“Stranger Things” star Priyah Ferguson is helping Gen Z-ers kick their fast fashion habit with a … [+]
Gen Z is all about fast fashion and ThredUP wants to do something about it. Enlisting the help of famous Gen Z star Priah Ferguson of Stranger Things, the savings giant has launched a narrative aimed at kicking GenZ out of its wasteful habit.
The Addiction Tool: A hotline that empowers students to empty their fast-fashion carts and pick up savings on the spot. The troubling behavior, according to Erin Wallace, ThredUP’s vice president of integrated marketing, was revealed in the e-commerce site’s first Gen-Z Fast Fashion Report in partnership with GlobalData.
But there is a disconnect with Gen Z and its members’ desire to save the planet. “They have an obsession with disposable fast fashion,” Wallace said, using the language of addiction. “Viral terms like #Rushtok and #OOTDs are flooding the internet with new styles every day, and nearly half of college students say it’s hard to resist the temptation of fast fashion. In fact, “one in three concerned Glen Zers admit to feeling addicted,” the report states.
Gen Z’s staid values are at odds with its penchant for fast fashion, according to ThredUP … [+]
“Gen Z has shown the world that they care about the planet more than any other generation, yet they are inundated with shopping choices that make mindless consumption easier than ever,” said Neil Saunders, managing director of GlobalData Retail. . “This presents a unique challenge for Gen Z. With one in three Gen Z consumers saying they feel addicted to fast fashion, our data demonstrates the dichotomy that young consumers face today and presents second-hand as a sustainable alternative to sustainable and affordable fashion for generations to come.”
ThredUP and Priah’s fast-fashion narrative hotline is well-timed to resist temptation, launching just as youngsters are gearing up for back-to-school shopping, the report said. “ThredUP’s Gen Z study found that 71% of college students plan to buy new clothes for this back-to-school season. Further, more than two in five college students say they buy clothes for events they are likely to wear only once.
“Young consumers are also looking for value more than ever this season, with nearly two-thirds of college students looking for more affordable clothing options when shopping now compared to previous years,” the report said.
Gen Z wants to ditch fast fashion, according to ThredUP’s report on the group.
Shoppers will now be able to easily swap their fast fashion purchases for thrift by shopping Priah’s back-to-school looks at thredUP.com/hotline. Priah selected her favorite items on ThredUP, and shoppers will be able to buy similar styles for up to 90% off retail value, the used clothing giant said. “From class and internship wear to school dances and formals, Priah’s ThredUP styles fit any back-to-school occasion. They also offer all the fun and value of fast fashion without the waste.”
“The report we did on fast fashion and Gen Z was the inspiration for the hotline,” Wallace said. “We were seeing this dichotomy of the fast fashion brand, Shein. The Gen Z analysis highlighted that value and thrift were also very popular. The data confirmed what we were seeing, that their love of fast fashion is at odds with their sustainable views.
“Shein’s speed is unmatched,” she continued. “It seems at the expense of Shein and the increase in the normal return to college is even more alarming than we thought.”
The phone line went dead on August 16. People who call the hotline will find it to be a quick fashion statement. “You call the hotline and you hear Priyah Ferguson inspiring you to thrift,” Wallace said, adding that Ferguson helps Gen Z unload and confess fashion secrets or fashion sins.
“It’s very embarrassing to make a quick fashion purchase,” Wallace said. “This is a fun way to educate people. It is too early to see results yet. We want to open a school purchasing and marketing hotline. We are injecting ourselves into the conversation.
“We didn’t talk to any professionals to find out if this is a psychological trend,” Wallace added. “In terms of delivering the message, it was really important to work with someone familiar to Gen Z and not be preachy. Priyah bought fast fashion and realized that the quality was not really good.
The narrators listen to Ferguson’s account and beep, leave theirs. “How we handle the content depends,” Wallace said, referring to Gen Z’s mea culpas. a fun way.”
Sixty percent of fast fashion items are produced and thrown away in the same year, according to the Gen Z report. “One of the best ways to reduce this waste and create a more sustainable future for fashion is to we keep clothing in use and out of landfills,” Wallace said.
According to thredUP’s Fast Fashion Confessional Report, the average Gen Z shopper plans to purchase 12 new clothing items this back-to-school season. If every Gen Z-er swapped those 12 new items for saved ones, nearly 10 billion pounds of CO2e would be saved. This is equivalent to planting 116 million trees.
