February 22, 2008 12:58 ET

First Organic Food, Now Organic Clothing?

Six-in-ten (58%) British Columbian Consumers Say They Are More Likely To Shop At Retailers That Sell Eco-Friendly Clothing

Attention: City Editor, Lifestyle Editor, News Editor VANCOUVER/BC--(Marketwire - Feb. 22, 2008) - An Ipsos Reid poll released today, conducted on behalf of Trend Marketing and Fashion High, reveals that six-in-ten (58%) consumers in British Columbia are more likely to shop at clothing retailers that offer eco-friendly clothing. Eco-friendly clothing is made using natural fibers (organic cotton, silk, wool, hemp, etc) that have been grown organically, free of any pesticide or toxic chemical use, within sustainable farming environments. Interest in eco-friendly clothing is stronger among younger consumers aged 18-39 (68% more likely) than among those aged 40-54 (54%) and 55 and older (52%).

Two-thirds (64%) of consumers also say that knowing that clothing is made locally has an impact on their purchase decision. Furthermore, nearly half (45%) of consumers agree that, "whenever they can, they try to shop at independent, local businesses.

Other notable survey findings:

89% of consumers agree they hate sales associates who hound them while they are shopping for clothing.
57% of consumers agree they only buy clothing when it's on sale or discounted.
37% of consumers agree they love to shop just for the fun of it.
17% of consumers agree they often shop when they are having a bad day.
12% of consumers agree they are usually the first of their friends to try a new fashion trend.

Full survey results will be presented at a Fashion High event on Wednesday, February 27th from 7-9pm at the Vancouver Community College Downtown Campus Room 420 (250 West Pender Street). Fashion High is a not-for-profit organization that promotes local and sustainable fashion design. For more information and to purchase tickets to the event, please contact info@fashionhigh.ca.

These are the findings of an Ipsos Reid online poll conducted between November 9 and November 18, 2007 with a representative sample of 552 adult British Columbians who shop for clothing at least once every two to three months. With a sample of this size, the results are considered accurate to within ± 4.2 percentage points, 19 times out of 20, of what they would have been had the entire adult population of British Columbians who shop for clothing at least once every two to three months been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. The polling was conducted using Ipsos Reid's "Voice of the West Interactive Forum" - an online panel of more than 4,000 British Columbians who have been randomly recruited to match the overall characteristics of the adult residents of the province.

All Ipsos News Releases are available online at: http://www.ipsos-na.com/news/


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