Consumers more likely to shop with brands with sustainable packaging

Avery Dennison

Consumers who buy fashion online are more likely to buy from, and be loyal to, brands who offer sustainable packaging, according to an exclusive new global study carried out by TheIndustry.fashion in partnership with Avery Dennison.

Some 3,000 consumers were quizzed on their attitudes and concerns about sustainable packaging and some 54% of shoppers overall said they would be more likely to shop with a brand or retailer that offered sustainable packaging than one who did not.

Consumers from four countries (the UK, the US, France and Germany) were surveyed with the French being the most committed with 71% saying they would give preference to a retailer with a sustainable packaging option. Over all some 63% of respondents agreed to some extent that their e-commerce orders were over-packaged or unsustainably packaged and nearly half said they would be prepared to spend more on a plastics-free service.

It was on this premise that TheIndustry.fashion and Avery Dennison gathered some leading brands and retailers, from start-ups to global powerhouses, to discuss the issue at private members’ club Mortimer House at a round-table breakfast.

Representatives from brands such as COS, Agent Provocateur, Ted Baker, Hackett, Cucumber Clothing, Chinti & Parker, Mr Porter and more gathered to share their experiences and offer each other advice. Avery Dennison Global Business Development Director – Online, Michael Kaufmann, was in attendance to offer the benefit of his experience, and was able to show samples of the innovative solutions the company has to offer.

While the specifics of the conversation were off the record to allow free conversation, key topics covered included:

  1. the challenge of retaining a luxury experience while being sustainable (with many present believing the consumer would accept a less prestige experience if they understood it was part of a sustainable initiative)
  2. balancing product protection and packaging reduction. Can you abandon plastics bags entirely? Some consumers prefer the plastic bags as it gives them confidence they are receiving a fresh, unworn garment. There are some solutions on the market, including those on offer by Avery Dennison, that reduce plastic content
  3. not “pushing” packaging on to the consumer that cannot be recycled in domestic recycling schemes
  4. using packaging to tell a brand story. If your packaging ends up being basic, make it a virtue and explain that to the consumer so they feel good about their choices
Avery Dennison
Avery Dennison’s Michael Kaufmann talks to the team from COS

“What was encouraging to hear was that every business, no matter what size the were, were trying to grapple with this issue and do better, from simple things such as removing the pins used to attach tags to garments and experimenting with bio-degradable or more easily recyclable materials,” said Lauretta Roberts, Editor in Chief, TheIndustry.fashion who moderated the conversation.

“The survey really reinforced that consumers globally expect brands and retailers to be across the issue and doing what they can to address it. If they do, they will be rewarded by increased orders and loyalty,” Roberts added.

The study Conscious E-commerce: Driving Consumer Loyalty Through Sustainable Delivery contains more data, case studies and information and is available to DOWNLOAD FOR FREE here.