Market Report

Gen Z Fast Fashion Statistics

Gen Z fuels fast fashion demand, driven by affordability and social media.

Key Statistics

Gen Z is three times more likely to shop from mobile devices than millennials

Zara reports that Gen Z contributes 35% of its sales globally

Gen Z is the most likely age group to support ultra-fast fashion cycles

On average, Gen Z members own 2x the number of clothing items as millennials

Gen Z is 80% more likely than gen X to purchase fashion items weekly

25% of Gen Z say fast fashion helps them express their individuality

+72 more statistics in this report

Jannik Lindner
October 13, 2025

Key Insights

Essential data points from our research

54% of Gen Z consumers say they buy fast fashion because it’s affordable

62% of Gen Z respondents say they prefer shopping online for fashion items

Gen Z purchases an average of 5 fast fashion items per month

72% of Gen Z shoppers cited social media as a primary influence on their fashion choices

59% of Gen Z feel a conflict between their environmental values and their fast-fashion purchases

41% of Gen Z say they shop fast fashion to keep up with trends

83% of Gen Z consumers have purchased fast fashion in the past 12 months

Only 22% of Gen Z say sustainability is a top consideration when buying clothing

Depop reports over 90% of its 30 million users are Gen Z, seeking alternatives to fast fashion

40% of Gen Z shoppers admit returning fast fashion purchases regularly for social media photos

74% of Gen Z say clothing resale is appealing but still buy fast fashion actively

Shein is ranked as the #1 preferred fast fashion brand among Gen Z females

Gen Z drives 25% of all Shein’s sales globally

Verified Data Points
Hooked on hauls but haunted by guilt, Gen Z is fueling a fast fashion frenzy—buying an average of five cheap, trend-driven pieces a month, despite 59% admitting it clashes with their eco-conscious values.

Generational Comparisons

  • Gen Z is three times more likely to shop from mobile devices than millennials
  • Zara reports that Gen Z contributes 35% of its sales globally
  • Gen Z is the most likely age group to support ultra-fast fashion cycles
  • On average, Gen Z members own 2x the number of clothing items as millennials
  • Gen Z is 80% more likely than gen X to purchase fashion items weekly

Interpretation

Gen Z may champion sustainability online, but their twice-stuffed closets and weekly fashion hauls—mostly bought by thumb—prove that clicks often speak louder than conscience.

Personal Expression and Identity

  • 25% of Gen Z say fast fashion helps them express their individuality
  • 68% of Gen Z say fast fashion makes them feel more included in fashion trends
  • 57% of Gen Z see fast fashion as a creative outlet despite sustainability concerns
  • 22% of Gen Z survey respondents said fast fashion helped them cope with pandemic loneliness
  • 35% of Gen Z say fast fashion enables fashion freedom not available in ethical brands

Interpretation

For Gen Z, fast fashion is less a closet of compromise and more a stitched survival kit—where self-expression, trendiness, and emotional relief are worn proudly, even as the planet pays the price.

Shopping Preferences and Behaviors

  • 54% of Gen Z consumers say they buy fast fashion because it’s affordable
  • 62% of Gen Z respondents say they prefer shopping online for fashion items
  • Gen Z purchases an average of 5 fast fashion items per month
  • 41% of Gen Z say they shop fast fashion to keep up with trends
  • 83% of Gen Z consumers have purchased fast fashion in the past 12 months
  • Depop reports over 90% of its 30 million users are Gen Z, seeking alternatives to fast fashion
  • 74% of Gen Z say clothing resale is appealing but still buy fast fashion actively
  • Shein is ranked as the #1 preferred fast fashion brand among Gen Z females
  • Gen Z drives 25% of all Shein’s sales globally
  • 49% of Gen Z think secondhand clothing is less desirable than new fast fashion
  • H&M reports that 40% of its online traffic now comes from Gen Z shoppers
  • 53% of Gen Z use buy now, pay later services when purchasing fast fashion
  • Gen Z represents 40% of the global consumer market and is rapidly shaping fast fashion
  • Shein’s app is among the top 5 shopping apps downloaded by Gen Z women
  • 28% of Gen Z engage in weekly fast fashion shopping
  • Gen Z spends an average of $103 monthly on fast fashion
  • 30% of Gen Z returns clothing simply due to buyer’s remorse, especially fast fashion
  • ASOS reports Gen Z accounts for 60% of its customer base
  • Gen Z consumers are twice as likely to buy fast fashion for events like festivals
  • 38% of Gen Z prioritize price above all when shopping for clothes
  • Missing sizes and delayed deliveries rank as top complaints from Gen Z about fast fashion
  • More than 1 in 4 Gen Z shoppers say they’ve "rage-returned" items bought from fast fashion brands
  • 69% of Gen Z say clothing quality is less important than affordability
  • Gen Z shows a 98% year-over-year increase in fast fashion spending between 2021 and 2023
  • 84% of Gen Z say they’ve purchased from a fast fashion brand at least once in the past year
  • Over 61 million Gen Z globally shop fast fashion from mobile-first platforms like Shein
  • 31% of Gen Z admit owning fast fashion items they’ve never worn
  • Gen Z accounts for 45% of growth in mobile fashion e-commerce globally
  • Gen Z consumers are 70% more likely to shop fast fashion during sales events
  • 61% of Gen Z agree they are addicted to online browsing and purchasing fast fashion

Interpretation

Gen Z may preach sustainability, but with cartfuls of fast fashion clicking through Shein and ASOS on buy-now-pay-later plans, their wardrobes reveal a generation caught between eco-conscious ideals and swipe-happy impulses.

Social Media and Digital Influence

  • 72% of Gen Z shoppers cited social media as a primary influence on their fashion choices
  • 40% of Gen Z shoppers admit returning fast fashion purchases regularly for social media photos
  • TikTok fashion hauls have more than 7 billion views, driven largely by Gen Z users
  • 35% of Gen Z follow fast fashion influencers for style tips and product links
  • 70% of Gen Z use Instagram for fashion inspiration
  • 61% of Gen Z feel pressure to wear different outfits on social media, encouraging fast fashion buys
  • 45% of Gen Z have purchased clothing from fast fashion after seeing it on TikTok
  • 58% of Gen Z say influencer promotions strongly impact their fashion purchases
  • 66% of fast fashion ads targeting Gen Z focus on microtrends and haul culture
  • 43% of Gen Z follow fast fashion brands directly on social media
  • Gen Z is almost 50% more likely than millennials to share fashion hauls online
  • Nearly 30% of Gen Z turn to YouTube for fast fashion product reviews
  • TikTok content mentioning brands like Shein and Zara received over 96 billion views in one year
  • 55% of Gen Z say fashion hauls help them discover new trends cheaply
  • Gen Z consumers drive 35% of all usage on fashion-focused hashtags
  • 47% of Gen Z are concerned about not repeating outfits online, fueling purchase rates

Interpretation

Gen Z may call it a “fit check,” but these stats reveal a generation dressing for the algorithm—where aesthetics rule, repetition is a sin, and fast fashion thrives in the endless scroll.

Sustainability and Ethical Concerns

  • 59% of Gen Z feel a conflict between their environmental values and their fast-fashion purchases
  • Only 22% of Gen Z say sustainability is a top consideration when buying clothing
  • 68% of Gen Z say brand ethics matter, yet affordability wins in fast fashion choices
  • 86% of Gen Z say fast fashion brands should be more transparent
  • 64% of Gen Z expect brands to reduce environmental harm but still support fast fashion
  • Only 19% of Gen Z say they would pay more for sustainable fashion
  • 31% of Gen Z have used resale apps to offset guilt over fast fashion buying
  • 48% of Gen Z respondents say they want better diversity in fast fashion brand models
  • 34% of Gen Z say they wear fast fashion items fewer than five times
  • 52% of Gen Z say they’re aware of the issues with fast fashion but continue buying
  • 26% of Gen Z have lied about where they bought fashion items to hide fast fashion use
  • Only 14% of Gen Z respondents think fast fashion will phase out in 10 years
  • 39% of Gen Z say they associate fast fashion with mental stress due to rapid trends
  • 12% of Gen Z report donating fast fashion clothes within 30 days of purchase
  • Online resale market growth driven 44% by Gen Z seeking escape from fast fashion guilt
  • 27% of Gen Z would boycott a fast fashion brand for unethical labor practices
  • 50% of Gen Z say they wish fast fashion brands would offer recycling programs
  • 63% of Gen Z research fast fashion brands before first-time purchases
  • 49% of Gen Z have purchased fast fashion while feeling guilty about it
  • TikTok trend “outfit repeater” is rising, countering Gen Z’s fast fashion patterns slightly
  • 36% of Gen Z have deleted fast fashion apps as a sustainability statement
  • 20% of Gen Z who stop shopping fast fashion cite climate change as primary reason

Interpretation

Gen Z wants to save the planet in vintage denim and recycled crop tops—but until sustainability stops clashing with style and price, they’ll keep buying fast fashion through a veil of eco-anxiety and resale app redemption.

References