Buying temptations lurking with new spring fashion and trends
Milieu Centraal's effect measurement shows that women who participated in the online training 'Mijn Stijl iD' buy less new clothes. They bought on average 2.4 fewer pieces of clothing in the three months after the training. If all Dutch people were to reduce their buying behavior in this way, it would save as much as 1.2 megatons of CO2 emissions per year. That is more emissions than the lighting of all Dutch households in an entire year. With the new spring and summer collections approaching where buying temptations lurk, behavioral researcher Judith Roumen tips, "Don't be tempted by the latest spring trends and colors. Follow your own style, not the fashion and, above all, see how you can be creative with the clothes you already have." Today, Milieu Centraal is launching the expanded and improved version of the Mijn Stijl iD training with, among other things, more advice on fits and a module on color analysis. In this way, Milieu Centraal wants to appeal to and help even more women to be more conscious of their clothing consumption and less tempted by trends, sales, marketing tricks and (ultra) fast-fashion. For more information and the training, see www.mijnstijlid.nl.
Main photo: Women buy fewer new clothes after online training by Milieu Centraal © Marieke Duijsters
"Nothing to wear" feeling
Within six months of the launch of My Style iD in 2024, more than 10,000 women did the free online training. The effect measurement among 253 of them shows behavioral change. After taking the training, women are more thoughtful about how much clothing they buy, think more carefully about whether a garment fits their own identity before they buy it, and make fewer impulse purchases when it comes to clothing. It also appears that they feel more guilty if they buy new clothes frequently. Angela Bolt, clothing expert at Milieu Centraal, explains:
"Many women know the feeling: you stand in front of a full closet in the morning, yet it seems like you have nothing to wear. If you know which clothes really suit you, which fits and colors work well for you, you're less likely to have that "nothing to wear" feeling and you won't have to buy as many clothes. It's a waste if you buy clothes that you end up not wearing, a waste for your wallet and the planet. I am glad to see that the training actually gives tools to prevent this. So I urge everyone to do the updated free training, because after all, the most sustainable piece of clothing is the one already in your closet!"
Fight against overconsumption and impact clothing industry
Within the click of a mouse, (cheap) clothes can be ordered from China, and social media, influencers, clearance sales, new trends and marketing tricks play into this. The fact that people buy less clothes is an important step in the fight against overconsumption and the impact of the clothing industry on the environment. In the process, it also saves a lot of money. With the arrival of the new spring collections, it is even more important to think about what is really needed. Behavioral researcher Judith Roumen, adds:
"Trends change constantly, but your personal style remains. By gaining insight into your clothing buying habits and learning how to deal with all the buying temptations, you will gain concrete tools to choose better, buy less new and be happy in front of your closet. While buying new stuff creates a momentary feeling of happiness, healthy self-esteem and living by what you really care about, such as spending time with loved ones and leaving the earth better, creates a feeling of happiness that lasts longer, research shows."
About Milieu Centraal
Milieu Centraal is the knowledge center for sustainable living, providing consumers with practical tips and advice for every sustainable step: from separating waste to buying solar panels. An external scientific advisory board is part of the quality assurance. Milieu Centraal reaches some 30,000 consumers daily through its websites and social media. Milieu Centraal works together with civil society organizations, companies, government and media.
Buying fewer clothes gives peace of mind
Research by Milieu Centraal has shown that especially the group of highly educated women between the ages of 25 and 35 experience a difficult dichotomy when it comes to their clothing buying habits. This group buys more clothes than the average Dutchman (an average of 50 new items of clothing per year), but is aware of the environmental impact and more often than the average Dutchman has a desire to change and buy less clothes. However, they do not manage to actually do this. The online training Mijn Stijl iD helps - now proven effective - to change clothing buying behavior. Geertruida de Weger did the training and tells:
"Since the training I am much more focused in my buying behavior. Where I used to mindlessly order online -many sizes, colors, models and eventually return them-, I now know better what suits me and what I really need. I notice how valuable it is to combine with what is already in my closet, instead of always buying something new. Trying on clothes is so important and that's why I stopped buying online. It gives me peace of mind not to have to go into everything, but to choose only what really suits me. Of course it is sometimes difficult, but by practicing what I have learned in the training, I am getting better and better. I also involve my daughters in this - together we ask conscious questions before we buy something. This way I give them a good example to think about what they buy and why."
Fitting advice and color analysis in updated training course 'My Style iD'
It has been one year since the online training course Mijn Stijl iD was launched this month. The training was created in cooperation with Psychologie Magazine and Hogeschool van Amsterdam, lectorate Psychology of a Sustainable City. In seven steps, fashion psychologist Anke Vermeer, clothing stylist Mirjam Hamming, color stylist Victorien van Duuren and behavioral scientist Judith Roumen teach participants to get more out of their current closet by making new combinations in order to develop their own sustainable clothing style. This will include insights into the impact of the clothing industry, what buying does to the brain, how to deal with buying temptations and how people can control the quality of clothing, allowing clothes to last longer. New is the advice on fit by Mirjam Hamming and a module on color analysis by Victorien van Duuren. Through inspiration videos, a closet workshop, a mix and match workshop, color analysis workshops, looking at one's own identity that one wants to convey and self-reflection when it comes to buying behavior, participants are helped to buy fewer new clothes. The training is free of charge at www.mijnstijlid.nl.
