KEY SYNERGY TOPICS
To realise the target state, consumers must be empowered to make less environmentally detrimental purchasing choices, value clothes more, and contribute to mainstreaming circular practices. The Phase 1 consumer research suggests that, although high intensity UK shoppers are not significantly driven by sustainability considerations, they are already participating in an emerging circular economy for clothing. Supercharging this emerging circular fashion economy and promoting it more widely will require a suite of measures aimed at shifting the norm away from the notion of ‘disposable clothing’. These measures will remove remaining barriers to participation in the circular economy, such as affordability and ease of access. They will also enable consumers to use their clothes more, maintain them throughout their life and eventually pass them on to others.
Achieving this transition will require multi-stakeholder collaboration across the public and private sectors to develop and evolve a social, cultural, and material fashion ecosystem that enables and encourages the desired circular consumer practices. Central to this will be brand and retailer encouragement of the desired consumer practices through the provision of circular products and services, and by tailoring consumer communications and marketing accordingly.