Of course, there were some who tried to jump on the trend without actually changing anything; and thus came another buzz-word of the year - ‘greenwashing’. Companies have been accused of overstating the environmental and ethical benefits of their products, and when they continue to grow year on year - the financial times reported that the “average basket value, order frequency and number of items in each basket also increased” - it poses a real problem in the industry. It also highlights an outdated business model of over-consumerism and throw-away culture that fast-fashion brands champion.
Change is coming however, in the form of Gen-Z; McKinsey reported that the next generation of consumers “increasingly back their beliefs with their shopping habits, favoring brands that are aligned with their values and avoiding those that don’t.” Just as much as they are backing sustainable shopping experiences like clothes-swaps, renting and buying secondhand, they’re also reducing shopping overall - “product fatigue and environmental concerns” are turning them into anti-excess-consumerists.
The brands they do back have firm principles - among them are volatility, transparency, and responsibility. The Coronavirus outbreak is just another factor to induce change; BoF reported “the resulting “quarantine of consumption” could accelerate consumer shifts, such as a growing antipathy toward waste-producing business models and heightened expectations for purpose-driven, sustainable action.” It’s clear that a ‘business as usual’ approach for the industry is no longer going to work. So what does this mean for brands, and the future of the fashion industry? Are we going to see designers put upcycled clothes from previous collections in future seasons? Will people be buying much of anything at all? With the state of 2020 we may be waiting a few years for the new norms to sit in, but based on the events of 2019 two things are obvious: things will change, hopefully for the better; and the conversation around sustainability isn’t going anywhere.
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An Article written by Katie Robinson