CONCLUSION

Unarguably consumers are becoming more aware of the overconsumption crisis within the textile industry. Generation Z are the ring leaders for generating change, influencing older generations as well as the younger generation to make a stand against world political issues, more specifically overconsumption within the fashion industry. Generation Z are seeing straight through greenwashing, growing up around the era of “Fake News’, this generation know when brands aren’t being transparent and aren’t shy to take their business elsewhere. Resale platforms such as Depop, Vinted and Vestiaire have become increasingly popular due to the cost-of-living crisis and consumers becoming more informed on global warming issues and the overconsumption crisis, resulting in the UK eventually running out of landfill space to dispose of textile waste.

Generation Z are wanting to make more sustainable choices and resale platforms have been targeting this generation by ensuring their apps are set out in the same format as social media sites. Generation Z are now more informed on the harm the fashion industry does to our planet. Vintage sites are teaching consumers to shop more sustainably, by purchasing second hand clothing ultimately reduces consumers carbon footprint and bringing new life to garments. Influencers and collaborations are popular amongst Gen Z. The TV show ‘Love Island’ has had a huge influential impact on this generation with clothing worn by contestants selling out within minutes. The TV shows recent change to a pre-loved partnership over their usual fast fashion partnership has had a major influence on Generation Z. Inspiring this generation to wear one-of-a-kind garments and consider their own carbon footprint. Fast Fashion brands have felt the threat of the rise of the second-hand market, ushering in their own resale platforms to stay ahead of the game and win over their consumers. However, this generation can spot when brands are not being authentic. Greenwashing won’t work with this generation. If fast fashion brands want to stay connected to their consumers, they will need to stay emotionally connected as well as remaining loyal and honest to honour generation Z’s values. The future of the fashion industry is looking to be more sustainably focused, currently the industry is no doubt heading in a circular fashion concept. There is no straight road ahead to a truly sustainable industry, but resale apps such as Depop and Vinted are making that road smoother. The rise in pre-loved clothing could evidently influence fast fashion brands to reduce the number of garments they produce each year, resulting in a more sustainable industry in the future. Generation Z will continue to be an advocate of change and inspire future generations as well as older, to shop sustainably.