Bargain Hunter V’s Conscious Consumer
According to MediaCom’s Social Change Hub the latter is on the up particularly with the younger generation. The study reveals that at least of half the respondents say they are willing to pay more from a brand that supports a cause, which is important to them. 63 per cent say that brands need to be conscientious and have a duty to give back to society, while 80 per cent believe companies need to take steps to minimise environmental impact.
Take a look at our High Street today and you’ll see bag-laden shoppers snapping up those multi-buy bargains so it seems we have a long way before a more conscientious approach becomes more visible. However, a change in mind-set is becoming more prevalent, and just as we ask where our bananas and coffee comes from we want to know more about the items we buy and wear. It’s the transparency issue all over again and the apparel industry with all its complexities is lagging behind.
Fashion Enter, FashionCapital’s sister company in North London, manufactures up to 8’000 garments per week at its SMETA approved Factory (pictured with Jenny left). Transparency is at the core of the business, which welcomes schools, colleges and universities as well as leading retailers within their factory and learning environment.
CEO Jenny Holloway comments:
“This study by MediaCom supports exactly why it has taken four long years to perfect Galaxius to work. Now we have complete transparency on who made our garments and when. We are now developing a scanner, which will show the persons involved in making garments too.
“The study further supports the concept of the Leicester Fashion & Textile Hub. A place where 9,500 people from 1,500 companies will have the chance to upskill and create a new skill base for the future. Existing factories will be able to upskill using our Fast Forward and SMETA policies for ethical trading.”
Jenny and her team strongly believe that Made in Britain manufacturing, transparency and ethical working practices can go hand in hand which is good news not only for conscientious shoppers but the industry and economy too.