#i love my jacket so much it was just a cheap 5 quid charity shop thing

[bloodengutz]

i got my henenlotter patches on my jacket today :] i simply Must represent schlock at all times...

[nikita-smith]

Survey - 18

This is the survey that I put together to determine what sort of price range we would be expecting ted to have based on our customers’ point of view and how sustainability can have an effect on that. 

Question 1:

How important is sustainable clothing to you?

A great deal – 37.50% (9/24)

A lot – 29.17% (7/24)

A moderate amount – 33.33% (8/24)

A little – 0.00%

Not at all – 0.00%

Question 2:

How much are you willing to spend on sustainable clothing? And why?

£30-50 Because I don’t want to spend too much on clothes

Up to £100. I usually spend less than this and buy second hand but if I am buying new clothing, I am willing to pay a lot for good quality items and fair wages for workers

If we said as a monthly budget, I'd look to buy at least 70% of my total spend

Just depends on how much I like the design. I'd spend whatever it costs.

Depends on the item but between 10 and 100. I don't mind paying more as I would feel the clothing would last longer

A little more than you pay on the high street

Yes, definitely as I feel they tend to be better made, not using cheap labour and better for the environment

Depends on the item, but I would say a medium amount, preferably no more than £70

Personally, willing to spend up to around £100 on average but can go above or below!

for a jacket I would be willing to pay £80.

Not more than £40. I also buy a lot from charity shops, so I usually don't spend too much!

It depends on the item, but I am definitely up for spending more on something. Sustainable, maybe £40-50 ish

£50 as it’s important to pay for quality and fairness in the supply chain but I’m also a student on a budget

£20

Anything I find suitable depending on the item of clothing

£50-60 per piece because this in my opinion is a little above average market cost and the money would be going towards a good cause

£150>

27 quid for a t-shirt that’s not made by slave labour anyway!

£1-60

£100 on an outfit so long as it lasts a long time

£40, more about the clothing than the sustainability

Depends on the item. A lot of the time I’d much rather buy sustainable clothing but can’t afford to. On average probably up to £30

Depends on the item. I’d be happy to spend £30 on a top for example if I knew it was good quality and long lasting

Willing to spend more because the quality is better, and the long-term benefits are better.

Question 3:

How important is the instore experience for you?

Extremely important – 13.04% (3/23)

Very important – 34.78% (8/23)

Somewhat important – 26.09% (6/23)

Not so important – 26.09% (6/23)

Not at all important – 0.00%

Question 4:

Does the importance of instore experience impact whether you buy from the store?

Not so much although it should always be on a high level

Yes, I have been persuaded into buying things because of friendly staff

Yes, if they are too pushy it’s a turn off and also how the clothing is styled and presented in terms of collections and a range is vital to get a feel for the overall look

Yes

Yes

Yes

Not usually unless they are really rude

Not particularly

MASSIVELY. It’s all about the vibe, the merchandising etc

not really

Not particularly!

To some extent, if the in-store experience is negative, I probably won’t stay long enough to consider buying anything

Not really

Not really

Yes

Yes

100%, if the employees are rude, I’ll leave pretty much straight away

Aye definitely. Don’t pester me, and help only if I want it

No not really

Not particularly

Yes

Yes definitely. If it’s unclean or staff are rude etc then I would not buy from there

If it’s unorganised

Not really but if it’s hot and loud or the sizes are limited then puts me off

Question 5:

What do you consider sustainable when it comes to clothing?

Zero waste – 20.83% (5/24)

Circular fashion – 0.00%

Recycle and reuse, close loop system – 25.00% (6/24)

Recycled materials – 8.33% (2/24)

Organic materials – 12.50% (3/24)

Fair labour – 12.50% (3/24)

Other – 20.83% (5/24)

1.     Organic and recycled materials

2.     All of the above

3.     All of the above

4.     All of the above

5.     All of the above criteria are important

Question 6:

A as Gen-Z, university student or person with a small budget, how much would you consider a decent price for sustainable clothing?

£30-50

£30

I think the price should be within the same parameters as high street fashion but maybe slightly more based on individual items

I wouldn’t expect less than H&M prices

Depending on the item, between £10-100

£80

Ooh anything under £30 I am willing to buy and I really lovely up to £40

Depends on the item, but probably around £40

As I say I’m willing to spend up to like £100 pounds but it’s dependant on the individual piece

Very important, I would buy more sustainably if I had money to

£20

Depends on the item but maybe £30-40

£50

£30-40

£20-60 depending on the item

£30 per piece

£90-100>

27 quid for a t shirt not made by slaves

About £25-30

Depends on the item. £25 for a t-shirt max

Sub £40

<£20

£30?

Depends on the item but usually £50 for larger things

Question7:

In your opinion should sustainable fashion be more expensive? Why?

I don't as I prefer not to go over budget when it comes to clothing

It should be exactly as expensive as it needs to be to be carbon neutral, zero waste and to pay workers fair wages while still making a profit. This means it will be more expensive than fast fashion items, but prices should still be kept as low as possible so that people with lower income can still make environmentally sound choices

Only if it has to be the aim should be to produce competitively priced garments that don't create havoc across the rest if the market driving retailers to seek out cheaper materials and labour to counter a value for money sustainable item

It should reflect a fair cost, the profit put on top shouldn't exploit the workers that made the garment, example the worker being paid £1 but the garment sells for £100

Yes. As more work and thought have usually gone into the item

No because it’s becoming more popular

Yes and no - the price they are is good and definitely should not be any lower but because fast fashion pieces are so cheap- I wish sustainable was a similar price as then lots more people would buy from sustainable sources instead of fast fashion- if that makes sense

Should be a bit more expensive to ensure workers are paid a decent wage and the material is sustainable, but not too expensive so that it is inaccessible

YES. It is not necessarily that sustainable clothing is expensive it is that fast fashion is far too cheap! We have got used to clothes being absurdly cheap

no. it puts people off buying sustainably

It probably should, to ensure all people involved in production are being paid fairly and the materials come from an ethical and sustainable place

It should be more expensive than fast fashion definitely, to ensure that the workers are paid a fair wage etc

It costs more TK be environmentally friendly and to make sure workers in supply chain are paid properly

No, it shouldn’t, if it wants to challenge fast fashion it has to be affordable

No, otherwise the non-sustainable brands have lower prices to their advantage

Yes (but not unaffordable) as the money is going to a good cause

No, I think it’s generally appropriately priced, although I suppose it depends on the retailer

Well inevitably it is more expensive, but eventually it doesn’t have to be, once the manufacture processes are refined

Yes, if it means all parties involved are paid fairly and the necessary precautions are taken to have little to no environmental impact. That being said, sustainable fashion can very easily be affordable

If higher quality products which last longer and can be reused more have a higher price, then yes

No, I wouldn’t pay more for clothing just because it’s sustainable...

No, I understand that it would be more difficult to produce however when it is more expensive people are less inclined to buy it hence, they will revert to non-sustainable clothing. It will be a continuous loop and no change will occur

More expensive than fast fashion as people should be paid for a fair wage. However, I also understand that it’s a privilege to be able to afford more expensive clothing so not everyone has the ability to shop sustainably if it’s more expensive

Yes, because it should be better quality to last longer which will mean more work

Question 8:

How much sustainable clothing do you buy compared to fast fashion?

A lot – 20.83% (5/24)

A fair amount – 37.50% (9/24)

Some – 33.33% (8/24)

A little – 4.17% (1/24)

None – 4.17% (1/24)

Question 9:

Why is this?

Sustainable fashion is too expensive – 33.33% (8/24)

Sustainable fashion is not accessible to me – 4.17% (1/24)

Fast fashion allows for more purchases – 12.50% (3/24)

Fast fashion has more diverse clothing – 4.17% (1/24)

Other – 45.83% (11/24)

1.     I try to buy sustainably as much as possible but there have been times, I have resorted to fast fashion due to lack of money and needing clothes for an event, interview, school, etc

2.     Trying to have longer lasting clothing

3.     Cause I love me charity shops and vintage bargains

4.      I buy no fast fashion, only shop second hand or sustainable or not at all

5.     all of the above

6.     I no longer buy fast fashion, but I would say expense is the main issue with sustainable clothing

7.     I buy what I like, whether it is sustainable or non-sustainable

8.     N/A (I buy second-hand clothing mostly)

9.     Fast fashion is really bad for the industry, so I just don’t buy it at all

10.   Charity shops

11.   I try not to buy fast fashion

Question 10:

Do you see your identity well represented in fashion stores and do you believe they need to be more diverse?

No, I think that we need more young designers or something fresh as a lot of fashion designs nowadays are repetitive and when they're not they're extremely overpriced

I have an idealised body type, so I have never found myself to be unrepresentative, but I believe they need to be more diverse on behalf of the rest of the population

More, more, more is the answer rather than quantity think quality of material, the materials story and route to market exclusive fashion has always been my go-to

I'm more of an online shopper but they could always be more diverse I'm sure

No

Yes

Yes! There are shops for everyone if you look around - although the shops on the high street tend to be quite similar styles that don’t suit me

Probably could be more diverse, seems many sustainable brands are catered to a similar audience

There is a massive need for fashion brands to become more diverse and represent more personality types, body types, cultures etc

Yes

I don’t! disabilities aren’t often represented in fashion brands and this is something i would like to see represented more

I am in the privileged position that my identity is well represented but there definitely needs to be more diversity with different body types etc

More diverse styles

My identity is represented in mainstream fashion stores, there should be diversity of style and expression

Well represented

They should be more diverse

I feel represented for the most part

Nothing wrong with the diversity, wear what you like

Well represented

Yes, I don’t need to be more diverse for my tastes

Yes, I don’t think they need to be more diverse

They need to be more diverse

I can easily find clothes on Depop, I think everyone deserves to have clothes that make them feel happy and comfortable. Everyone deserves to express themselves and certain brands exclude people from that

I think they are diverse enough

I find that for the most part this survey worked well and we were able to put together a price range that works with our brand, our garments, our customers and our values.