Changes in the fashion industry are inevitable, and we could even say that they are desirable. Additionally, advancements in technology also have a big impact on this industry. Thus, we can say that the fashion industry is changing almost on a daily basis. And exactly the millennial generation is the one that has the biggest influence when it comes to these changes.
Millennials know that fashion is not exclusively a form of art; it is also a big industry, a lifestyle and a movement. All of this makes Generation Y change the fashion world in a number of ways.
The importance of going green
Millennials are very much aware of the importance of sustainability and ethical fashion. Researches show that the majority of Generation Y favors buying eco-friendly products. This goes to show that the way millennials shop is in accordance with their personal beliefs. The importance is put on unique design, good quality, and being eco-friendly and transparent about how and in what kind of working environment the clothes are produced. This is something that the fashion brands are coming to notice and we can see the change even among fast fashion brands, such as H&M that is starting to embrace sustainable clothing by launching their “Conscious” collection.
In addition, younger generations appreciate brands who realize how crucial it is to help the underprivileged by donating products to them. Millennials will love and stay loyal to a company that helps the community, for instance, by donating one product for each one that is bought.
Mixing the old and the new
Millennials value individuality and they love when their fashion style expresses their uniqueness. This is often achieved by mixing various styles. For example, baggy, mom jeans are a fashion item that was quite popular a few decades ago, and is again a part of the collections of many brands as it has regained its popularity. You can spot a number of fashion-aware millennials who are combing their high-waisted mom jeans with cute women’s crop tops and trendy bomber jackets.
Furthermore, the love of retro style can be noticed even when it comes to swimwear. A millennial girl will love wearing her gorgeous high waisted swimsuits on multiple occasions, when heading off to the beach or even matching them with a classic, white shirt when enjoying a boat party. In the same manner of mixing styles, millennials do appreciate the beauty of a vintage item and the originality of a modern one. So, combining a vintage pair of elegant trousers with a contemporary graphic sweatshirt is not only extremely fashionable but also contributes to sustainability, as it shows that some vintage items can be worn for many years and even decades.
No need for flashing logos
Although it may be true that monogram Louis Vuitton bag would not be the same without the famous logo or that an elegant Gucci belt would not be a fashion statement without its recognizable logo, we can still say for a fact that millennials are not a generation who cares about fashion status symbols.
This in no way means that this generation does not care about the high quality of the clothing they wear; millennials want exactly the excellent quality to be the factor that makes designer clothes extraordinary, and not their famous logos. Generation Y is refusing to be a walking endorsement for the brands they wear and that is one of the reasons why fashion brands such as Abercrombie and Fitch have decided to remove the large logo from their clothes.
The rise of online shopping
Generation Y certainly highly contributes to the advancements in technology and also loves using their gadgets. It is no secret that millennials spend a lot of time using their smartphones, smartwatches and laptops. That is why it did not come as a surprise when the results of a conducted survey have shown the majority of millennials do their shopping online. This means that any fashion brand that wants to stay relevant on the market has to have an excellent and quite user-friendly website. Millennials still love to have an occasional visit to a real-world fashion store, but the prevalence of online shopping is a trend that is here to stay.
Finally, we can conclude that millennials are very much aware of the importance of factors such as sustainability and ethical fashion when it comes to the clothes they wear. This, combined with the unavoidable technology advancement, is making the fashion world change faster than ever.
