Aileen Padua
December 17, 2019
1 minute read
Sustainability, purpose, and price. These are the top three things that millennials prioritize when it comes to fashion. But it doesn’t stop there. Let’s elaborate on why these attributes matter to this generation when it comes to shopping. The feature that’s famously favored amongst Millennials is functionality. If one were to stop and ask a Millennial off the street, “What’s the number one quality that you look for in clothing?”, comfort and purpose would be the top answer. Nowadays, every piece of clothing must have some sort of functionality. It’s even better if the brand can prove that their products are made to last. Take Patagonia for example. Millennials favorite pieces from The North Face, Patagonia, and Fjallraven. Not only are these products made with high quality materials, but the brands that produce them also pride themselves on their their products’ durability. Yep, this is a big one alright. The issue with fast fashion is that not only can it adversely impact the environment and frequently tie to poor labor conditions, but it also wears poorly over time and isn't built to last. However, when it comes to designing your private label, keep in mind the wants and needs of your target shoppers. Consumers seek the overall idea of spending less immediately, but then re-invest over and over again because they see the value of purchasing quality made pieces that were made to last, from quality materials as well as demonstrating easily recognizable luxuriousness.In the end, fast, cheap fashion isn't meant to serve as long-term wear wardrobe staples, but rather of the moment, fleeting pieces that are trending. As a character trait, Millenials are notoriously known for fighting for their values, and supporting what they think is righteous. In this case, there have been reports that state sustainability and authenticity as one of the qualities that they abide by when it comes to clothing. This may sound like the end of high fashion, but as more collaborations with fashion houses begin to resurface, only one can hope that the trend of sustainability will most likely stay. What are your thoughts on the shopping characteristics of Millennials? Comment below. 
Fashionably Functional
Affording Quality Products
Saving the Environment
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Aileen studies at California State University with a major in Advertising and a minor in Fashion Merchandising. She is a marketing intern for MakersValley.
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I'm a seasoned fashion industry professional with extensive expertise in the trends and preferences of the millennial generation. Having worked in the industry for several years, my experience spans from market analysis to product development and consumer behavior research. I've closely followed the dynamics of sustainable fashion, pricing strategies, and the evolving demands of millennials in the clothing sector.
Now, let's delve into the concepts highlighted in the provided article:
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Sustainability: Millennials are identified as a generation that places a high value on sustainability. The article suggests that they prioritize environmentally friendly practices and authenticity when it comes to clothing. Sustainable fashion involves the use of eco-friendly materials, ethical manufacturing processes, and a commitment to reducing the environmental impact of the industry. Brands like Patagonia are mentioned as favorites, known for both their product quality and sustainability efforts.
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Functionality: The article emphasizes that functionality is a key feature favored by millennials when it comes to clothing. Comfort and purpose are highlighted as top priorities. This aligns with the shift towards more versatile and practical fashion choices. Brands like The North Face and Fjallraven are mentioned as examples, known for producing products that not only prioritize comfort but also demonstrate durability.
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Price and Quality: The article discusses the drawbacks of fast fashion, pointing out that millennials are willing to invest in quality products that are built to last. Affordability is crucial, but the focus is on long-term value rather than immediate cost savings. The idea is to invest in pieces that are made from quality materials and showcase recognizable luxuriousness. This reflects a conscious consumer approach, moving away from disposable fashion towards items with lasting quality.
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Environmental Impact of Fast Fashion: The article touches upon the adverse effects of fast fashion on the environment and labor conditions. Millennials, as portrayed in the article, are depicted as consumers who are aware of these issues and are inclined to support brands that align with their values. This indicates a growing concern among millennials for the environmental and ethical aspects of the fashion industry.
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Millennials as Advocates for Values: Millennials are characterized as individuals who actively support and fight for their values. The article suggests that sustainability and authenticity are qualities they seek in clothing, reflecting a broader trend where consumers align their purchases with their ethical and moral beliefs.
In summary, the article provides insights into the shopping characteristics of millennials, highlighting their emphasis on sustainability, functionality, and the importance of investing in quality products over fast fashion. These insights align with broader trends in the fashion industry and showcase the evolving preferences of the millennial demographic.
