Mission marketing – that ties into causes – is increasingly resonating with UK fashion shoppers, who then engage more deeply with their chosen brands, the latest research from Yotpo, the leading marketing commerce cloud, reveals.
With high profile campaigns around sustainability grabbing attention recently – from Oxfam’s Secondhand September, which encourages shoppers to avoid buying new clothes for 30 days to reduce the impact of fast fashion on the environment, to Gucci announcing its plans to go carbon neutral in a bid to tackle climate change – it seems the fashion conscious are becoming increasingly aware of the impact of their wardrobes on wider society.
Original research of over 2,000 UK fashion shoppers in the ‘Reducing Returns: Stats & Strategies for UK Fashion Brands’ Report from Yotpo revealed that almost half (46%) of shoppers had bought a fashion item in order to support a mission or cause, with charity being the cause that most resonated with UK shoppers (56%).
Sustainability (49%), diversity (36%) and female empowerment (31%) were also causes that resonated highly with UK shoppers when it came to their fashion choices.
And, the importance of appealing to ‘tribes’ of consumers through engagement by supporting missions or causes was also highlighted in the report; 43% of UK shoppers said they would stop buying from a brand altogether if they felt it didn’t align with their values, rising to 50% among 14 – 24 year olds. This, Yotpo suggests, demonstrates the opportunity to drive customer engagement and deliver brand value, whilst also driving loyalty and increasing customer lifetime value.
Talia Shani, Director at Yotpo, commented: “This confirms the significance of being on the same wavelength as your audience when it comes to building a trusted brand. Bolstered by social media and celebrity influences, eco fashion is being seen more and more as a desirable option, with an influx of new brands energising the market and many young celebrities championing the cause. Take for instance actress Emma Watson’s Instagram account which documents her eco-friendly fashion style and has an incredible 51.8 million followers. It follows that fashion brands with ethical credentials are likely to engage more profoundly with their customers, garnering long term interest and faithfulness.”