With sustainability no longer just a trend, we’re seeing more and more brands paving the way for a new decade of actionable industry change and it’s clear that sustainable fashion & beauty is becoming more of a global shift and permanent adaptation than a short lived novelty.
To celebrate Earth Day’s 50th anniversary, fashion and beauty search platform Goxip has released an Ethical Fashion & Beauty Evaluation Report, revealing the trending sustainable fashion brands and items shaping sustainable shopping, the most prevalent ethical fashion shopping patterns of customers worldwide and the very best of green beauty. The below report is based on the search and sales statistics and active page views across Goxip’s 5 million products and 36,000 brands, over the last 6 months.
4 WAYS YOU COULD BE SHOPPING MORE SUSTAINABLY
After analysing customer browsing activity and sales statistics, taking into account over 10 million data points over the last 6 months, data reveals that these are the top 4 most sustainable themes amongst the eco-conscious fashion shoppers already out there and so for those wanting the knowledge on how to build a more eco-friendly wardrobe, here are the stand out ways you could be doing so.
OPT FOR PRE-LOVED
We worked with leading global community platform for desirable pre owned fashion, Vestiaire Collective, to analyse the popularity of pre-owned fashion purchases, and evaluate where second hand clothing sits in the realm of sustainable fashion today.
- Surprisingly on Vestiaire Collective there’s been a big shift towards contemporary and mid price point brands, recording 200+% increase in the last 3 months in the Asia Pacific region, with sellers listing brands such as Coach, Furla, Tory Burch and Michael Kors.
- Regardless of an increased listing of more mid price bracket brands over the last 3 months, the top 3 most searched for brands are Chanel, Celine and Dior.
- The most searched for pre-loved products are ‘chanel bag’, ‘chanel jacket’ and ‘fendi baguette’.
“The fashion industry is one of the most polluting industries in the world and buying pre-loved is one of the most effective ways to contribute to a circular economy. The simple act of extending the active life of your clothes by as little as nine months will make a difference in reducing the number of natural resources used in yarn and fabric production – currently the number one causes of the industry’s environmental impact” Fanny Moizant, Co-Founder and President of Vestiaire Collective.
- On Goxip, searches using the words ‘second hand’ and ‘pre-owned’ are up 40% compared to this time last year.
MAKE SUSTAINABLE FABRIC SWAPS
|–Pineapple leather is one of the most desired innovative material alternatives for real leather.|
-Pineapple leather searches +29%.Vegan leather searches +92% YoY, (April 2019 vs April 2020).
-The most viewed vegan leather items on Goxip are vegan leather trainers.
-Searches for ‘Dr Martens vegan leather boots’ have increased by 22%.
Choose Hemp or organic cotton:
|–Hemp searches +18%.|
|–Tencel searches +19%.|
|–Sales for real fur items have decreased by 110% compared to this time last year.|
-Searches for ‘faux fur’ items have increased by 44%. Koba searches +16%.
|-The most viewed econyl material items on Goxip are by brands Gucci, Burberry and Prada. |
–Econyl searches +34%.
WASTE NOT WANT NOT
Opt for brands that generate little or no textile waste. Zero waste living is becoming increasingly popular as the global waste and plastic pollution crisis rises. Demand for recycled pieces is still at an all time high, however this linear approach to limiting waste is better replaced with a more circular model, better known to us as circular fashion.
- Searches using the word ‘recycled’ are up 22% YoY.
- The keywords ‘zero waste’ have even been used amongst shoppers globally as more and more consumers are enlightened on the importance of sustainable fashion. (searches +40%).
- The most popularly viewed brands (which have pledged to make fashion more circular) on Goxip are high street brands Nike and H&M and luxury brands Burberry and Stella McCartney.
- In the last month, the ‘Burberry Cannon Belt Bag’, made of fishing nets, industrial plastic and fabric scraps has been the most searched Burberry item.
CONSIDER A CAPSULE WARDROBE
“Buy less, choose well, make it last”. – Dame Vivian Westwood
Can’t put a price tag on protecting the environment.
Comparison of global sales transactions of April 2020 versus April 2019:
- This year, on average customers are purchasing fewer items per transaction, with a rise in more one off purchases.
- After further analysis, showing the global AOV is up 31%, we can conclude that customers are therefore spending more money on individual items, compared to last year where transactions reveal that customers would rather purchase more items of cheaper value in one transaction.
- Goxip data also shows that customers are consciously buying more sustainably this year, backed by an increase in searches containing the words ‘vegan’, ‘recycled’ and ‘eco-friendly’ collectively up 121%.
THE SUSTAINABLE FASHION BRANDS TO KNOW RIGHT NOW
The 10 sustainable fashion brands at the forefront of conscious fashion right now, in order of most wanted:
The below data is based on a combination of calculated searches and sales across Goxip’s entire brand & product base. Figures are based on the last 6 months, unless stated otherwise.
Creating recycled or sustainable fabrics is nothing new for the eco-conscious designer and where brands have jumped on sustainability in the last few years, Stella has been championing ethical designs for almost two decades. A number one choice for wedding gown designs from A lister’s like Meghan Markle and Elle Goulding have only amplified her popularity in recent years.
- Trainers including styles Ultraboost and Eclypse are the most sought after items by Stella McCartney.
- Interestingly one of the other most searched items by customers globally are Stella McCartney wedding dresses.
- One of the top wanted styles for wedding dresses by the brand is still halter-neck (even 1 and half years after Meghan Markle’s wedding day). ‘Halter neck wedding dress’ has been searched over 12,000 times in the last 6 months.
The brand has an impressive collection of durable vegan garments made from 100% organic cotton and prides itself on being a sustainable fashion brand. It follows a strict guideline when sourcing and creating its staples, to ensure they are eco-friendly at every stage of the design process.
- Sales for the black Reformation Rumi dress were impacted after Kendall Jenner was spotted wearing it in Milan during Fashion Week (+59%) the following week..
- On average over the last 6 months little black dress (LBD) is searched once every 12 minutes.
- Additionally, the Reformation Sigmund dress is one of the most viewed sustainable dresses on Goxip.
Last September at NYFW, Hearst staged the industry’s first ever carbon neutral show. And now her 2020 autumn/winter collection is based on working with waste, including recycled fabrics, handmade knits and repurposed Turkish kilim remnants.
- The show inspired over 5000 searches for her ‘gabriela hearst multi-coloured poncho’ the following week.
- Page views to the designer also increased by 85% the following week after her show.
Founded in 2005, the french fashion brand had a mission to create trainers using the most ecological materials and ethical suppliers they could find. The cult brand went viral in recent years thanks to royal seal of approval Meghan Markle who champions sustainable brands and demand for the product remains high today.
- Searches for ‘veja trainers’ is up 27% from this time last year.
- On average most veja trainer purchases on Goxip are as a result of a direct customer search query, meaning most customers don’t purchase a pair through browsing the trainer’s section but visit the platform knowing they want to purchase a pair.
Patagonia is widely recognised as one of the best ethical brands in the sports and outdoor clothing sector and uses sustainable materials where possible. Patagonia also buys and resales its own brand and aims to be carbon neutral by 2025.
- The most popular item is the quilted water resistant down coat, made of 100% recycled polyester.
- Parka jackets are the second most popular item from the brand, with the most sales coming from the US, followed by Canada.
The respected vintage dealer has celebrity approval and is popular amongst some of the biggest stars including Amal Clooney and Victoria Beckham, Known also as the King of Vintage, William once said: “People often overuse the phrase, ‘investing in your wardrobe,’ [but] high quality vintage really, truly is exactly that.”
- Goxip noticed a rise in demand for vintage clothing in general after the 2020 Oscars in February.
- Searches using the word “vintage” increased 96% the following month.
- There was a 24% rise in page views for William Vintage items.
The brand loved by celebrities from Beyonce to the Kardashians demonstrates many ways in which it takes sustainable action towards the environment. After Australia’s devastating bushfires earlier this year, Zimmermann donated to the Red Cross Relief and Recovery in an effort to help.
- Searches for ‘Zimmermann’ are up 29% YoY.
- Zimmerman dresses are the most sought after item of clothing.
- Floral print dresses are the most purchased style.
As a luxury brand, famous for its hand-made leather goods, this isn’t one we expected to see in the top list of sustainable brands. However, the brand over the years has evolved to include bag designs such as the Carta Giapponese made of Japanese washi paper.
- In February, Bottega Veneta sent bioplastic boots made from coffee and sugarcane down the runway in her autumn/winter 2020 collection during MFW.
- After her show, ‘Bottega Veneta’ alongside ‘biodegradable boots’ and ‘biodegradable clogs’ together saw a 55% rise in searches the following week.
During London Fashion Week 2020, Anya Hindmarch made a statement against plastic usage by introducing a powerful take on her original 2007 tote bags, named ‘I am not a plastic bag’.
- Over a decade later, the new ‘I am a plastic bag’ collection, (each made of 32 half litre recycled plastic bottles) have inspired a surge of searches.
- Searches for ‘I am a plastic bag’ have been searched more than 8000 times since LFW and searches for Anya Hindmarch bags have increased by 45%.
Emma’s faux fur fashion pieces are in regular demand throughout the year and are backed by a list of renowned celebrities including Miley Cyrus and Dua Lipa. But building a brand based on faux fur is not the only way the British designer works sustainably. Emma’s ethical values are clear, durable garments, quality over quantity & reduced consumption.
- Faux fur bucket hats had a surge in demand in February 2020.
- Bella Hadid rocked an Asos number during NYFW in February but it was Rihanna’s pistachio green faux fur bucket hat that garnered the most interest.
- The following week after she was spotted wearing it on February 9th, searches for the brand increased 76% and bucket hats were the most viewed items.
BEST OF GREEN BEAUTY
Demand for sustainable beauty has risen globally supported by a combined increase (+43%) in search terms including: ‘vegan’, ‘cruelty free’, ‘organic’ and ‘clean’ in the last 6 months.
Customer searches, sales statistics and product page views over the last 6 months, across our beauty category, from bath & body, to skin care, hair care and makeup reveal these are the top 10 most popular sustainable brands.
The formulas are all free of parabens, phthalates & artificial fragrances and have become a cult favourite amongst beauty lovers.
- Searches for the brand have increased 62% over the last 6 months, with searches peaking in November 2019 for the Ice Ceramide moisturising cream.
- The Ice Ceramide cream is still one of the most wanted items from the brand, followed by the Ultra Clarifying Face Oil.
The celebrity loved, cruelty free beauty brand does not test products & ingredients on animals and has a list of vegan products available in its beauty range.
- Searches for the brand are up 20% in the last 6 months.
- Their most viewed vegan product is the Hollywood Flawless Filter.
- Interest in theCharlotte Tilbury vegan range is becoming increasingly popular. The second most sought after product is the Filmstar Bronze & Glow, which is also vegan.
The instagram worthy skincare brand is certified vegan & cruelty free, is eco-friendly and uses100% natural ingredients.
- Searches for the brand are up 71% in the last 6 months.
- There were more searches for ‘BYBI’ in January than any other month over the past 6 months.
- We saw a surge of interest around bakuchiol in January 2020 and BYBI was the second most viewed brand for products containing the ingredient. (after Herbivore).
- The most sought after product on Goxip from the BYBI range is the Bakuchiol Booster, followed by Babe Balm Bronze.
The brand dedicates its ranges to benefiting both our well being and the environment, with a mission to have a net zero carbon emission limiting negative impact during the manufacturing process on the environment.
- Searches for the brand are up 29% in the last 6 months.
- Origins garnered a particular surge of interest in December 2019, noting a 78% rise in searches where theginzing energy-boosting gel moisturiser became the most wanted product from their range.
Side Note: During the month of December 2019 Goxip saw a rise in demand for products aiming to help dark circles. ‘Dark circle cream’ searches increased 43% from the month before.
The sustainable and forward thinking brand has done everything from successfully campaigning against micro-bead use to introducing a recycling scheme for tricky to recycle packaging.
- Searches for the brand are up 23% in the last 6 months.
- The most consistently viewed product from Neal’s Yardis the Almond Moisturiser.
- However, in November 2019 and then again in February 2020, searches for their frankincense range peaked. The Frankincense Nourishing cream was the most searched product.
Side Note: Currently on Goxip a moisturiser is searched for once every 33 minutes.
The beauty brand does everything it can to help save the ocean with marine preservation a core value for the brand, with commitments to projects to raise funds for vital marine work and protecting the ocean.
- Searches for the brand increased 13% in the last 6 months, peaking with a 39% rise in searches for the brand in December 2019, with the majority of interest coming from specific searches for La Mer The Tonic.
- We also noted over 8000 searches for the term ‘La Mer toner’.
- The most consistently wanted product over the 6 month period is the Crème de la Mer moisturiser.
Every product is bottled in recyclable glass and the external packaging is made from biodegradable ingredients. The pretty and highly instagrammable brand has reached cult status in the beauty world.
- Searches for the brand are up 72% in the last 6 months.
- Interest for the brand peaked at the end of January 2020 where ingredient ‘bakuchiol’ was the most used search word alongside ‘herbivore’. We saw a rise of 109% in product page views for the Bakuchiol Retinol Alternative Smoothing Serum in January 2020.
- The second most viewed product is the Rose Hibiscus Hydrating Face Mist.
Neom products are made of only the purest essential oils. The brand’s ranges are created with 100% clean and natural ingredients, meaning no harsh chemicals or synthetic fragrances.
- Searches for the brand are up 36% in the last 6 months.
- Interest in the brand peaked last month, where Neom perfumes have been the most desired items, with the most popular scent, ‘To Make You Happy’.
- Following the peak in interest for natural perfume, in the last 6 months we’ve seen a rise in demand for the De-Stress Real Luxury Body Scrub, (+19%).
Side Note: The search term ‘Natural perfume’ was up 55% last month.
Burt’s Bees aim to become the greenest company in the world. Their natural products come straight from the beehives, with half of their range 100% entirely natural.
- The Burt’s Bees facial cleansing oil with coconut and argan oil is the most sought after item from the brand, followed by the lip scrubs.
Side Note: Demand for natural ‘cleansing balms’ and ‘cleansing oils’ is up 105% from this time last year.
The cruelty free skincare brand has a strong customer following and has captured the attention of beauty enthusiasts because of its picturesque packaging and clean ingredients.
- Searches for ‘Drunk Elephant’ are up 84%.
- The item that has caused thelargest spike in searches for the brand over the course of the last 6 months is the F Balm Electrolyte Waterfacial Masque Hydratant – searches peaking in February 2020.
- The second most sought after product is the D Bronzi Anti-Pollution Sunshine Drops.