Journal Press India^®

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This research explores the critical role of sustainable practices and retailer values in transforming fashion retail and meeting Gen Z's evolving style preferences. By analyzing secondary data from academic journals, industry reports, and credible sources, this study identifies the growing importance of sustainability and ethical values in influencing Gen Z’s purchasing decisions. Findings indicate that retailers prioritizing sustainability, inclusivity, and transparency can gain a competitive advantage and foster customer loyalty. Future research could explore these factors in other generational cohorts and examine the effectiveness of various marketing strategies promoting sustainable practices. This study underscores the necessity for fashion retailers to integrate ethical business strategies to remain relevant and impactful in a competitive landscape.

Keywords

Fashion retail, sustainability, Gen Z, retailer values, consumer behaviour.

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