VALUE-ALIGNMENT REPORT 2019
Is there Alignment between the Brand and the Consumer?
A Baseline Study Conducted by Dhana Inc.
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WHAT WE LEARNED?
97% of people want more transparency from brands
Regardless of market influencers and perception of brand-consumer value alignment, consumers’ interest in wanting more transparency when shopping was 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 by Brands
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’ interest in wanting to know more about the material, treatment of worker, who made their clothes, location of production, how they were made, and carbon footprint, and stayed the same regardless of the factors they consider most important when shopping and/or if they believe their values align with the brands they shop with.
When Shopping for Clothes, What Information Would You Like to Know?
Which Factor Do You Consider the Most Important When Shopping?
People 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.
