Dr Sheng Lu, professor of apparel studies at the University of Delaware recently quizzed his Gen Z students on the impact of US president Donald Trump’s tariffs against leading fashion sourcing countries.
He explains: “Our students’ responses reveal the impacts of the tariff increase on ordinary US consumers are real, direct, and significant.”
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In a special mini-series Just Style shares Generation Z’s take on Trump’s tariffs from the impact of price increases to sustainability concerns and their thoughts on what the increased duties could mean for the likes of Shein and Temu.
Higher prices due to tariffs see Gen Z try more rental, secondhand options
Fashion merchandising and management major Madison Toth has been reluctant to shop with popular fashion retailers due to the current tariff discussions.
She admits that as a college student, some purchases have to take priority over clothing so fashion is now on the back burner for the foreseeable future.
But, she says that as a frequent secondhand shopper, she will definitely shift her focus to thrifting and buying more secondhand merchandise, if the price of new clothing continues to rise.
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By GlobalDataHowever, she admits that shopping secondhand does come with its own challenges. For example, she says: “Finding an appropriate office outfit is very difficult when shopping secondhand. In brick-and-mortar thrift stores, items are worn, which means they could be stained or ill-fitting. In this instance, it makes more sense to purchase something completely new.
“If I need a new professional outfit, my first instinct is not to shop secondhand, but to purchase from a retailer offering professional options like H&M. If their prices were to rise at the rate being talked about in the media, it simply does not make sense to purchase from them. I would probably end up scouring the internet for the best quality items at the cheapest price possible on sites like Depop.”
Fashion merchandising and management major student Rachel Zemel agrees, adding that she will be more selective about what she’s buying and where from in future.
She already shops secondhand as well, but will lean into it even more if prices continue to go up and will choose to invest in less trendy and more sustainable pieces that will last longer.
Zemel would also consider renting clothes for formal or special events where she wants something different but doesn’t need to own it: “It feels like a smarter option than spending a lot on something I’ll only wear once. Even though higher prices can be frustrating, they make you slow down and think more about what’s actually worth buying. It makes me pay more attention to what I add to my closet and reminds me that a good wardrobe doesn’t have to be big, it just has to make sense for your lifestyle.”
Fashion merchandising and management and fashion design and product innovation double major student Annabelle Gensler says if prices continue to go up, her first instinct will be to pause shopping for non-essentials such as fashion. She believes higher prices will help to make secondhand shopping, rental and upcycling even more mainstream and could help to extend the lifespan of existing fashion trend cycles.
Fashion merchandising and management and philosophy double major Alexandra Untu notes most of her present and future shopping will continue to be from small brands that she genuinely wants to support: “Most importantly, they build communities around their brands and rely on the trust and support of their customers. Shopping from them is not just more sustainable but also more rewarding and meaningful.”
It’s a similar story for fashion merchandising and management major and 4+1 graduate student Lola Kulis who says secondhand shopping has always been part of her lifestyle.
Her closet is filled with pieces she’s found at places like Goodwill because they are affordable, but also because she values the sustainability and authenticity that comes with buying secondhand.
“More consumers are beginning to seek out eco-conscious alternatives to fast fashion and I fully support this shift in shopping behaviour,” she shares.
But, Kulis does fear the growing demand for secondhand shopping due to increased tariffs on imported clothing could have unintended consequences. She explains increased competition at thrift stores may lead to price rises, potentially making sustainable shopping less accessible for communities that rely on it most.
She states: “While I’ll continue to shop secondhand, I’m aware that even this space isn’t immune to the ripple effects of global trade policy.”
Fashion merchandising and management major and 4+1 graduate student Isabella DiGiulio disagrees. She does not expect donation-based secondhand clothing stores to have any major price changes, as she says these retailers don’t have to account for the production of goods.
“I think many may turn to secondhand clothing stores to support their overconsumption habits. While overconsumption is generally a bad thing, overconsumption via secondhand clothing is a better alternative to overconsumption via fast fashion,” she explains.
DiGiulio sees an opportunity to increase her own upcycling and regards her sewing machine as a good investment as she can use it to give new life to old and unworn clothes.
“As of late, I have started teaching myself clothing repair skills such as patchwork and darning. The other day, I found myself repairing a hole in a sock I really like. It’s become very normalised to throw away things that are damaged. Even considering a sock, one may think, why would I repair something that’s easily replaceable? The process was extremely rewarding and required no time at all. It took me five minutes and a sewing kit to give my sock a new life. This shift in perspective brings a sense of appreciation not only for the things I own, but also for the effort and resources that go into creating them.”
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