As Generation Z enters adulthood, it’s clear that we’re in for even more consumer-driven change, something that, given their already demonstrable social values
The environmental impact of the fashion industry has been less obvious than that of, say, fossil fuels, but in 2020, this wastefulness is certainly no longer a secret. Imran Amed, founder and chief executive of Business of Fashion, says one of the biggest challenges of the next decade will be for the industry to figure out its role in solving the continuing climate emergency.
According to Amed, part of that answer may involve a materials revolution, where biotechnologists engineer fabrics that are less damaging to natural resources. Another may be for shoppers to extend the life of garments by selling gently used clothing on the secondary market or even enjoying it without ownership through the sharing economy.
To maintain professional results at home, Humphrey says there’s room for skin-care brands to offer more evidence-based cosmeceuticals at a mid and lower price point. “Brands like La Roche-Posay and Vichy, both under the L’Oreal umbrella, are active dermal cosmetics but are more accessible to the general population and still have good science behind them. I think we’re going to see really significant growth in that particular category.
Alongside high-tech advances, “physical experiences, whether through brick-and-mortar stores or events, will continue to be important for brands to build and engage directly with their communities,” Barassi says, adding that a combination of digital and physical retailing gives customers the option to shop how they want.
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