Changes in the fashion industry and consumer choices in the Portuguese context: Strategic directions

Abstract

Background: This study aims to identify the changes in the fashion industry, during the COVID-19 pandemic, specifically, within the context of online purchase of fashion products, the use of sportswear, the pondering moments before the purchase, and the importance of sustainability. Furthermore, we also consider sustainability as a fashion strategic factor and its impact in the decision-making process. Purpose: The main purpose is to understand if the type of products and the way they are purchased by the retail consumer have changed, and to assess if the level of importance granted to sustainability is significant, in particular, by evaluating the way COVID-19 pandemic has influenced the online purchase of fashion products, the use of sportswear, the pondering moments before the purchase, and the importance of sustainability. Furthermore, we evaluate if the level of importance granted to sustainability, in the decision-making process, is still the same. Study design/methodology/approach: Quantitative analysis was applied, through an observation data collection technique, using a survey by questionnaire. The sample is non-probabilistic, with the accidental and snowball sampling modalities. Findings/conclusions: the companies must define new strategies to answer their consumers' real needs, because we verify that consumer behaviour changed. It was verified that there was a growth in the amount of online shopping of fashion products, the use of sportswear increased, the level of pondering before buying expanded, and the increasing importance of sustainability became evident. Limitations/future research: A non-probabilistic sample was used, which prevents the possibility of extrapolating general conclusions.