5 Key Insights on Why Fashion Consumers Are Choosing Repair Over Replace

Are you keeping up with how your customers feel about their clothes? More than ever, shoppers are choosing to repair garments instead of tossing them aside. Why? Let’s dive into what’s driving this repair revolution and why brands have a golden opportunity to step up.

Our recent survey in the Netherlands reveals exciting shifts in consumer attitudes around repair, sustainable fashion, and brand loyalty. Understanding these trends can help fashion brands align with consumer values, offer lasting value, and even create new revenue streams. Let’s walk through the top insights.

1. Consumers Are Repair-Ready—More Than You Might Think

An impressive 94% of survey respondents have repaired their clothes before, with 70% repairing between one and five garments in the past year alone. Many of them have turned to local repair shops, but inconsistent quality and limited options leave them wanting more. They’re eager for brands to step up and offer official repair services—ones that guarantee the same craftsmanship and quality they expect from their favorite labels. This trend isn’t limited to the greenest corners of the fashion world—it reflects a broader, growing mindset that favors longevity over disposability.

For brands, this data underscores the need to provide repair-friendly options. By offering easy access to repair services, either through partnerships or in-house programs, you cater directly to this expanding consumer group. When brands make repairs easy, customers can hold onto their favorites while feeling good about reducing waste.

2. Cost Isn’t the Only Motivation for Repairing Clothes

What’s driving people to repair their clothes? When asked why they repair garments, 76% of respondents said they didn’t want to dispose of the item yet, while 58% stated it was their favorite piece. The sentiment isn’t just about saving money; it’s about preserving value, memories, and the environment. Another 35% said environmental impact was their main motivation—a figure that suggests sustainability is no longer a niche concern but a mainstream priority.

This insight creates an exciting opportunity for brands to tell stories around these values. Imagine a campaign celebrating the story behind each garment that’s repaired, emphasizing how quality and durability are part of the brand’s DNA. These touchpoints not only resonate with customer values but create an emotional connection with the brand.

3. Challenges in Repair Access—Where Brands Can Step In

Despite high interest, consumers face several obstacles when it comes to finding and using repair services. Over 46% of respondents cited high costs as a barrier, while 34% noted a lack of information on available services, and 30% struggled with long turnaround times. These hurdles present a gap in the market that brands could easily fill.

Brands could alleviate these pain points by introducing affordable, reliable repair services. Making information about repairs easily accessible—perhaps by connecting customers with reputable repair shops, offering on-site repairs, or even integrating repair info into a digital platform—could bridge the gap. For a consumer, knowing they can rely on a brand to offer guidance or services around repairs makes them more likely to stay loyal.

4. Quality and Trust: Key Factors When Choosing Repair Services

When it comes to selecting repair services, 80% of respondents said that quality of workmanship is crucial, while 65% consider pricing and 50% prefer a convenient location. Trust and reliability are the backbone of successful repair services, and 69% of consumers trust personal recommendations the most.

For brands, the takeaway is clear: invest in quality and transparency. Partnering with or recommending trusted repair shops, displaying verified customer reviews, and emphasizing quality control helps reinforce trust with customers. Not only does this position your brand as a go-to resource, but it also provides peace of mind for consumers who want to ensure their beloved garments are in good hands.

5. Consumers Are Willing to Invest in High-Quality Repairs

Quality matters to today’s consumers, and they’re willing to pay for it. In our survey, 51% of respondents said they’d pay more for high-quality repair services, and 61% would likely repair garments worth over €200. These numbers signal that customers value both their garments and the expertise required to restore them.

Fashion brands have an opportunity to provide their customers with quality repair services from proven, skilled repair centers. This way, end customers know their cherished garments are in good hands, brands can rest assured their customers are satisfied, and talented repair specialists receive fair rewards for their craft. Plus, this aligns with a sustainable mission by extending the life of each garment—an environmental win for all.

Bringing It All Together

So, where do these insights lead us? Consumers are moving away from fast fashion and quick disposability. They value quality, emotional connection, and environmental consciousness—all of which are becoming pivotal to the shopping experience. This shifting landscape is a call for brands to think beyond product launches and seasonal trends. It’s time to build an ecosystem that supports every part of a garment’s life cycle, from the sale to the sustainable aftercare.

Repairing garments isn’t just a nice-to-have service anymore—it’s part of the bigger picture in aligning brand values with customer expectations. For brands ready to invest in this shift, the rewards are clear: greater customer loyalty, enhanced brand reputation, and alignment with the values of a more sustainability-minded generation.

Reclot is here to support brands like yours on this journey. With our platform, we make connecting with trusted repair services simple, transparent, and efficient. Whether you're exploring repair partnerships, creating in-house repair options, or just beginning to embrace the possibilities of circular fashion, we’re here to make it seamless.

Let’s keep customers and clothes in the loop. Ready to repair the future of fashion?