What: Consumers are choosing to shop more consciously, according to Farfetch’s second annual conscious luxury trends report, which reveals that the number of its customers who purchased a product from its conscious collection increased 60% year-on-year in 2021.

Why it is important: France experienced the strongest growth globally in conscious shopping on Farfetch with an increase of 149% year-on-year in gross merchandise volume (GMV) from conscious products and South Korea demonstrated the biggest increase in pre-owned spend per item (ASP), up 116% year-on-year.

Customers are continuing to shop more consciously and brands and boutiques on Farfetch’s platform are responding to rising consumer demand by consolidating and increasing their commitments to improve their impact on people, planet and animals.

Farfetch now sells 220 brands that are rated highly by Good On You, up 13% year-on-year, and the amount of conscious products on the platform supplied by its network of boutiques grew 40 percent, while GMV from conscious products from boutique partners was up 46 percent.

Farfetch adds that its shoppers are wanting to be more responsible, as searches for conscious product terms on Farfetch increased by 93% year-on-year, and the sale of conscious products grew 1.8 times faster than the marketplace average over 2021.

Customers also have a new focus on buying quality pieces with longevity in mind, with 79% adding that they are now buying a higher proportion of luxury fashion because they believe it is more sustainable than fast fashion, being of higher quality and longer-lasting.

Farfetch’s circular fashion initiatives are resonating with customers and these services and are “attracting new and valuable customers,” looking to extend the life of their items. 22% of survey respondents said that in the last 12 months, they have started selling fashion items they no longer use, while 20% added that they have donated a used fashion item in the last year, and 13% said they have repaired one.

Farfetch unveils second conscious luxury trends report