The transition to a circular fashion economy depends on people valuing what they already own: wearing garments for longer, caring for them properly, and, when the time comes, placing them in the right channels for textile-to-textile recycling rather than sending them to landfill.
However, research such as Zalando’s It Takes Many report shows that whilst 74% of consumers say they want to wear clothes more sustainably, these values rarely translate into action. The attitude–behaviour gap is well-documented: people care, but garments still end up neglected at the back of wardrobes or discarded to make space for new purchases.
Waiting for consumers to change on their own is not a viable strategy. The fashion industry must meet people where they are and find ways to build emotional durability into clothing to change this default behaviour.
Our panel will explore:
- What are the common associations with “sustainable fashion”? Is it still seen as buying new premium goods rather than caring for what people already own?
- Why do consumers lose interest in garments they once loved, and when do clothes become disposable in their minds?
- How can brands uncover what truly motivates consumers around garment care and disposal? What useful generalisations exist, given the emotional complexity of our relationship with clothing?
- What practical interventions can brands implement now to bridge the attitude–behaviour gap?
What to expect from this type of session...
Main stage sessions, but not as you know them. Because we’re off-the-record, leading experts can speak candidly about their experience with what works, and what doesn’t. At least half the session is dedicated to audience insights and questions to ensure we tackle the big issues head on.
