THE MAGIC INGREDIENT
RECENT RESEARCH SHOWS THAT A GARMENT’S FIBER CONTENT MATTERS TO END CONSUMERS
REPORT
Eastman, a Fortune 500 company and global manufacturer and marketer of advanced materials and specialty additives and owner of the brand Naia, which has been rolling out around the world, conducted research where 5,600 end consumers in the US, the UK, Germany, China and Italy were asked about their apparel shopping habits and purchase priorities. Eastman has shared the findings with WeAr.
The research concluded that 82% of those living in urban environments are happy to buy their clothing in physical stores, whereas 57% let salespeople inspire their purchase in stores. This is a clear indicator of a retailer’s power over the end consumers’ shopping habits and purchase decisions.
Furthermore, the study revealed that today’s sustainably minded global consumer values comfort, fit and quality and is paying increasing attention to the fibers that clothes are made of. Just like in the food sector, end consumers now care about ingredients; this expertise is no longer the prerogative of industry professionals. Almost a third of ‘average’ Italian shoppers check the fiber label before making a purchase; when it comes to customers with a particular interest in sustainability, this number rises to over 50% (in
Italy and the US). 90% of respondents are willing to try new fibers.
One of the biggest issues for retailers is how to present a sustainable fiber to their consumers. The fiber label is important, but the hangtag is the most visible and easiest option (68% of respondents agree and only 22% abide by social media reviews). Equally important is, of course, an educated sales force willing to share the knowledge.
Eastman’s research concluded that the digitally savvy younger generation in particular is willing to research the brand and environmental policies of the garments they buy. Seventy percent of US consumers believe it is materials that make apparel sustainable, and 66% think it is hard to find apparel with sustainable fibers. Herein lies the retailers’ opportunity: 70% of the polled consumers were willing to pay more for apparel with such fibers.
Sustainability can mean a lot of different things. It means considering what happens to a garment at the end of its life cycle. This is where fibers are especially crucial; for instance, some polymer-based fibers may be sorted into today’s polyester fabric recycling streams, such is the case with DuPont Sorona’s triexta, elasterell-p and elastomultiester. It also means thinking about where the fibers come from to begin with. Here, again, circular economy is important: for instance, Lenzing’s Tencel Lyocell fibers are based, among other things, on cotton scraps left over from the production of cotton clothing.
Eastman have created Naia to attract the sustainably minded consumers as well as the 93% of customers who rate comfort as the most important factor in their purchase decision. The Naia portfolio of cellulosic stable fiber and cellulosic filament yarns and fibers creates luxurious, comfortable and easy-to-care-for fabrics with improved dry rates, reduced pilling and softness. Naia is created from responsibly sourced and sustainably managed pine and eucalyptus forests. The closed-loop production process allows recycling and reuse of safe solvents and water, resulting in fibers with a low environmental impact. If, as research shows, ingredients are important to the new generation of consumers, Naia might be just the magic one. naiafromeastman.com