Fashion consumers' response to the COVID-19 pandemic and today’s future

Abstract

This study examines the effects of the pandemic on the consumption of clothing. After referring to some general elements and characteristics of the situation during the period of Covid-19, the issue addressed and the research carried out are then thoroughly analyzed. Consumption and behavior of the consumers during the pandemic in the broadest sense are the first point of analysis. This study makes three major contributions. First, it highlights the history of the future of covid-19 in fashion. Second, it contributes to research within the fashion marketing domain by examining the interface of the distinct sections of socioeconomic changes. Finally, it presents a snapshot of guidelines to direct companies in understanding the future requirements for sustainable fashion, by offering rich implication for marketing managers and academic research in marketing.