Fashion Revolution Day: Enlisting Gen Y/Z
Fashion Revolution Day on April 24 2015 taps the concerns of Gen Y and Z consumers worldwide, aiming to spread awareness about unethical or questionable manufacturing practices within the fashion industry.
Staged for the second time, the event marks the two-year anniversary of the Rana Plaza disaster when a clothing factory complex in Dhaka, Bangladesh, collapsed, killing more than 1,000 garment workers.
Consumers in 68 countries are being encouraged to ask themselves a simple question – who made my clothes? They are also encouraged to take a selfie with the label of their clothing (hashtag #whomademyclothes). The goal is to force brands to address consumers’ concerns about the origins of their clothing.
In 2014, tens of thousands joined the campaign, resulting in 6.6 million Google hits and widespread coverage by fashion media including Vogue.
This year, a new marketing initiative pushes the event further towards Gen Y and Gen Z by tapping the YouTube phenomenon of video fashion ‘hauls’ – where shoppers share their latest fashion and beauty purchases with their fans online.
Consumers are asked to rethink the traditional video haul with the #haulternative movement, where vintage, second-hand and repurposed items take the place of new buys.
Preview screenings of The True Cost, a feature-length documentary exploring the impact of the fashion industry on both humans and the environment, are also planned ahead of its release on May 29.
Gen Y and Gen Z are more concerned with issues surrounding sustainability and ethical behaviour than other demographics, according to Boston Consulting Group. Research indicates that 48% of American millennials choose to buy from brands that are active in supporting social causes. As these attitudes continue to influence Gen Y and Gen Z spending, the fast fashion industry is likely to put ever-greater emphasis on ethical and sustainable sourcing.