Three Steps Towards a More Sustainable Fashion Industry in 2023

The Repair Revolution

DIY fashion has evolved since its lockdown-induced boom. As consumers become increasingly concerned with making their purchases last, there’s a renewed focus on repairs through greater upskilling and education.

Keeping garments out of landfill, upcycling has the potential to reduce nearly 60% of clothing that is disposed of within a year of being produced. But, as the interest in DIY clothing, and the desire for making cherished items last longer, continues to grow, many consumers simply don’t know where to start, exposing a lucrative market gap when it comes to education.

Look to Re.Uniqlo Studio for inspiration. It has a presence at several Uniqlo stores around the world, including London and New York, and places a big emphasis on not just performing repairs, but also educating its customers on how best to care for their garments. Primark Netherlands has taken a similar approach, holding educational workshops where attendees learn the basics of repairs, including button and zipper replacement. 

So, how could you integrate repairs into your business? It’s clear that there’s a gap in consumers’ knowledge but also a definite appetite for information. Focus on simultaneously educating, assisting and empowering your customers with DIY skills by showing them how via accessible workshops, digital content or in-store repair stations.

Fashion’s Second Life

The second-hand fashion market is worth approximately $130bn, and the global fashion resale market is expected to grow 127% by 2026 – thrice as fast as the wider clothing retail sector – while the ongoing cost-of-living crisis is forcing consumers to get even thriftier.

Certain product categories are naturally more in demand than others when it comes to second-hand. In difficult economic times, people are less likely to splurge on pieces with a short wear time – such as kidswear and maternity clothing – because of their high cost-per-wear factor. Enter recommerce as a logical, sustainable and wallet-friendly alternative. Reframing hand-me-downs is US-based Hand Me Up, a platform where shoppers can order a seven-piece mix-and-match capsule of pre-loved items for their child, based on factors including their age and the climate they live in, with an aim to reduce the amount of clothes that are outgrown and subsequently thrown away. Other retailers, such as New York’s Jane’s Exchange, deal specifically in pre-owned kidswear and maternity apparel.

This acceleration and mainstream acceptance of second-hand items is transforming the route to a more sustainable fashion industry into one that’s favoured by luxury and cost-conscious consumers alike. The key here is to consider the products that will be necessary – if not long-term – purchases for your customers and focus your second-hand systems on convenient and affordable access.

Take That Back

From 2020 to 2022, the second most talked-about fashion trend among Gen Z in the US, the UK and France was upcycling at 16.9%. In September 2022, the majority of people surveyed in seven European countries said they had curbed their spending as a consequence of the cost-of-living crisis, ranging from 69% in Italy to 54% in Sweden. It’s no surprise then that buyback schemes – which give consumers credit or vouchers in return for bringing their branded products back to them – is proving popular among cash-strapped shoppers and those who want to be part of the upcycling revolution.

Take-back or buyback schemes are a win-win for all involved. Take New Zealand-based Kate Sylvester’s KS Upcycle scheme, which encourages its customers to return once-loved garments to their closest Kate Sylvester store in return for $10 credit per item. Elsewhere, American brand Girlfriend Collective gives shoppers NZD $15 in exchange for worn-out items, including bras and leggings, with its ReGirlfriend scheme. Initiatives like this maintain brand loyalty while funds are tight, so everyone has the opportunity to benefit from a simple strategy.

These buyback schemes are proving popular with shoppers who appreciate the financial incentive they deliver. This in turn helps to keep garments out of landfill and support circular fashion, widening its appeal as a shame-free go-to option for both cost- and eco-conscious consumers.

With garment repairs, second-hand clothing and buyback schemes being just some of the trends that increasingly appeal to global shoppers, now is the time develop your existing offering to meet future consumers’ needs – and contribute to a more sustainable outlook for the fashion industry.