While fast-fashion was in its prime about a decade ago, the toppling of Forever 21 shows that the future of affordable fashion is headed in a whole new direction. Leading that movement is Gen Z, who seem to be prioritizing creativity and originality over the convenience of fast-fashion.
This generation is causing a resurgence in the resale fashion movement, something that is both wallet-friendly and better for the environment. Mass produced clothes, out-of-touch ideas, and lack of sustainability doesn’t meet Gen Z’s standards, which is one of the main reasons for Forever 21’s downfall.
Cruelty-free clothing
Cheap designs come at a price: they are often mass produced under unethical circumstances like sweatshops. Gen Z’s morals and unique sense of style clash with the ideology of generic fast-fashion. At Forever 21, shoppers walk in to find piles and piles of strewn about clothing that are cheaply made and unoriginal, and the brand has been battling accusations of using sweatshops since 2012. It’s an unappealing mess, and Gen Z wants nothing to do with it.
Socially awkward
Gen Z isn’t shy when it comes to airing their thoughts on social media. Forever 21 aggravated a slew of negative comments and posts when they released a collection of outdated designs including Hot Cheetos and United States Postal Service themed clothing. While many retailers think they have Gen Z figured out, research shows that they prefer originality over convenience, focusing their attention on thrift shops and resale sites like ThredUp.
Eco-friendly = Gen Z friendly
The resurgence in resale comes from Gen Z aim to be more unique while still being bargain-friendly and shop sustainably. According to a recent Business Insider survey of 1,884 Americans between the ages of 13 and 21, 60% of respondents said price was their biggest factor when deciding whether to purchase from a specific brand. By focusing on thrift shopping, Gen Z is aiming to detract from the 92 million tons of waste the fashion industry generates every year.
The standards for clothing have been brought up much higher by Gen Z, and Forever 21’s mighty topple is an enlightening example of how failure to meet those standards can result in the collapse of a brand.
Source: “Forever 21’s Downfall Happened When It Failed to Win over Gen Z, Experts Say.” Business Insider, Business Insider, 5 Oct. 2019
