Findings
Gen Z’s luxury preferences are evolving away from fast fashion and dupes towards authenticity, sustainability, and quiet luxury. A survey by Savanta’s MillionaireVue Omnibus found a significant decrease in younger consumers’ willingness to buy dupes, with 60% prioritizing brand authenticity over low-cost alternatives.
Key Takeaway
Gen Z is driving a trend of “quiet luxury,” emphasizing quality, sustainability, and deeper brand connections rather than quick, trend-based purchases. This shift challenges fast fashion’s appeal and pushes luxury brands to focus on authentic engagement and responsible practices.
Trend
Main Trend: Movement toward authentic, sustainable, and understated luxury.
Consumer Trend: A rise in demand for brands that prioritize genuine values and sustainability.
Consumer Sub-Trend: Interest in “quiet luxury,” favoring subtle, quality-oriented brands over logos and fast fashion.
Big Social Trend: Increased focus on conscious consumerism among Gen Z.
Local Trend: Influencers in Western markets increasingly aligning with sustainable, authentic brands.
Worldwide Social Trend: Global rise in demand for eco-conscious, quality-driven fashion over fast fashion.
Consumer Motivation
Gen Z values authenticity, meaningful brand connections, and sustainable practices, making them more discerning about brands they support. They are attracted to brands that reflect their ethics, quality, and quiet luxury over logo-centric or disposable fashion.
Drivers of Trend
Environmental Awareness: High concern for sustainability drives rejection of fast fashion’s environmental impact.
Value-Based Consumption: Gen Z favors brands that reflect their personal values and emphasize lasting quality.
Influencer Evolution: Influencers like Molly-Mae Hague exemplify the shift, evolving from fast fashion to authentic luxury, reflecting Gen Z’s changing priorities.
Consumers in Focus
Primarily young adults (18-34 years old), particularly those with disposable income, who value social and environmental responsibility and seek authentic brand engagement.
Product/Service Description
Luxury and fashion brands offering quality products with a focus on sustainability and understated, timeless appeal, contrasting with fast fashion’s disposable nature.
Conclusions
The transition away from fast fashion to authentic luxury represents a deeper value shift among Gen Z, emphasizing sustainability, quality, and meaningful brand alignment over the low cost and trendiness associated with fast fashion.
Implications
For Brands: Success in capturing Gen Z’s loyalty will require investments in sustainable practices, authentic storytelling, and high-quality, understated designs.
For Society: This shift reflects a generational commitment to more responsible consumerism, potentially reducing the environmental impact of fast fashion.
For Consumers: Gen Z benefits from a fashion landscape offering products that align with their values and support a sustainable lifestyle.
For the Future: The demand for authentic luxury will likely grow, encouraging brands across industries to prioritize ethical, quality-driven strategies.
Big Trend Name
Authentic Sustainability in Luxury
Big Social Trend Name
Conscious Consumption in Fashion
Social Drive
Gen Z’s commitment to sustainability, quality, and values-driven brands over disposable, fast fashion options.
Strategy Recommendations for Companies in 2025
Prioritize Sustainable Practices: Invest in eco-friendly materials, ethical production, and transparent supply chains.
Embrace Quiet Luxury: Offer high-quality, understated products that reflect timeless style over overt branding.
Engage with Authentic Influencers: Collaborate with influencers who embody values of sustainability, authenticity, and quality.
Focus on Brand Values in Marketing: Showcase genuine brand values through storytelling, emphasizing quality and ethical impact.
Final Sentence
Main Trend Summary: In 2025, brands should align with Gen Z’s preference for authentic, sustainable, and understated luxury by emphasizing ethical practices, quality, and genuine engagement, fostering a deeper connection that transcends trendiness.
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