Generation Z puts an end to fast fashion

Due to the coronavirus pandemic, more and more customers are adopting the habits of the younger generation and do not want to constantly change their wardrobe.

Members of Generation Z, aged between 18 and 24 years, are steadily demonstrating their commitment to a greener lifestyle. As a result, in recent years there has been a steady downward trend in the importance of “fast” fashion and increasing turnover of reuse and recycling of clothing. 

Other consumer groups have also begun to adopt similar habits due to the Coronavirus pandemic. And this, combined with the negative impact of the crisis on the industry, may mean, if not the end, a severe blow to the “fast” fashion industry and the entire fashion industry.

A study conducted on behalf of the Royal Society for the Promotion of Art, Manufacturers, and Commerce in the UK showed that during the pandemic 28% of people increased the amount of recycled or reused clothing in their wardrobe. However, 35% of women said they would buy fewer items in the future. 

In the near future, the idea that a wardrobe in which some clothing is bought secondhand, at online resale and rental sites, will become commonplace and even normal. Moreover, even before the pandemic began, the sphere of online commerce and rental of recycled clothing was on the rise due to the fact that young buyers are trying to find new ways to live a more socially responsible lifestyle.

In response to this trend, investments, including those on behalf of governments, in socially responsible fashion and a shift in the focus of manufacturers towards more fashionable products that meet the needs of society are becoming more relevant.