Afterpay Fashion Week Report Reveals Shoppers Want Brands To Be More Sustainable And Inclusive

Afterpay’s recent report on the fashion industry reveals how the industry has changed since 2020 when it comes to sustainability, diversity and inclusion, and accessibility.

Key statistics revealed:

Sustainability 

• While Aussie shoppers want to purchase sustainable clothing, three in five (60.1%) say that it’s too expensive
• Almost half (47%) of Aussies say it’s difficult to find sustainable brands
• Two-fifths (40%) of Aussies suggest that there aren’t enough Australian sustainable brands
• Three-quarters (74%) of Aussies are prepared to pay more for Australian-made clothes. Of those, a quarter (25) would be willing to pay up to 20% more

Recommerce

• The heightened focus on sustainability has led to the sharp rise of recommerce, with over two-thirds (67%) of Aussies saying they’ve bought or sold second-hand clothing
• Almost three-quarters (70%) take garments to second-hand shops when they no longer want the
• Almost 1 in 10 (8%) of Aussies consider a product’s resale value before purchasing
• 20% of eBay buyers, globally, cite the circular economy as the top reason for buying pre-owned
• 2 in 3 (64%) of eBay sellers say that selling second-hand products has become easier in the past year

Gender fluid fashion

• As celebrities like Harry Styles and Kristen Stewart embrace gender-fluid style, one in seven (13%) Aussies are more likely to purchase from brands that offer gender-fluid products
• More than a quarter (27.2%) believe that Australian brands don’t offer enough in the way of gender-fluid fashion
• Over a quarter (26%) of men are likely to buy clothes of accessories that aren’t explicitly for men, compared with over half (58%) of women who are likely to wear menswear

Afterpay’s co-founder Anthony Eisen said the report shows that ‘meaningful change in sustainability, inclusivity and accessibility is top of mind for Aussie shoppers.’

“We found that Aussie shoppers want to purchase sustainable clothing, but three in five say that it’s too expensive and almost half say it’s difficult to find sustainable brands,” said Anthony. “We also uncovered that more than a quarter believe that Australian brands don’t offer enough in the way of gender-fluid fashion, with one in seven Aussies saying they’re more likely to purchase from brands that offer gender-fluid products.

“Those within the fashion industry are adaptive innovators, and the best way to achieve meaningful change is to listen to what people want and be led by them. We hope that these findings into what Aussie shoppers want help to reinvigorate the industry on its journey to becoming more inclusive, accessible and sustainable.”

This year, Afterpay’s reCOUTURE initiative in collaboration with Thread Together highlights a crucial issue within the industry – fashion excess. 

The project saw prominent Australian designers, including Genevieve Smart, Bianca Spender and Jordan Gogos, recycle men’s excess business suits by repurposing the materials to bring them to life again as couture runway pieces. The aim behind displaying the collection of reCOUTURE designs at AAFW was to inspire people to reconsider the lifecycle of the clothing they design, manufacture and own. 

Women Love Tech asked Afterpay stylist Jessica Pecoraro about how sustainability is impacting fashion and what her top tips are to have a more sustainable wardrobe. Here is what Jessica told us:

Can you tell us what is impacting fashion trends? 

We are seeing a shift in brands and designers creating collections that are smaller and less frequent without the main focus always being on trends. Of course, consumers want new items that are on trend but having brands focusing on ‘investment pieces’ or wardrobe essentials is something we are seeing more and more of. For example, Rebecca Vallance launching her new essentials collection edit which is a mix of items that all women need in their wardrobes.

Can you share your thoughts on how we can be more sustainable when it comes to our wardrobes? 

Quality over quantity is a must. I think consumers need to start to invest in better quality items that will last. Yes, this might mean spending a bit more on an item, but it’s a great way to do your part in being sustainable and not over buying.