Assessing fashion brands’ utilisation of synthetic fibre blends and factors affecting adoption of sustainable alternatives

Purpose The awareness of the harmful effects of synthetic fibre has prompted consumer preference for sustainable alternatives. The key factors influencing a brand’s sourcing decisions include cost, product requirements and trends. This study aims to understand the basis for a brand’s fabric sourcing decisions within a specific price segment. Design/methodology/approach This study examines the use of synthetic fibre across price segments. Brands were grouped in five price segments: fast fashion, value, mid-tier, premium and luxury. Virgin synthetic fibre usage and sustainability claims made by brands were analysed using a two-way analysis of variance. The analytic hierarchy process (AHP) was used to evaluate the relative importance of eight parameters affecting sourcing. Findings The results reveal significant variations in synthetic fibre usage across segments. Fast-fashion brands demonstrate the greatest reliance on synthetic fibres, differing vastly from premium brands. The brand’s sustainability claim in branding communication was found to have no significant influence on synthetic fibre usage, highlighting a disconnect between branding and sourcing practices. Originality/value The study findings confirm the conflict between affordability and sustainability, offering insights for brands to match fabric choices with evolving consumer expectations. The findings highlight the importance of a strong product strategy to ensure environmental sustainability.