A recent study made by YouGov shows that the consumption habits of the generation Z are changing. Young people between 18-24 years are running away from fast fashion, mass production and non-natural materials.
We decided to know more about this topic, once our company is becoming more and more aware of the fashion industry impacts and how we can be a real part of a better and more sustainable future.
So, today we bring you a brief approach regarding the differences between fast fashion and slow fashion. Furthermore, the characteristics of this generation and the reasons that make young people and teenagers walking away from fast fashion. Lastly, how we can be part of the solution.
Fast Fashion vs Slow Fashion
Fast Fashion and Slow Fashion are fashion industry production models. With opposite features, each model has its pros and cons, but slow fashion is always a better choice when it comes to sustainability, so let’s begin with that.
The Slow Fashion production model has a more humanistic and conscious impact. Attention to the environment characterizes this type of productions. And quality of the pieces through the use of natural fabrics and the hiring of qualify labor. On the other hand the Fast Fashion production model, as the name implies, is characterized by “quick fashion”, prioritizing speed in the production and delivery of the product, which usually makes the products cheaper. The low cost is due to several factors, such as cheap labor and sometimes unfair working conditions.
More than a half of young people between 18-24 ages are concerned with sustainability and environmental issues and are becoming the main group of people that actually cares about the world and do something to prove it! So, of course, they are purchasing less items from fast fashion brands. Which means that the industry needs to follow the changes towards a more sustainable world and evolve regarding this industry transition.
Sustainability and ethics are exactly the main reasons why young people are turning their backs to fast fashion. They are searching for other alternatives of purchase, and becoming more informed. And so do we! Let’s know more about this generation and their beliefs.
Generation Z
Members of Gen Z—loosely, people born from 1995 to 2010—are true digital natives. From their earliest youth, they have been exposed to the internet, to social networks, and to mobile systems. That context has produced a hypercognitive generation. They are very comfortable with collecting many sources of information and with integrating virtual and offline experiences. Another study of McKinsey&Company based on a survey, reveals that Gen Z behaviours are all anchored in one element: the searching for truth. This way, young people are aware of the true cost of fast fashion clothes and products, and want to combat it! Furthermore, generation Z believes that companies should take more responsibility to address the fashion industry’s social and environmental issues.
The principle actions that Generation Z is adopting are:
- Buying from more sustainable fashion brands;
- Shopping secondhand and vintage clothes/acessories;
- Renting fashion items;
- Upcycling their clothing;
- Sharing their ideas and believes on social networks;
- Participating in fashion activism activities like signing petitions and Fashion Revolution Movement;
- Getting aware of greenwashing and avoiding it.
Our role:
As a company operating in the fashion industry our role is to be aware of the currently changes of the industry and offer sustainable options for the brands that want to work with us and create their own collections. This way, we work closely to the suppliers and our customers, so that we can ensure that all the processes are ethical. Furthermore none child labour everyone has good working conditions and fair trade.
Plus, we work with a wide range of sustainable materials, that our sourcing team carefully and ethically search. So, with us your fashion collection can be made with high-quality recycled or sustainable materials. All of this, of course, made in Portugal with love. A country where many top sustainable and luxury international brands have been choosing to place their productions. Bet on high quality, circularity & sustainability are the main reasons of their choices.
So, know more about the fashion industry and how we can help you right here:
Our Visit To Modtissimo: SS23 Fashion Inspirations & Eco-Responsible Materials
