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LONDON – More than three-quarters of fashion customers want to shop more sustainably – but only 39 per cent would be willing to pay more for ethical brands, according to a new report.

The survey of more than 2,000 people was carried out by specialist consultancy Retail Economics as part of a series of reports, entitled Understanding and Influencing the Customer Journey for Fashion, by law firm Penningtons Manches Cooper.

It focuses on purchasing, the second stage of the customer journey, and examines the key trends - such as the secondhand market and clothing rental services – that are changing the landscape for fashion retailers.

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