Our ever-changing social landscape has opened a window into the lives of those with a disposable income much higher than our own, shifting the aspirations of a generation in the process. The money that may once have been spent on a new dress to be worn only once is instead likely to be saved in order to purchase a much-coveted item that will provide kudos for seasons to come. This, teamed with an increased awareness of the environmental impact of the industry as a whole, is causing a quiet revolution in customer buying behaviour. Can the new conversation be used to your advantage?