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Post COVID-19 new era for as brands with seasonless, digital fashion: Study


Post COVID 19 new era for as brands withDelineating the post COVID-19 fashion world, eco-friendly fabric brand Liva’s new report ‘A Brave New World’ emphasizes on the need for brands to upgrade their old school brick and mortar store shopping experiences for consumers who are now becoming more sensitive about the financial and sustainability costs of their fashion choices.

Surveying 440 people across cities in India such as Mumbai, Pune, Delhi, etc, the report states social media platform has become a primary resource for around 29 per cent consumers during back-to-back lockdowns. On their part, brands are adapting to the changing scenario by creating engaging online content with videos and Instagram lives besides rolling out sales and gift cards. The report says, trend of discount shopping will rise post COVID-19 as 35 per cent shoppers plan to opt for discount shopping, while only 14 per cent are willing to shop despite lack of discounts. The survey observes shoppers are engaging in thoughtful purchases more than ever before.

Investments in sustainable brands, natural fabrics to increase

The survey highlights post COVID-19, brands will focus on seasonless fashion to keep their buyers fixated. Gucci recently announced its intentions to veer away from multi-seasonal cycle toPost COVID 19 new era for as brands with seasonless digital fashion showcase only two seasonless collections in a year. Similarly, Yves Saint Laurent also announced its exit from Paris Fashion Week’s busy seasonal cycles. Council of Fashion Designers of America (CFDA) and the British Fashion Council (BFC) have also urged the fashion industry to focus on creating timeless and great quality products.

The report indicates be it advocating slow fashion or sustaining local, homegrown brands, consumers will inch towards making more responsible fashion choices post COVID-19. Around 40 per cent consumers will invest in sustainable brands, while 72 per cent will opt for natural fabrics, 48 per cent want to opt for biodegradable fabrics, and 37 per cent for recycled fabrics.

Digital events for techno-savvy consumers

The access to new collections, sales, multi-currency checkout, and multi-variable product filters on her website, while designer Payal Khandwala created a specialized virtual shopping experience for her consumers to shop from the comfort of their homes. report further indicates post-COVID-19, fashion will largely be showcased via digital platforms as around 50 per cent consumers will rely on augmented reality apps to try clothes while 48 per cent will search for online styling tips and guides.

This shift to digital is already visible with London, Paris, Milan, and even India announcing full-fledged online fashion weeks. Recently, Chanel organized an online presentation to showcase its latest collection instead of a physical Cruise show that was scheduled to be held in Capri. Similarly Zegna announced plans to showcase its Spring ’21 collection via a digital presentation.

In India, designer Payal Singhal launched several new initiatives such as limited exclusive