Sustainability might have been high on the agenda of major fashion brands, most consumers in China still not buy into the concept, says marketing expert Ashley Dudarenok at the Jing Daily. But there is hope for the future as brands focus on the young and future consumers.
Chinese consumers often face barriers when they attempt to purchase sustainable products. Consumer research from the Chinese fashion media Luxe.co found that 21 percent of shoppers don’t know where to find sustainable fashion, and another 19 percent “do not understand what sustainability means.” Founder of the research platform ChoZan.co, Ashley Galina Dudarenok, explains that “sustainable fashion faces a lot of problems in the Chinese market. It is simply not the first concern when consumers make a purchase.”…
Swarovski’s Waterschool environmental stewardship initiative has reached over 100 schools and 350,000 students across China, smartly targeting the next generation of China’s young and sustainably-savvy consumer. And according to the experts, it is this generation of young advocates who will be demanding more from brands in the future while also expecting proof of ethical sourcing and manufacturing standards. Galina Dudarenok explains that these consumers will expect sustainability to be a standard feature of brands’ product offerings in the future, claiming that “sustainable luxury does have a future in the Chinese market, and it is with post-90s consumers.” Far from being a passing trend, smart brands ought to be preparing for the eventual emergence of China’s environmentally conscious consumers now rather than when it’s too late.
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