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MILAN – A new report from Bain & Company and WWF Italy suggests that fashion consumers are set to “move sharply” towards favouring more ‘sustainable’ practices in the sector. 

Based on a consumer survey of 5,900 shoppers from six nations – China, France, Germany, Italy, Japan and the UK – the report’s authors believe that whilst just 15 per cent of the sample said they’re ‘highly concerned’ about the industry’s environmental credentials at present, it could grow to as much as half in the coming years.  

"Sustainable shopping is an inevitable change. Concern for sustainability is strong among younger generations – and growing overall. Hence, fashion brands need to embrace the sustainability conversation and make sustainable purchasing easier for all consumers,” said Bain & Company senior partner, Claudia D’Arpizio.  

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