GenZ : A new leader in the fashion marketKim, ()Professional Academic English ()November 27th, 2021As young people born from the mid-1990s to the early 2000s start economic activities, various changes are taking place in the structure of consumption. A big change is taking place in the fashion market as people who follow the consumption behavior led by Generation Z. The most representative change is the expansion of the second-hand trading market. Fashion designers pay attention to these changes and make products related to them. This essay will explain that GenZ’s growth is expanding the second-hand fashion market and changes the future shopping market, and it will suggest what attitudes fashion industry workers should take towards these changes. To do this, I will explain what GenZ's characteristics are and what changes have occurred to fashion companies and industries.The reason for the recent expansion of the second-hand trading market is related to the growth of GenZ. First, as Gepopular among GenZ. For instance, it appears as a new type of investment technology that has a limited-edition product and then sells them through a secondhand trading platform to generate profits. In fact, these characteristics of GenZ clearly brought about the expansion of the second-hand trading market.Additionally, according to WGSN (2020) the most important thing for GenZ is ‘vibe.’ In accordance with Namuwiki (2021), It is called ‘UX’ in marketing terms. And it is often used when an object is judged to be romantic or atmospheric. If you search for "#vibes" on Instagram, you will see more than 40 million posts, and if you search for "#vintagevibes," you will see more than 1 million posts. According to KNnews (2021), GenZ, who leads the fashion trend, thinks second-hand clothes before the 2000s that they have never experienced are emotional and romantic. This "vibes" is an important reason for GenZ's purchase of second-hand clothes.Also, GenZ tends to make second-hand clothing tranthem. They participate in environmental protection campaigns on social media because they want to be like them as their fans. And the easiest way to protect the environment is to purchase second-hand clothes rather than new. For example, many people seem to be trading second-hand clothes to post posts saying, "I'm a conceptual citizen of thinking about the environment, so I buy second-hand clothes." In fact, according to Lee Eun-hee, a professor of consumer studies at Inha University (2020), "Recently, as the use of SNS has become active, such second-hand transactions have been used as a mean of expressing oneself." GenZ's shopping method aimed at uploading social media has led to the expansion of the second-hand trading market.Certainly, brands are changing to target Generation Z. According to Interbiz (2021), the luxury brand Burberry has stopped incinerating its inventory. According to the KAIST newspaper (2021), the CNP Company will enter "Nice Weather," which supports the offline m $24 billion (about 28.3 trillion won). Generation Z consumers with high environmental awareness will try to buy more used products in the future, and the used fashion market is expected to grow 1.5 times the size of the fast fashion market within the next decade. In addition, according to the "Threadup" report, 9 out of 10 fashion retail companies said they were willing to enter the resale market by 2020. Therefore, I argue that fashion industry workers should be more active in paying attention to their consumption and marketing that targets them. It is time for fashion companies to respond in line with changes in future consumers and shopping markets.ReferencesCriteo. (2018, August 27). The most fashionable generation: What Generation Z wants in fashion. Hyperlink "https://www.criteo.com/kr/blog/millennial-vs-gen-z-fashion/" https://www.criteo.com/kr/blog/millennial-vs-gen-z-fashion/Harpersbazaar. (2020, April 20). An 18-year-old environmental activist in a lawsuit against the U.S. 55" https://www.asiae.co.kr/article/*************704655Kim, N.D., Jeon, M.Y., Choi, J.H., Lee, H.E., Lee, J.Y., Lee, S.J., Seo, Y.H., Kwon, J.Y. & Han, D.H. (2020, October 13). Trend Korea 2021.Lee. S. K. (2021, October 1). [Weekend on- trend] vintage fashion. Knnews. Hyperlink "http://m.knnews.co.kr/mView.php?idxno=1360788&gubun=" http://m.knnews.co.kr/mView.php?idxno=1360788&gubun=Mobileindex. (2021, August 18). July Mobile Shopping App Market Analysis Report. Hyperlink "https://www.mobileindex.com/insight-report?pid=163" https://www.mobileindex.com/insight-report?pid=163Namuwiki. (2021, October 29). Vibe. Hyperlink "https://namu.wiki/w/" https://namu.wiki/w/감성Napoli, C. (2020, March 8). GenZ : Emotions in 2020. WGSN. Hyperlink "https://www.wgsn.com/insight/p/article/88679" https://www.wgsn.com/insight/p/article/88679Seo. J. P. (2021, June 17). "Echo influencer" that spreads good influence. Fashion insight. Hyperlink "http://www.fi.co.kr/mobile/view.asp?idx=70695" http://www.fi.co.kr
