Consumers are demanding transparency in the supply chain, says material science company Avery Dennison. A survey by Avery Dennison Corporation in its latest ‘Digital Consumer Behaviour’ report, produced in partnership with GWI, affirms this. More than 5,000 fashion buyers from across the U.S., UK, France, Germany and China were questioned on their desire for a greener way to shopIn addition, consumers want the items they purchase to be traced through the supply chain to prove their fashion circularity. Ways to do this include attaching digital labels onto clothing and allowing consumers to access supply chain information (including how to recycle the garment) on an app. So retailers with convenient ways to communicate through smart labels will be in a strong position to drive brand loyalty, while actively supporting fashion circularity.

More than 5,000 fashion buyers from across the US, UK, France, Germany and China were questioned on their desire for a greener way to shop. Across the global markets surveyed, 62 per cent of people want brands and retailers to make end-of-life options accessible for their products, with 58 per cent saying fashion brands should help consumers repair items, and 57 per cent saying brands should help consumers resell items when they no longer want to keep them.

Technology can bring more value to consumers, retailers and brands, allowing them all to adopt powerful new behavior to support circularity. Scaling up circularity in fashion doesn’t just benefit the environment and reduce waste, it offers another touch point for consumers to get deeper product stories and better engage with brands.