We asked parents in Britain what they thought using the Fastuna Product Idea solution. Although the concept of sustainable, ethical investment is welcomed, the execution left some parents feeling a tad underwhelmed and our insights suggest that parents aren't quite ready to lower the style stakes just yet.

Three areas of value came up in the open ended questions asked to our participants — recycled material, longevity and sustainability. The Growing Pants also scored well in uniqueness with 79%.

Petit Pli are award-winning kids clothes that are lightweight and splashproof. The purpose is to allow parents to invest in an item that will grow with the child. The material is made with recycled plastic bottles, so they’re lighter on the environment too.

What did we test? Petit Pli sustainable childrenswear that grows

Who did we target? National representative sample of British parents between 25 to 55 y.o.

How was it tested? We used the Concept Test solution on the Fastuna platform. Online panel respondents were sent a survey link to their email. After reading about the product, they answered our survey questions. We also added bespoke questions about their consideration set when selecting clothes for their kids, the importance of sustainability when it comes to clothes, and their understanding of what sustainable clothes means.

General perception scored 65 out of 100, which, based on standardised Fastuna norms, positions the product idea within the 'worth improving' range. Out of the 100 surveyed, 66 liked the product, 79 thought it was unique and 71 would tell others about the idea. Yet, only 58 would consider them for their child.

See the full report here.

Whilst people like the idea of clothes that grow there are some reservations about how well the material will stand the test of time.

The futuristic design isn’t for everyone, as the 'will you try it' score of 58 highlighted. But that is not necessarily a deal breaker. The cost saving and the sustainability elements for some parents did override the look…

People think of a range of ways sustainability can manifest itself when it comes to clothes: long lasting (durable), recyclable, production less harmful for the environment, less wastage, not travelled far (0 mile).

Some parents aren’t exactly sure about what sustainable clothing means when asked about it directly. This indicates room for education and knowledge sharing about the matter at hand.

When it comes to selecting clothes for their kids, parents think of the price first. Whilst the PetitPli’s positioning is around quality, longevity and sustainability, highlighting a cost saving benefit in the long run may also be beneficial. It may help reduce the barrier some parents may have associated with the initial outlay. However, we would recommend this to be a separate study about price sensitivity.

Unsurprisingly comfort and quality come second followed by material and fit.

All in all Petit Pil is a unique idea for a cause appreciated by most parents. Motivations for liking the product differed from the additional cost benefits, to longevity and the materials used for the trousers. However, not everyone is ready to convert from caring about the environment to making active changes, especially when it comes to style. Those who prioritise sustainability will likely invest faster than those who aren’t quite there yet. In the meantime, we will re-watch Back to the Future and take time to consider that to have a future, childrens' clothing may need to adapt in the style stakes.