Fashion search engine Lyst has predicted that by 2020, 10% of all purchases made on its website will be sustainability-driven.
Lyst tracked more than 100m searches across 5m fashion products from 12,000 designers, as part of a new survey. Lyst said since 2018, it saw a 66% spike in searches for sustainable fashion, which included sustainable related keywords like “ethical brands” and “econyl”. As for “organic cotton”, searches increased by 16% year-on-year, while consumers’ growing interest in “sustainable denim” resulted in a 187% increase in page views for sustainable denim brands.
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Since October, searches for vegan leather increased by 119%, often being associated with bags and shoes; meanwhile, the term “vegan fashion” generated over 9.3m social impressions.
It also noted a 329% increase in traffic year-on-year of luxury resale products.
“As celebrities like Emma Watson, Meghan Markle, and Pharrell Williams continue to champion sustainable fashion, and the fashion industry starts investing more in eco-friendly production methods, we are predicting that, by 2020, 10% of all fashion purchases on Lyst will be made with sustainability in mind. Buying sustainable fashion — and thus reducing the negative impact that clothes have on the environment — is also set to become easier.
“While a few brands such as Reformation, Stella McCartney, Veja, and Nanushka are currently dominating this market, they have proven that customers do respond to strong ethics and values, leading the path and opening up new opportunities for new labels driven by the will to do better.”
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By GlobalData
