The Conscious Consumer

Content creators Qjin & Qwon carrying pre-owned Hermès bags

Consumers are at the heart of the conversation around sustainability in luxury. What does FARFETCH data tell us about their current attitudes and behaviors?

Last year’s version of this report demonstrated a marked movement in the way luxury consumers thought about fashion and sustainability. The onset of the Covid-19 pandemic seemed to have heightened a sentiment that had been developing over the previous few years. In essence, more luxury consumers were putting conscious considerations higher up their purchase agenda.

What do we know about luxury consumers today? Has this sentiment deepened or evolved in the past 12 months? And if so, how does this manifest in their shopping behavior? In this chapter we take a deep-dive into our data to answer those three questions – looking not only at FARFETCH consumers’ attitudes towards sustainability in luxury fashion and more generally, but also at their interaction with the conscious products and services that FARFETCH offers.

“Since Covid-19 restrictions were lifted, I've been buying more luxury fashion than in previous years because of the great quality, the exclusivity of the pieces and the durability.”

Sara, Private Client customer, Kuwait

What do we mean by conscious?

FARFETCH has engaged the expertise of leading independent organizations, including Good On You and Sigillum Knowledge Solutions, to develop a set of criteria that classifies products on our marketplace as conscious. These criteria leverage established and widely recognized standards and certifications on sustainable materials and business practices in fashion.

Read more about our conscious criteria

What do we know about our conscious customers?

16% of FARFETCH customers bought a conscious product in 2021.

This is up 60% YoY (year on year).

The average age of these conscious customers is 32.

For general FARFETCH customers the average age is 34.

The gender split of conscious customers is 63% female with 37% male.

This is pretty much aligned with that of general FARFETCH customers (64% female and 36% male).

Source: FARFETCH marketplace data

35% have an income above $100K compared to 39% of general FARFETCH customers.

The household income of customers who say they have intentionally made a conscious purchase skews slightly below that of general FARFETCH customers.

Source: FARFETCH customer survey, April 2022
Content creators Qjin & Qwon carrying pre-owned Hermès bags

Customers who made a conscious purchase are located globally, but there are definite breakout countries.

Source: FARFETCH marketplace data