Fashion of Climate Chic
Category : Women Business, Women Fashion, Women Lifestyle
Designer and fashion labels are in decline as Scots consumers shift their loyalties to Green products. An Energy Saving Trust study reveals consumer concerns over climate change are altering buying patterns.
From report which tracks the growth of ethical consumerism, almost half, 47%, consumers surveyed in Yorkshire were willing to pay more for products that benefit the environment, compared to just 22 per cent who are willing to pay more for designer or fashion labels. The costumers concern over climate change is eclipsing the importance of designer labels among Scottish shoppers.
This study by the Energy Saving Trust research reveals that energy saving recommended is the label that consumers in Yorkshire are most willing to pay more for (47 per cent), over Fairtrade (44 per cent), organic (28 per cent) and recycled labels (30 per cent). And 78 per cent of consumers surveyed in Yorkshire say they try to save energy on a day-to-day basis.
The trend of “climate chic” - buying a product based on its ethical credentials - has seen a massive change in the way products are marketed, with labels such as Fairtrade becoming as important as big-brand names. Celebrities such as Julia Roberts and Leonardo di Caprio, are also helping to make ethical purchases as fashionable as designer items.
The report shows that unless rising energy demand is managed through extended product labelling (such as the energy saving recommended logo), the energy used in consumer electronics is set to double by 2010. As warned before, “While the energy efficiency of some products has greatly increased over the past few decades, the sheer quantity and choice of products available has swamped any savings made through rises in energy efficiency.”
For more information, call the Energy Saving Trust’s local Energy Efficiency Advice Centres on 0800 512012 or visit www.est.org.uk/myhome.
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