Fashion & Style
- May 28 2020
Gen Z’s sustainable shopping habits could lead to the end of fast fashion.
Gen Z’s sustainable shopping habits could lead to the end of fast fashion. Despite the ongoing health crisis, sustainability and climate change is still a priority to young consumers. According to research from the RSA, 28% of consumers are either recycling or reusing clothing more than usual, while 35% of women intend to buy fewer clothes in the future. Prior to the pandemic, while two-thirds of clothing was bought in stores, 18-to-24-year-olds were already finding alternative ways to shop through online rental and resale sites like Poshmark, ThredUp, Grailed, Vestiaire Collective, and Depop—which has seen a 90% traffic increase in the last month. While the future of fashion and retail is still under debate, some hope that the increased use of secondhand clothing sites will “encourage people to reconsider resale as an alternative to shopping new.” (The Guardian)
- May 27 2020
Cottagecore is Gen Z’s way of coping with the pandemic.
Cottagecore is Gen Z’s way of coping with the pandemic. Young consumers have pivoted to new fashion trends in response to quarantines, and cottagecore “is an aesthetic on the rise.” Cooped up teens who want to indulge in the fantasy of being “soft and domestic” and get caught up in picking flowers, cooking, cleaning, and “daintily” decorating their homes are attracted to this comforting content, which has over 212 million views on TikTok. For many, it’s not necessarily a realistic lifestyle for them, but images of “pressed lilacs, frilly dresses, moss covered trees and thatch-roof cottages” provide a combination of escapist fantasy and self-care. (Study Breaks)
- May 21 2020
CBD sales are up, and Recess is launching their own loungewear.
CBD sales are up, and Recess is launching their own loungewear. With anxieties high during the pandemic, young people are turning to CBD products and drinks. According to a survey from Brightfield Group, four in 10 CBD consumers plan to use it even more frequently during COVID, with 15% planning a higher dosage. CBD beverage brand Recess has seen ecommerce sales increase 4x since the start of the pandemic, and now they’re taking an extra step to stand out and reach lounge wearing consumers by releasing “Realitywear”—a clothing and accessories line based on three of their flavors. The line is part of their larger plan to be a “new type of consumer wellness and lifestyle brand.” (Forbes, Morning Brew)
- May 18 2020
“Biz-leisure style” is the future of post-pandemic fashion.
“Biz-leisure style” is the future of post-pandemic fashion. Sure, loungewear and activewear are surging with quarantined young consumers right now, but COVID will likely have more permanent impacts on how they dress. Biz-leisure style could be a part of that future, as young employees working from home combine their sweatpants with a blazer or track pants with a button-down shirt during Zoom meetings. While the new “genre” is still finding its footing, it has been born out of “necessity” as women want to embrace the comfort of being at home while remaining professional. (Harper’s Bazaar)
- May 15 2020
Amazon and Vogue are opening an online fashion store to help indie designers impacted by COVID.
Amazon and Vogue are opening an online fashion store to help indie designers impacted by COVID. In a partnership with Vogue and the CFDA, the ecommerce giant is launching Common Threads: Vogue x Amazon Fashion—a new storefront as part of their fundraising initiative to support small and medium-sized businesses and save brands who are “at risk of bankruptcy.” The online shop will feature pieces from 20 high-end indie designers and their collections like Batsheva Hay, Brock Collection, 3.1 Phillip Lim, and Edie Parker. (NYTimes, Fashionista)
- May 13 2020
Fashion will look different post-lockdown.
Fashion will look different post-lockdown. COVID has already changed how young people dress, as they turn to loungewear and athleisure for comfort and even prairie dresses and “cottagecore” as escapism, but the way young consumers dress when they emerge from quarantine could look different too. Fashion designers are already finding ways to create pieces that incorporate masks, gloves, and other forms of protection. Sustainability will likely be a priority as brands will “stop over-creating and overproducing” and trim down their collections, as well as planning “thoughtful fashion shows” on digital platforms. (Vogue Business, Teen Vogue)
- May 12 2020
YPulse is carefully monitoring COVID-19’s impact on young consumers and how brands can respond. We’ll be providing new data and insights for you weekly to cope with the crisis, including special reports, exclusive data on…
- May 12 2020
A new platform wants to make online shopping a social experience for Gen Z.
A new platform wants to make online shopping a social experience for Gen Z. Squadded Shopping Party is a new service that encourages users to shop online with their friends. Targeting 15-25-year-olds, the platform functions as a browser extension that lets young shoppers shop together from ecommerce sites like ASOS, Boohoo, Missguided, Na-kd, and Pretty Little Thing as well as interact with the brand’s community, explore new fashion trends, and ask for styling tips. In China, group shopping has seen a boost since the start of the COVID crisis, and with co-viewing apps like Netflix Party and Instagram’s Co-Watching becoming popular amid the pandemic, co-shopping apps could be a success in Western countries as well. (Vogue Business)
- May 11 2020
The age of “silent streetwear” has arrived.
The age of “silent streetwear” has arrived. According to a survey from Highsnobiety, the COVID-19 crisis has pushed young shoppers to develop “immunity to classic desirability drivers and the more shallow aspects of luxury.” They’re instead leaning toward minimalist styles which 53% say they find more attractive than six months ago. Classic streetwear, seasonless staples, and subtle colors are all being seen as more attractive as well, while young consumers have fallen out of love with logomania, monogram prints, and bright colors. Data from Lyst echoed the decline: they report that searches for logoed menswear dropped by 82% since last year. (Highsnobiety)