The Future Of Fashion Brands
Author Bio: Toby Patrick is a freelance writer and marketing graduate who is currently interning with a web development agency in Manchester. His articles often combine his interest in marketing with his passion for fashion.
No industry changes quite as fast as the fashion industry. The items in our wardrobes and the brands we buy from change yearly, if not monthly. But looking ahead to the next few years, fashion trends could be about to change more than ever before. We’re not talking about trends and styles, we’re more concerned with purchasing habits and how our behaviour as consumers is shifting to be more environmentally friendly.
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In terms of fashion, this could have drastic consequences for fast fashion and sustainable brands. Here are three directions that the future of fashion is heading.
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Will Fast Fashion Decline?
It appears that consumers are becoming genuinely concerned with the issue of overconsumption, evidenced by the rising popularity of preloved fashion and thrifting. Perhaps more of a concern to fast fashion brands is that this trend is seemingly driven by younger consumers. Trends such as ThriftTok, where TikTok users share their thrift shop hauls, support this.
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Younger shoppers were once the heartbeat of the fast fashion movement, attracted by the prospect of keeping up with trends and low prices but now appear to be more concerned with how brands are tackling environmental issues. Evidence suggests that many young consumers are actually prepared to pay higher prices for sustainable fashion items.
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As the issue of sustainability becomes a bigger concern for consumers, many fast fashion brands face the challenge of changing their business model or falling out of favour.
Are Sustainable Brands The Future?
Most brands are trying to be more sustainable, but others are founded with sustainability at the heart of their brand. For example, outdoor clothing manufacturer tentree has experienced success after the brand’s commitment to plant ten trees for every purchase. Similarly, Patagonia offers clothing items made from recycled materials.
Although these are two of the leading names, big brands that put a genuine effort into sustainability are few and far between, with most global brands still choosing to put profits before the planet. This has presented small startups with the opportunity to get the upper hand on bigger brands by bettering their efforts on sustainability.
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TWOTHIRDS is a great example of this. Their goal isn’t just to reduce waste to zero, but to ultimately offer clothing that has zero negative impact on the planet – a goal that big brands are a long way from.
Could Creator-led Brands Disrupt The Sustainable Fashion Industry?
Another current trend in fashion is that of creator-led brands. It appears we’re moving away from influencers working with brands, to influencers starting brands. Kim Kardashian’s SKIMS and Rihanna’s SavageXFenty highlight just how powerful a creator-led brand can be.
With sustainability becoming a greater concern and consumers wanting to purchase from their favourite celebrity or influencer, how long until these two worlds meet? With fast fashion brands clinging on to market share, there could be scope for planet-conscious celebrities or influencers to turn their following into consumers in the form of a planet-conscious fashion brand.
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