Fast fashion has become a very popular shopping habit. Stores like H&M and Forever 21 have grown rapidly over the recent decade. But the trend of fast fashion seems to have run its course. Millennial women are shifting to “real” fashion.
These days women prefer a well made garment to a cheaper lookalike. They would rather have a few high quality pieces than a lot of fast fashion options. This could have been brought on by all of the law suits being thrown around by the high fashion houses to protect the uniqueness of original designs. In a study entitled ‘Real is a Diamond’ by KRC Research nearly 1,000 millennial women (those born between the early 1980’s and the early 2000’s) to understand their relationship with luxury goods as a whole (not just jewelry).
Among KRC’s findings: Women in this age bracket are increasingly shunning fakes for the real thing. Nearly 9 in 10 (89 percent) women in this category are looking for authenticity when buying luxury items, such as diamonds but also high-end bags and other accessories, and 85 percent said they would be embarrassed knowing that they owned a knock-off, especially when it comes to luxury goods.
While we all appreciate the affordability of fast fashion, there is nothing like the real thing. In this day and age it its not just those in the industry who are enamored by fashion. The everyday person is active in the fashion community. This newfound awareness has cause a consensus for authenticity. And we support this shift in society! So make sure when your shopping for the end of summer or beginning of fall GO REAL!
Do you prefer high fashion or the look alike?