According to a new survey from the Fashion Retail Academy in London, fast-fashion could be slowly falling out of fashion in favor of more sustainable apparel.
Around 39 percent of shoppers preferred to expensive clothes that lasts longer, and one in eight even said they would choose expensive, longer-lasting clothing over cheaper options that are more fashionable. The survey, reported on by Just Style, polled shoppers between the ages of 18 and 35, encompassing Z and some Millennial shoppers.
Younger shoppers seem to be slightly less interested in fast-fashion with those in the 23 to 26 cohort, being five percent more likely to buy expensive, long-lasting clothing than 31- to 35-year-olds.
As evidence of a trend away from throwaway apparel, Lee Lucas, principal of the Fashion Retail Academy noted that Patagonia, a brand with a lifetime guarantee on its products, has been growing steadily in popularity.