Millennials Are Pushing Back Against Fashion’s Counterfeiting Problem

by: Well Made Clothes Staff | 3 years ago | News

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We know that Millennials tend to be the generation that’s most motivated when it comes to saving the planet, but it seems that they have a greater social conscience when it comes to fashion’s counterfeiting problem as well. Despite living in a world that’s overrun by fast fashion, research shows that these consumers are pushing back against fakes and shunning them in favour of the real thing.

Conducted by Washington DC-based market research firm, KRC Research, the ‘Real is a Diamond’ report presented by the Diamond Producers Association (“DPA”), found that nearly 89% of Millennial women are looking for authenticity when it comes to buying luxury. What’s more, 85% of the almost 1,000 women interviewed said they would be embarrassed knowing that they owned a knock-off. Which suggests that this generation is tending towards quality over quantity in general. For instance, 94% of the highest earning Millennials showed a preference for owning one more expensive, genuine item instead of many different cheaper ones.

"Millennial consumers, in particular, are defining luxury beyond price," explains Deborah Marquardt, Chief Marketing Officer of the DPA. "When evaluating luxury purchases, they seek items that are genuine, unique and not mass-produced, and have inherent meaning and value.” This study isn’t the first to come across such findings, but The Fashion Law does point to recent factors strengthening the trend. On one hand, there’s the accumulation of wealth among aging Millennials and, on the other, there’s the rise in popularity of resale and consignment sites of late.

Shopping vintage certainly represents a great way to push back against fashion fakes, but lower cost items also need to be seen as equally important in this equation. Rather than buying basics from fast fashion brands, for example, Millennials could use their appreciation for authenticity in order to support local, independent designers instead. After all, nothing is more chic than buying quality over quantity.

Via The Fashion Law

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