With the high street and the fashion industry brought to its knees by the coronavirus pandemic, the ‘buy less, buy better’ ideology of generation Z – those aged 18 to 24 – could see the beginning of the end of fast fashion, new research suggests.
If generation Z’s habits are adopted by the population as a whole there could be a shift to consumers with a “divided wardrobe” – featuring rented items and others bought from resale vendors – becoming the new normal. Read more…