entre conscience écologique et addiction à la fast fashion
A permanent conscience does not always lead to something permanent
Generation Z is coming to the roots of social and environmental problems and is connecting with its environmental activism and community in relation to them Climate of changeSocial Justice et al Durability.
However, these values do not always reflect life behaviors: in practice, many of these consumers continue to choose fast fashion, such as modeling study Created by event apparel platform ThredUp in 2022.
This is the so-called “écart entre l’intention et le competition” (The intention-behavior gap): The difference between what the consumers do (buy a more sustainable style) and what is the real line.
Good posture trait for Generation Z
Through the dynamic influences on online platforms – think “today’s fashion” on Instagram or TikTok –, young people are subject to the pressure of climbing into status.
Shein et Temu, in particular, exploit the desire to be inclined to spend a lot of money, and also attract consumers through bias Trumpet propagandaMarketing campaigns and pledges.
These Chinese companies don’t seem to particularly appeal to younger consumers – Shein is already one of them The most popular fashion institutions in the world.
Well, I’m a millennial (born 1988), and I say for example that her 14 year old niece bought a parfois in Sheen. I also know a group of friends who step regularly. I order it via Whatsapp in order to purchase from the giant Chinese mode. This is not proof that the voice represents other than that the main reasons to buy Shein are based on price, merchandise and great selection.
“Bon Marché,” in response to one of the things. “So, I serve one service, then I choose another. When I think, This really isn’t that terrible, followed by a smiley face.
“I want to get a quick order from Julie for a robe d’été or some selected items for a party,” says another friend.
«J’achète tout là-bas», announcing a trilogy. “I don’t want to ask anymore to do my passion in different auto stores and find everything. “Un like Zalando, main branch.”
In the previously mentioned ThredUp study, 72% of students declared that they had become interested in fast fashion within the year prior to the inquiry. Plus 2 to 5 minutes later, you can choose from the devices for the events that appear in the same place. 50% of students declared that they review “fast fashion news” on social media every week, and 40% confirmed that they provide daily classes on fast fashion websites.
The making of the situation is difficult for consumers of the most durable clothing constitution, they could argue. The industry’s current focus on trends and promotion of new clothing encourages consumers to purchase new clothing on a regular basis.
Fast fashion dominates the market with low prices, attractive items and trend, while solid style is less accessible and more fun.
New Good: Conscience Award for negative impact on the environment moderates the intention to live
A recent study on Generation Z, fast fashion, and Sheen by Zimand Scheiner and Lisitsa (2024) monitors the aftermath of negative information about the environmental impact of Sheen, as participants develop a more negative attitude Envers l’entreprise et se Sont Sentis «trahis”, ce qui a réduit l’intention d’achat. Moreover, young people are less likely to buy clothes from Shein, unless the brand is doing poorly.
This suggests that transparency and engagement with available information about the impact of fast fashion are essential to help young people make a clear and more conscientious decision.
What is the status of this award of conscience?
Dutch fashion and conference professional Ellen Heiser is a Social Conscience Award Croissant for Enduring Style, as well as student engagement in fashion. “We call our patients, as the progress of the text comes from small prints,” Souligne-t-elle lorsqu’on l’interroge.
Recently, it has become a challenge for students to reduce their dressing if the rest of the clothes are high-quality pieces, which can be portable throughout the years. Two 20-year-old students responded affirmatively. Others get creative with a variety of things and this makes them bored.
When roundtables appeared at the latest edition of Dutch Design Week, the same question was asked and the same responses were given, reports Haeser. “For some professionals in the situation, this is a revelation: there is a big difference in the terms of the conscience award in the sustainable development bubble and in cell ethics,” Ms. Heiser emphasized.
In short, transparency and education certainly come into play.
But the conscience award is not enough. Choices don’t really change when we apply structural changes to our housing habits. In other terms, the conscience reward must translate into lasting behavior change.
The tension between fast fashion, durability, consumerism and responsibility keeps great business in the industry for years to come.
Conclusion: This mode is all about paradoxes
Contrasts are inherent in the fashion industry and form an essential part of its dynamism. As in cosmetic terms that relate to consumer behavior.
There is also “durability vs. fast fashion” and “fashion vs. non-modernism”, and one can think of “individualism vs. conformity”, “creativity vs. commercialism” or “simplicity vs. excess”.
The situation is always in motion and reflects larger social trends. These contrasts make the situation not only complicated, but also fascinating. We are clear, as consumers, Creators and brandsIn order to reverse the criticism method in our role in this system and deal with the industry with a better method, In addition to endurance and responsibility.
sources :
– FashionUnited archives, especially the articles about the Dutch points of sale «Shein» written by Caitlyn Terra d’octobre 2024 and the article «ThredUp lance des ressources pour soutenir la generation Z accro à la mode Rapide» written by Jackie Malone from 16 years old August 2022.
– Article from NRC “Fast fashion stores are too attractive to ignore for a fundamental reason: “J’ai vu le mot ‘remise’ et je suis entré” » Written by Marit Willemsen Do October 23, 2024 [en néerlandais].
– ThredUP 2022 Report on the Rapid State of Generation Z, full study, available in the ThredUp press room. Source: Enquête GlobalData 2022 after 1,989 Gen Z respondents from countries and states (16-25 years) in June-July 2022.
– Zimand Scheiner, D., and Lisitsa, S. (2024). Generation Z-Based Factors Predicting Living Intentions After Receiving Negative Environmental Information: Fast Fashion Brand SHEIN as a Case Study. Journal of Retailing and Consumer Services, 81, 103999. This study is based on online research following Generation Z consumers between 1995 and 2003. The original series consisted of 849 respondents, not 607 respondents to the questionnaire, but to the website.
-Contribution to writing experience in the situation and conference by Elaine Heiser, end of October 2024.
– Certain parts of the text of this article were created with the help of the IA tool and then edited.
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