Generation Zers Drive High Levels Of ‘Fast Fashion’ Returns, Despite Environmental Concerns
You probably won’t need this particular digital luxury agency to set out that the environmental implications of ‘fast fashion’ are problematic. And this is especially so when such a high level of general style disposability is combined with a similarly high level of returns. Certainly, many eyebrows raised in concern when it emerged that one ‘fast fashion’ brand reported a detrimental impact on its profits as a consequence of online shoppers returning clothing quicker than they had prior to the COVID-19 outbreak. That, of course, would seem the opposite of the direction most of us ought to be going in as far as our relationship with attire on the ‘catwalk cutting edge’ is concerned. So, is there any particular group driving such fashion fickleness? The answer would seem to be “yes”, although the identity of the guilty cohort in question may surprise some observers. Do younger fashionistas’ stated values match their purchasing habits?...