Younger American consumers are becoming aware of the devastating effects of fast fashion on the environment. They are increasingly aligning their social and environmental beliefs with their shopping habits. A fast fashion brand quickly and cheaply produces clothing to keep a constant flow of what is in style on its shelves. But younger adults are getting more involved with trends like the capsule wardrobe, a collection of essential garments that can be worn for multiple occasions.
Another growing trend involves holding on to pieces that bring one joy. People are less interested in the trendy, easily-disposable garments a brand like Forever 21 specializes in more drawn to pieces that support their identity. One value, Gen Z shares is sustainability, which is only expected to grow with the expansion of initiatives that bring awareness about poor practices in the fashion industry.
Generation Z once flocked to Forever 21’s revolving collection of trendy clothing that hung haphazardly from its cluttered racks. Now, the once-popular fast fashion retailer, which targets a young adult audience, has filed for bankruptcy. As a result, it will close 400 stores. Forever 21 isn’t the only prominent retailer in trouble. Many other fashion brands have shuttered stores or filed for bankruptcy over the past couple of years. The decline of these fashion giants marks a shift in the industry and the behavior of its customer base.