{"id":3589,"date":"2022-10-20T10:00:11","date_gmt":"2022-10-20T08:00:11","guid":{"rendered":"https:\/\/magazine.lineapelle-fair.it\/?p=3589"},"modified":"2022-10-26T11:51:47","modified_gmt":"2022-10-26T09:51:47","slug":"the-keep-on-return-case-and-an-inner-conflict-to-be-resolved","status":"publish","type":"post","link":"https:\/\/magazine.lineapelle-fair.it\/en\/green-corner-en\/the-keep-on-return-case-and-an-inner-conflict-to-be-resolved\/","title":{"rendered":"The Keep on Return case and an inner conflict to be resolved"},"content":{"rendered":"<p><em><strong>Thirty percent of the purchases of Gen Z, the largest generation of consumers ever to enter the market (so they say&#8230;), are driven by price. The Keep on Return case on TikTok proves this, along with the speculative game they have been playing: that of being privately resellers. How, then, can they be as green as they claim?<\/strong><\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Keep or Return <\/strong>is <strong>a viral hashtag on TikTok<\/strong>: it has recorded <strong>over 140 million views<\/strong>. Here, <strong>fashion bloggers <\/strong>order <strong>mountains of clothes to try on<\/strong>, and <strong>invite followers to <\/strong>decide which items deserve a place in the wardrobe and which do not. And, <strong>thanks to free returns, they <\/strong>send back most (if not all) of their purchases. Warning: the vast majority of Keep or Return followers belong to <strong>Gen Z<\/strong>.<\/p>\n<p>This is the <strong>richest <\/strong>purchasing demographic that has ever entered the market and is the first <strong>fully digital native<\/strong>. But it sees things very differently from its predecessors. It is sensitive to <strong>sustainability <\/strong>and is driving changes in that direction. But then, as we have <a href=\"https:\/\/magazine.lineapelle-fair.it\/en\/green-corner-en\/what-if-the-growth-of-secondhand-is-not-so-sustainable\/\" target=\"_blank\" rel=\"noopener\">also written here<\/a>, she has to come to terms with <strong>her buying habits<\/strong>, fuelled by a compulsive desire for novelty. So it bounces between fast fashion and second-hand, proving not at all sustainable.<\/p>\n<h3><strong>From Keep on Return to a legitimate question <\/strong><\/h3>\n<p>With these assumptions, <strong>the<\/strong><a href=\"https:\/\/www.voguebusiness.com\/fashion\/gen-z-loves-shopping-hauls-can-they-ever-be-sustainable\/amp\" target=\"_blank\" rel=\"noopener\"> legitimate question Vogue Business<\/a> asks is: <strong>can Gen Z ever be sustainable<\/strong>? &#8220;Although many young people are aware of the overproduction of fashion and its impact on the planet, they have <strong>an inner conflict to resolve <\/strong>between how they say they want to consume and their actual behaviour,&#8221; says <strong>Julia Peterson<\/strong>, of the US youth culture agency <strong>Archrival<\/strong>. &#8216;Despite their desire to shop responsibly,&#8217; she continues, &#8216;I believe there is also another part of them that craves style, products that make them feel good and are affordable.<\/p>\n<h3><strong>Being sustainable costs<\/strong><\/h3>\n<p><strong>Thomas Robertson<\/strong>, director of <strong>Baker Retailing Center <\/strong>in Wharton, <a href=\"https:\/\/www.forbes.com\/sites\/gregpetro\/2022\/03\/05\/gen-z-is-driving-growth-in-new-shopping-formats-but-are-retailers-paying-attention\/?sh=209ae3ad4f48\" target=\"_blank\" rel=\"noopener\">tells Forbes<\/a> that Gen Z may be armed with a desire for sustainability, but they are also <strong>very price-conscious<\/strong>. In fact, he says, &#8216;our data indicates that <strong>30 percent of their purchases are price-driven\u2019<\/strong>. But there&#8217;s more. To <strong>hedge against inflation, <\/strong>young people use the resale market to <strong>cash in<\/strong>. In other words: they buy luxury goods exclusively to resell them at a higher price. It is difficult, under these conditions, to resolve that inner conflict mentioned in the previous lines. Although <strong>Holly Harrison <\/strong>(head of the luxury, fashion, and retail brand partnerships at TikTok), referring to Gen Z, notes that &#8216;their purchases are now <strong>more thoughtful<\/strong>, <strong>more reflective<\/strong>&#8216;. A long journey always begins with the first metre.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Thirty percent of the purchases of Gen Z, the largest generation of consumers ever to enter the market (so they say&#8230;), are driven by price. The Keep on Return case on TikTok proves this, along with the speculative game they have been playing: that of being privately resellers. How, then, can they be as green&hellip;<\/p>\n","protected":false},"author":2,"featured_media":3568,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[129],"tags":[200,201,142],"thb-sponsors":[],"class_list":["post-3589","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-green-corner-en","tag-fast-fashion-en","tag-gen-z-en","tag-sustainability"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Keep on Return case and an inner conflict to be resolved - LINEAPELLE MAGAZINE - Beyond the fair, a world of ideas<\/title>\n<meta name=\"description\" content=\"The 30% of Gen Z purchases are driven by price. 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