability and is available for other producers to use.

Some in the space recognize that the industry’s practices need to change. For example, luxury apparel manufacturer Kering recently called for more collaboration to improve sustainability performance and drive innovation.

*This story first appeared on Sustainable Brands