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Americans want transparency from brands: Study

Four in five Americans believe clothing brands should provide information on their environmental commitments and the measures they are taking to minimize pollution in their supply chain.
Around three quarters of the American public also believe that clothing brands should be responsible for what happens in the manufacturing process, and that they need to take measures to ensure clothes are produced in an environmentally friendly way.

About half would be put off buying from a brand that does not pay workers a fair living wage. The majority of consumers are also willing to pay 2-5 per cent more for their clothing to allow factory workers to earn a fair living wage. These are among the findings of a Ipsos MORI poll, carried out in the United States, France, Germany, Italy, Poland, Spain and the UK.

American consumers want more information on working conditions in fashion supply chains and would be put off buying from brands that are not paying a fair living wage. Most American consumers are sceptical about the credibility of information communicated by brands, with only a quarter of Americans saying they would trust the sustainability information provided by clothing brands themselves. US consumers make up the biggest apparel market worldwide.