Greece PA
Greece PA
Preparation Activities Green Wardrobe
Research about Green Wardrobe in Greece
In 2020, consumer purchasing motivations have changed, leading to new demand for more affordable purchases. Post-pandemic consumers are more interested in sustainability, economy, and shopping with meaning and purpose.
1 in 3 consumers are more interested in wearing sustainable clothing than before the pandemic - they prioritize saving money. 1 in 2 consumers care more about finding value than before the pandemic - prefer resaleable clothing over disposable clothing.
43% of consumers care more about clothing quality than before the pandemic – and finally, they have a new distaste for waste. 51% of consumers are more opposed to ecological waste and 60% are more opposed to wasting money than before the pandemic.
All these factors have created or increased the trend for shopping with meaning, economic and environmental. Reselling Gives Buyers the "Thrill of the Find"
Thrifters are motivated by sustainability, but the unique experience of thrifting is what they seek most.
Almost 3 out of 4 thrifters prefer retailers that help them save money. Nearly 1 in 2 thrifters prefer retailers that offer fresh, new products every time they visit. Almost 1 in 2 thrifters prefer brands that offer the excitement of not knowing what they will encounter.
For Gen Z, thrifting isn't just a way to shop – it's a way of life. Thrifting is a clear example of how Gen Z is getting off the beaten path. Gen Z wants to be independent. They want to save the planet. They want to save money – and make money. And they want to do all this by buying a cute outfit that costs less than $10. And thrifting makes it possible.
The rise of secondhand is due to the younger generation. In 2020, 42% of Gen Z bought secondhand clothing, 42% of millennials, 32% of Gen X and 16% of boomers. After the pandemic, mothers are the ones most affected financially by the cost of clothing items.
The "return to normality" does not come without a cost for mothers of children under 16 years of age. Mothers, it seems, plan to spend 53% more money on new clothes than the average consumer once the pandemic is over. They are 114% more likely to spend on clothes for school, 47% more likely to spend on clothes for back to work and 32% more likely to spend on clothes for a date night. Mothers turn to frugality to ease the burden of clothing costs.
1 in 2 mothers with younger children plan to spend more money on used clothing in the next 5 years. This is a greater turn to used than any other group. In the eyes of today's consumers, not all sustainable fashion is created equal.
While the demand for used clothes is increasing, the demand for new clothes marketed as "sustainable" is decreasing. This may be due to accessibility combined with consumer concerns for artificial eco-consciousness and brand transparency.
Used clothes are sustainable, inclusive and transparent. This means, respectively, that they have a reduced environmental impact compared to traditional fashion, that they include styles for every wallet and sizes for every body, and that they have clarity and transparency around how they were made, as well as who made them.
In contrast, the new clothes marketed as "sustainable" are sustainable but not always inclusive and transparent. 42% of consumers plan to invest more in second-hand clothing over the next 5 years, more than any other retail category, and 26% plan to spend more on new clothing promoted as sustainable in the next 5 years, this percentage is up 40% lower than last year.
Preparation activity
On 10th March, leaders and members of Youth Navis gathered all together to prepare about the project. The event was designed to trigger young people to take action and create a more sustainable and equitable world. The preparation event set the stage for a meaningful and impactful exchange, fostering a sense of responsibility and creativity among the youth.