The Rise Of Regeneration Z: New Penneys Research Reveals What’s Behind The New ‘Mend It’ Mindset In Ireland

• New research shows Gen Z repairing more than any other age group, with 77% mending their clothes in last 18 months

• Cost of living encouraging more clothing repairs as 62% who repair do it to save money, increasing to 95% among 18-24 year old’s

• However, research indicates more to be done to challenge consumer perceptions around durability, with 69% are more likely to repair an item of clothing if it’s expensive

• More than half (59%) of consumers in Ireland say they would like to learn how to repair their clothes as 31% say they don’t have the skills

New research from Penneys reveals the changing attitude in Ireland towards caring for clothes and their life span: Over three quarters of Ireland’s Gen Z’ers are repairing clothes: 77% of 18-24 year olds said they have repaired clothes in the last 18 months. This compares to just over a third (36%) of 25-34 year olds and 45% of 35-44 year olds.

The research, which examines attitudes and opinions towards repairing and reusing clothing, shows a rise in more conscious consumerism across Ireland, largely motivated by saving money and an increase in more sustainable behaviour, particularly among younger age groups.

The cost of living may be impacting consumers’ willingness to repair clothing, with 62% of those who repair stating they did so as it saves money, increasing to 95% among Gen Z. 71% of Gen Z surveyed said they repaired clothes as they wnated to act more environmentally conscious or to learn a new skill (66%).

Penneys is announcing this research ahead of its hosting a repair workshop for customers in its Mary Street store (Dublin) this Tuesday that will teach basic hand-sewing repair skills such as fixing a zip and how to replace buttons. This follows a series of over 35 workshops in stores across five cities in UK but following an oversubscribed event for 350 of its head office staff in Dublin, this is its first Irish repair workshop.

The research also indicated that more needs to be done to raise awareness around looking after your clothes to make them last longer. Among those who don’t repair clothes, 31% say they don’t have the skills needed and 69% are more likely to repair an item of clothing if it’s expensive – increasing to 89% among Gen Z. A further 24% of all those surveyed stated that the cost of alterations at a repair service is too much and ultimately a driving factor when deciding whether to repair a piece of clothing or not.

Lynne Walker, Director of Primark Cares at Primark, said:

“Our customers have told us that they want to hang onto much loved clothes for longer and are interested in learning new skills to repair their clothes. It’s really encouraging to see this reflected in our research among consumers in Ireland today, particularly among Gen Z.

“We’ve set ourselves a goal to strengthen the durability of our clothes in the next three years, as part of our commitment to become a more circular business. Educating customers on repair is one small step forwards in our journey, but it’s a step forwards in how we can use our stores and build educational content on our channels to help everyone be in on change.”

Of those who don’t currently repair their clothes, there is still an appetite to brush up on repair skills with more than half (59%) say they would like to learn. Over a quarter (27%) admitted they would throw away a damaged item rather than repair it – rising to 40% among 18-24 year old’s – indicating that there is a way to go towards educating consumers on how best to prolong the lifespan of a garment.