People
In a contemporary age marked by rapid changes, Generation Z stands as the most populous cohort, accounting for around 25% of the global populace, and has exerted a substantial influence on both cultural and economic domains (Schneider & Lee, 2023).Generation Z is emerging as a formidable force, exerting substantial influence across all sectors, hence yielding profound consequences. Simultaneously, the fashion business is being notably influenced by Generation Z in relation to sustainability, owing to many factors.
Firstly, Generation Z has a high demand for transparency as they have grown up in an era of easy access to information, and with early access to the internet, they want to be certain of the origin and manufacturing process of various items. At the same time, the current trend among Gen Z consumers is towards sustainable and eco-conscious fashion, with a growing preference for second-hand and vintage fashion, and The RealReal reported a 44 per cent increase in the number of items purchased on its platform in its Luxury Resale Report 2022. There has also been a surge in the phenomenon of “flipping,” where a customer buys an item and then sells it again a few months or weeks later. The vintage trend cycle is synchronised with fast fashion (Warchol, 2022). This phenomenon is in line with the concept of sustainability, as it reduces the amount of resources needed to manufacture new garments.
Conversely, the promotion of inclusivity and diversity is a distinctive feature of Generation Z, who hold these values very dear. Increasingly, there are advocates for greater inclusiveness in the fashion industry (Harrell, 2023). An example of this is Skims, a brand fronted by Kim Kardashian, which has a brand philosophy of SOLUTION FOR EVERYBODY. at the same time, Skims also emphasises self-confidence and self-love, encouraging women to embrace their own bodies and showcasing models of all shapes and sizes and skin colours in their advertisements (Skims 2019). This social change promotes a wider and more favourable perception of beauty and fashion.
In conclusion, the impact of Generation Z on the fashion industry and sustainability is undeniable. Consumers’ demand for greater transparency, their preference for sustainable choices and their support for ethical behaviour are all largely influencing the operational strategies of fashion companies. This generation is actively asserting its beliefs and tastes and is catalysing a transformation of the fashion industry, leading it towards a more responsible and sustainable future. Adopting these changes will not only benefit the environment, but will also build a more holistic and ethical fashion industry for the next generation.
(2019) Skims. Available at: https://skims.com/pages/about (Accessed: 15 October 2023).
Warchol, K. (2022) Is gen Z killing vintage fashion? – elle. Available at: https://www.elle.com/fashion/shopping/a41174615/is-gen-z-killing-vintage-fashion/ (Accessed: 15 October 2023).
Harrell, C. (2023) 7 gen Z trends that are quickly changing the world, Brainz Magazine. Available at: https://www.brainzmagazine.com/post/7-gen-z-trends-that-are-quickly-changing-the-world (Accessed: 15 October 2023). Schneider, B. and Lee, D. (2023) Bof Insights: Gen-Z and fashion in the age of realism, The Business of Fashion. Available at: https://www.businessoffashion.com/reports/retail/gen-z-fashion-in-the-age-of-realism-bof-insights-social-media-report/ (Accessed: 15 October 2023).