News • 18.05.2021

It takes two: closing the sustainability-attitude behavior gap in fashion

Zalando wants customers to keep sustainabilty in mind

Recently, Zalando published a report sharing consumer insights and recommendations on how to close the sustainability attitude-behavior gap in fashion. Therefore, Zalando launched a value-based browsing experience and further invested in Pre-owned by expanding the offer to Austria, the Czech Republic, Denmark, Finland, Ireland, Italy, and Sweden.

Recently, Zalando has published the report: "It Takes Two: How the Industry and Consumers Can Close the Sustainability ‘Attitude-Behavior Gap’ in Fashion." The report investigates the gap between attitudes and behaviors. It shows that many consumers struggle to turn their sustainability priorities into fashion purchasing decisions. It also provides clear recommendations on how to collaboratively close this gap. In response to the findings and recommendations, Zalando launches a new experience in the fashion store enabling customers to browse the more sustainable fashion assortment according to the values they care about. Further, Zalando continues to invest into its Pre-owned offer, enabling customers in seven additional markets to trade in and buy pre-owned fashion.

Based on consumer research carried out in France, Germany, Italy, Sweden, and the UK, the report finds that for the fashion industry there is a need to make sustainable choices more attractive, realistic, and accessible. Consumers, meanwhile, need to prioritize sustainability in fashion as much as in other parts of their lives.

Zalando co-CEO, David Schneider says, "We aim for 25% of our GMV to come from more sustainable products by 2023. During the coronavirus crisis, customers told us that shopping sustainably became more important to them than ever before. But when we asked them how they felt about sustainable fashion, the strongest association was ‘guilt’ and the weakest was 'fun'. If, as an industry, we’re serious about sustainability, we need to fix this dissonance now to build a stronger future for fashion."

The "It Takes Two" report gives 10 recommendations that can support fashion companies in helping to close the attitude-behavior gap. The report points to three key priorities that need to be accelerated. First, the fashion industry must earn trust through simple and convincing communication, secondly, it must motivate changes in behavior, and thirdly, it must scale circularity and offer solutions to close the loop.

image of it takes twoshown on IPad
Source: Zalando

Kate Heiny, Director Sustainability at Zalando, elaborates, "Our customers tell us that they care deeply about sustainability, but they struggle to translate their values into actions when they go into stores or shop online. Our role as a platform is to enable ourselves, our brand partners, and our customers to make more sustainable choices, inspire collaborative action and long-lasting change. That’s why we produced this report, which we can all learn from: Zalando, the fashion industry, and consumers. This report brought us to the conclusion that if we really want to close the long-existing attitude-behavior gap in fashion, collaboration is the only way forward. We have to come together; the fashion industry and our consumers."

Zalando aims to lead by example and has already implemented one of the report’s recommendations: "Speak a sustainability language everyone can understand." The recommendation is based on the finding that every second consumer doesn’t understand what sustainability means in a fashion context. Through a new experience in the fashion store customers are now able to browse based on the values they care about, such as water conservation, worker wellbeing, reusing materials, animal welfare, reducing emissions, and extending the life of fashion. In 2018, Zalando had already started flagging products that are made from more sustainable materials or production practices with its sustainability flag. Today, this more sustainable assortment consists of over 80,000 articles from more than 500 brands. With the launch of this new browsing experience, Zalando takes a step further in the platform’s quest to help customers better understand sustainable fashion and make more informed fashion choices.

Besides recommendations for the fashion industry, the report also contains suggestions that may help consumers embrace sustainability in their fashion decisions. The report predicts that consumers will focus more on circularity in fashion over the next decade, including multiple topics such as recycling, reuse, resale, repair, and rentals. One step Zalando is taking to cater to this growing customer interest is to roll out the Pre-owned offer to 7 additional markets. From April 22 onwards, customers in Austria, the Czech Republic, Denmark, Finland, Ireland, Italy, and Sweden will be able to quickly and effortlessly trade in and buy pre-owned fashion directly on Zalando with the same convenience in shipping, payment, and returns known to Zalando’s customers.

Source: Zalando

related articles:

popular articles:

Thumbnail-Photo: Black Friday and Cyber Monday: Minimize mistakes, maximize success...
11.10.2023   #e-commerce #customer satisfaction

Black Friday and Cyber Monday: Minimize mistakes, maximize success

Mistakes you can avoid on promotion days like Black Friday and Cyber Monday

The promotion days on November 24 and 27 raise the sales hopes of many retailers. Despite the huge potential, these events can also be a challenge. Competition is fierce, customers are critical and expect exceptional deals. Mistakes in preparation ...

Thumbnail-Photo: Christmas decorations: set the scene for your store!...
09.11.2023   #customer experience #shop decoration

Christmas decorations: set the scene for your store!

From the floor to the shelves and lights to the shop window - here's how to get your store ready for Christmas!

The weeks leading up to Christmas Eve are considered to be the busiest of the year....

Thumbnail-Photo: The quiet hour – A contribution to inclusion in retail?...
31.10.2023   #customer satisfaction #marketing

The "quiet hour" – A contribution to inclusion in retail?

Finding calm in a busy world: supermarkets make their mark

The world of commerce is constantly looking for new ways to attract and retain customers...

Thumbnail-Photo: ISE 2024 - the future of retail
23.10.2023   #online trading #Tech in Retail

ISE 2024 - the future of retail

ISE will take place in Barcelona from 30 January to 2 February 2024

Since it began in 2004, Integrated Systems Europe (ISE) - the world's premier exhibition for professional audio visual (pro AV) and systems integration - has grown in size, strength and influence to become an industry-defining event. Every year, ...

Thumbnail-Photo: Social Commerce: Community sells?
04.10.2023   #online trading #sustainability

Social Commerce: Community sells?

Why the community approach is replacing fast delivery among customer demands and what that means for you.

For a long time it was said that fast or even "same day delivery is the key". For Fabian Mischler, this is no longer the only key to satisfied customers. In an interview, the CEO of the social commerce platform ooblee told us why community ...

Thumbnail-Photo: Tips: Optimal shopping experience for  Christmas...
22.11.2023   #online trading #artificial intelligence

Tips: Optimal shopping experience for Christmas

How to prepare for the shopping days as an Amazon retailer

The promotional days at the start of the Christmas...

Thumbnail-Photo: 5 tips for successful TikTok marketing for your online store...
06.09.2023   #online trading #marketing

5 tips for successful TikTok marketing for your online store

How to gain loyal fans for your brand

TikTok is the Wild West of social media: Everything is moving at lightning speed and you only have a blink of an eye to captivate users. If you spend a lot of time on TikTok, you'll know right away...

Thumbnail-Photo: Scary and clever - marketing for Halloween
20.09.2023   #brick and mortar retail #online marketing

Scary and clever - marketing for Halloween

How do you make the most of 31 October for your business?

Small means, big effect: On Halloween, you can get in touch with your customers in a playful and not too serious way....