How the pandemic will shape the fashion world

Highlights

A total of 61 per cent Indians reported less time shopping online in the wake of the current crisis, while 43 per cent of Indians have delayed purchasing clothes in the outbreak, says a report

A total of 61 per cent Indians reported less time shopping online in the wake of the current crisis, while 43 per cent of Indians have delayed purchasing clothes in the outbreak, says a report. The research report titled "A Brave New World", was conducted by Liva, an ingredient fabric brand from the house of Aditya Birla Group, in association with MRM, the digital arm of Mccann World Group, to understand the mindset of consumers and to help its partner brands and other industry stakeholders.

The study has a sample size of 440 Indians of which 80 per cent are female between the age 18 – 55 years. The findings are around how the world has changed given the pandemic scenario and how the fashion industry as a whole is going to evolve. Divided into three broad categories, it also talks about how the lockdown has changed our lives and how brands have reacted to it, what the consumer sentiments will be post lockdown and how brands will move forward.

Given the looming financial crisis, 35 per cent consumers stated they would buy clothes at discounted rates, giving a bigger push to the growing discount culture. While the consumers have moved towards self-reliance, work out videos online and personal hygiene measures related queries have been on the rise. The data also indicated that people are eagerly looking forward to things going back to "normal".

Contrary to the popular belief that online shopping is on the rise, the data clearly indicated that 30 per cent of the customers said they are actually not shopping online. In addition to that, 40 per cent of the consumers also said they will be delaying clothing purchases as well as vacations. Given the low sentiments, purchases will now be need- driven and not want-driven. Seasonal collections are unlikely to capture consumer's attention. Brands may have to look at planning a new collection every two months 1 in 3 consumers say seasonal collections never mattered to them. Only 1 in 4 consumers likely to buy the current Spring Summer collection. Three out of four of consumers are likely to wait for a new collection, have already bought what they need or not going to buy clothes for a while.

Voices from the industry also feel the industry is moving towards fewer, smaller and more season-less collections. Along with this shift, another major shift is Fashion will move towards a greener and fairer future, with a more conscious consumer driving this change. Three out of five consumers will switch to a more sustainable way of life in general. Two out of five consumers will choose brands which are sustainable and support sustainable practices.

Half the consumers say their attitude towards clothes has changed post the lockdown experience, hinting at changing consumer attitudes towards fashion. 26 per cent say their attitude has changed and they will buy clothes as the need arises – for occasions. 18 per cent say their attitude has changed and they have discovered that comfort wins over style. 12 per cent say their attitude has changed and they feel they can live with less clothes and declutter their wardrobe. 22 per cent say their attitude is the same – they love styling and trying a new look every day. 22 per cent say their attitude has not changed greatly.

The fashion industry as a whole came together to support the cause of staying indoors and saluting the front line workers in order to not lose touch with their end consumers on social media. Social Media consumption has been higher than ever with 49 per cent of the people stating it as their go-to solution for boredom.