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Observations In Luxury

Half of European consumers ‘prepared to pay 10% extra’ for sustainable luxury fashion

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It is becoming increasingly widely recognised – including by many a business drawing upon the services of a respected digital marketing agency for fashion brands, such as Skywire London – that customers appreciate having the opportunity to invest in items that are genuinely sustainable. 

Backing up this conclusion, the outlet InternetRetailing recently reported that according to one poll, nearly eight in 10 (77%) shoppers in Europe expressed an interest in buying sustainable luxury products. Indeed, 51% of them even said they would be willing to pay as much as 10% extra for items that are made or shipped in a sustainable way. 

What else did we learn from the data about high-end shoppers’ attitudes to sustainability? 

Detailing the research findings, a document entitled the 2023 Europe Luxury Report said that the COVID-19 pandemic had given customers time to think about their environmental impact. This helped spur on a flourishing interest in sustainability among such shoppers in Europe over the course of 2020 and 2021. 

The study polled 3,210 people in Europe, aged from 16 to 83 years old, during March 2023. The specific question they were asked was “how much extra would you be willing to pay for sustainable luxury products?”, with it being explained that this meant “products produced and transported in ways that avoid harm to the environment”. 

Although 38% of those responding to this question said they would not be prepared to reach deeper into their pockets to pay for sustainable luxury, some 8% of those surveyed stated that they would be willing to pay between 11% and 25% extra. 3% indicated that they would be willing to pay from 26% up to 50% more, and 1% even put the premium figure at more than 50%. 

Such findings help show the extent to which many shoppers have recently been de-emphasising “fast fashion” when buying apparel, in favour of investing in one-off luxury pieces that they can be confident will deliver longevity. 

The research also uncovered that luxury shoppers are largely attracted to purchasing high-end products that are locally made, this being the preference of 61% of the polled customers. 

The report commented that it was “relatively easy” for such consumers to buy luxury fashion locally, given that 17 of the world’s 20 top luxury brands were based in Europe – a situation that “helps assure shoppers for whom more ethical production practices are important.” 

Maximise your own brand’s impact in the luxury sector with Skywire London’s able assistance 

Research findings like those set out above are likely to be insightful for any brand that is involved in today’s high-end clothing sector in Europe. It certainly further underlines the ever-more concrete reality that shoppers expect meaningful sustainability in the high-end items they purchase. 

Is your own luxury brand looking to take the steps that will enable it to achieve strong growth among the right audiences over the months and years ahead? If so, you have every great reason to reach out to the globally minded creative, digital, and strategic professionals of Skywire London, in order to partner with the most capable and proven digital marketing agency for fashion brands.  


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