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IFM-Première Vision study on responsible fashion.

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IFM-Première Vision study on responsible fashion

Consumers tend to buy less, but better. They are willing to pay more, and compensate by buying fewer products.

Gildas Minvielle, Director of the IFM-Première Vision Chair

Institut Français de la Mode has conducted as part of the IFM - Première Vision Chair a unique study that surveyed 5,000 consumers in France, Germany, Italy and the US about their consumption habits of eco-friendly fashion.

"For the first time, this study helps us better understand consumers' perceptions of the responsible fashion market and its products, and decipher their buying motivations and obstacles," said Gilles Lasbordes, Managing Director of Première Vision.

Main findings

Eco-responsible consumption is no longer a fashion trend, but a major groundswell now impacting the entire sector, from material sourcing to the consumer and the textile and manufacturing industries.

Key figures

  • Nearly 50% of European consumers report having purchased an eco-friendly fashion item in 2019
  • in France the 46% of consumers who bought eco-responsible fashion products have spent an average of 370 euros
  • second-hand purchases are increasing: 56% of American women et 42% of French women


However, some obstacles to consumption of eco-friendly fashion products remain, including:

  • lack of knowledge about eco-responsibility (its definition and criteria)
  • consumers report not knowing where to find eco-friendly fashion products
  • lack of clarity of the offer (certifications, transparency...)
  • and to a lesser extent the question of price.

On the other hand, style no longer represents an obstacle to the purchase of responsible products.

View the study

Published on .

© Corentin Chastang - Photo Thomas Smith