Afterpay focuses on championing Australian and New Zealand brands locally and internationally.
"Our business roots are considered by many to be in fashion, and we've long had strong connections with the industry via our merchant partnerships," said Kat Konstas, Afterpay executive vice president and fashion expert.
The New Zealand fashion report is one of many examples that allow Afterpay to give back to the industry, which was instrumental in helping Afterpay flourish and is now an integral part of the lives of over half a million New Zealand consumers and tens of thousands of businesses nationwide.
The report reflects Afterpay's curiosity and drive to understand how New Zealand's purchasing habits are evolving and what values are most important to them.
Konstas said the report showed a growing trend towards sustainability among Kiwi shoppers. This trend is not unique to New Zealand but reflects a global shift, an encouraging and positive sign to see this trend at the forefront of New Zealand designs, many of which reference nature and native fauna.
Despite the collective trend towards sustainability, New Zealand's commitment and attitude is unique. Its smaller size does not reflect New Zealand designers' vocality on the concern.
"Designers are bold, directional and true storytellers with a sustainable focus."
This can be seen through brands such as Paris Georgia, Maggie Marilyn, Wynn Hamlyn, Meadowlark, Harris Tapper and Yu Mei, which have garnered attention opportunities in international markets with great success.
Konstas continued that 'Green is the new Black' is a direct reference towards the colour's close association with sustainability, reflecting the consumers' shift towards choosing fashion options aligned with their values.
"Customers want to do better by the environment and communities, and where sustainability was once a nice to have, it's now a 'have to have'."
Brands across the world have proven they are passionate about this and share a similar mindset, responding with a range of sustainable initiatives, even if only a 'capsule collection' or limited-edition range, they're focussed on giving the people what they want, as long as it's in line with what the environment needs.
Afterpay is centred on facilitating consumer choice, whether an option to pay better or by showcasing a range of brands and businesses of varying sizes.
Some of its merchant partners qualify as big businesses, others sit in that small-designer category, and they coincide happily in one place on its platforms.
With one in four shoppers feeling social pressure to avoid fast fashion, Afterpay has adapted its services by showcasing a range of brands and businesses of varying sizes. The platform publicly supports brands aligned with customers' values.
The report notes that 72 percent of New Zealanders have engaged in re-commerce, indicating a sustainable and waste-conscious mindset. This rise in re-commerce aligns with Afterpay's availability on platforms supporting circular commerce, allowing customers to rent and shop pre-owned fashion.
Consumers make several considerations when purchasing clothing to ensure they align with their values, sustainability as a leader, diversity, and inclusivity. However, this comes with its challenges, as nearly half (48 percent) say it's too expensive, 39 percent say it's difficult to find sustainable brands and over one-third (35 percent) suggest there aren't enough sustainable Kiwi brands.
Despite these challenges, Kiwis actively engage in sustainable and charitable options, with 58 percent looking to donate clothing when they no longer need it and 27.5 percent having resold garments they no longer use over re-commerce channels.
Regarding inclusivity, Kiwis also feel passionate about the brands that create an inclusive range, with Kiwis more likely to buy from brands that create gender-fluid products. One in five believes that New Zealand brands should invest more within this category, which will be imperative for brands wanting to expand their consumer base.
Afterpay is taking initiatives to foster progress in inclusive, diverse, accessible, and sustainable fashion in Australia and New Zealand. These include supporting Thread Together, elevating sustainable brands, and actively encouraging "do-good" initiatives, as Afterpay is committed to playing its role in supporting sustainable and inclusive fashion in New Zealand.
