Gen Z didn’t kill fast fashion—it’s actually still booming. Sure, it’s true that young consumers are shopping more sustainably and secondhand. But they’re still shopping for cheap clothing as well, and looking for even more affordable options. Despite the headlines of retailers like Forever 21 going bankrupt or H&M shutting down more stores, the reality is that shoppers have “simply upped sticks and headed for even cheaper, faster e-commerce retailers.” Boohoo’s sales rose by 45% between February and August of last year with the number of shoppers rising by around a third, to 17.4 million. During this time, searches for “cheap clothes” shot up 46% on the internet, while Missguided saw sales of its loungewear climb 700%, and consumers were “more likely” to search for clothes that cost under $6. (Dazed)
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