Generational Habits – Who’s Fueling Fast Fashion?

We’re a quarter of the way into the 21st century, and shopping looks nothing like it did a few decades ago. Nowhere is that more obvious than in fashion, where trends come and go faster than ever. From TikTok hauls to #GRWM videos, the internet has turned style into a race, and fast fashion is the fuel. Trends like mob wife aesthetic, quiet luxury, and cowgirlcore aren’t just real… they’re everywhere. Surprised? You’re not alone. But what might be even more surprising is how much your generation influences how (and perhaps why) you shop. This week’s COTW breaks down the generational habits driving fast fashion.

Here are the key takeaways from this week’s chart:

• 🛍️Gen Z and Millennials shop around: Younger shoppers are significantly more likely to buy from a wide range of retailers, with at least 1 out of 5 Gen Z shoppers reporting they’ve shopped at 8 of the 9 major stores we asked about. Millennials aren’t far behind, but it looks like shopping at Forever21 has dropped off.
• 👜Older shoppers keep it simple: Gen X and Boomers tend to stick to familiar stores, with Walmart and Target being the most popular. About 1 out of 5 in each generation has also shopped at Macy’s, but this drops off significantly for other stores.
• ⚡So, who is fueling fast fashion? It looks like Gen Z can’t take all the blame for this one; Millennials’ shopping habits aren’t all that different.