The era of conscious consumption is revolutionizing the fashion market

With the advent of e-commerce and the (almost universal) migration of consumers to online shopping, it has become increasingly common to pay attention to the origin of products, and the clothing sector is no different, as conscious consumption is revolutionizing a generation.

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Product technical specifications and internal industry policies influence consumer choices

The conscious fashion generation rejects fleeting and imposing trends, preferring sustainable brands that care about production methods and customer experience. This means the industry pays attention to the production line, with inclusion policies, fair employee remuneration, quality and durability of raw materials, organic consumption, cultural transformation, stimulating the local economy, and, especially, environmental impacts.

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There is also a strong influence from consumers' interest in authorial, minimalist, gender-neutral, unique, or limited pieces in this conscious fashion consumption revolution. 

Another important point is that consumers are more cautious with their finances, so they focus more on experience and less on material goods, in addition to well-being and comfort, diversity, purpose, and product expression.

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Conscious consumption linked to a lifestyle

When we talk about conscious consumption, we automatically think of "environmental awareness" and lifestyles related to this niche. And, indeed, conscious fashion is more popular among people looking for elements that are less aggressive to the environment.

Sustainable fashion is also called eco-fashion and offers biodegradable and/or organic fabrics that decompose more easily in nature.

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The impacts of the pandemic on conscious fashion consumption

During the COVID-19 pandemic, new concepts emerged that rode the wave of conscious consumption and brought antiviral and biodegradable fabrics to fashion for the production of masks and some other pieces and accessories.

The fashion market was among the most affected by the pandemic, but it is reinventing itself and adapting to consumers who seek a better experience and, above all, more conscious fashion.