In the past two decades, many of us have gone from saving up to buy clothes that we kept and treasured to consuming pieces designed to be ordered via mobile, worn a couple of times, paraded on social media once and then discarded by the end of the month.
Already the largest online-only fashion brand in the world, Shein raised another US$1 billion or so in a funding round last week, according to reports, valuing the company at US$100 billion. By comparison, Inditex, which owns Zara, has a market cap of roughly US$68 billion. "Yes," says Dana Thomas, author of Fashionopolis: The Price of Fast Fashion and the Future of Clothes. "We have to reset our habits. We've been conditioned by fast-fashion brands, via marketing, to over-consume, and to think it's normal to buy a new outfit for a hot date or to walk out of a store with a sack full of clothes.
Young people are buying more clothes — but this doesn't yet have the social stigma of eating red meat or regularly flying long haul among this environmentally conscious generation. That fast-fashion brands are making more money than ever shows that by highlighting the human cost, campaigners have been barking up the wrong tree.
"Every survey we've done shows Gen Z cares about the environment above any other cause," says MaryLeigh Bliss, head of content at youth consumer insights firm YPulse. "But equally, they've grown up in the shadow of a recession and are about to live through another one — and price is everything to them.
Bcos, it’s “nice” to hear but “hard” to follow!
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