Gen Z Is a Contradiction When It Comes to Fast Fashion

Younger shoppers are conflicted. While polls consistently report that Gen Z is incredibly anxious about the environmental impact that humans are having on the planet, they're also propping up a new, even faster iteration of the fast fashion industry. Shein, which claims to add 700 to 1,000 new items to its site each day, is a Gen Z favorite. TikTokers routinely show off their hauls—hundreds of clothing items made primarily from fossil fuel-based synthetic (and sometimes toxic) materials that sell for as cheap as $6 for a crop top or $10 for a dress. "Younger shoppers really have a tension in their mind[s]," Anthony Marino, president of online clothing resale store thredUP, told Adweek. "They want to do the right thing and shop sustainably, but boy does fast fashion make it easy and convenient for them to buy the cheap and easy and toxic product." The addictive nature of fast fashion That tension came through loud and clear in thredUP's latest Resale Report, released today, which marks the brand's 10th annual analysis of the clothing resale industry. According to thredUP's research, 74% of people who shop with fast fashion retailers believe their individual consumption habits have an impact on the planet. In particular, 50% of those shoppers are certain that fast fashion is harmful to the environment. The problem is that it's convenient. When asked why they buy from fast fashion retailers, 72% said it's because of the low prices, while 53% said it saves them time. It's also a social media-fueled addiction. One-fifth of fast fashion shoppers said they feel pressured to have the latest styles because of what they see on social media. About 42% said buying fast fashion garments is a habit that's hard to stop. The momentum of resale Still, resale is gaining ground. The report predicts the global secondhand retail market will grow 127% by 2026—three times faster than the global apparel market overall. Individual shoppers also expressed a desire to quit fast fashion, opting instead for secondhand clothing when they're hit with the impulse to add to their wardrobes. Nearly two-thirds of consumers who shop fast fashion said they aspire to buy more items secondhand, according to the report. Of those who bought their first secondhand clothing item a year ago, 65% said they want to quit buying fast fashion all together. Nearly half (48%) said they try to avoid buying fast fashion when possible, and 43% said they feel guilty for wearing or purchasing those items. In contrast, 82% of consumers said they feel a positive emotion about buying secondhand garments. Meanwhile, 72% of respondents who considered themselves thrifters said they're proud to share when their outfit is secondhand. Brands want in The rest of the apparel industry is also beginning to buy into the secondhand market. The number of apparel companies with their own branded resale shops has increased by 275% since 2020, including brands like Madewell, Pac Sun, Wrangler, Timberland and Merrell. Retail executives are warming up to the idea: 75% are open to offering secondhand options to their customers or already do. "Brands are trying to figure out, 'How do I translate my brand DNA into a resale strategy that attracts new customers and can make money?'" Marino explained. It also helps to develop the brand, he added, "giving it real sustainability credibility" at a moment when consumers are demanding more climate action from the companies they shop. Among retail executives at brands that offer resale, 88% said it has helped drive revenue, according to the report. Nearly half (45%) of Gen Z and millennials said they're more likely to shop with a brand that offers secondhand alongside new clothing—up 11 points over the last two years. "There's an incredible opportunity to get in front of [Gen Z] customers because they are looking for a solution," Marino said. "Their awareness of the problem and their acknowledgement of their addiction is a powerful indicator of what a bright future resale has."

Sustainability News

Gen Z Is a Contradiction When It Comes to Fast Fashion

Insights from online thrift store thredUP's 10th annual Resale Report

Kathryn Lundstrom

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Kathryn Lundstrom