The fashion taste of Generation Z also affects the world fashion industry even though they are still a new generation. New York Fashion Week and a growing fashion movement have the potential to change the industry fundamentally which is a sustainable fashion. If designers want to lure Gen Z, they need to take this important change.
The last ten years have seen a dramatic increase in educated consumers, they not only think about the quality and value of the finished product but how the product arrived at the store shelf. Gen Z wants to know where the material comes from, who made it and under what conditions the work environment is made of.
The desire to understand the story behind consumer goods has spread to the world of fashion, and young people called Gen Z force brands to get them to see what they do and how they do it.
The Fashion Taste of Generation Z and Their Buying Power
Gen Z, in particular, wants to adapt to a brand that represents a mission. Sustainable and ethical fashion quickly become part of the values of this generation, because the negative effects of fast fashion are increasingly revealed. One small example is environmental hazards and human rights issues.
However, while there are a group of observers, celebrities, and leading brands who are starting to think about environmental impacts, such as All birds, United by Blue, Girlfriend Collective, Reformation, Outerknown, and Everlane who are devoted to sustainable fashion. Most young people today will consider sustainable fashion to be more of an ethical bonus or fun, not a necessity. The main reason: too expensive price.
The most sustainable fashion is naturally complemented by higher price because of ethically sourced fabrics, thoughtful manufacturing methods, better factory conditions, and increased workers’ wages. When the average cost of an eco-friendly item is around $ 80, young people often have no choice but to shop elsewhere.
Especially when you can buy some clothes in stores like Forever 21 or Old Navy for a cheaper price. Young people are still in the stage of wanting to use the latest appearance – and change their clothes every day. They do have have a mindset yet to buy more quality clothes at more expensive prices and store them for a longer period of time.
An exclusive collection that is environmentally conscious from H & M and Zara that starts making sustainable fashion at affordable prices and according to trends.
Brands like H & M acknowledge its contribution to this problem as a fast fashion leader and have a strong commitment to recycling textiles to help offset this. This is a challenge because the young generation wants to choose a sustainable design but cannot afford it and this provides a practical solution.
With this, the Gen Z encourages brands to adopt more sustainable and ethical practices – here is how companies can begin to contribute to the movement and stay at the forefront of fashion.
Consumers ask more questions: Who made my clothes? And how do they make it? Ethical fashion is about paying a decent wage for everyone involved and taking steps to reduce the environmental impact of the production process by reducing water use, reducing chemicals used and more.
The Fashion Taste of Generation Z and Tips for Sustainable Mode
- Start with one thing that is sustainable
Start somewhere. Need an idea? Madewell has just released their eco collection, which is a small collection using less water and energy. Another idea is to consider a pair of Adidas shoes developed in partnership with Parley for the Oceans that uses treated waste from the coast. While only available in limited numbers, Adidas is committed to expanding the collection.
- Offer recycling clothes
Nearly 100 percent of household textiles and clothing can be recycled, regardless of quality or condition. H & M takes textiles of all types and all brands in the store to recycled and give you discounts for your new purchases.
You also can partner with second-hand shops or charities or change your business model: for example with a tagline: “Having nothing but having everything. ”
It is very unique to create a circular economic model. For subscription fees, you receive a box of new t-shirts and you send back the old one. This is an attractive business model for environmentalists to support the fashion taste of generation Z and other generation.