Page 69 - baseline

Annexure

Shopping Characteristics Textile Circularity
Figure 34 and Figure 35 illustrates customer purchase behaviour, which includes desired fabric and Figures 36 and 37 illustrate customer readiness for circular fashion, wherein a poll asked
wear type. whether consumers are eager to wear clothes made from recycled fibres and are willing to pay a
premium for them.
Cotton is the most favoured fabric among consumers who mostly purchase casual wear, according
to the poll. It indicates that consumers may not be aware that cotton is one of the most water- The poll reveals that the majority of consumers are keen to purchase clothing made from
intensive crops with enormous environmental implications. Moreover, it also shows that they are recycled materials, but nearly half of those surveyed are hesitant to pay a premium price for
unaware of other sustainable substitute fibres for cotton such as bamboo, hemp, etc. them. It indicates that for the circular apparel concept to reach a large audience, it must be
made affordable.

Figure 34: Fabric preferred
Figure 36: Willingness to wear recycled fibre clothes
Cotton 69 (98.6%)

Polyester 7 (10%)
Legend:
Blend 18 (25.7%)
13.7%
Silk 16 (22.9%) Yes
No
Viscose 1 (1.4%) 86.3%

1 (1.4%)

Linen 1 (1.4%)

Figure 35: Cloth catergory preferred for purchase
Figure 37: Willingness to pay premium price for circular clothes

Casual wear 74 (92.5%)

Office wear 31 (38.8%)
Legend:
46.3%
Party wear 20 (25%)
Yes
Ethnic wear 1 (1.3%) No

Festive occasions 1 (1.3%) 53.8%

Travel comfort 1 (1.3%)

68 Baseline Assessment Report Baseline Assessment Report 69