Social media has empowered shoppers to demand greater diversity from the fashion labels they buy into. If they fail to deliver, young customers will express their disapproval online or via their wallets.
Fuelled by a rising awareness of how single-use plastics harm the environment, more people are looking to adopt a zero-waste lifestyle. Some retailers are lending a hand by stripping back their packaging.
Only 3% of people feel devoted to their favourite products and labels, so to earn their loyalty, brands are being charged to offer personalisation, consistently good value, and ways to simplify their life.