Public opinion of French consumers on social criteria for clothing companies 2019

In 2019, 53.4 percent of French consumers deemed a fashion item sustainable only if it had been made by a company committed to respecting the health and safety of its workers. In 2013, the Rana Plaza, a building containing clothing factories of worldwide fashion retailers such a Primark, collapsed in Dhaka, Bangladesh. The incident caused the death of over 1,100 people. This catastrophe led to a global wake-up call regarding the labor conditions of garment workers, especially in the fast fashion industry.

Fashion companies and social sustainability

Pushed by international reactions, fashion companies have been taking steps to improve their social sustainability. In 2013, a legally binding agreement, the Accord on Fire and Building Safety in Bangladesh, was signed by global brands, local trade unions and NGOs in order to build a safer and healthier Bangladeshi garment industry.
In order to improve consumer perceptions, many fashion companies have been introducing measures to improve the sustainability of their supply chain. Even luxury companies such as Chanel are implementing these kinds of policies and conduct regular audits among their suppliers.

A long way to go to meet consumer’s expectations

In order to comply with consumer’s expectations regarding labor conditions, the fashion industry still has a long way to go. Many brands still manufacture their products in countries where wages are very low compared to Western standards. Besides, in 2020, the scandal around the detention of Uyghurs in China and alleged work in garment factories reopened debates around forced work.