Due to the coronavirus pandemic, more and more buyers are adopting the habits of the younger generation and do not want to constantly change their wardrobe.
Representatives Generation Z, aged between 18 and 24, are consistently demonstrating a commitment to more sustainable fashion. As a result, in recent years, the world has seen a steady trend towards a decrease in the importance of fast fashion and a growing turnover of reuse and recycling of clothing.
Due to the coronavirus pandemic, other groups of buyers have also begun to adopt similar habits. And this, combined with the negative impact on the industry of the current crisis situation, can mean, if not the end, then a strong blow to the fast fashion industry.
A study carried out on behalf of the Royal Society for the Support of Arts, Manufacturers and Commerce in the UK found that during the 28% pandemic, people increased the amount of recycled or reused clothing in their wardrobe. At the same time, 35% women stated their intention to purchase fewer items of clothing in the future.
It is assumed that in the near future, a wardrobe in which some of the clothes are bought in second-hand, on online clothing resale resources, and some are rented, will become commonplace and even the norm. Especially since even before the start of the pandemic, online shopping and rental of reused clothing was booming as young shoppers seek to find new ways to lead a more socially responsible lifestyle.
In connection with this trend, investments, including on behalf of governments, in socially responsible fashion, as well as a change in the focus of manufacturers' attention to the production of fashion products that are more in line with the requirements of society, are becoming relevant.
