WITH many people changing their behaviour when it comes to buying clothes and accessories, fashion – and our relationship with it – the subject came under the microscope in one of several panel sessions at yesterday’s conference.
Discussing the growing trend towards renting and reusing clothes, panellists taking part in a session on circularity were asked about the role of research in helping to shift consumer habits with Dr Katherine Duffy, senior lecturer in marketing at the University of Glasgow, stating: “Research helps us to have an evidence-based perspective because we need to understand the complexities of consumer behaviour.
“We are not always rational in how we approach our clothing,” she added. “Clothing can be a source of anxiety for consumers and social media fuels this need to have more – people can feel overwhelmed and disillusioned, and this is where research has a really pertinent role to play particularly when it comes to the climate emergency.” The fashion industry accounts for about 10% of global carbon emissions.
Michael A Cusack, head of sustainability at ACS, the fast-growing Lanarkshire-based rental and resale clothing business, said that research was also important to ascertain how brands and retailers behave. “Clothing is an emotional purchase but it’s also an economic decision too,” he pointed out.
“We’re doing a lot of work with young people, too, around education and sustainability in relation to fashion and the options available. We know the rental and reuse market is growing – but how can we encourage consumers?
“There is also a worry that among brands and retailers that they will cannibalise their existing market by moving to rental.”
Mairi Lowe, director of marketing, communications and strategy at Sustainable Fashion Scotland said that alternative business models for fashion represented an “exciting opportunity” for brands, retailers and consumers. But she noted: “Consumers have power but they only have access to what is available to them.
“So, it is about making it equitable for everyone to get involved.”
Dr Duffy agreed, adding: “Education is important but there needs to be clear pathways to action that comes from Government policy and brands.”
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