Observatoire des droits humains (anglais seulement)

Showing shoppers the ‘cost per wear’ of their clothing choices could make fashion greener

(Version anglaise seulement)

par Lisa Eckmann, Assistant Professor in Marketing, University of Bath

Imagine a man wants to buy a new shirt for work that he plans to wear once a week for at least the next five years. When browsing for options, he finds one shirt from a lower-quality brand priced at £20 and one shirt from a high-quality brand for £50. Which one should he buy?

From his previous experience with the two brands, he knows that if he plans to wear the shirt once a week (so roughly 50 times per year) the lower-quality shirt will last him about a year. After that, he will need to replace it. The high-quality shirt will be good for at least four years. But clearly, the high-quality…

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