Which five trends will accompany us in the fashion sector according to Kantar?

Kantar has published its latest report on what consumers want and expect from the fashion industry in 2024. Sustainability and digitisation are once again top of the list. The new digital spaces manage to seduce consumers regardless of their age, while sustainability is becoming more and more essential, necessary and compulsory for the younger generations and also for millennials. But, all this, without forgetting the meaning of not losing one's own essence and differentiating oneself from the rest.Holistic, healthy and modest fashionThe first trend highlighted by the consultant is well-being. But what kind of wellbeing can a piece of clothing cause in us? Consumers want their purchases, the moment they buy something, to help them feel a sense of wellbeing, because the holistic approach has also permeated the fashion industry, they are also concerned about the impact that certain fabrics can have on their skin and are interested in the elimination of toxic fabrics, as well as the footprint that the fashion industry can have on the environment, especially through certain particles used in fabrics such as microplastics. Kantar baptises this user profile as 'Clean Junkie' and anticipates that this profile is increasingly present. Brands, therefore, in some cases incorporate QR on their labels in which the consumer can find out the proportion of each material, its origin, in what portion it is found and other aspects that may be of interest to them and guide their purchase.The fashion consumer will also be inclined towards modest fashion without compromising on style. They want clothes that break stereotypes and inspire them towards biodiversity. The environment, of course, is another trend that continues to triumph in the world of fashion trends and how to keep researching new materials, especially important for the younger generation.Modest fashion also helps to break stereotypes and takes a path towards inspiration and diversity. It transcends cultures knowing that fashion can be a symbol of empowerment, self-expression and inclusivity. This responds to consumer need as we are in such a changing society that it is difficult to see ourselves reflected in a single identity and we are faced with the imperative need to coexist with different models and this leads us to adopt a more diverse style of dress. The 'Modest Groupie' is the type of consumer that Kantar finds behind this trend.Sustainability, savings and digitisation are no longer old-fashionedThe knowledge and use of new materials is something that has been at the forefront for years and is unlikely to cease to be so, at least in the near future. The interest, desire and longing for ethical fashion is a reality. Sustainable leather, for example, as well as vegan leather or leather made from plant-based alternatives such as mushrooms, is increasingly being used in the fashion industry and is arousing curiosity in society, which is why it continues to accumulate searches, according to the Kantar agency. Consumers are beginning to question the price, and not only economically, of synthetic leather, knowing that it is a material that is not biodegradable. They are therefore interested in alternatives to these polluting materials. Brands are thus forced to invest in strategies that seek new materials for the consumer and adopt a new strategy that revolves around the environment. The consumer who follows this trend is presented by Kantar as a 'sustainability advocate' and is a consumer who is very aware of sustainable alternatives and asks for transparency in how clothes have been manufactured and they are mainly young people from the Z generation.Taking advantage of bargains is always a pleasure. But bargains on the second-hand market will also be the order of the day in 2024. The emergence of the consumer on a tight budget against a backdrop of falling incomes and a backdrop of inflation is fuelling this trend. The second-hand clothing market is expected to grow by up to 35% by 2030. New players such as Wallapop or Vinted are piling up a larger number of users as time goes by. Interest in the latter French platform, Vinted, has grown considerably by 2023 and this is evidence of the impact of second-hand clothing today. Brands will explore their own resale and Marketplace to sell their own products. This approach offers an opportunity not only to extend the lifespan of clothing and embrace circular fashion principles, but also with a value-conscious consumer segment. It is a profile that is very similar to the one that has sustainability in their top priorities and Kantar, presents them as 'thrifters', and they are also looking for this type of action, this purchase of second-hand garments, to lead to a more sustainable textile and fashion industry as they choose an 'ecofriendly' option. It is also a consumer that is found in both generation Z and millennials.Finally, of course, new technologies have revolutionised all sectors. Now, they are reimagining the fashion industry with the latest technology and redefining the rules of style. The market for 'virtual fitting rooms' in 2029 is expected to surpass $14 billion accompanied by the emerging generative AI, as well as the world of the metaverse. Interest in the digital world of fashion continues as consumers experiment with virtual garments and accessories increasingly become wardrobe staples. Beyond this, a quiet need is emerging for technology to help consumers manage health and weather. Kantar calls the consumer who is interested in this trend a 'digi fashionista' and in this case, there is no particular age segment for them. They are tech-savvy, analytical, active and very knowledgeable about online services.

Which five trends will accompany us in the fashion sector according to Kantar?

The consultancy firm predicts that sustainability and digitalisation will play a major role in consumer purchases this coming year