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HONG KONG – Consumer research carried out by Uniqlo and academics at Hong Kong Polytechnic University (PolyU) indicates that the pandemic has increased awareness of ‘sustainable fashion’. 

Around 1,500 people were surveyed, of varying ages, of which almost two thirds (64 per cent) said they now place greater focus on product durability. Other important factors included product quality (50 per cent) and price (48 per cent).

Still, findings indicated that a significant amount (40 per cent) of people want greater communication from brands on ‘sustainable development’ to help educate them and ensure they can make informed decisions. 

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