People
Everything begins with people, the good and the bad. We are the cause of our political and environmental challenges, but we are also the solution to many global issues. People bring fashion to life, our creativity is what creates, our bodies are what presents, and our individuality is what buys a piece of clothing. We use clothes to bring out our individuality, so we can stand out in our own way and communicate a message about our culture, personality or/and values.
Over time, fashion has changed, the different trends and the specific people that buy into the trend, could depend on the generation a person is born into. Generation Z differs from Millennials in the way we shop and from where. There is a lot of expectation for Generation Z, we are basically expected to save the planet, (Mazzu, 2023), and as much as Gen Z cares about sustainability, there is still a lot of consumption of fast fashion. We care more about sustainability than any other generation. 54% of Gen Z aged 18-24 stated that sustainability is important to them (Herron, 2023), but at the same time Gen Z and Millennials are the leading generations of buying fast fashion, stated by the ‘ThredUp’s 2022, Gen Z, Fast Fashion Report, 72% of college students reported having shopped fast fashion in the past year.’ (Herron, 2023). So, Generation Z is both the problem and the solution, as long as even more people can be influenced to be more sustainable.
More Gen Z people can be attracted to a brand not only through it being sustainable, but also if the brand is diverse and inclusive in all forms. Generation Z cares a lot about individuality, we prefer to buy something that will represent our personality and make us stand out, whether it be fast fashion or not. Due to our ‘Generational Values’, and all the political issues we are facing today, when it comes to diversity, close to 40% of Gen Z consumers prefer gender neutral beauty products compared to older generations. Nike is a great example of being an inclusive and diverse brand, for example, their Pro Hijab for Muslim female athletes’ advertisement, their active wear for people with disabilities and the plus-sized athletic wear. Other brands are Fenty Beauty- ‘Beauty for All’, Target – ‘ Bring Home Support’ and Adobe – ‘When I see Black’.
Overall, Generation Z is attracted to brands that are able to help them show their individuality, be as sustainable as possible and are diverse and inclusive.
References:
Mazzu, R. (2023). Gen Z loves fast fashion. so…how exactly is that sustainable? Retrieved from https://www.myindyx.com/blog/genz-sustainability#:~:text=While%20Gen%20Z%20buys%20secondhand,and%20trendier%20options%2C%20in%20bulk.
Herron, A. (2023). Retrieved from https://www.fashiondive.com/news/sustainable-fashion-consumer-demographics-gen-z/650864/#:~:text=About%2054%25%20of%20Gen%20Z,leading%20consumers%20of%20fast%20fashion.