The eco brief.Young people increasingly concerned about where clothes are made

Près de trois Français âgés de moins de 35 ans sur quatre regardent d'où proviennnent les vètements qu'ils vont acheter.

Fashion Week is currently taking place in Paris with the creators of the biggest brands and their latest collections.The public is hidden, the health pass is compulsory and consumption trends are changing.According to a survey carried out by OpinionWay for Clearpay (a payment specialist), 70% of the under 35s are particularly concerned with the impact of their purchases of new clothing on the environment.

Overall - younger generations as young - customers are more attentive than before instead of manufacturing.A trend observed for five to six years according to the authors of the survey.The mention "Made in France" and the origin of the article purchased arrive respectively in fourth and fifth position in the information sought, behind the price which remains the first criterion, the quality of the product and the promotions.

Brands adaptation

The answer is more in communication than in real virtuous reorientation or a relocation of production.The young customer wants to buy more green and more local without necessarily wanting to pay the price.So the equation does not hold.Neither for the manufacturer upstream, nor for the downstream distributor.The answer is therefore the transparency of information.Manufacturers and distributors are increasingly transparent on the indications provided to customers, even if the items continue to be manufactured in Bangladesh or China.

One of the ways to meet customer expectations is to communicate much further and give more information than the European authorities impose.In Europe, in fact, you should know that today no directive obliges to indicate its country of origin on the product.