ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Young people don’t want Grandma’s fur coats.

Young people don’t want Grandma’s fur coats. Socially conscious young consumers are supporting anti-fur activism and rejecting the “awkward heirloom” of vintage fur coats—once seen as the “quintessential sign of wealth and aspiration”—from their older relatives, causing a generational rift. Young shoppers don’t want to just throw away the hand-me-downs, so many of them are turning to recycling, refurbishing, and reselling or donating the garments to secondhand luxury stores like The RealReal. Fashion labels and department stores have been ending their production of fur items, and the industry has seen sales drop. (WSJ)