Customer insights
A focus group was held with UK sustainable consumers on the topic of upcycling in order to understand their relationship to sustainable fashion, their knowledge of upcycling, and how brands could encourage these consumers to engage in the upcycling process. Although only one sustainable consumer had participated in the past in a brand's upcycling program, these participants' answers are helpful for businesses who are trying to find ways to involve customers in the upcycling process. See below for their answers.
No because usually it means it is upcycled into higher value garments
Do you find the idea of wearing upcycled clothing unappealing?
No because I like the idea of using recycled fabric
No because I feel good about purchasing sustainably
No because I like that upcycled fabric has a history to it
No because I love the idea of giving fabric a second life
No, especially because upcycled clothing tends to be more one-of-a-kind and it makes the purchase more special
No because usually it means it is upcycled into higher value garments
No because I love the idea of giving fabric a second life
Do you find the idea of wearing upcycled clothing unappealing?
No because I like the idea of using recycled fabric
No because I feel good about purchasing sustainably
No because I like that upcycled fabric has a history to it
No, especially because upcycled clothing tends to be more one-of-a-kind and it makes the purchase more special
No because usually it means it is upcycled into higher value garments
Do you find the idea of wearing upcycled clothing unappealing?
No because I like the idea of using recycled fabric
No because I feel good about purchasing sustainably
No because I like that upcycled fabric has a history to it
No because I love the idea of giving fabric a second life
No especially because upcycled clothing tends to be more one-of-a-kind and it makes the purchase more special
Summary: All consumers were unphased by the idea of wearing garments made from upcycled fabric. Many were attracted to the idea that upcycled clothing made them feel like an eco-consumer. It also made them feel like they were wearing clothes that had a story, and they were attracted to the one-of-a-kind narrative that upcycled clothing has.
If brands explained and showcased where the upcycled clothing is going
If the brand gives clear information about how fabric is being utilised
If the brand is consistent with the ways in which they approach their upcycling initiative
Easy and accessible drop off locations of old textiles
If customers can return clothing from all brands and not just clothes specifically purchased from a brand with the upcycling program
Reward system (I.e. discount)
More likely to participate if the brand is a SME
Free shipping for those sending old garments via post
What would incentivise you to participate in an upcycling program?
Summary: Sustainable consumers generally demanded transparency, accessibility, and consistency amongst brand 'promise' and the actions they are taking to reduce waste.
How important is brand storytelling for you when you buy clothes?
As much transparency as possible is important for me. It helps me develop a personal connection
Storytelling is an added bonus
Storytelling is what makes fashion interesting
Supply chain information in story telling is sometimes important if it is done genuinely without greenwashing
It has not been something I have considered. Personal story and origin is not necessarily important
Certifications help me gain trust in brands
I am not enticed to purchase from brands that do not have storytelling
How important is brand storytelling for you when you buy clothes?
As much transparency as possible in brandstorytelling is important for me because it helps me develop a personal connection
Storytelling is an added bonus
Supply chain information in storytelling is sometimes important if it is done genuinely without greenwashing
I am not enticed to purchase from brands that do not have storytelling
Storytelling is what makes fashion interesting
Personal story and origin is not necessarily important to me when I purchase
In terms of storytelling, certifications help me gain trust in brands
Summary: brand storytelliing and transparency was generally important for consumers. It proved to be valuable tool in allowing customers to create a personal connection with the brand and build trust. This is valuable information for brands who are trying to communicate and engage customers in their upcycling efforts.
Do you have any ideas of how fashion SMEs could approach their
upcycling program?
Making offcuts into scrunchies or trims
Upcycle scraps into pillow stuffing
Discount for customers who are returning their items once they are done wearing them
Brands send mass email to email subscribers or post on Instagram asking people to donate specific items (I.e. blue cotton)
Brand sends ordered item to customer and then customer sends an item of theirs to be upcycled in the same packaging that they received their new item
Inform customer about the entire process of upcycling their garment so that they feel involved in sustainability process and see results of their donation
Summary: many consumer responses spoke to involving the customer directly in the upcycling process, empowering them to take initiative over their own waste.
Summary: for many customers, clothing is a form of self-expression or an extension of their personality. This begs the question of if consumers view themselves as sustainable individuals, wouldn't they want their clothing to also express eco-conscious sentiments?
Clothing is a big part of my identity
Clothing is how I express myself
I do not feel like my clothes help express who I am
Clothing is a form of memorabilia for me: sentimental service could be a way for brands to upcycle and profit
Do you personally develop a relationship with your clothing?
I do not have a personal relationship with my clothes
Clothing has been a way for me to be creative
