Sustainability for a fashion retailer

What they wanted to understand

In addition to results around their sustainability perceptions, a major fashion retailer wanted to explore:

  • How and when customers discard of different types of clothing
  • Greenwashing and its impact on purchase intention
  • Which aspects of sustainability are most important to customers in fashion
  • Clothing labelling, specifically with regards to sustainable fashion
  • Awareness of recent marketing campaigns

How the study has helped

Results from the study have been used to inform comms and measure success of their marketing campaigns. The data has also been used to combat certain myths within the fashion industry and used for PR purposes.