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Selfridges unveils new focus for Depop space as study reveals Gen Z shopping motivations

Lauretta Roberts
13 September 2019

Selfridges has unveiled a new focus for its Depop space, which runs at the Oxford Street store until October, as a new study reveals the importance placed on sustainability by the Gen Z consumer.

The innovative Depop pop-up, which is a physical manifestation of the online young fashion resale platform, takes "Recreate the New: Fashioned for the Planet" as its theme. The space will feature Depop sellers “who advocate for reducing fashion’s global impact and reflect Selfridges’ prioritisation of providing sustainable and ethical fashion choices for its shoppers.”

During the month of September, Depop sellers such as Sam Nowell and designer Patrick McDowell will host hands-on workshops for the public, teaching customers how to extend the life of pre-loved garments through reworking, tailoring and customisation.

It comes as Selfridges unveils the results of its new Shopper Study data, conducted by OnePoll, which reveals that two-thirds (63%) of Gen Z shoppers said they were more concerned about climate change and sustainability issues than they were just one year ago.

In addition concerns for the environment are influencing their shopping choices with over three-quarters (77%) of this age profile saying that when they are thinking about the products they buy their biggest environmental concern is that they want their choices to reduce waste.

Selfridges Head of Sustainability, Daniella Vega commented: ‘We are excited to be taking the lead in sustainable fashion by this first-of-its-kind collaboration with Depop in the UK. Selfridges takes seriously its responsibility to protect the environment and our Buying Better Inspiring Change initiative always looks for ways to push the boundaries in luxury retail - to challenge the norm.

"This new survey data supports our understanding of our youngest adult fashion shoppers, for whom there is no compromise when it comes to seeking out style that doesn’t harm the planet. We are committed to buying better and inspiring change so that our customers can do the same."

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