As consumers are more thoughtful about the purchases that they make, we at Gale & Hayes are rejoicing. Both women and men are searching for products that have a unique focus on sustainability and environmentally-conscious production methods. Particularly when many people are spending less, the purchases that they are making are thoughtful and intended to last. We do not see this as a passing fad but as a movement that has been reinforced by the global pandemic.
Interestingly, COVID-19 has further pushed this consumer mindset. As people are spending more time at home and are able to look online for brands that stand for something, their purchasing decisions are changing. People are doing more research and looking for quality that will last instead of items that just reflect a trend.
During the first months of COVID-19, small businesses went the extra mile in terms of service by creating custom orders, making special deliveries and checking in on clients. In turn, shoppers are working hard to support small businesses during these challenging times. As malls were closed, it was store fronts on local Main Streets across the country that were able to fill in the gap. Store owners, who are often members of the community, were able to use their network to check up on friends and family while also talking about what is on people’s minds and how to quickly shift product offerings.
The next generation of shoppers has already been spending more on experiences over things. It seems like a natural evolution that these sentiments would be translated into making purchasing decisions that take into account production practices, place of origin and the story behind the brand. Even charity tie-ins and support of not-for-profits are a factor in purchasing decisions. We expect that this will continue to increase as holiday purchases become more mindful and thoughtful. Gift givers will want their purchases to have a positive emotional impact and be used regularly at a time when we might be using what we have less often.
We understand that shoppers are looking for quality and are celebrating the individually of the artisan. As a brand, it has been helpful to us to use American-made, vegetable-tanned leathers that are chemical-free. It has fueled a new category of fashion, similar to the food industry, called “slow fashion,” which has a commitment to sourcing from local suppliers whenever possible. This concept is about making deliberate choices, from the artisan who sources specifically selected materials to the consumer who makes the choice to purchase intentional products that will stand the test of time. It’s less about the trends that are happening on social media and more about a shared purpose.
This creates the challenge of finding materials that are not only cost-effective but that also maintain a brand’s identity of sustainability. A brand has to make the choice to find quality options nearby, from local partners, whether that means in your local community or somewhere in the United States. Put simply, more people are realizing that we only have one Earth, and we need to take care of her.
It isn’t always easy to make these decisions. When we do, we have to hope that our customers agree with us and will support our viewpoints and efforts. When I started Gale & Hayes, I knew I wanted to be sustainable and as environmentally-conscious as possible. At a past company, I went on a work trip abroad and visited our manufacturing factory. I saw the waste of textiles and it made an impact on me. The factory was efficient, but the idea of fast fashion unsettled me. The idea of trending items you only wear a few times and then throw out is something that I realized was not for me. I knew when I started my company, I wanted to focus on products that are timeless and better for the environment. I hoped that consumers would agree, and luckily, they did.
Even in the early days, when I would tell customers about the mission of Gale & Hayes, the feedback was extremely positive. With each passing year, it has been shaped by the desire of shoppers to make a statement of support for local artisans, local small retailers and the Earth. In many ways, we are usually worried about the competition, but in the case of sustainability, it is creating a movement with a greater number of options for sustainable fashion that drives more awareness and increased purchases.
So much change has happened at the consumer level, especially the movement toward sustainability and slow fashion, and I believe that it will continue. Based on all that we have been seeing and hearing from our clients, we believe that these changes are part of the new normal. The next generation of fashion designers, artisans, entrepreneurs and consumers will be expecting greater sustainability practices. It’s interesting that this would be reinforced during a pandemic — although there’s nothing like being at home to make us realize the importance of the environment that we create.
Kimberly Nowers is the founder of Gale & Hayes, an accessory brand that offers hand-crafted products made with vegetable-tanned leather from the company’s studio in New England. Find more information at galeandhayes.com.
