Which is the biggest consumer group at this moment? Millennials. Which group of people constantly changes the fashion trends of the world we live in? Again, millennials. They are the absolute rulers of the fashion world as they really do make the rules and decide what’s fashionable and what’s a fashion no-no. Not only that, they are also a part of the population that has the most spending power, so it’s not surprising that they try to implement everything in their clothing. One of the ways in which they do this is by implementing luxury brands into their clothing. But why and how?
One of the things that define this generation is the fact that they are the most environmentally conscious of all age groups, so their buying habits certainly changed due to this fact. They don’t only look for a nice piece of clothing, but they also try to choose one that’s durable and long-lasting. That is why fast fashion is slowly coming to a close, with luxury brands slowly substituting them. Popular brands such as Stella McCartney and Calvin Klein recognized this, and they really made their collections sustainable, introducing also faux fur as an essential. Nielsen conducted a study which showed that one of the most important things for millennials is that the product is made from sustainable and durable materials, and that the manufacturing process advocated and advertised ethical practices. It’s true that this generation is not very loyal to a particular brand, but if the brand establishes a good environmental reputation, it is likely they will come back to it. This is why all the brands who advertised recycled apparel in the fashion business gained some extra popularity.
Minimalism and color-blocking is the new black
Minimalism is a trend that grew tremendously in the past couple of years. Even though it’s very popular, there are certain trends that came very close to it, and which can be matched perfectly with any minimalistic garment. One such trend is called color-blocking, which is basically matching minimalistic and monochromatic garments with similar, bright hues. However, millennials have recently managed to incorporate a bold piece of clothing or an accessory into a minimalistic outfit – that is why choosing a high-quality and trendy Fendi bag or contrast shoes and wearing them with a monochromatic attire is regarded as high-fashion. In this process, it is very important to have at least one luxury item. The point is not in overdoing it, as advertising and supporting small and organic clothing businesses is also quite important. Minimalism is extremely important to millennials – the world seems small and more reachable to everyone, and since they tend to travel a lot and experience new things, traveling with a bag full of things is very difficult. This is probably the main reason why they embraced this trends as an imperative, with many new, smaller trends (such as color-blocking or logomania) coming to the rescue.
Speaking of logomania…
…this is a great way to incorporate a luxury brand into an otherwise minimalistic and simple look. However, this is more than just a status symbol, as choosing a luxury piece of clothing is really regarded as high-fashion after all. This is perhaps one of the most dominant trends on the street style scene of Fashion Weeks of 2018, and is definitely here to stay at least a couple of years more.
Good value for money
Another crucial aspect of each millennial’s purchase is the value for the money they spend, and that is why durability is one of their main concerns. High-quality luxury brands such as Versace or Gucci do not only provide this, but also pieces that are timeless. Fast fashion is still very popular due to its affordability, but millennials often tend to spend their money on something that it’s worth the money and that they will be able to wear in a couple of years as well. That is why purchasing a high-quality branded piece of clothing is a must, and you will definitely be able to match it with the rest of the outfit.
It’s probably safe to say that millennials are the fashion gurus of today, and if they say that you have to own a piece of a luxurious brand, then it definitely means that you should. If you take the longevity and durability of the pieces into account, and the environmentally friendly intentions, you can rest assured knowing that it is the right choice.