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Study finds fast fashion is losing the youth market

2022-02-15

According to the Fashion Business Daily report, it is found that although the performance of many fast fashion brands is still rising, public attitudes are changing.

A survey of 2,094 adults by the University of Hull revealed that more than half of 18 to 24-year-olds want to "reject fast fashion" and change their shopping habits. The study also found that 25 per cent of young respondents were already using rental clothing instead of buying, and buying second-hand items as gifts at Christmas.

This also means that more and more people are starting to focus on the price of shopping spree, and the winning situation of fast fashions represented by H&M and Zara is beginning to be rewritten.

In particular, the space for fast fashion brands such as H&M has been compressed, and industries that rely on human resources will eventually go downhill. Especially when the quality is not good enough, there are quite amazing garments thrown away every year. At the same time, the new generation of consumers are mainly pursuing more personalized designs. This presents a major challenge for fast fashion.

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