Gen Z's relationship with fashion highlights a paradox: while they are increasingly aware of the need for sustainability and against overconsumption, they are also major consumers of fast fashion. This generation embraces thrifting and vintage shopping as cool trends but battles the realities of a fast-paced fashion system that fosters waste. The secondhand market is growing, projected to hit $367 billion by 2029. However, independent brands are struggling, and luxury labels are pricing themselves out of reach, creating a fragmented market with high consumer uncertainty.
Sustainability for Gen Z isn’t merely eco-friendly; it’s about the culture of cool, intertwining thrifting and vintage finds with a drive to mitigate climate impacts.
Despite being sustainability advocates, Gen Z paradoxically leads in hyper-fast fashion consumption, revealing a struggle against a system that promotes overconsumption.
The global secondhand market is projected to reach $367 billion by 2029, showcasing a significant shift in shopping habits within the Gen Z bracket.
Many luxury brands are moving beyond affordability for the average consumer, contributing to the fragmentation and uncertainty in today's fashion-retail landscape.
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