More shoppers are seeking out eco-friendly apparel that’s better for the planet and the workers who produce it.
Much like current trends in food consumption, shoppers are placing a higher value on where their clothing comes from and how it’s made. They will even spend 10 to 15 percent more on ethically produced clothing, according to Marshal Cohen, retail analyst at NPD Group.
“The younger generation, in particular, is willing to pay for the responsibility factor, because they’re not buying as much stuff in the first place,” Cohen said. “They want to buy things that are good for the environment and are going to last.”
Patagonia has been leading the way by encouraging people to repair, reuse and consider the environmental impact of its apparel. In late 2016, it launched re\collection, an apparel line made from recycled fabric.
“It’s sold amazingly well so far,” said Cory Bayers, Patagonia’s vp of marketing. “Customers are more educated about materials, and it’s why they’re buying more of our products.”
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