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Samsara Eco: New Report Reveals More Than One In Four Respond To A Garment Failure By Leaving The Brand

Textile World 新闻2026-10-18 20:40查看原文 ↗

✦产业研判

产业概括：调查：逾四分之一消费者因服装质量问题弃牌

Samsara Eco发布《循环意识消费者报告》，基于全球5000余名以Z世代为主的消费者调查。报告显示，当服装出现质量问题时，27.7%的消费者会离开品牌，仅5.9%退货，品牌难以获知真实流失。面料变薄/破洞（62%）、接缝开裂（55%）、起球（50%）是最令消费者不满的质量问题。超80%消费者认为了解服装材质重要，但独立认证在提升信任方面排名末位。生活成本压力影响购买行为，43%购买二手，13.9%选择更便宜选项。54%消费者认为质量是品牌责任。

面料服装流通方向中性强度弱周期中等

关键观察变量

消费者质量投诉率与退货率变化、品牌对材质透明度和耐用性的投入、二手服装市场规模变化、独立认证在消费者信任中的实际作用

判断边界调查样本为全球5000余名以Z世代为主的循环意识消费者，非全量消费者代表；未提供分地区、分渠道数据；无法推导对批发市场客流、租金或招商的直接影响。

Textile World

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Knitting / Apparel

TWA

JERRABOMBERRA, Australia — October 8, 2026 — Samsara Eco, a circular materials company, today launched its new Circular-Conscious Consumer Report, revealing a critical blind spot costing the fashion industry. When a garment fails, consumers are 12 times more likely to walk away from a brand than to replace the item with the same brand. Only 5.9 per cent return the item, so the brand rarely hears about it.

The report draws on insights from over 5,000 global circular-conscious, predominantly Gen Z consumers on their expectations for material quality, transparency and circularity.

The survey found:

Invisible churn is the real cost of garment failure. When a garment lets consumers down, more than 1 in 4 (27.7 per cent) leave the brand, with 15.8 per cent never buying from the brand again and 11.9 per cent switching to a competitor. 5.9 per cent of customers return the item to the brand. The rest absorb it, with over 64 per cent either repairing the item or continuing to wear it. Only 2.3 per cent replace it with the same brand.

The quality failures that frustrate respondents the most are material. When garments fall short, consumers are clear on what frustrates them most: fabric thinning or developing holes tops the list (62 per cent), followed by seams splitting or unravelling (55 per cent) and fabric pilling (50 per cent).

Material transparency is fashion’s highest trust signal . Over 80 per cent of respondents say knowing what their clothing is made from is important. But when asked what would most increase their confidence that a garment is genuinely better made, independent certification ranked last of five options at 6.6 per cent. Material information and evidence of how something holds up over time took 63 per cent of first-place votes between them. Certification alone doesn’t build trust

Cost of living is changing where people shop, not what they settle for. Over 88 per cent of respondents say the cost of living has influenced how they buy clothes, with 1 in 3 saying cost-of-living pressure has led them to buy less and expect more from each item, while 43 per cent are buying second-hand. 13.9 per cent are choosing cheaper options.

Consumers hold brands responsible for quality. Over half of respondents (54 per cent) say quality is the brand’s responsibility, nearly double those who point to government regulation (27 per cent). Just under 9 per cent of respondents put the responsibility on consumers to buy less and better.

Consumers expect clothes to last. 89 per cent expect at least 30 wears before an item is done.

“Circularity means keeping materials in circulation at their highest possible value – not their lowest available use. That’s why durability matters so much. A garment has to last to be worn again, resold, handed on. And when it genuinely can’t be worn any longer, it should become clothing again, not something lesser. Downcycling only slows the linear model. It doesn’t s