GEN Z AND THE FUTURE OF FASHION
Business Of Fashion|June 2021
Gen Z reacts strongly to how brands respond to relevant social conversations, both positively to authentic brand activism and negatively to tokenism and performative acts. Also, this generation’s fashion purchases are infl uenced by the commitments brands make to social and environmental sustainability, says ‘Futureproof’, a Depop and Bain & Company collaborative report on Gen Z behaviours and aspirations…

‘Futureproof’ presents an in-depth investigation of how Gen Z is re-imagining newness in fashion to fit its needs and its values.

Gen Z embraces a nuanced relationship with social media that acknowledges the positives and the negatives of platforms. Our interviewees shared their appreciation for the enhanced global exposure and connectivity that comes with social media. However they also recognise the wider negative impacts on society — from data privacy issues and the influence of algorithms to compromised mental wellbeing arising from filtered digital realities, constant comparison and online abuse,” say the report’s authors Federica Levato, Bain & Company partner and head of Bain’s Fashion and Luxury vertical(EMEA), and Fabio Colacchio, partner, Bain & Company’s Fashion and Luxury vertical.

Gen Z personas on social media tend to stand out, compared to their millennial counterparts, for being more authentic and spontaneous - and less filtered and curated. Similarly, Gen Z fashion is distinctively experimental and hybrid. Its members gravitate towards highlow fashion collaborations mixing vintage and streetwear. While they still look to (fashion) brands for trends and inspiration, they choose how to style themselves, the report states.

Although interest in sustainable fashion has grown across generations, Gen Z’s concern for the environment has fuelled media coverage, consumer pressure and budding corporate change in the fashion industry (including sustainability initiatives, sustainability-linked bonds, certification and insurgent business models), Levato says.

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM BUSINESS OF FASHIONView All

ADIDAS LAUNCHES TECHFIT PERIOD-PROOF TIGHTS FOR WOMEN

Adidas has unveiled its latest product innovation designed to keep more menstruating women in sport.

1 min read
Business Of Fashion
August 2021

INSIDE STORY AN ANALYSIS OF INDIA'S INNERWEAR MARKET

The market segment is evolving and is gradually moving towards organised retail. Indian consumers spend on innerwear products is significantly lower than other Asian peers, but currently with the emergence of new players, more and more consumers are building the habit of purchasing branded products.

10+ mins read
Business Of Fashion
August 2021

MINISTRY OF TEXTILES AND NIFT JOIN HANDS TO COMPLETE THE FIRST SURVEY ON STANDARD INDIAN BODY SIZES

NIFT Delhi, under the aegis of the Ministry of Textiles, Government of India initiates a massive national sizing survey to create an anthropometric database of measurements for Indians, which is a true representative of the entire Indian population

3 mins read
Business Of Fashion
August 2021

PASTELS AND POP

LAUNCHES FIRST FLAGSHIP STORE IN BANGALORE

1 min read
Business Of Fashion
August 2021

KENDIEE INTRODUCES NEW COLLECTION WITH SUPREME QUALITY PRODUCT AND AFFORDABLE PRICE

Gurugram based, Kendiee is a new online clothing brand that has been the talk of the town, especially after Shein’s exit from India.

1 min read
Business Of Fashion
August 2021

JAYPORE LAUNCHES LIMITED-EDITION GAJGAMINI COLLECTION

Inspired by the radiance of the festival, JAYPORE has unveiled Gajgamini, a limited-edition festive collection of handcrafted dupattas that will enamor shoppers with its elegant designs and ethnic charm.

1 min read
Business Of Fashion
August 2021

BEWAKOOF LAUNCHES NEW BADERA COLLECTION TO SUPPORT ARTISANS

India’s largest D2C fashion brand Bewakoof.com paid homage to heritage’, by announcing the ‘Badera’ collection with a complete range of fashion apparels for men and women. Badera collection includes close to 100 unique SKUs with a wide variety of prints, patterns and colour options.

1 min read
Business Of Fashion
August 2021

ADIDAS LAUNCHES NEW 4DFWD AND 4DFWD PULSE SHOES WITH DATA DRIVEN 3D PERFORMANCE TECHNOLOGY

Adidas running introduces the latest iteration of adidas 4DFWD and adidas 4DFWD Pulse – the next step in data-driven 3D printed midsole innovation, designed to move you forward for the everyday runner.

1 min read
Business Of Fashion
August 2021

Value E-Commerce: A $40 Billion Opportunity

As India’s retail industry evolves, a growing number of value-conscious online shoppers are reshaping India’s e-commerce landscape. Currently valued at US$4 billion, value e-commerce is expected to grow rapidly to reach US$20 billion by 2026 and US$40 billion by 2030, marking a 10X growth in 10 years.

7 mins read
Business Of Fashion
August 2021

How The Cotton & Handloom Industry Is Booming

The handloom industry is a very critical component of the Indian economy due to its noncapital intensive nature, great potential for exports, the attraction of foreign currency and direct ties with the rural economy.

7 mins read
Business Of Fashion
August 2021