What is most important to you when you shop for footwear?
I was slightly disappointed that ethics came at the bottom of the results to the ‘Most important when shopping’ question, however it must’ve been expected.
Investment Piece 8 6
Ethical
Quality and comfort came out top which I was not surprised by and value for money was lower than expected too.
Quality
4 2
Comfort
I think it is difficult for people to say what is most important, because the one thing that is of MOST importance is whether or not they LIKE the product or not, which sways people more than anything else.
Value for Money
On Trend
Designer Label
“According to one survey carried out by a leading shoe brand across Europe, women claim that they
consider the ethical implications when buying a product, much more so than men. In reality, its the other way round. Men’s ethical purchasing is closer to their claims while women are more easily distracted by the, ‘Wow I really must have those shoes’ factor. ” (Arnold, 2009, p220)
Although when asked, the majority of people said they would be prepared to spend more if they knew the product they were buying was ethical, it is difficult to gauge how true that Maybe statement actually is without testing them in reality.
If there were two of the same product, one was ethically made and the other was not - would you be willing to spend more on the ethically made product?
No
Yes
0
2
4
6
8
No. of people
22
10
12
In asking a further question, ‘If you knew more about ethical fashion and it was more accessible to you do you think you would be more inclined to buy it?’, most people said yes. So in conclusion, I think that ethical fashion is still seen as not being very cool, and knowledge is very limited. I think in order for it to be desired, it must first become cool.
CONCEPT DEVELOPMENT - Ginny Williams - PDDFI: Footwear Y4