Thredup Latest Women Consumer Survey

In January 3rd, ThredUp, a fashion resale website in the US, released the New Year Resolution Report in 2019. Through the survey of over 1000 female consumers, they found that consumers' attention to sustainable development has been improved, while the trend of reducing consumption of fast fashion brands by young consumers is also expanding.

Young consumer led rejection of fast fashion consumption trend

In 2019, the 7 major environmental keywords of millennial generation and Z generation consumers were: recycling, buying second-hand goods, buying environmentally friendly goods, taking public transport, reducing meat intake, reducing the number of fast fashion products and biological compost.

Consumers' wishes show that after years of fast fashion brands sweeping the globe, they finally realized the impact of this marketing mode on the environment. In the survey, 80% of the women surveyed indicated that they were willing to change their shopping methods to protect the global environment. At the same time, from the young consumers (18 to 25 years old), the trend of reducing the purchase of fast fashion brand clothing is gradually spreading.

25% of respondents said they would stop buying clothing from fast fashion brands starting in 2019.

50% millennial generation and Z generation consumers will be more environmentally friendly by buying more second-hand goods.

54% of the Z generation said it would buy products with better quality and longer usage to achieve environmental protection.

40% the Millennium representatives said they planned to stop buying fast fashion brands.

It is clear from the data that millennial generation and Z generation are more environmentally conscious than older consumers.

Waste reduction is the theme of new year's consumption.

Reducing waste is the theme of consumers' new year consumption, while "focusing on sustainable development" has become the number one new year's perspective.

The survey found that:

58% of women said they would waste less in the new year.

84% of respondents said they would pay more attention to sustainable development when shopping.

42% of respondents said they would reduce waste by buying second-hand goods.

The number of consumers who plan to live in a more environmentally friendly Z generation in 2019 (18 to 21 years) is 25% higher than that of other older consumers.

Cheap and environment-friendly products have a larger market.

Although consumers pay more attention to sustainable development, the high price of environmental goods makes them powerless. The research results of LIM College University in New York show that the main reason that influences the purchasing behavior of millennial consumers is the convenience of price and shopping rather than the environmental certification of products. The high cost of sustainable development is also one of the three reasons why people can not achieve environmental life.

According to the survey, 57% of respondents will choose cheaper products in the new year, while 45% will choose products with better quality. ThredUp believes that although consumers still focus on the quality and price of products, they are most concerned about the impact of their shopping behavior on the environment. The brand that provides good quality and cheap environmental products will receive great attention in 2019.