[ad_1]
UNIQLO, a Japanese international clothing retailer, and the Hong Kong Polytechnic University School of Fashion and Textiles (Polyyu) have joined hands to conduct a survey on consumer perceptions in Hong Kong and Macau. Two regions on sustainable fashion and the dynamics of the epidemic.
The results of the survey show that overall consumer attitudes toward clothing retailers in Hong Kong and Macau are linked to the vision and mission of the Brand Sustainable Development Goals (SDGs). Consumers are more concerned about sustainable fashion than the Covenant-19 epidemic, with more than 80% of respondents saying they will consider sustainable issues when choosing a brand’s layout and clothing, and more than 60% said they will. Willing to pay 10% to 20% of the original price for a sustainable fashion product.
The results show that the epidemic has increased consumer attention to the functionality and quality of fashion products, followed by price and then appearance and privacy.
However, more than 70% of consumers agree that sustainable fashion is a good idea and that sustainable fashion is a good idea. To be further strengthened.
Forty-five percent of respondents have a strong belief in clothing retail brands. The results of the survey show that the epidemic has affected consumers in Hong Kong and Macau. In particular, it has been proven that a better understanding and understanding of sustainable fashion products and products will increase the demand for consumer products.
As sustainable fashion becomes more and more important, major consumer education and promotion and clothing retail brands need to change their business model from time to time.
According to the survey, more than 80% of Hong Kong and Macau consumers are aware of the concept of “sustainable development” and 56% are aware of the 17 Sustainable Development Goals (SDGs) set by the United Nations. Compared to international consumers, although Hong Kong and Macau consumers’ perceptions of the SDGs (56%) are higher than international consumers (49.7%), more than 40% of respondents are still unaware of the idea, indicating Hong Kong and Macau. Markets must continue to convey the concept of sustainable development.
In terms of brand commitment, the results show that Hong Kong and Macau consumers are more focused on the two SDGs: “clean water and sanitation” and “no poverty”. However, consumers in Hong Kong and Macau are not paying attention to the SDGs for “quality education”, “responsible consumption and production” and “life on earth” which are very important to international consumers.
In addition, more than 80% of respondents believe that a product will affect the choice of sustainable retail clothing brands.
Among them, respondents shared three main factors when choosing a fashion brand, especially after the outbreak, including waste in the production or sales process and reducing environmental footprints. Balancing production function and environmental impact; Source in a humane way.
According to the study, 64% of respondents believe that the epidemic has led to the purchase of sustainable clothing. At the same time, respondents said that during the epidemic, more attention was paid to performance (66.4%) and product quality (50.7%), followed by price (47.7%), appearance (35.4%) and personal (30.1%). ). 43% of respondents said that long-life products are an important requirement for brands to meet the concept of “sustainable fashion”.
“In recent years, a growing number of fashion brands or industry professionals are paying close attention to sustainable development,” said Dean Fan, an assistant professor at the Polytechnic School of Textiles and Textiles. We have seen the competitiveness of clothing retail brands gradually shifting from product design and price to sustainability, making ‘sustainable fashion’ more of a concern for consumers.
He said the change in consumption patterns could have a positive impact on the existing business model of the fashion industry, adding that this change in the fashion industry reflects the general perception of the pollution in the fashion industry.Designed by the Polytechnic School of Textiles and Textiles, the study was conducted between the end of March and mid-April 2022, with 1,498 different age groups and professions among consumers in Hong Kong and Macau.The joint release of consumer survey results marks the beginning of a long-standing partnership between UNIQLO and the School of Fashion and Textiles.
Related Articles
Pop Mart started a co-branded collection with Uniqlo
UNIQLO brings the Stylehint app to Singapore
[ad_2]
Source link
