76 per cent of European women find it challenging to ascertain whether a garment is genuinely eco-friendly

‘Fashion Report 2023/24’, a survey conducted by Ipsos Institute for the German brand Bonprix (part of the Otto Group), which examines fashion consumption in seven countries across the Europe addressed questions like: Is the attachment to fashion the same among European women? What about their sensitivity to trends?

The survey sheds light on “a significant consensus” shared by the citizens of the seven countries studied (Germany, Austria, Switzerland, France, Italy, Poland, and the Netherlands) regarding eco-responsibility. Some 76 per cent of European women still find it somewhat complex to determine whether an item is genuinely eco-friendly or not. Polish, French, and Italian women are more sensitive to eco-responsible criteria than German, Austrian, Swiss, or Dutch women.

“Our mission, and that of other fashion brands, is clear: there needs to be more transparency and information on this issue. Consumers should not feel that sustainability is a complex challenge,” asserted Carolin Klar, the CEO of Bonprix, who commissioned the study from Ipsos Institute.

A majority of the 7,100 women surveyed also consider clothing as an asset for feeling confident and enhancing their self-assurance (85 per cent of respondents). What are their favorite garments? In most represented countries, jeans are the favorite piece (for over a third of Italian and Polish women and for 29 per cent of French women), while in Germany and the Netherlands, it’s the sweater that is most popular.

This comparison of European countries also reveals differences in emotional attachment to fashion. In Italy and Poland, women have a stronger emotional connection to fashion (with certain garments playing a “lucky charm” role) than in other countries studied. More than half of the respondents find it challenging to find beautiful clothing that fits their body shape and would like to find more clothing suitable for all sizes.

The survey showed that over 90 per cent of European consumers declare buying items they like, without being influenced by trends. However, sensitivity to trends is stronger for Polish (68 per cent), French (67 per cent), and Italian (66 per cent) women than for German-speaking countries like Switzerland, Austria, and Germany (less than 60 per cent on average).