Sustainability in fashion is more than just a trend. Consumers demand it. Thanks to modern technology, shoppers now get more information about every piece they purchase with just a click. The consumers of tomorrow—Millennials and Gen Zs—want wearable items that support their causes, which pushed brands not just to make beautiful clothes and accessories, but something that has more substance in their style.
Proving how sustainability plays in Millennials and Gen Zs’ shopping is Zalora’s Southeast Asia Trender Report 2022. According to the lifestyle e-commerce platform, shoppers belonging to those age demographic “are prioritizing sustainability in their purchasing decisions.”
“Both Zalora’s Earth Edit and pre-loved segments saw substantial growth year-on-year,” the e-commerce platform states. “Total sales for Earth Edit, which focuses on the use of sustainable materials, increased by 152 percent from 2020 to 2021 and continued to have double-digit growth as of Q3 in 2022. Brands have reacted to this trend by expanding their product offerings on Zalora.”
Its pre-loved segment, although still very small, also saw a sharp growth of 70 percent from 2021 to 2022, led by Millennials and Gen Zs who will continue to drive the momentum for circular fashion, as per Zalora.
“As a push towards carbon-neutral continues to underscore fashion and e-commerce, brands can stand to gain market share by introducing more sustainable products while reviewing their supply chains,” Zalora added.
Its report also mentioned how Gen Zs spend most on sports-related products (29 percent), followed by apparel (25 percent). Both Millennials and Gen Zs lean more toward purchasing sports lifestyle shoes and sports performance shoes. Meanwhile, consumers of all ages are also adding to cart sports electronics, giving it a 15 percent growth from 2021 to 2022. Zalora concludes that this reflects consumers prioritizing health and wellness in our pandemic-new normal milieu.
“As for the biggest spenders of wellness products in Southeast Asia, Zalora’s data shows they come from Indonesia and the Philippines,” it says. “Across the region, adults above 40 spent the most, followed by Millennials aged 26 to 30.”
The Trender Report 2022 is based on a comprehensive analysis powered by Zalora’s retail intelligence and data analytics solution, Data by Global Fashion Group, to forecast consumer megatrends and purchasing patterns that will inform and shape retail strategies for 2023. It also includes intel from close to 60 million monthly visits, complemented by insights driven by Google and other partners.
“The nascent Southeast Asian e-commerce landscape is undergoing a significant digital transformation. Even as we brace for the potentially volatile climate ahead, it has become increasingly important for brands and retailers to connect with consumers in the right way,” said Gunjan Soni, Zalora Group’s chief executive officer. “Our flagship state-of-the-industry report helps to guide the industry through this unpredictable time and aid in their retail strategies as they navigate through the region’s diversity and build on the momentum.”
To know more about Zalora’s Southeast Asia Trender Report 2022, click here.