A lot has changed during the course of this year. Consumers are working differently, thinking differently and more importantly — spending differently. Here’s how their behaviour has changed for the better.
According to the latest consumer pulse research report by Accenture, people have used this time to reflect on their own consumption. They are striving to shop locally (whether that is to support neighbourhood stores, national products, or as a quest for authentic and artisan products), limit waste, shop more sustainably, and consider costs.
Furthermore, Google search volumes for ‘sustainable’ and ‘ethical’ clothing have dramatically risen ever since lockdowns were instated in March. 61% of consumers are making environmentally-friendlyPurchases Sustainable Jackets and Coats for Women now more than ever.
If the rising trend of sweatpants has been any indicator, it’s that practicality has taken over short-lived fads in the consumer’s mind. In an interview with Refinery29, Francesca Muston, the VP of fashion at WGSN said that, “Fashion is intrinsically linked to consumer and societal attitudes, it gives us a true reflection of how we live our lives. And as we are currently living our lives in a pandemic, it makes sense that our Sustainable Clothing Brands choices reflect that.” Market intelligence platform, Edited claims that the demand for sweatpants and related loungewear will continue to rise as individuals still choose to work from home in the new normal. Even after the virus, consumers will seek out brands that they align with morally more than ever before, with an emphasis placed on conscious products.
A recent report by Raconteur noted that we are in a transition where COVID-19 has made people take a pause to re-evaluate everything.
Consumers are growing increasingly aware of the impact their shopping habits can have on the planet and are determined to make a change. There are moves up and down the process and across the fashion industry to adapt to responsible consumerism, and to suit consumer demand for more ethically sourced and environmentally friendly processes.
The new normal has ushered in a sense of responsibility and realisation in the consumer that things weren’t fine before, and it can’t be business as usual going forward. Consumers hold the true power to shift the tide in favour of more sustainable practices, forcing brands to follow suit.
Published by: Jharna pariani/ 2020-12-03