WearOurValues Report 2019
Is there Alignment between the Brand and the Consumer?
A Baseline Study Conducted by Dhana Inc.
WHAT WE LEARNED?
97% OF PEOPLE WANT MORE
TRANSPARENCY FROM BRANDS
Regardless of market influencers (price, style, brand name, and trends) and whether consumers perceive brand-consumer value alignment, consumers’ interest
in wanting more transparency when shopping was relatively the same.
Almost half of consumers (43%) want to know about the ethical aspect when shopping and the other half (41%) want to know about the environmental aspect, while the remaining 16% want to know the location
of production.
PUSHING VALUE-
ALIGNMENT
between the brand and customer within the fashion industry by
EMPOWERING CONSUMERS
TO THINK DEEPER
about the clothes they wear and the brands they shop with.
What Information Consumers Want to
be Made Aware of When Shopping?
Which Factor Do Consumers Consider the Most
Important When Shopping?
The results show that the interest in overall sustainability comes
second to ethical awareness, indicating there needs to be a greater push from brands offering environmental transparency on their company and products.
Consumers value price, are aware of brand-customer value alignment and want price transparency disclosing where their money is going when they make a purchase, how much labor costs and what is the profit markup of the garment.
When Shopping for Clothes, What Information
Would Consumers Like to Know?
It’s time for garment tags to share more than fabric type as when asked to select what consumers want to know when shopping, the majority selected the material.
