Variety, sustainability and affordability are the three words that will rule the next fashion generation. Fast fashion, while hard to resist due to cheap prices and constant “newness” is loosing its power each time we choose to dress originally and consciously.
And we choose to dress originally and consciously because we are starting to realize that trends are an invention by a handful of fashion insiders who decide what the industry is going to sell, are not true guidelines for our personal style. We have to understand that we are our own trends, that we buy accordingly to our own individual personality. And each time we do this we support sustainability, diversity and affordability- the definitive descriptive words for the next generation of conscious consumers.
We are not a bunch of hippies propagating peace, love and green fashion; we equally have a business that is set in place to generate income, but with the difference of fast fashion brands we believe that you can create a sensational personal style and stay within your budget sustainably. Only 10% of textiles make it to the second hand industry and very few companies re-new and recycle clothes. Buying used clothes, unfortunately is still seen as “cheap” by the mainstream, so it will be years to come before fast fashion looses its power. It is unfortunate that consumers of fast fashion don’t go to the factories in India and China to see the disastrous working conditions and dismal pay or see the immediate effects of environmental pollution.
If the social and economic catastrophes are not enough of a reason to change consumer behavior then style should be an important one. Fast fashion produces fashion clones, and no-body wants to dress the same as the next person. If anything millennials are demanding shoppers who look for uniqueness and novelty.
Affordability of products is key in today’s poor economic climate. Every year rents and the cost of living in medium to big size cities become less affordable and naturally we are looking for affordable options to clothe and upgrade our style. Fast fashion is the obvious solution but it is no longer interesting for the fashion savvy, budget constrained consumer who is looking for more creative ways to maintain their personal style. Now consumers are eager to shop vintage clothing, and are demanding more and more a post shopping service from brands- like repairs and recycling.
The winners of the next generation of fashion are those who understand that fast fashion will no longer be an option. Just like the tobacco and the fast food industries fast fashion will become a laggard that will sustain its business in poor and uneducated communities while richer and more developed ones will discover more creative affordable and sustainable outlets to express their personal style.