Consumer Preferences
As the previous chapters discussed, there is a need for better-made product items from an environmental standpoint. I will also explore consumer preferences to align product offerings with their needs and preferences.
In terms of localised data, Fashion Revolution Poland (2023), in collaboration with the Fashion Revolution teams in Hungary, the Czech Republic, and Slovakia, conducted a survey with a sample of 4,000 people aged 16–75. The survey aimed to determine how supply chain transparency and sustainability influence consumer decisions when buying clothing, accessories, and footwear.
Circular, ecological, economically, and socially sustainable business models are crucial for a responsible industry. The research indicates that customers are increasingly seeking these sustainable practices. For companies operating in Slovakia, this is a potential market space, especially in the case of production processes, textile waste collection and access to information.
More than half of respondents (56%) rated sustainability as important, and it is also one of the criteria that the EU regulates. For the optional sustainable standards (economic, social and environmental), consumers prefer clothes that are produced in a way that is not harmful to the environment. This was identified as an important factor when purchasing clothing by up to 45% of respondents. For issues that are essential for achieving sustainability and reducing greenwashing (respect for working conditions, animal welfare, local production, certification, etc.), the percentage of positive responses decreased. Only a small proportion of respondents (16%) prefer clothes made from eco-friendly materials, and only 24% prefer clothes made from recycled materials.
When it comes to consumption and purchasing preferences in Slovakia, 37% of customers are not only looking for fresh new products but also for ethical and sustainable certifications (GOTS, CRADLE TO CRADLE®, FAIR TRADE).
Compared to other countries, Slovaks are most likely to ask for information on end-of-life treatment options for clothing. Up to 45% of people believe that the brand or producer should be responsible for the collection and subsequent processing of the garment, which signals a push for systematic processing of worn garments. Merchandise could leverage this opportunity to integrate circular solutions into product design, ensuring continued usability even after the garment is discarded. Compared to other countries, Slovaks do not require information on the repair and care of clothing. 44% of respondents said they would wear clothes until they could no longer be saved; another 49% said they would always try to repair damaged clothes; and 24% of respondents recycled or upcycled damaged clothes afterwards.
A positive specificity of Slovakia compared to other V4 countries is the motivation to wear clothes for at least a few years (71%) and then pass on unwanted clothes to someone else for further use (60%).
Although only a small proportion of Slovaks (12%) demand that companies disclose their production practices, more than twice as many (34%) want to know the names of the producers and suppliers used by a given brand. For this reason, the transparency of information may have a greater impact on how customers perceive a brand or merchandise products.
The Fashion Revolution offered the first more localised overview of fashion practices in Slovakia; however, the focus group still remained quite small (4000 for all countries), so there might be some biases projected in the results. Key results show that people strongly want goods that are free of harmful chemicals and made in an eco-friendly way; more than half of those who answered put these factors at the top of their list. Slovak consumers are especially interested in sustainable certifications and responsible end-of-life garment management. Other factors, such as working conditions and local production, are not given as much attention. Even so, Slovaks have a clear tendency to reuse clothes for a long time and recycle them, which shows how important long-lasting products and circle solutions are. This study strongly affirms the demand for items that are manufactured in environmentally friendly ways.
In a study aimed at better understanding festival visitors' interests and behaviours, 88 people aged 11 to 43 who attended festivals such as Pohoda, Grape, and Flaam were interviewed. Participants were asked six qualitative questions, each meant to collect information on different aspects of their festival experiences and merchandise preferences.
Let us start with one of the fundamental research questions: do individuals purchase merchandise, and if so, why? Based on the interview data, 52,11% of respondents frequently purchase festival goods. However, from my experience and sales data, it is not a typical share of visits or purchases. As a result, I believe that the focus group that was interviewed close to the festival vendor tent has a greater inclination towards item purchases.
There are several reasons and motivations to buy merchandise. Each category reflected my previous theory.
One of the primary driving factors for purchase is memory; therefore, tokens, keepsake or souvenirs symbolise what visitors have encountered. Rather than functionality, the idea of ownership is what drives this category. Hence, it primarily focuses on the concepts of belonging and nostalgia for past emotions and experiences.
On the other end of the spectrum, a comparable percentage of participants have mentioned that they are purchasing the merchandise mainly because of the way it looks. Therefore, the aesthetically pleasing function of the items is characteristic of the fashion industry or product design.
41% of festival attendees purchased merchandise to support the venue, event, or organisation. In this case, a festival. From my understanding, the purchased item also serves as social capital, indicating that people are demonstrating support by wearing it.
The next question I asked the respondents was as follows: Would the availability of an upcycled alternative affect your decision to buy merchandise? When it comes to the purchasing decision, 50.68% would choose the up-cycled alternative. 41,10% would consider an up-cycled alternative if it was comparable in quality. This indicates that almost everyone (92% ) would try to make a more conscious decision. Therefore, even though some optimism biases and social desirability biases might be present, there are a huge number of respondents demanding circular products.
Price is a highly debated aspect when comparing circular merchandise retail prices to regular production prices. My research indicates that the majority of buyers prefer equal pricing for products made through regular production methods and those made using sustainable or circular principles. The group was divided into two subgroups based on price: a higher price circular collection (27.4%) and a lower price collection (20.55%). Overall, this result indicates that the majority of people do not view products made from post-consumer waste or deadstock as less valuable.
When it comes to up-cycled garments, as one of the initiatives of Pohoda, Next and Flaam Festival, there are several features that people value. Respondents highly valued sustainability and waste reduction (80.82%) and indicated their importance. It demonstrates a clear inclination towards products or practices that prioritise environmental sustainability and reduce waste.
I find it exciting that almost 71% of respondents value the work of local designers. This demonstrates a strong desire to support local artists and companies, both of which can advance sustainability by lowering transportation-related emissions and promoting community growth. It also shows how much people value independent, smaller-scale solutions.
According to the next data, more than 65% of participants value unique, one-of-a-kind designs. This choice emphasises a desire for uniqueness and personal expression in non-mass-produced goods. People love to see creativity and innovation (61.64%) in practice. even when elements of festival identity. elements of festival identity are not as important (17.81%).
When it comes to obstacles, research shows that approximately 30% of respondents consider the availability of specific styles or sizes crucial. It demonstrates a notable concern for inclusivity as well as the ability to find products that meet individual style and fit needs. Only 15% of the participants considered quality or durability to be important. Although some people appreciate it, it seems to be less of a priority when compared to other aspects. It appears that the respondents may be assuming a minimum level of quality when it comes to the more unique products.
Personal style preferences are significant, according to about 23% of respondents. This indicates a preference for goods that satisfy specific aesthetic or fashion tastes. From my festival experience, I would assume a much higher number, but at the same time, people who did not like the designs might have left the area or not participated.
Both research outcomes highlight the need for the application of circular and sustainable practices, whether through new production requirements, such as certifications or design changes, or shifts in production practices. Therefore, we see a demand for responsibly produced items, and at the same time, these strategies are advised by institutions, consulting agencies and experts. But how can they be executed?