Lonely Ghost Influencing Sustainable Fashion In Manufacturing And Retail

Gen Z Fashion Trends:

A fun-fact about Generation Z (also known as zoomers) is that they have never experienced a world without fast-fashion. And while these young shoppers are increasingly educated about the environmental damage that the fast-fashion causes, they still wish to shop these brands because of new styles at affordable prices. In short, Gen Z will buy what’s available, affordable as well as on-trend. Fast-fashion checks all those boxes. And although younger millennials and Gen Z share some generational crossover, zoomers diverge quite significantly in style choices.

While conducting my research at the Fashion Institute of Technology, I have concluded that Gen Z consumers are far more likely to say they are interested in apparel with logos, fast-fashion, and even genderfluid clothes. I also find it oddly peculiar that this demographic remains largely interested in early 2000s fashion trends, such as zip-up hoodies, hippie-styles, tracksuits, trucker hats, slip dresses, platform shoes and boots and even mom jeans- yes, mom jeans. * In my opinion: ‘If you are over 25, do not attempt to wear mom jeans – leave that fashion style to the zoomers.’

In general, the way I see it is that the pandemic accelerated an idealistic fashion reformer to center stage. And the reformer is Loungewear. More to my point, there is a cyclical nature to decade-specific trends that many times re-introduces styles from decades gone by. Nowadays, as zoomers reach adulthood, they take a few elements of the past, place them in their style arsenal and set out to explore.

Generational Trends:

As young consumers’ fashion preferences and needs continue to transition and develop. It’s clearly a different set of expectations and desires. In fact, young consumers today are currently buying loungewear, a quarantine uniform to gender neutral looks which Gen Z has triumphantly brought to the forefront of the marketplace. This pace is a relatively modern innovation.

And now, retailers have now turned their attention toward Generation Z —who’ve recently come of spending age. Young people are conditioned to accept low prices as the norm; but with an individualistic approach. marketing research and surveys have found that most young consumers care about sustainability. Gen Z is demanding commitments from the companies who they support. When it comes to demanding change, I don’t have to tell you that Gen Z is quick on the draw. The rapid pace of interconnectivity has fueled a narrative for fashion’s global expansion as major retailers are investing in sustainable technologies as well as pledging to be more sustainable and resourceful in public campaigns.

Lonely Ghost:

Twenty-four year old entrepreneur Indy Blue Severe, does her best to avoid fast fashion, but she can’t remember a time without it. As the Founder of her viral streetwear brand Lonely Ghost, she paused all sponsored content to focus on growing her multi-million dollar brand. And as younger millennials and Gen Z do, Severe built her brand with her relatable personality and online community.

When Severe was born, brands such as Zara and H&M were earning billions of dollars in sales.

Due to a successful blend of social media influencing, Severe’s creative strategy became accepted across all social platforms- essentially serving as free marketing for the brand. Back in 2015, after graduating high school, Severe established herself on Youtube and Instagram. back then, she was one of a handful content creators gaining traction. As a traveling influencer, she was able to secure dinners at the fanciest restaurants and accommodations in the world’s most prestigious hotels—in exchange for posting about the experiences. She implemented her wherewithal to navigate through the digital and economic revolution that is influencing a multibillion dollar industry.

“I definitely think influencing will evolve, but as a whole, this style of marketing isn’t going anywhere. It’s a new era” she says.

Lonely Ghost aims to become a leader in the streetwear market segmentation. Recently, Indy has opened a brick & mortar store in Provo, UT—that’s modeled after an aesthetically pleasing grocery store. Not only did the setting pull a sense of nostalgia from her target audience, it also became a unique and instagrammable spot. Given Indy influencer status, the store instantaneously became a hotspot for fans and followers to visit- while attracting new customers as well.

Building A Community:

Lonely Ghost’s brand statement aims to create a brand that is all inclusive .

“I wanted to create something that everyone could participate in. Clothes that made you feel good about yourself. Phrasing that welcomed positivity and interaction” she says.

From a design philosophy standpoint, Lonely Ghost’s collections consist of comfy and trendy sweat suits, t-shirts, sweatshirts, beanies, and much more. Most importantly, all pieces are designed to be inclusive.

Lonely Ghost’s newest collection “Ghosted Garments”, along with their pop-up store, gained national press and major momentum. Ghosted Garments is another example of the importance of brand expansion to adhere to buying power of the Gen Z marketplace. The collection is a more sustainable way to wear the LG label. Lonely Ghost was able to handpick blank pieces to use as a canvas for creative designs while repurposing for the good of the environment. Every week, 25 one-of-a-kind garments are sold at the Ghost Grocery store, adding another reason for people to travel from all different places to get their hands on a piece.

Indy’s entrepreneurial spirit coupled with her loyal following —is the secret-sauce behind the success of Lonely Ghost. And speaking of success, Lonely Ghost has grown over 400% since it’s first year, Indy continues to grow in brand extensions such as home goods and capsule collections as the brand grows into new categories.

I am always intrigued by fashion influencers and how they grow their brands. As Lonely Ghost, I have a strong hunch that this brand will capture the attention of both zoomers and millennials – as they seek out the coolest brands for a generation whose buying power is about to triple in the near future.