Cash-strapped shoppers look for quality not quantity
by Michael Smith (Veshengro)
Consumer appetite for throwaway fashion appear to be dwindling as shoppers look to invest in quality pieces that last more than one season, rather than buy new every few minutes.
Value giant Primark revealed recently that it has seen a ‘noticeable’ slowing in demand in the UK since the start of the year.
For the green and ethical shopper there is also another concern as to the likes of Primark and that is as to whether the garments and other products were produced using sweatshop- and child labor or not.
In a trading update ahead of interim results in April, Primark’s parent company Associated British Foods (ABF) said the chain performed well before Christmas despite the bad weather. However, the recent increase in VAT combined with rising cotton prices have contributed to a dip in sales growth since then.
While some in the industry think that any slowdown in the value sector could play into the hands of premium independent retailers, my bet would be that, aside from, when people have the money available, going for better quality that will last, and thus maybe, even, dare I say it, abandoning fashion fads for sturdy stuff, they will be going for Charity Shop purchases also and more so even. With the economic downturn still taking its toll on consumers’ spending habits it is likely that shoppers will be looking very carefully at how they spend their disposable income.
Brands that are performing well this season include American Vintage with its great quality basics and Equipment, whose oversized silk shirts are an investment piece that will stand the test of time but also have instant wearability and the cool factor.
Quality is something that people will be heading for once again, and that not only in the fashion and apparel sector.
For too long was quantity and cheapness the rule and also built-in obsolescence, whether in garments, shoes or other goods. Repairability is something that we must be looking for again and working towards in industry.
Alone for the sake of the Planet we cannot afford any longer to have things that only last for a season or a year or two, or are even designed that they do not last longer than that in order that we have to buy new. We need to have goods again that are made in such as way as to last and that can also be repaired and fixed.
© 2011
