Summer Kwon

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People

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People power the fashion industry and Generation Z, born between 1995 and 2010, is an influential force, shaping consumer and societal trends (Francis & Hoefel, 2018; McKinsey, 2018). The growth of social media as a creative outlet has also led to an increase in inspiration drawn from digital media and fashion retailers have begun to shift their marketing objectives to target Gen Z. Thus, leading to the question: how can this digitally-driven generation shape the fashion market and how can the fashion industry adapt to calls for diverse, sustainable clothing?

Generation Z is the first “digital native” generation and their preference for digital media has shifted the way fashion retailers advertise items, reaching out to them through microcelebrities called “influencers.” These consumers frequently turn to social media for inspiration (Brewis, 2020). Gen Z spends more than half of their monthly income on products such as clothing and shoes, utilizing fashion as a creative outlet and a means of self-expression (Chan & Cheung, 2017). Despite being the most environmentally conscious generation, Gen Z struggles with impulse buying behaviors, with 41% of Gen Z consumers categorized as impulse buyers (Djafarova & Rushworth, 2021). Though many Gen consumers tend to purchase fast fashion products, many still prefer to shop second-hand. They are more willing to purchase green products but due to the lack of transparency and affordability, Gen Z does not consume sustainably. (First Insight, 2019; Francis & Davis, 2014)

Gen Z has grown up digitally connected to every corner of the world and they are one of the most environmentally, socially, and culturally conscious generations (Gomes & Nogueira, 2023). A recent study showed that seven out of ten Gen Zers find it important to defend identity-related causes and are more interested than previous generations have been in human rights (McKinsey, 2018). The generation is more aware of social issues and fashion brands have begun to acknowledge this shift in values. Tommy Hilfiger released an adaptive clothing line in 2021, which not only included redesigned clothing but also an e-commerce site that was inclusive of cognitive experiences (Vogue Business, 2021). Consumers can be guided through their shopping experience with Amazon Alexa’s voice and can choose resealable packaging.

Gen Z accounts for 40% of the global consumer population. (Wordstream, 2022). Brands must focus on ethical fashion, sustainability and fashion. The fashion industry must evolve alongside Gen Z to accommodate diversity.

References:

1. Brewis, D. (2020). What Generation Z expects from the online retail experience – IMRG. Www.imrg.org. [Link](https://www.imrg.org/blog/generation-z-online-retail-expectations/)

2. Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204–217. [DOI](https://doi.org/10.1016/j.im.2016.06.001)

3. Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68(1), 1–7. [DOI](https://doi.org/10.1016/j.chb.2016.11.009)

4. First Insight. (2019). The State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail. Www.firstinsight.com. [Link](https://www.firstinsight.com/white-papers-posts/gen-z-shoppers-demand-sustainability)

5. Francis, J. E., & Davis, T. (2014). Adolescents’ sustainability concerns and reasons for not consuming sustainably. International Journal of Consumer Studies, 39(1), 43–50. [DOI](https://doi.org/10.1111/ijcs.12150)

6. Francis, T., & Hoefel, F. (2018, November 12). “True Gen”: Generation Z and Its Implications for Companies. McKinsey & Company. [Link](https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies)

7. Gomes, S., Lopes, J. M., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production, 390(136092), 136092. [DOI](https://doi.org/10.1016/j.jclepro.2023.136092)

8. 18 Gen Z Characteristics & Stats for Marketers [2022]. (n.d.). WordStream. https://www.wordstream.com/blog/ws/2022/08/09/gen-z-stats#:~:text=They%20make%20up%2040%25%20of

9. The A to Z on Gen Z. (n.d.). Www.mckinsey.com. [Link](https://www.mckinsey.com/featured-insights/themes/the-a-to-z-on-gen-z)

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Planet: Sustainability in relation to fashion.

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At the beginning of the Industrial Revolution, the fashion industry adopted a linear business model that has persisted for nearly three centuries. (Hethorn & Wulasewicz, 2015) Today, the fashion industry is the third-largest contributor to global carbon emissions, accounting for 10%. (European Parliament, 2021) This problem has been worsened by the rapid growth of fast fashion retailers, who intentionally encourage overconsumption and impulse buying with promotional incentives and the allure of being ahead of current trends. As a result, a cycle has developed in which clothing has become disposable, resulting in a 36% drop in the use of a garment but an increase in annual clothing purchases, quantified as 26.7 kg per person in the UK. (UNEP, 2015; ECAP, 2018) The industry must employ eco-friendly practices to mitigate environmental impacts throughout the supply chain.

As part of the 2030 Agenda, the UN set 17 Sustainable Development Goals (SDGs). Of the 17, SDG 12: Responsible Consumption and Production most closely relates to the challenges faced in the fashion industry. (United Nations, n.d.) At the core of irresponsible consumption in the fashion industry lies fast fashion retailers like Zara, Shein, etc. The fast fashion business model relies on mass consumerism driven by impulse buying. With a focus on reduced costs and low-quality garments, consumers are compelled to frequently purchase items. Production is reliant on underpaid child and women laborers, and synthetic fabrics make up more than half of all materials used in clothing today. (Textile Exchange, 2022) The International Labor Organization (ILO) estimates that 170 million child laborers are employed worldwide, most of whom work in textiles and garment manufacturing. (ILO, 2020)

In recent years, there has been a shift towards circular fashion, which aims to minimize input and output waste throughout the production process while extending the life cycle of garments. (Gwilt, 2021) The term ‘circular fashion’ was first coined in 2014 and follows a model in which a sustainable, ‘closed-loop’ system is used. (Niinimaki, 2018) Each garment is produced with intention in each step and is traced until the end of its life cycle. This approach incorporates recyclable materials, non-hazardous production substances, and product repair and reuse of old materials. The circular model shifts the aftercare of a garment to the consumer, focusing on upcycling and recycling.

Fast fashion brand H&M has implemented environmentally conscious practices, including the ‘CanopyStyle’ policy to prevent deforestation in its supply chain and using Bloom, a flexible foam made from algae biomass. Other brands like Patrick MacDowell, Patagonia, and Levi Strauss have prioritized using recycled fabrics over creating new garments and have begun focusing on aftercare, such as tailoring old garments or repurposing items. By shifting the fashion industry’s focus towards extending garment lifecycles and consumer-centric aftercare, we can pave the way for a more sustainable trajectory.

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