Latest data from Cotton Incorporated found the vast majority of UK consumers (81%) expect fashion brands using high levels of cotton to last longer than garments made from manmade fibres. Almost half (46%) of respondents said if clothing lasted less than six months they would stop buying the brand, with 41% saying they would shop elsewhere.
Just over a quarter of consumers (27%) said they note the fibre content of garments ahead of purchase with 24% stating they would complain to the retailer if disappointed by the longevity of their fashion purchases.
Commenting on the survey results, Andrea Samber, Director of Brand Partnerships for Cotton Incorporated said, “Durability is an important purchasing driver amongst UK consumers. Cost-of-living pressures and retail inflation have increased both demands and expectations on our clothing and the majority of people are recognising the value of natural fibres such as cotton in extending the life of our clothing purchases.
“Fashion brands using high levels of cotton in their products should be rewarded by the positive consumer sentiment surrounding natural fibres and longevity. The Cotton Lives OnTM programme continues to work with brands participating in the programme to divert cotton from landfill when people stop wearing their clothes.”
The exclusive data reveals UK consumers wear their clothing for an average of four years. According to UK consumers, the main factors that contribute to extending clothing longevity includes; quality of construction (73%), laundering methods (65%), fibre content (60%), brand (52%) and price (48%).
To improve the longevity and durability of clothing, the top activities UK consumers performed include: hang dry (33%), wear less (32%), wash delicate (32%), wash less (31%) and stain treat (30%). The reasons stated why people stop wearing their clothing include: no longer fits (54%), odour that will not wash out (47%), stained (44%), hole or tear (41%) and split seam (41%).
Cotton Lives OnTM works with a premium collective of UK fashion brands and retailers through its cotton recycling programme. Brands joining the Cotton Lives OnTM family include &SONS, Margaret Howell, ME+EM, PAIGE, Charles Tyrwhitt, Hush, Whistles, Hobbs, Phase Eight, L’Estrange, Anthropologie, Bianca Saunders, Nexvision, Veronica Beard and The White Company.
The Cotton Lives OnTM programme diverts old cottons from landfill and transforms them into mattresses for people at risk of homelessness. To date, the Cotton Lives OnTM recycling programme has collected approximately 8,000kg of cotton in the UK and provided over 100 roll mats. Each new roll mat contains the equivalent to 45 cotton T-shirts. People around the UK at risk of homelessness and living in difficult conditions are given the roll mats as part of their first essential products package when moving to a hostel, or as part of their new home kit once they have been found a more permanent place of residence.
The Cotton Lives OnTM recycling programme’s purpose is simple. Its aim is to reduce landfill waste and extend the life of old cotton in a way that helps both people and our planet.