US: Zara launches women’s line made from recycled fiber - Do its shoppers prefer sustainable brands?

Zara has released a new collection developed with recycled poly-cotton textile waste. Launched in collaboration with textile recycling firm Circ, the women’s apparel line uses recycled polyester and cotton fibers. The new line retails for $69.90.

We explore YouGov data to see what the fashion label’s current customers make of sustainable efforts.

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – at 68%, Zara’s customers are more likely than the general US population (28%) to agree with the statement that they “only buy clothes from sustainable brands.”

On the other end, 21% of Zara’s customers disagree with the statement that they “only buy clothes from sustainable brands” - and are significantly less likely than the general American population (47%) to say so.

Zara’s move to create a sustainable women’s line appears to align well with its customers’ views toward sustainability and recycling.

Profiles data shows that a majority of this audience (81%) agrees with the statement that they “always make an effort to recycle.” In comparison, 72% of the general population agrees with the statement.

Explore our living data - for free

Discover more retail content here

Want to run your own research? Run a survey now

Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Highlight ID on Unsplash