Covid-19s impact on society, fashion trends and consumption

Abstract

This paper aims to reflect about opinions and reports about the Covid-19 impact on society and on the fashion industry from retail, luxury market professionals and consumer behaviour researchers. The pandemic impacts are analysed under the perspective of consumer behaviour and the demand for connection and affection from the isolation caused by the pandemic. Within these two dimensions, variables like biosafety, risk, time and technology were considered to formulate reflections on the future and to visualize opportunities, external threats and the impact on the internal strengths and weaknesses of different luxury, mass and differentiation business. The analysis was formulated based on books, research on websites in the digital sphere that encompass different opinions involved in the fashion world, as well as recent trend studies. To meet new consumer demands, a brand needs to be present in the digital environment and connect to its consumers on an emotional level through its purpose, values and communication, by means of virtual and physical channels in a fluid, direct and transparent way. Small businesses may have a greater capacity to adapt to the new post-Covid-19 moment, due to the agility of responding to adversities.