Consumers want more transparency about the provenance of garments

Two-thirds of global fashion shoppers desire more transparency when it comes to the origin of garments, according to a report by Avery Dennison, a leading materials science and digital identification solutions company. More than half of these consumers find Virtual Reality (VR) experiences, triggered by scanning garment labels, interesting. The Digital Consumer Behaviour report, which was produced in partnership with GWI, an audience insights company. surveyed over 6,300 clothing shoppers in seven countries, including the U.S., U.K., China, France, Germany, Mexico, and Japan, to examine consumer attitudes and behaviours.