Loans

Two out of three French people ready to give up an irresponsible brand

As the planet heats up, consumers are chilled by unethical corporate practices. A trend that is confirmed year after year in the clothing sector. Thus, according to a survey

conducted by OpinionWay for “Les Echos” and the National Federation of Clothing, 66% of French people say they are ready to turn away from clothing brands that are not respectful of people and the environment.

Enough to make sociologist Ronan Chastellier say that “the moralization of consumption that began before the health crisis has been greatly reinforced, even if the fashion impulse to the detriment of morality remains a reality for some”.

Another crisis impacting this industry, the Russian-Ukrainian conflict is obviously on people’s minds, since 57% of respondents see it as a reason to change their consumption habits. If 28% of them deplore a period that does not invite “lightness”, the others mention an increase in their desire for “more responsible” (17%), “more sustainable” (11%) or even “more versatile” (8%).

Versatile products

“A relative carelessness is required for the desire to shop, so this is hampered by the geopolitical context which leads some to ask themselves ‘can we continue to go shopping with the war on Europe’s doorstep?’ analyzes Ronan Chastellier, pointing to “a steamroller preventing some French people from diverting their attention to futility”. As a result, 46% of those questioned see the second-hand market as a real alternative to new, illustrating “a certain maturity and the end of a somewhat hysterical mode of consumption”, in the opinion of the sociologist.

The trend is also, for 32% of respondents, to more responsible clothing, for example “made in France”, and to “goods less in touch with the changing desires of fashion”, he says. And to more versatile products, suitable for sports as well as for the office and for everyday life. “In this case, fashion as such is not the only attribute sought: the “fashion” impulse as an irrational factor is no longer the only determinant of the act of purchase”, deciphers the expert. .

Young people love “real” shopping

The survey “The French and clothing” was carried out by OpinionWay for “Les Echos” and the National Federation of Clothing, from March 9 to 10, 2022, with a sample of 1,073 people representative of the French population. aged 18 and over.

The survey “The French and clothing” was carried out by OpinionWay for “Les Echos” and the National Federation of Clothing, from March 9 to 10, 2022, with a sample of 1,073 people representative of the French population. aged 18 and over.

This “duplication” of behavior is also observed in the choice of sales channels, at a time when “phygital” (a contraction of “physical” and “digital”) is becoming the new norm. As proof, 63% of French people assure that, Covid or not, they will still use e-commerce. Nevertheless, “this rush to the Internet, described as an anthropological mutation”, according to Ronan Chastellier, does not wipe out physical stores from the map. “There are still consumers, especially 14-18 year olds, who appreciate real-life shopping trips,” he points out.

Be that as it may, following the pandemic, which has acted as a “life-size test in favor of virtual shopping”, in the words of the sociologist, the digital gesture will settle permanently in the consumption of clothing. “And, in this context of the hoped-for end of the epidemic, which has favored outings in the real world and aroused the desire for frivolity, the consumer is seeking to find the right balance between the human and the digital”, notes Ronan Chastellier.

Helpfulness and depersonalization

Another lesson from this survey is that 53% of French people trust independent traders more than large chain stores and merchant sites in terms of social and environmental responsibility.

“There is an impression of proximity and humanity that filters through independent businesses, unlike the gigantism, the opacity and a certain dehumanization felt on the platforms and in the major globalized brands”, gauge Ronan Chastellier. And the sociologist concludes that the consumer seems inclined to oscillate for a long time to come between “the helpfulness of the salesperson in the shop, who disinhibits the act of purchase, and a certain depersonalization via contactless sales, which is also sought after”.

The survey “The French and clothing” was carried out by OpinionWay for “Les Echos” and the National Federation of Clothing, from March 9 to 10, 2022, with a sample of 1,073 people representative of the French population. aged 18 and over.

About the author

on100dayloans

Leave a Comment