Shopping habits of generation Z could spell the end of fast fashion

Research shows consumers are following younger generation's lead in move towards sustainable fashion

With the high street and the fashion industry brought to its knees by the coronavirus pandemic, the buy less, buy better' ideology of generation Z - those aged 18 to 24 - could see the beginning of the end of fast fashion, new research suggests.

If generation Z's habits are adopted by the population as a whole there could be a shift to consumers with a divided wardrobe" - featuring rented items and others bought from resale vendors - becoming the new normal.