Buying behavior: interest in fashion declines – Sustainability less important
July 2026, 3:00 am fashion is currently not the highest priority for consumers. © Peter Kneffel/ dpa The interest in fashion and clothing has..
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Summary
July 2026, 3:00 am fashion is currently not the highest priority for consumers. (Archivbild) © Peter Kneffel/ dpa Interest in fashion and clothing has declined significantly in Germany - and sustainability also plays a smaller role in purchasing. The most important results: women inform themselves more often Innofact surveyed more than 1,000 people between the ages of 18 and 69 in April. Only for 10 to 28 percent of fashion buyers do the sustainability criteria really play a big role, according to the study.
Furthermore, 42 percent is important to use a label for sustainability or biomaterials, a decline of 10 percentage points. For example, only about one in five people who care about a seal has more than 10 percent sustainable or ecological clothing in the closet. Sustainable and environmentally friendly production is mentioned by 60 percent – 11 percentage points less than four years earlier.
In addition, According to the Federal Statistical Office, a men’s shirt cost on average just under 15 percent more than in 2020, children’s shoes just under 12 percent. This is followed by conversations with friends and acquaintances (19 percent), websites of clothing retailers (18 percent), social networks such as Instagram (16 percent), Internet advertising and manufacturer websites (13 percent each).
Cross-referenced from 3 sources.
Factual coreconfirmed by several independent voices
July 2026, 3:00 am fashion is currently not the highest priority for consumers. (Archivbild) © Peter Kneffel/ dpa Interest in fashion and clothing has declined significantly in Germany - and sustainability also plays a smaller role in purchasing.
reliability low1/3 sourcesThe most important results: women inform themselves more often Innofact surveyed more than 1,000 people between the ages of 18 and 69 in April.
reliability low1/3 sourcesOnly for 10 to 28 percent of fashion buyers do the sustainability criteria really play a big role, according to the study.
reliability low1/3 sources42 percent is important to use a label for sustainability or biomaterials, a decline of 10 percentage points.
reliability low1/3 sourcesFor example, only about one in five people who care about a seal has more than 10 percent sustainable or ecological clothing in the closet.
reliability low1/3 sourcesSustainable and environmentally friendly production is mentioned by 60 percent – 11 percentage points less than four years earlier.
reliability low1/3 sourcesAccording to the Federal Statistical Office, a men’s shirt cost on average just under 15 percent more than in 2020, children’s shoes just under 12 percent.
reliability low1/3 sourcesThis is followed by conversations with friends and acquaintances (19 percent), websites of clothing retailers (18 percent), social networks such as Instagram (16 percent), Internet advertising and manufacturer websites (13 percent each).
reliability low1/3 sources
Disputedincompatible versions — to verify
No factual contradiction detected between sources.
Framing by sidesame fact, different words — loaded terms highlighted
No notable framing divergence.
Blind spotwhat one side keeps silent
No blind spot detected: every side covers the same facts.
Sources3 sources cross-checked
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