Fast-fashion could be slowly falling out of fashion in favor of more sustainable apparel if the sentiments expressed in a new survey from the Fashion Retail Academy in London are an accurate sign of shifting consumer attitudes.
Around 39 percent of shoppers polled said that they would rather buy expensive clothing that lasts longer, and one in eight even said they would choose expensive, longer-lasting clothing over cheaper options that are more fashionable, according to the survey, which was reported on by Just Style. The population polled was between the ages of 18 and 35, encompassing some Gen Z and some Millennial shoppers.
And younger shoppers seem to be slightly less interested in fast-fashion with those in the 23 to 26 cohort, being five percent more likely to buy expensive, long-lasting clothing than 31- to 35-year-olds.
As evidence of a trend away from throwaway apparel, Lee Lucas, principal of the Fashion Retail Academy noted that Patagonia, a brand with a lifetime guarantee on its products, has been growing steadily in popularity.
Commenting in a recent online discussion, experts on the RetailWire BrainTrust cautioned about reading too much into a single survey. Many accepted the premise that some sort of shift could be on the way — though perspectives varied on the degree to which consumer interests would change.