‘How Young People are Changing the Fashion Industry’. Just one of many headlines that we see talking about how millennials and Gen Z’ers are pioneering fashion sustainability. But is it really that cut and dry? Is there a solution that accommodates everyone, while still being sustainable?  

Social Media: Will the Novelty Ever Wear Off?

Swiping. Clicking. Advertising. Buying. The endless cycle of keeping up with fashion trends has been accelerated dramatically by social media platforms like TikTok, Instagram and Snapchat. It has never been easier for consumers to see what’s trending, with ‘newness’ being key. Every time someone opens an app, it’s imperative that they see something new, driving an algorithmic cycle of interest and purchase. Novelty isn’t just wanted, it’s needed. 

In a recent article from The Guardian, a focus group of young people were interviewed about their position on fast-fashion. ‘Out of style: Will Gen Z ever give up its dangerous love of fast fashion?’ from Sirin Kale, covers all aspects of the sustainability spectrum. One student, Alessia Teresko, said that they would prefer to spend $50 on 20 items, “because I feel like I’m getting more worth than from two things” and that sustainability is something she recognizes but the economic benefit to her outweighs the ethical choice. 

Social Media KornitX

The Need for Consumer Clarity

In a recent article from The Guardian, a focus group of young people were interviewed about their position on fast-fashion. ‘Out of style: Will Gen Z ever give up its dangerous love of fast fashion?’ from Sirin Kale, covers all aspects of the sustainability spectrum. One student, Alessia Teresko, said that they would prefer to spend $50 on 20 items, “because I feel like I’m getting more worth than from two things” and that sustainability is something she recognizes but the economic benefit to her outweighs the ethical choice. 

On the other hand, we have students like Mikeala Loach, 23, who is inspired by the likes of Greta Thunberg who has singlehandedly transformed the way that many look at sustainability, regardless of position or power. 

According to Loach, young people are left with a difficult decision, due to a lack of transparency from major brands and retailers, that would otherwise allow consumers to make an increasingly informed decision. 

“The fashion industry is designed to be exploitative and the opaqueness […] is what allows it to exist”. 

Loach has been an advocate of wearing second-hand clothing, in order to extend a garment’s life. In a recent report by Marketplace.org, Sucharita Kodali at Forrester found that the resale market makes only accounts for 5% of the apparel market but “it’s growing faster than apparel. It’s growing faster than the retail industry. It’s even growing faster than e-commerce” – So is this the solution? 

Sustainable Fashion KornitX

The Excluded Advocates

So far we’ve identified two ‘camps’ of young people. Those that prioritize the economic benefit over the sustainable, and those that favor an ethical solution over the material. But there’s a third group that has been excluded even by sustainable options. 

In the article by The Guardian, Kale spoke to Sophie Coates, a 20-year-old student. According to her, she found both shopping online and shopping second-hand difficult as a large proportion of these outlets “don’t have curve sizes”. If someone doesn’t fit into the so-called ‘straight’ sizes, they face a dilemma where they might not want to buy from a fast-fashion brand, but the sustainable alternatives won’t meet their needs either. 

That’s why there has to be a solution made for all. 

Excluded Fashion Advocates KornitX

Appeal to Everyone with On-Demand Production

On-demand fashion production has enabled a growing number of brands to appeal everyone’s needs: 

  • Fast reactivity to trends 
  • An inclusive range of made-to-measure products 
  • Unbeatable sustainability that eliminates waste for good 

With on-demand production, products are only produced after they’ve been ordered and trends can be brought to life in seconds rather than months. 

This might sound too good to be true, however it’s already a solution that has given the likes of H&M who in the last few days have launched their own on-demand Creator Studio, along with Next and more. 

KornitX enable brands to harness on-demand. Simple! It’s time for your brand to answer end consumer and market demand for sustainable production, in conjunction with unparalleled reactivity and efficiency. 

To find out how your brand can become a pioneer of the number one fashion solution made for the 21st Century consumer, you can book a demo with our team, below. 

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