The pandemic has compelled many fashion brands to close their physical stores and concentrate on online sales strategies. As per a Mancunion report, the pandemic has created a huge opportunity for e-commerce development as many customers now prefer online shopping. Around 53 per cent consumers have altered their buying habits which helped brands like H&M survive during the crisis.

Another change that the pandemic brought about is in demand. Consumers have become aware about sustainability and buying well-made multifunctional items, says Masha Binger, Founder, ESG Alpha. Fashion companies need to rethink their goals and adjust to the new reality in a post-coronavirus world, she adds.

Anna Gedda, Head-Sustainability, H&M foresees a shift in customer preferences and attitudes post COVID-19. The brand is focused on providing sustainable goods and clothing.

The rise in online shopping has also promoted secondhand selling on newly created apps like Vinted and Depop. The Mancunion reports expects fast fashion brands to now launch more conscious and sustainable collections in their physical and online stores. It also hopes brands will launch more affordable and accessible clothing ranges.