How can we increase consumer acceptance of circular models such as clothing repairing, recycling, sharing or leasing? How might we tap into the power of social norms to foster consumer aspiration and purchasing of second-hand clothes? Is there a way to reduce obstacles and make repairing easier? We can help!
It is estimated that between 1996 and 2012 the amount of clothes purchased per person in the EU increased by 40 % (ETC, 2019). On the other hand, more than 30% of clothes in Europeans’ wardrobes have not been used for at least a year. If fact, much of the 9.5 million tonnes of textiles that EU citizens purchase each year is discarded, long before it is worn out. Consumers keep clothing items about half as long as they did 15 years ago, while in some cases low-priced garments are treated as nearly disposable, being discarded after just seven or eight wears (McKinsey & Company).
In this context, the Textiles Club is interested in better understanding behaviours and engaging various stakeholders to test innovative ways to make it easier and normal for consumers to use their clothes longer, repair them when needed and being ready to purchase used pieces.