Fashion Futures by livvyjai

FASHION FUTURES Olivia Buckley 1901813

Fashion Futures Olivia Buckley 1901813 AD6603 3

Virtual reality

Fabricant, Carlings etc - digital only clothing

Experience

Blend of on and offline Luxury Market? Adaptations

DIGITAL Gaming

Ecommerce changes - consumer online shift

RETAIL AI, AR, VR aiding new retail experience

Conscious 2nd Hand

SUSTAINABILITY

Greenwashing

Social, Economic, Political effects? 10-24

DEPOP

Solely virtual future - how soon?

Influencers

FASHION FUTURES

Inspiring new

Over consumption

Social Media

Current/future collabs

Instore vs Online

Metaverse

New generation want eco-friendly

Digital Natives Positive, aware, individual generation

GEN Z

Values changing as come to forefront Purposeful

What are brands doing currently to tackle issues Fast fashion future?

CONTENTS 7 - Abstract 8-9 - Introduction 10-15 - Generation Z Values 16-25 - Digital Natives 26- 27 - Sustainability 28-29 - Conclusion 30-32 - Survery Results 33-34 - References 35 - Image References

What will be the influence of Generation Z on the future of fashion and consequently your practice as a marketer/communicator?

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ABSTRACT This essay aims to establish the impact of Generation Z on fashion’s future and how their increasing influence on fashion will affect future practices. Concentrating on changing consumer values and habits, current and future digital innovations as well as sustainable practices, this essay will evaluate how these factors will subsequently influence my practice as a future marketer or communicator. Using a range of sources and citations to develop and inform this outcome, such as surveys to collect primary data alongside secondary research, and evaluating social, political, and economic change in the fashion industry the information gathered in this essay will inform the extent of which Generation Z will influence the future.

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INTRODUCTION

Generation Z are defined as the generation born between 1993 and 20012 (approximately). As digital natives, Gen Z will make up 30% of the US workforce by 2030 (Morgan, 2020) suggesting their huge economic power in future making them extremely important consumers, not to be overlooked. Generation Z have several different values to their predecessors, Millennials. Voicing their concerns about political and social issues, sustainability, alongside wanting new experiences from brands both online and in-person, they are future change makers. The different needs and wants from a 2.5 billion strong generation (Schroders, 2021) must be adhered to by brands to formulate long-lasting relationships that carry into the future. Researching into the values of the new consumer, their push for technological advancements and their dedication to sustainable practices, this essay will aim to understand how Generation Z will impact fashion, and consequently my practice in future.

GENERATION Z VALUES Despite Generation Z currently being secondary consumers to Millennials in terms of spending power, it is important not to disregard them as a customer as they are already enforcing change within the industry. Generation Z have several different values to their predecessors. It is the suggestion that Gen Z’s consumption is mainly based on ethics that is inherently important for brands to align with in future. Generation Z are characterised by their values, the main being authenticity, honesty, and transparency which they continuously look for within brands. “They’re looking beyond tangible products and actually trying to understand what is it that makes the company tick. What’s its mission? What’s its purpose?” (Finneman, 2020) Unlike Millennials, Gen Z are looking to feel a deeper connection to the brand they buy and their heritage. Living in a turbulent world experiencing terrorism, climate change and recession, they need stability from the brands they buy. It is not enough to simply wear a t-shirt from a popular brand anymore; brands must stand for something and have long term plans to personalise their missions to the wants of this belief-driven generation, what they produce in terms of fashion is almost secondary. The fact that gen z value authenticity suggests that they want to be able to trust brands. As a cautious generation 82% of customers are more likely to buy from brands that use ‘real’ consumers in their marketing campaigns implying brands that are relatable and true gain more respect and subsequent purchases from consumers.

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Furthermore, Generation Z are an extremely aware generation, in an unstable world with many social and political issues, the fashion industry’s position,

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and voice in these types of matters is a large factor Generation Z account prior to purchasing. This consumers commitment to issues such as racial injustice, gender equality, climate change, LGBTQ rights etc means they have no second thoughts about boycotting brands that do not align with this, making them extremely influential. Historically, most fashion brands have steered clear of promoting their opinions on such issues, sitting on the fence to keep their consumer base wider and avoid

“Communication based on a brand’s stand has an even greater effect on a consumer’s intent to advocate for the brand than one focused on product features.”

scandal. However, in future this will not be possible as brands can no longer simply ignore the issues close to this future generation for fear of being ignored.

(Figure 5)

Recently, many brands such as Nike and

product awareness are more successful than

Gucci have taken clear stands on social is-

traditional product marketing, increasing

sues such as donating to the Black Lives Mat-

customer engagement, attention and loyalty

ter movement and supporting gun control

consequently improving sales and consum-

marches. Moreover, Balenciaga supported

er relations with brands. This implies that

the World Food Programme and brands such

brands such as the ones mentioned above

as Patagonia are committed to reducing cli-

that have an understanding that they must

mate change. (Figure 5) The Edelman study

make positive impacts to hold the atten-

found that values-based communication is

tion of Gen Z consumers, will be better off

as effective as product-based communication

in future maintaining a positive and more

in driving purchase intent, “and a commu-

loyal relationship with this new consumer.

nication focused on a brand’s stand has an

In future, consumers will come to expect a

even greater effect on a consumer’s intent to

brands stand on social and political issues to

advocate for the brand than one focused on

be ingrained in their everyday activities and

product features.” (Burnett, 2019) This sug-

values, this is a significant impact for many

gests that social good campaigns such as the

companies.

ones mentioned above that go far beyond

Alongside political issues, Generation Z are the

tage of the increased public interest in environ-

most conscious generation. With climate change

mental issues to make false or misleading claims

affecting this generation directly they are con-

about a company’s environmental practices and

stantly looking for new sustainable ways of shop-

products. (Morey, 2020) A study of the websites

ping. It is this consciousness that is dictating their

of 12 of the biggest fashion brands, including

buying habits with 26% of Gen Z’s stating that the

Asos, H&M and Zara, has found that 60% of the

environment is the top priority they want brands

environmental claims could be classed as “un-

to address (Sustainable Brands, 2019) and 62%

substantiated” and “misleading”. (George, 2021)

preferring to buy from sustainable companies.

(Figure 6) This greenwashing affects the authen-

(Marketing, 2021) Generation Z are constantly

ticity of brands and darkens the transparency

evaluating brands based on their environmental

surrounding their ‘sustainable’ efforts. As afore-

philosophy, from the materials they use, to how

mentioned, Generation Z not only need but ex-

they package, to how they support the environ-

pect meaningful change from brands to create a

ment as a whole. It is the value of transparency

stable future they are yearning for. Gen Z rely on

that is key for consumers when tackling sustain-

the honesty of brands to feel connected to them

ability. Recently, many more companies have

and grant them their loyalty, those that are mis-

vowed to increase sustainability within their

leading will fall to the wayside as there are many

practices however, this devotion must be acted

new more sustainable companies consumers will

upon and be visible to consumers less they alien-

turn to, inferring the influence of this generation

ate consumers leading to a brand being labelled

in choosing which brands will move forward in

as ‘greenwashing.’ Greenwashing is defined as, a

future.

corporate marketing strategy that takes advan-

13 (Figure 6)

At the core of Generation Z is their value of individuality, using fashion to enhance their independent style. Entwhistle states, “We can use dress to articulate our sense of uniqueness to express our difference from others, although as members of particular classes and culture we are likely to find styles of dress that connect us to eachother as well.” (Entwhistle, 2000) This summarises generation Z well, despite being very individual and using fashion as a form of self-expression, they are also community driven and look for similarities rather than differences. Their personal style has also informed their consumption, purchasing more personalised products with 58% of consumers said they are willing to pay more for personalised products. (Francis, 2018) Personalisation makes consumers feel valued and distinct, they can connect to brands more be this in purchasing a product, viewing specified marketing or interacting with brands online/in-store for new experiences. This omnichannel personalisation will become increasingly important in future as consumers look to build new relations with brands that speak to them and make them feel unique. The element of personalised experience will also become increasingly important for consumers, who look for experiences that are tangible, tactile and memorable. They look to brands to grab their attention and create memories with them, be that using AI to personalise and enhance the process of purchasing, or VR/AR to create new and exciting experiences that mix online and offline worlds.

In summary, the values of the new consum-

try this result will change. Moreover, 80% of

er may seem specific and overwhelming for

respondents to the question “Do you con-

brands however it is these values that make

sider yourself well informed about political

generation Z specialised and exclusive as

and social issues?” replied agree or strong-

consumers and it is therefore key that the

ly agree. In addition, the same volume be-

fashion industry adapts to them. The new

lieved brands should take on responsibility

values they bring with them will inherently

regarding such issues. This substantiates my

impact the future of fashion as well as my

research that Gen Z are very politically and

future practice as a marketer, as they impact

socially aware and it will therefore be im-

brands to the core of their being. Despite the

portant for brands to take this into consid-

fashion industry seeing some shifts already

eration in future. The want for authenticity

concerning this consumer, the changes are

will impact how brands communicate with

still in their infancy and will in no doubt

consumers, tackling political, social and en-

grow in future as Gen Z take a hold as pri-

vironmental issues with honesty and trans-

mary consumers. Conducting a primary

parency will become increasingly impor-

survey of Gen Z participants to understand

tant for the future consumer. In doing this,

the current values of Gen Z, when asked

brands will be viewed as trustworthy, hence

the question ‘What is the main factor you

formulating long-lasting relationships based

consider before buying a product?” 60% of

on loyalty that will stretch into the future,

respondents answered ‘product look’ over

if brands keep in touch with this consum-

other answers such as sustainability, brand

er and their constant hunt for something

authenticity and quality. This result sug-

new. A brands values must also be marketed

gests that consumer values are still evolving

and tackled holistically in my practice being

and not yet solely based on authenticity or

brought forward in-store and online mixing

transparency of brands, as a generation en-

these two channels to create a personalised

trapped by fast fashion it could be argued

and new environment for consumers to in-

that as they mature into primary consumers

teract with brands.

and look to change the future of the indus-

DIGITAL NATIVES Alongside their new values, Generation Z will also be influential in a digital sense. Generation Z have grown up online and are technology-dependent consumers. As the first digital natives they are expecting more from brands to provide something new and exciting in an expanding digital landscape. Research has found that technology will be the major driver behind the reimagined customer experience. (CX, 2019) Technological advancements in fashion marketing, communication and e-commerce have been on the rise for the past decade but have been catalysed by the Pandemic and the rise of the Metaverse. For generation Z, phones are an extension of their being and social media an extension of their personality, therefore they expect brands to keep up with their online usage. In a survey I conducted 60% of generation Z said they spend 5-6 hours a day online, this implies that brands must adapt to reach the consumer where they are…online. The fashion industry has pushed into digital realms in many ways over the past few years, encompassing gaming collaborations, 3D printed fashion, the use of AR/VR and an increase in innovative social media marketing, to name a few. Digital fashion is defined as hyper realistic clothing that exist in augmented reality but not physical, it represents the connection between virtual reality and tailoring. (Salamone, 2019)

16 (Figure 7)

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It can be said that there are two sides to ‘digital fashion’, one for social media and one for a deeper virtual world of the ‘Metaverse.’ Both will have significant impact on the future of fashion for the Gen Z consumer. (Figure 8) shows an example of fashion for social media. The brand Carlings uses technology to edit digital clothing onto a consumer’s image to

SOCIAL VS METAVERSE (Figure 9)

share over social media. This more mainstream ideology is currently popular with influencers looking for a blend of virtual and physical clothing not straying too far from ‘traditional’ fashion. In contrast, (Figure 9) shows Gucci X Roblox an example of digital clothing for a virtual landscape where a consumer’s avatar is wearing the clothing in a completely illusionary backdrop. This version of digital fashion is more immersive and drastically different to traditional fashion. These subtle differences are giving fashion a broad range of avenues to explore regarding digital fashion. To reach the new generation brands are innovating in both sectors to build new relations with a digital savvy consumer.

(Figure 10) Digital fashion for the ‘Metaverse’ is fashion created for a fully virtual life, where consumers interact with brands and clothing in virtual landscapes. The virtual world of gaming is one platform brands are expanding into to future proof their connection to Gen Z. Digital clothing is being used to dress consumers virtual identities otherwise known as avatars. As aforementioned, one of Gen Z’s main values is experience. Gen Z account for 2.7 billion players on gaming platforms worldwide. (Maguire, 2021) The appeal of gaming stems from the escapism it encompasses, the blurring of real and virtual experiences as well as the personalisation and creativity it provides, enticing consumers. Anyone playing a game will use a digital avatar. With more consumers looking to digital channels for an escape from the woes of the physical world we live in, virtual identities are becoming more prevalent in society. Today, more than 200 million people use Bitmoji (Chadwick, 2021) Snapchat’s digital avatar and Gucci’s most recent collaborator, Roblox, hosts 202 million monthly users – with all having their own avatar. (Dean, 2021) These digital avatars are most engaging when they can be personalised, this is where fashion is stepping in. “Digital fashion is not about trying to imitate the feeling of the IRL fashion world. It is about exploring a vast number of creative possibilities that are unique, encouraging new ways of engaging with the industry and how we can create a community that is much more inclusive.” (Karelis, 2021) Gaming creates a new revenue channel for brands to connect with Gen Z, no matter what market level they are, making fashion more inclusive. The creative and economic opportunities within the digital sector are endless with the industry making $175 Billion in 2020 (Barton, 2021) Hence, there have been many collaborations between mainly luxury brands and gaming platforms, such as Moschino x Sims in 2019, Burberry’s B-Bounce and Gucci x Animal Crossing. However, perhaps the most well-known collaboration came in 2020 when Balenciaga partnered with gaming giant Fortnite. Fortnite boasts over 125 million players, (Maguire L. , 2021) who were able to choose from 4 unique ‘skins’ designed by Balenciaga to dress their avatars in, alongside IRL t-shirts and hats. (Figure 10)

Generation Z are buying into virtual fashion as it offers many opportunities for personalisation. Moreover, an economic enticement means that consumers who may not be able to afford luxury items such as Balenciaga t-shirts in the ‘real’ world can now wear a piece virtually and feel a part of that community. Despite this, it could be argued that gaming is in fact democratising these high-level brands. The fact that anyone can purchase a ‘luxury’ item may degrade the authenticity and integrity of the brand, values known to be important to Gen Z. Nonetheless, it can be said that the pressure for new experiences alongside the consumers rapid expansion into the metaverse outweighs this issue, as brands are following the trends consumers are setting. I think there is a balance to be had for this uncompromising consumer in terms of their values and expectations, it is important that brands split their efforts online and offline to cater to consumers needs in a complete sense. This will affect my job role as I enter an untraditional landscape for fashion with endless possibilities, making sure consumers gain as much from brands in terms of virtual experience without losing their real integrity and values that create a deeper connection with gen Z.

Another game consumers are using to interact with fashion online is Drest (Figure 11). The luxury styling game bridges the gap between physical and digital fashion, allowing consumers to design outfits they can then dress their avatars in and later purchase with many brands such as Prada, Stella McCartney, Burberry, and Gucci, all in support and subsequently buyable through Farfetch, Drest’s partner. “We wanted to make something that showcases the best of fashion—the creativity, the philanthropy, the inclusivity.” Drest is becoming a stepping stone for brands to begin their venture into the virtual world. The principles behind the platform aligns perfectly with those I have previously researched about Gen Z, suggesting why the platform has been so successful. In future, the use of these platforms will entwine real and online shopping experiences for consumers, allowing them to express themselves virtually and then buy what suits them from the brand itself. This improves the relationship between brand and consumer as these games/experiences increase ‘dwell time’ allowing the consumer to appreciate the brands more and value physical products more highly.

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In comparison to digital fashion for the Metaverse, a completely virtual world, digital fashion for social media interacts with the consumer both in a physical and digital sense blurring the lines between online and offline. Generation Z spend many hours online with my survey results showing TikTok and Instagram to be the most popular platforms. It is therefore no surprise that the future fashion for these social platforms may be virtual. The use of clothing that doesn’t exist in real life and is only viewed on social media is on the incline and companies such as Carlings and the Fabricant are already experimenting with this prospect. Generation Z is a consumer whose mindset is based around a ‘wear once’ culture, personally I will not upload a photo onto my Instagram if I have worn the outfit in a previously posted image, as a result virtual clothing could satisfy the need to keep social media channels updated with constant new clothing. Digital fashion house, The Fabricant, are pioneers in 3D digital design. Based in Amsterdam the company explore the possibilities beyond fashion in the physical world. “Operating at the intersection of fashion and technology, The Fabricant has opened up unpredictable creative possibilities for fashion companies.” (Kapfunde, 2020) Never creating tangible garments consumers do not own a physical product. In 2019, The Fabricant sold a digital couture garment named “Iridescence”, (Figure 12) at auction for $9,500. (Kapfunde, 2020) Customers upload an image of themselves, purchase a dress for example and then upload the final image of them wearing the piece onto social media. The fact that these virtual clothes are selling for large amounts suggests that consumers are willing to buy into this ideology and this is something that will be expanded upon in the future. The impact of this is wide ranging from allowing consumers access to unique clothing, increasing inclusivity as digital clothing is adapted to a customer’s uploaded image, to the positive environmental impacts. Currently, the fashion industry is responsible for 8-10% of global carbon emissions every year. (Ro, Can fashion ever be sustainable?, 2020) However, digital fashion offers a drastically more sustainable option for the future. With clothing not actually existing there is no supply chain, no waste, and no emissions. Moreover, the wear once culture dictated by consumers and influence of fast fashion could also be irradicated as virtual fashion offers a solution to all these issues.

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To sum up, innovations within digital fashion are showing no sign of slowing. Digital fashion for both the metaverse and social media will in no doubt inform the future of my practice as a marketer/communicator. As consumers continue to spend more time delving into virtual worlds, fashion must follow to maintain its relevance. However, it is clear that this is an evolving concept, completing a survey for Gen Z when asked the question, ‘Would you buy a piece of digital clothing?’ 80% replied, No. This insinuates that digital fashion still has some way to go before it is a recognised way of shopping with this generation, hence its importance for the future. I think that this result is based on lack of knowledge of digital clothing. Despite this, digital clothing is the future, “Gamification is going to influence many things, but there’s an obvious application for fashion. Fashion is meant to be this playful arena where you should be able to express yourself and you should be able to experiment,” (Larosse, 2021) As brands continue to experiment and meet Gen Z half way in virtual spaces it is sure to have huge impact on the future of fashion with personalisation, creativity and sustainability being offered to this demanding generation.

“Gamification is going to influence many things, but there’s an obvious application for fashion. Fashion is meant to be this playful arena where you should be able to express yourself and you should be able to experiment,”

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Despite virtual clothing opening up a world of opportunity, there is still a real world to consider. With awareness surrounding environmental issues increasing, and sustainability within the fashion industry high on the social agenda, the new conscious consumer is driving change for a greener, circular industry. This topic will gain further momentum in future as consumer feelings towards protecting the earth become more prevalent. Generation Z are the most well-versed generation when it comes to the planet and how they want its future to be with 76% of them concerned about human impact on the environment (Lashbrook, 2021) Approximately (Figure 14) and recycling amongst this generation, with 90% of its users under 25 years of age. (Maguire, 2020) The ability to buy and sell garments as well as find unique items stopping them entering landfill is an appealing, sustainable concept to Gen Z. The traditional views of secondhand clothing have been changed as Gen Z

350,000 tonnes worth of used but still wearable clothing goes to landfill in the UK every year. (ClothesAid, 2021) Figure 15 alongside this infers that over-consumption is one of the main issues the fashion industry is facing, however, Generation Z are aiming to relieve this. The rise of the re-sell platform, Depop has encouraged upcycling

look to further their self-expression in real life to work in harmony with their virtual selves. This rounded view of fashion makes this generation not only fascinating but extremely influential. Yet Gen Z are still vast contradictors to their values. They are portrayed as conscious consumers who are using these platforms to reduce excess garments yet they are still buying large amounts of fast fashion, the most polluting market level. Fast fashion brands are known for their ease, continuous new products and fast delivery, the perfect combination for a constantly moving Gen Z. A 2020 Vogue Business survey of 105 members of Generation Z found that more than half reported buying most of their clothes from fast-fashion brands. (Kale, 2021) This suggests that Gen z overlook the environmental impacts of fast fashion for newness and ease.

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Despite this, a survey I undertook found that 60% of Gen Z are more likely to purchase products from a ‘sustainable’ company inferring that attitudes are changing towards fast fashion. This suggests that it will become imperative in future for brands to take on some form of sustainable practice to maintain their relevance with future consumers, less they risk being out competed. Currently brands such as Patagonia and Stella McCartney are enforcing their commitment towards sustainability with holistic approaches to minimising their environmental impact. This ranges from materials used, marketing such as the ‘Don’t buy this jacket’ campaign (Figure 16), re-sell sites, donations to sustainable causes and providing information. The fact that these companies that are based on sustainability are gaining traction shows that the industry is realising that the environment is extremely important to Gen Z and they must put the planet and this consumer first. There are many ways in which Gen Z are transforming sustainability within fashion, from buying 2nd hand clothing, asking for more conscious materials and requesting that brands have a longterm environmental plan. The fact that brands are already taking this into account to change their future practices is important and suggests the influence Gen Z will hold in creating the industry and world they want.

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CONCLUSION In conclusion, Generation Z will have a definitive and dramatic influence on the future of the fashion and consequently my future practice in an evolving industry. Having researched into Gen Z’s values, their digital nature and sustainable focus it is clear that they are already forcing the fashion industry to adapt and rethink how it markets and communicates with this continuing into the future as gen Z step up as leading consumers. An importance will be placed on authenticity, transparency, trustworthiness, personalisation, and experience. These new values will align alongside an extremely conscious and community minded consumer. After living through many turbulent times their knowledge and want for change surrounding social and political issues will affect brands directly as they are expected to take responsibility. Moreover, their environmental concerns will push brands to reconsider how they create and market clothing allowing space for digital solutions to maintain a consumer desire for experience. As digital natives Gen Z expect technology to be ingrained within everything. Hence the increasing popularity in gaming and digital collaborations and experimentations that provide escapism and entertainment. The creative and sustainable possibilities stemming from this again draw a new link of change between the new consumer and the fashion industry. With the social agenda high regarding sustainable practices within the industry it is imperative brands create long term plans to tackle this issue. Taking inspiration from other brands such as Patagonia, brands can secure consumer loyalty through transparency. As a culmination, these changes will impact my future in the industry as the industry adapts to more meaningful, digital and conscious practices. Learning to communicate brand values to parallel consumers in an increasingly digital landscape that is also forward thinking in terms of sustainability will change the industry with huge effect.

Survey Results: A primary survey conducted for Gen Z (aged 10–24) What is your age? Results: 60% 20-24 40% 15-19

How much time do you spend online in your spare time? Results: 20% 6+ hours per day 60% 5-6 hours per day 20% 3-4 hours per day

Which social media platform do you use most? Results: 40% Instagram 40% TikTok 20% Snapchat

Would you buy a piece of digital/virtual clothing?

Results: 80% No 20% Yes

Which of these is a main factor you consider before purchasing a product? Results: 60% Product Look 20% Affordability 20% Sustainability

Are you more likely to buy online or instore? Results: 60% In-store 40% Online

Are you more inclined to buy a piece of clothing if it came from a ‘sustainable’ company? Results: 80% Yes 20% No

Do you consider yourself well informed about politics and social issues? Results: 20% Strongly Agree 60% Agree 20% Neither agree nor disagree

Do you think fashion brands should take on responsibility concerning political and social issues? Results: 20% Strongly Agree 60% Agree 20% Neither agree nor disagree

In the last 12 months have you done any of the following? Results: 60% None of the above 20% Participates in a march/rally 20% Donated to a cause

References: Barton, J. (2021, May). Luxury Fashion Brands Turn to Gaming to Attract New Buyers. Retrieved from Wired: https://www.wired.com/story/luxury-fashion-brands-video-games-shopping/ Burnett, S. (2019, July). Taking A Stand: How Brands Are Tackling Social Issues. Retrieved from Forbes: https://www.forbes.com/sites/forbesagencycouncil/2019/07/01/taking-a-stand-how-brands-are-tackling-social-issues/?sh=8ec9ae12e597 Chadwick, J. (2021, July). Snapchat launches 3D Bitmoji with 1,200 combinations of body poses, facial expressions, gestures, and backgrounds to bring your cartoon doppelganger to life. Daily Mail Online, pp. https://www.dailymail.co.uk/sciencetech/article-9805821/Snapchat-launches-3D-Bitmoji-1-200-combinations-available.html. ClothesAid. (2021). Facts on clothes recycling. Retrieved from Clothes Aid: https://clothesaid.co.uk/aboutus/facts-on-clothes-recycling/ CX. (2019). New global research: What will customer experience look like in 2030? Retrieved from SAS: https://www.sas.com/pl_pl/news/press-releases/2019/october/customer-experience-2030-ax19.html Dean, B. (2021, October). Roblox Users. Retrieved from Backlinko: https://backlinko.com/roblox-users#roblox-monthly-active-users Entwhistle, J. (2000). The fashioned body: Fashion, dress & modern social theory. Cambridge, UK. Retrieved from https://www.researchgate.net/publication/322162486_Joanne_Entwistle_The_fashioned_body_Fashion_dress_modern_social_theory_EntwistleJoanne_The_fashioned_body_Fashion_dress_modern_social_theory_2nd_ed_Polity_Press_Cambridge_UK_2015_247_pp_ISBN_978-0-745 Finneman, B. (2020, August ). Meet Generation Z: Shaping the future of Shopping. Retrieved from McKinsey: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/meet-generationz-shaping-the-future-of-shopping Francis, T. (2018, November). ‘True Gen’: Generation Z and its implications for companies. Retrieved from McKinsey: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/ true-gen-generation-z-and-its-implications-for-companies George, S. (2021, June). Report: 60% of sustainability claims by fashion giants are greenwashing. Retrieved from Edie: https://www.edie.net/news/7/Report--60--of-sustainability-claims-by-fashion-giants-aregreenwashing/ Kale, S. (2021). Out of style: Will Gen Z ever give up its dangerous love of fast fashion? Retrieved from The Guardian: https://theguardian.com/fashion/2021/oct/06/out-of-style-will-gen-z-ever-give-up-itsdangerous-love-of-fast-fashion#:~:text=A%202020%20Vogue%20Business%20survey,clothes%20from%20 fast-fashion%20brands. Kapfunde, M. (2020, November). Amsterdam innovation spotlight: Merging tech with sustainability. Retrieved from Vogue Business: https://www.voguebusiness.com/technology/amsterdam-innovation-spotlight-merging-tech-with-sustainability Karelis, S. (2021). Retrieved from Institute of Digital Fashion: https://indd.adobe.com/view/19d7aa3bf3c9-4334-ba30-950be0079e3d Larosse, M. (2021). Luxury Fashion Brands Turn to Gaming to Attract New Buyers. Retrieved from Wired: https://www.wired.com/story/luxury-fashion-brands-video-games-shopping/ Lashbrook, A. (2021). ‘No point in anything else’: Gen Z members flock to climate careers. Retrieved from The Guardian: https://www.theguardian.com/environment/2021/sep/06/gen-z-climate-change-careersjobs Maguire. (2020). With Gen Z under lockdown, DIY fashion takes off. Retrieved from Vogue Business: https://www.voguebusiness.com/fashion/with-gen-z-under-lockdown-diy-fashion-takes-off

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Image References: Figure 1 - Gen Z Consumer, 2021. Retrieved from - https://issuu.com/lucysmagazine/docs/lucys_be0ddd206b77fd?utm_source=pinterest.com&utm_medium=issuu-social&utm_campaign=lucysmagazine34&epik=dj0yJnU9REZwMmg5RWtfZmpjTVMzaE1UVkNwWHptRF96c2ZzTlAmcD0wJm49TDFZOXZUcDNETC1UTVFMZ2x4RU4wZyZ0PUFBQUFBR0hOLTY0 Figure 2 - Gen Z consumer 2021 - Retrieved from - https://creativityincolour.com/event/live-your-bestlife-panel-with-baroness-barran-and-black-young-people-from-across-the-uk/ Figure 3 - Asos x Gen Z - Retrieved from - https://www.vogue.co.uk/gallery/collusion-asos-gen-zbrand-collection Figure 4 - BLM March 2021 - Retrieved from - https://www.teenvogue.com/story/support-the-blacklives-matter-movement Figure 5 -Balenciaga x WFP - Retrieved from - https://en.vogue.me/fashion/balenciaga-world-food-programme/ Figure 6 - H&M Conscious slogans - Retrieved from - https://www.tonitruale.com/post/h-m-consciousand-greenwashing Figure 7 - The Fabricant clothing - Retrieved from - https://www.thefabricant.com/ Figure 8 - Carlings clothing - Retrieved from - https://www.jantrendman.com/en/trends/carlings-digital-collection Figure 9 -Gucci x Roblox 2021 - Retrieved from - https://www.voguebusiness.com/technology/insidegucci-and-robloxs-new-virtual-world Fig 10 - Balenciaga x Fortnite - Retrieved from -https://www.vogue.com/article/balenciaga-fortnite-partnership Figure 11 - Drest Fashion 2021 -Retrieved from - https://www.voguebusiness.com/technology/theseplatforms-want-to-be-the-farfetch-of-digital-fashion Figure 12 - Iridescense Dress, The Fabricant - Retrieved from - https://www.thefabricant.com/ Figure 13 -Carlings Image - Retrieved from - https://www.papermag.com/carlings-neo-ex-2620957136. html Figure 14 -Clothing in water - Retrieved from - https://www.instagram.com/p/BXxGPExFRW5/?epik=dj0yJnU9dExoVDYwbjlHdGQ4bV94YVp2SGxDWUR5NGE1OG1yengmcD0wJm49YzB5ZWxheUJ5M19EU1JBV0tNNkR5ZyZ0PUFBQUFBR0hPSFZJ Figure 15 - Over consumption - Retrieved from - https://www.dazeddigital.com/fashion/article/44580/1/ wtf-is-a-circular-economy-fashion-recycling-sustainability-copenhagen Figure 16 - Patagonia campaign - Retrieved from - https://www.patagonia.com/stories/dont-buy-thisjacket-black-friday-and-the-new-york-times/story-18615.html Figure 17 - Stella McCartney editorial - Retrieved from - https://anneofcarversville.com/editorials/2019/9/16/stella-mccartney-industry-letter-sustainability

Olivia Buckley 1901813 2021