Garment quality failures push consumers away from fashion brands, Samsara Eco report finds

Fashion brands may be losing customers without even knowing it. A new report from circular materials company Samsara Eco reveals that when a garment fails, consumers are 12 times more likely to walk away from a brand than replace the item with the same brand. Only 5.9% return the item, leaving brands largely unaware of the problem.

The Circular-Conscious Consumer Report, based on insights from more than 5,000 global circular-conscious, predominantly Gen Z consumers, examines expectations around material quality, transparency and circularity.

The survey found that 27.7% of respondents stop buying from a brand after a garment fails, with 15.8% never buying from it again and 11.9% switching to a competitor. Meanwhile, 64% continue wearing or repair the garment, and only 2.3% replace it with the same brand.

Material-related problems cause the most frustration. Fabric thinning or holes top the list at 62%, followed by seams splitting or unravelling at 55% and fabric pilling at 50%.

Material transparency is another key concern. More than 80% of respondents say knowing what their clothing is made from is important. Yet independent certification ranked last among five options for building confidence in garment quality, at 6.6%. Material information and evidence of long-term performance received the strongest support.

Cost-of-living pressures are also shaping purchasing habits. More than 88% say these pressures have influenced how they buy clothes, while 43% are buying second-hand. One-third are buying fewer items and expecting more from each garment. Overall, 89% expect clothing to last at least 30 wears.

“Durability has always been a question of quality. It’s now a retention question, and in Europe it’s becoming a compliance one – both showing up on the bottom line,” said Dr Lars Kissau, General Manager at Samsara Eco.

The findings will feature in The Pulse, Samsara Eco’s new magazine, bringing together perspectives from organisations including Deakin University, the European Outdoor Group, Seamless and The LYCRA Company.

For more information, visit Samsara Eco.