Consumer thirst grows for ‘sustainable fashion’ online

03 | 2019

ecotextle news - sustainable fashion - mi apparelLONDON – Global fashion search platform Lyst has released a new report based on the online shopping behaviour of 80 million shoppers over 12 months that shows there’s been a 66 per cent increase in searches based around sustainable fashion.

The new ‘Searching for Sustainability’ report gives an overview of the most popular ‘sustainable’ apparel items people search for online with products from Stella McCartney, Patagonia and Reformation Clothing topping the list.

Search terms were tracked more than 100 million searches across 5 million fashion products from 12,000 designers which picked up search terms such as “ethical brands” and “vegan fashion” as well as a 16 per cent increase in searches for “organic cotton” compared to the previous 12 months.

Interestingly, the last year, also saw an increase of 329 per cent of traffic to luxury resale products on Lyst.

“Vegan fashion” was responsible for over 9.3 million social impressions for Lyst, whilst also seeing a rise in searches by 119 per cent since October alone, a considerable boost in a relatively short period of time.

Using data from this report, the company predicts that by 2020, 10 per cent of all fashion purchases made via Lyst will be made with sustainability in mind.

In its first ever report on sustainability, the online fashion search platform Lyst indicates consumers are now at least exploring – if not definitely purchasing – more sustainable options when it comes to buying clothes.

Data collated by the UK-based search engine shows the category that saw the most consumer interest growth in sustainability was trainers, particularly from sustainability-focused fashion brands Stella McCartney and Allbirds. The website’s most popular sustainable piece was the Stella McCartney x Stan Smith Faux-Leather Sneakers and Allbirds saw searches for its ethical shoes grow 170 per cent year on year.

Vegan leather in general also saw a large boost, increasing 119 per cent from October, often searched for alongside “bags” and “shoes”.

Other popular products included the Patagonia ‘Nano Puff’ Hoody – which has increased in searches by 30 per cent since January – the Weekday Row Sky Blue Jeans and the Fjallraven Re Kanken Backpack.

Circular economy has been another search term which has seen growth on Lyft in the past 12 months. Traffic to luxury resale products also increased 329 per cent and there is a 50 per cent year-on-year increase in uploading pre-owned products.

The report concludes with a ‘word cloud’, showing the most-used sustainable fashion search terms on the website. While the term itself – along with the aforementioned “ethical brands” and “vegan fashion” – are unsurprisingly front and centre, terms such as “circular fashion”, “biosustainable” and even “slow fashion” are also featured more prominently over the last 12 months.

Report by Lyst can be read here.

Article by Kieran Mitchel for Ecotextile News

 



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