×
42 721
Fashion Jobs
CLARKS
Assistant Wholesale Marketing Manager
Permanent · Waltham
ADIDAS
Manager Outbound Operations
Permanent · Spartanburg
ADIDAS
Senior Manager, Performance Marketing - Membership (Digital)
Permanent · Portland
ADIDAS
Logistics Manager
Permanent · Pittsburgh
ADIDAS
Technical Manager Maker Lab
Permanent · New York
GAP
Senior Producer- Digital Operations – International Promotions
Permanent · San Francisco
GAP
General Manager- Macarthur Park
Permanent · Irving
HUDSONS BAY COMPANY (HBC)
Analyst, Supply Chain
Permanent · Brampton
PUMA
Analyst, Business Intelligence - Consumer Insights
Permanent · Westford
L'OREAL GROUP
Buyer - (Purchasing/Procurement/Indirect Sourcing)
Permanent · Berkeley Heights
DESIGNER BRANDS
Director, Marketing Advanced Analytics
Permanent · Columbus
THE REALREAL
Sales Analyst, Business Strategy And Analytics
Permanent · San Francisco
THE REALREAL
Authentication And Brand Compliance Lead
Permanent · Perth Amboy
OLD NAVY
Assistant General Manager, Merchandising - Crossroads at Baileys
Permanent · Falls Church
COTY
E-Commerce Key Account Sales Manager
Permanent · New York
RALPH LAUREN
Ralph Lauren Stores - General Manager, Naples
Permanent · Naples
A & F
Brand Marketing Manager, Abercrombie & Fitch - Emea
Permanent · London
RAG & BONE
Sales Supervisor (Full-Time) - Brentwood
Permanent · Los Angeles
GIII APPAREL GROUP
Denim Design Director
Permanent · New York
ALICE AND OLIVIA
Sales Supervisor - Los Angeles
Permanent · Los Angeles
ALICE AND OLIVIA
Sales Supervisor - Boston
Permanent · Boston
TAPESTRY
Senior Planner, Global Merchandise Planning
Permanent · New York

Mission marketing finds receptive audience among UK fashion shoppers - report

Published
today Sep 26, 2019
Reading time
access_time 2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

UK consumers are buying more and more fashion products that have a direct link to a mission or a cause with a new survey showing that 46% of them have bought such a fashion item.


The Cos Restore collection - COS


Marketing commerce cloud company Yotpo spoke to 2,000 UK fashion shoppers and found that charity is the cause that most resonates with them (56%).  

But they’re also driven by sustainability (49%), diversity (36%) and female empowerment (31%) when buying fashion, all of which suggests that the numerous good-causes launches from brands and retailers are finding a receptive audience.

The reverse of this is that as many as 43% of the shoppers said they would stop buying from a brand if it didn’t align with their values, and those numbers are likely to rise as the youngest consumers coming into the market seem even more inclined to judge a brand harshly. Some 50% of those aged between 14 and 24 said they’d boycott a brand.

The survey comes in the same month that Oxfam has launched its Secondhand September campaign and as a raft of global brands are rushing to unveil sustainability initiatives. H&M for instance, recently unveiled the Restore collection from its Cos brand that consists of restored pieces that have been sourced from the Cos supply-chain or returned by customers. The selected items have been mended and cleaned by its partner, The Renewal Workshop, making them suitable to sell again. 

With the fashion conscious consumer becoming increasingly aware of the impact of their wardrobe choices on wider society, there’s clearly opportunity through 'mission marketing' to drive customer engagement and deliver brand value, while also driving loyalty and increasing customer lifetime value. 

Yotpo director Talia Shani said the research “confirms the significance of being on the same wavelength as your audience when it comes to building a trusted brand. Bolstered by social media and celebrity influences, eco fashion is being seen more and more as a desirable option, with an influx of new brands energising the market and many young celebrities championing the cause."

Shani cited actress Emma Watson’s Instagram account, which documents her eco-friendly fashion style and has 51.8 million followers, adding: "It follows that fashion brands with ethical credentials are likely to engage more profoundly with their customers, garnering long-term interest and faithfulness.”

Copyright © 2020 FashionNetwork.com All rights reserved.