Designing a Conscious Fashion Experiences: strategies for Generation Z

The way in which the current fashion industry is perceived by the different generations is changing. In this endeavour, younger consumers are considered throughout the literature as central figures capable of piloting significant change towards sustainability. Therefore, the mixed-method study directs attention to Gen Z as a sensible, transformative actor in the fashion system, capable of effectively merging the need for ever-new clothes with sustainable practices. After a preliminary phase where a case study analysis and personas profiling is conducted, the research goal was to examine user fashion practices and behaviour through a survey that involved Gen Z consumers. The results indicate consumers' desire to own fewer, high-quality clothes. However, there is little empirical evidence to support demands for sustainability in their purchases. Therefore, if encouraged, this audience could become a driver for the sustainable future of fashion.