British shoppers’ views on fast fashion, quality, and sustainability

The fast fashion industry has seen explosive growth by providing trendy, affordable styles to consumers. Yet, with environmental issues like pollution, waste, and ethical concerns surrounding labor, questions arise about how British shoppers feel about fast fashion. Data from YouGov Profiles sheds light on these attitudes, showing how much sustainability, quality, and ethical production matter to today’s British shoppers.

Environmental concerns with fast fashion

Among British consumers who purchase fast fashion, almost half (48%) agree they do not prioritise environmental concerns when buying these items. Attitudes differ somewhat by gender: 52% of men agree with this statement, while fewer women (45%) hold this view. A quarter of consumers remain neutral, while 26% disagree.

Quality over price

About seven in 10 British shoppers show a strong willingness to pay extra for quality products (68%). Men (72%) are slightly more inclined to agree than women (65%), indicating a broad consensus on quality’s importance across demographics. Only 21% of shoppers disagree, suggesting price sensitivity may influence a smaller portion of the population.

Attitudes on sustainability and ethical brands

When asked about buying from sustainable brands, only 21% of British shoppers say they consistently choose these options. A larger segment, 51%, disagree with prioritising sustainable brands, while 27% are neutral. This suggests that while sustainability is a recognised issue, it may not drive purchasing decisions for the majority.

Interest in fair trade practices also reveals a split in attitudes. Over a third (37%) of shoppers report making an effort to buy fair trade products, showing moderate interest in ethically sourced goods. However, 42% indicate that they do not prioritise fair trade items in their shopping habits.

Demand for transparency

Transparency in manufacturing garners significant interest, with 56% of British consumers agreeing they want to know where their products are made. This highlights that while sustainability might not be a deciding factor for most, understanding product origin and production conditions appeals to a majority of shoppers.

Preferences for second-hand shopping

Second-hand shopping holds limited appeal among British shoppers, with only a third expressing a preference for buying pre-owned items over new ones (33%). About 46%, however, prefer to stick with new products, suggesting that while second-hand shopping is gaining traction, it has yet to become mainstream.

YouGov Profiles data illustrates a nuanced view of British shoppers’ priorities in fashion. While there’s strong support for quality and a desire for transparency in manufacturing, sustainable and ethical considerations like fair trade and second-hand options remain secondary. Brands aiming to engage with British consumers in the fashion industry might focus on transparency and quality as key selling points, while building awareness of sustainability's impact may be crucial for future shifts in buying behavior.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race.