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STYLE NEWS · December 27, 2016

H&M, Zara Grapple With Sustainable Fashion This Season

Apparel chains such as H&M, Zara and Forever 21 conquered the retail world by promising fast fashion: cheap, trendy and disposable.

Apparel chains such as H&M, Zara and Forever 21 conquered the retail world by promising fast fashion: cheap, trendy and disposable.

Yet there’s a growing number of consumers this holiday season who want just the opposite. Data shows that shoppers — especially millennials, the target market for fast-fashion companies — are increasingly looking for clothes made of higher-quality materials or they’re keeping their existing clothes longer. Some are even seeking apparel that’s been reused or recycled.

Read more…: H&M, Zara Grapple With Sustainable Fashion This Season | CMO Strategy – AdAge

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