Shoppers admit to feeling guilty for buying fast fashion - harpersbazaar.com

Women are now avoiding buying new clothes from fast-fashion labels after feeling increasing pressure to protect the environment.

A study conducted by Patatam, a sustainable French fashion brand, found that one in five British women now admit to feeling guilty when purchasing new items.

This guilt is now influencing shopping habits, as almost two in three (68 per cent) participants said they’d happily buy second-hand and preloved items.

These statistics highlight a significant change in society and shoppers' relationship with the ownership of items, as it's up from 45 per cent in 2016.

With alternatives such as fashion-rental sites and second-hand stores encouraging consumers to be more mindful with fashion choices, one in three British women say they are now more conscious of the issues surrounding fast fashion, such as water wastage and landfills.

“It’s great to see British consumers becoming more conscious of the impact their shopping habits are having on the environment," said Eric Gagnaire, managing director at Patatam.

“Consumers are now considering the clothes in their wardrobe in a whole new way and thinking about not only the manufacturing process and the environmental and social impact of this, but what happens when they are done wearing items.

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“We have seen an increase in shoppers wanting their clothes to have a second lease of life- whether they sell, donate or upcyle them- rather than just sending them to landfill. This shows how much attitudes have changed and how British women are making a move to become more conscious consumers.”

Patatam clothes are sourced from charity shops, housing clearance centres or the public, via Patatam’s Patabag service.

This allows consumers to resell their clothes from the high street to Patatam, giving clothes a second life and therefore reducing clothing waste.

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https://www.harpersbazaar.com/uk/fashion/fashion-news/a28535078/shoppers-admit-feeling-guilty-buying-fast-fashion/

2019-07-29 10:29:00Z
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