The three identities of sustainable fashion consumers in 2022 #TheArchiveExplained

Heuritech’s data and fashion expert research identified the three sustainably-minded identities/personalities:

1. Slow fashion activists

2. Vintage aficionados

3. Hybrid adopters

Personality 1: Slow fashion activists

The first sustainably-minded consumer personality is a slow fashion activist. This consumer prides themselves on purchasing purely slow fashion products, meaning items that are made with respect to people, animals, and the environment. Because these products tend to be of better quality and last longer than those of fast fashion, their audience doesn’t focus heavily on being in line with trends as much as other consumer groups.

This persona wants their wardrobe to be timeless and long-lasting, with apparel and accessories that are durable over time and adaptable to different occasions. For this reason, slow fashion activists are also willing to spend more on fewer items in neutral tones and natural fabrics.

This “less is more” mindset shows a focus on fighting against overconsumption and the habits of other consumer groups by actively avoiding fast-fashion brands and wasteful treatment of their clothing.

Personality 2: Vintage aficionados

The second personality is labelled as a vintage aficionado. This consumer is a fan of thrifting and can spend hours on secondhand platforms or in physical vintage shops to find the right pieces. This method of shopping is their alternative to fast fashion, because it’s cost-effective and allows them to buy with less guilt.

Drawing inspiration from old imagery, magazines, films and celebrities from decades past, the vintage aficionado’s style is easily identifiable. Their aesthetic tends to be reminiscent of the 70s, 80s, 90s or Y2K fashion, a nod to fashion as an endless beginning.

In another strong direction, a growing number of luxury brands are committing to reselling archive products or products from recent collections on their own brands' website or resale platforms, as a move toward sustainability and to allow a wider consumer base to access otherwise unaffordable luxury items.

Personality 3: Hybrid adopters

Last but not least, a hybrid adopter is a consumer who is strongly driven by trends and is heavily influenced by popular consumer behavior. This group is naturally the largest of the three, drawing inspiration from major fashion shows, popular culture, and social media.

Because their sources of inspiration tend to be mainstream, the hybrid adopter follows the most popular fashion trends in any way they can. This consumer can make purchases from slow fashion brands and vintage stores if a major trend is available here, and also as a way to adhere to the growing push for sustainability.

Nonetheless, the hybrid adopter most often makes purchases from fast fashion brands to keep up with popular styles if they cannot find an alternative elsewhere.

The benefit of having a bandwagon mentality in such a large consumer group, though, is that these consumers can be influenced to move to more sustainably-minded groups. Even if their initial exploration into alternative markets is driven by peer behavior, social media, and popular culture, it can turn into genuine interest and a growing awareness of their purchasing decisions.

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Source: Heuritech, 2022