Let's go Shwopping as study reveals Plymouth people comfortable in their clothes at 37
Marks & Spencer study reveals men and women from the South West feel most comfortable with their style from the age of 34
• South West residents spend majority of young adult life uncomfortable with their fashion choices
• Plymouth is style confident at 37
• 2 in 5 (40%) of us find our teenage years the trickiest style era to look back at
• Shell suits and flares are ‘top’ fashion disasters from the past in Plymouth
• 2 in 5 (38%) Brits only like and wear half of the clothing in their wardrobes
• With 1 in 3 (34%) admitting to throwing unwanted fashion choices in the bin, M&S and Oxfam are calling on the nation to shwop their fashion regrets
After years of bad fashion choices and changing styles, men and women from the South West have stated that they finally feel happy with how they dress from the age of 34.
This compares to the average Brit becoming comfortable with their style aged 33. Those surveyed in Plymouth were happy with their style at 37.
The study* by Marks & Spencer (M&S) and Oxfam’s 'Shwopping' initiative has shown two in five (40%) of the nation look back in horror at the choices they made in the rebellious teenage years, with those in the South West and Plymouth admitting 23 is the average age they find most tricky in terms of style.
A region of hoarders, two in five of us in the South West admit to owning fashion disasters from the past – with shell suits and flares topping the list in Plymouth. However bad these styles from yester year are, people feel compelled to hang onto them, with one in four (27%) stating they keep them to wear as fancy dress outfits.
The nation is amassing millions of items of clothing they consider to be fashion disasters that will never see the light of day again, with two in five (38%) admitting to only wearing half of the clothes they own.
Over one third (34%) of Brits are still throwing clothes in the bin which means we are sending millions of items of clothing to landfill.
M&S and Oxfam’s 'Shwopping' initiative is calling on the public to ensure no clothing ends up in landfill by shwopping - not binning - these unloved items of clothing in their stores nationwide.
With over 1 billion items sent to landfill each year in the UK, the retailer is calling on local people to adopt a ‘buy one, give one back’ culture when they shop.
As part of its 'One Day Wardrobe Clear Out Shwopping' event on Thursday 3 October, the retailer is asking its customers to ditch the bin and ensure their unwanted clothing choices can have a second life by 'Shwopping' in the Plymouth store to receive a £5 money-off voucher when they spend £35 or more on fashion.
Social media sites have become the 21st century catwalk. Not only was last month’s London Fashion Week played out across various social media platforms, but one in four (28%) in the South West admit turning to Facebook to know what’s hot and what’s not in terms of trends and styles.
However, as well as working as a look book for future outfits, social media can also be a reminder of fashion disasters from the past, with almost a third (30%) of the men and women polled confessing to de-tagging Facebook photos because they’re embarrassed by the clothes they have been snapped in.
Since its launch in April 2012, Oxfam has received over 5.3 million items of clothing thanks to Shwopping, which could be worth £3.3 million for the charity. All money raised by Shwopping is used to support Oxfam’s projects around the world working to alleviate poverty.
For more information on Marks & Spencer and Oxfam’s Shwopping initiative and the One Day Wardrobe Clear Out event on October 3rd visit www.marksandspencer.com/shwopping.
Shwopping
'Shwopping' is Marks & Spencer’s revolutionary clothes recycling initiative where customers can donate any item of clothing, of any brand, to be re-used, resold or recycled by charity partner Oxfam. Launched by Plan A ambassador Joanna Lumley, M&S believes Shwopping can revolutionise clothes shopping by asking consumers to adopt a ‘buy one, give one’ mentality and encourage greater sustainability on the high street.
The campaign aims to put an end to the one billion items currently ending up in landfill every year. All M&S clothing stores now accept used and unwanted items of clothing from any brand, all year round. The ultimate aim for M&S is to collect 350 million items a year – recycling as many clothes as it sells.
For further information on Shwopping visit www.marksandspencer.com/shwopping.
*Research conducted by OnePoll, who surveyed 2,000 UK adults, between 25-26 September 2013. 171 respondents from the South West, 75 from Plymouth.
