NEW YORK — The apparel industry and its customers are proponents of sustainability — but only if it’s economically feasible.
That was a key takeaway from a survey conducted by Cotton Incorporated and presented at a half-day seminar here Tuesday titled “Everything You’ve Heard About Cotton Is Wrong.”
Melissa Bastos, director of market research for Cotton Incorporated, said although the concept is appealing, sustainability is “not a primary purchase-driver for consumers.” Instead, they primarily seek a good fit, comfort and a price they consider reasonable, good quality, durability and the right style. The secondary reasons for purchasing are color, softness, performance features and laundering instructions. Further down on the list are country of origin, sustainability and brand name, she said.
And while all generations care about the environmental impact of their purchases — not just the socially conscious Millennials — this still does not drive them to the cash register. In fact, some 33 to 40 percent of consumers today expect manufacturers to produce goods that are environmentally friendly and blame the vendor if those rules are broken.
So what is the apparel industry doing to comply with these requirements?
Bastos said Cotton Incorporated surveyed 100 companies, a mix of manufacturers and retailers, and 55 percent said they
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