Nigel Oddy: ‘Concerns for the planet are as prominent as cost for UK consumers’

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Shoppers are paying more attention to the environmental impact of their spending – and retailers must do the same or lose their loyalty, writes New Look chief executive Nigel Oddy

The fashion industry has a responsibility to take sustainability seriously.

It’s not just the right thing to do for society and the environment, but a necessity for all modern retail businesses.

There’s no doubt that shifts in demand towards conscious consumption were afoot prior to the pandemic but the extended periods of lockdown gave consumers time to reflect on what they want from a business they spend their money with.

This is illustrated by a recent EY report, which found that more than half of consumers now say they intend to pay more attention to the environmental impact of their consumption.

The research also found concerns for the planet are as prominent as cost for UK consumers and the balance between these two factors has shifted towards the planet over the past 12 months, despite price increases.

“If retailers don’t take action, they will lose customers. Businesses that are complacent about sustainability standards will find themselves firmly out of favour”

Consumers like to shop with a brand that aligns with their values and it is important that retailers acknowledge this and pivot their businesses to match new demands.

Ultimately, if retailers don’t take action, they will lose customers. Businesses that are complacent about sustainability standards will find themselves firmly out of favour.

At New Look, environmental and social responsibility has been part of our business for decades. Purpose has been at the heart of all we do ever since our founder, Tom Singh, opened the first New Look store in Taunton, Somerset, in 1969.

We know buying a new outfit can spark joy with our customers but this should never come at the cost of the planet or people.

We also know we’re not perfect, and neither is the fashion industry. As long-time members of the Ethical Trading Initiative and founding members of Fast Forward, the sustainable supply chain programme, we are consistently taking conscious steps to make New Look an ever more responsible business.

Responsible fashion for all

We’ve had an exciting start to the year, launching an updated sustainability strategy as part of our ongoing Kind to Our Core initiative. It is a key pillar in our business strategy, reflecting the values and actions that we want to embed across our business.

To us, Kind to Our Core means that we are instilling kind practices into every element of our business: operations, supply chain, product offering, stores and marketing.

I’m particularly proud of our commitment to sustainable cotton – this year, 100% of our cotton will be recycled, organic or sourced via the Better Cotton Initiative – and our target to be climate-positive by 2040, as well as halving greenhouse-gas emissions from products by 2030.

I’ve seen first-hand how colleagues have got behind our kind approach and, importantly, it is resonating with customers.

High street retailers have a responsibility to offer environmentally conscious clothing in accessible locations or through accessible means.

For us, our presence in market towns up and down the country, paired with our broad fashion appeal, gives customers the option to shop responsibly within a short distance of their doorstep.

Meanwhile, our app and website offer customers the option to browse and shop sustainably from the comfort of their own homes.

“Offering more responsible products at affordable prices will be a key factor in facilitating consumers to make responsible choices when they shop”

Accessibility also extends through the whole lifecycle of products and consumers should have the means of recycling their unwanted clothing at their fingertips. Retailers have a part to play in facilitating this.

For example, we’ve teamed up with resale specialist Re-Fashion to help our customers easily recycle clothes they no longer wear by sending them donation bags, which can be dropped at their nearest Collect+ donation for free.

Consumers across the UK are facing tough external pressures: rising prices, tax hikes and wage growth that’s below inflation.

Offering these more responsible products at affordable prices will also be a key factor in facilitating consumers to make responsible choices when they shop – bringing sustainable fashion to the mainstream.

The retail industry has taken a harder hit than many other sectors over the course of the pandemic. However, customer demand is rebuilding and there is work to do in retaining existing customers and attracting new ones.

For us, having a kind business will be key to doing this.