How (and where) Goods Are Made
Consumers are increasingly aware that the jacket they wear for outdoor adventures may have a direct impact on the future of that environment. The contemporary “think before you buy” attitude is reflected in our survey. When asked “has your interest in knowing where a product is made increased in the past year,” 58 percent of respondents answered “yes.” Brands are driving this trend of conscious consumption: Over 70 percent of the survey panelists confirmed that a brand’s social and/or environmental policies sway a purchasing decision. In other words, corporate values are a major influencer in today’s shopping experience, with social media and brand websites playing a major role in communicating a company’s point of view on current affairs. Based on these survey results, label reading and reacting to “buy responsible” brand messaging both look likely to gain consumer interest at retail, not only in apparel but also carrying over to the footwear category, too, in the year ahead.