Shopping Habits Of Generation Z Could Spell End Of Fast Fashion

ith 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. The research, carried out on behalf of the Royal Society for the encouragement of Arts, Manufacturers and Commerce (RSA) found from polling that during the pandemic, 28% of people are recycling or reusing more clothes than normal and 35% of women intend to buy fewer clothes in the future. The RSA is calling on the government to invest in sustainable fashion and manufacturers to be more responsible, following the research. Read more at The Guardian.