The search of well-being has become a basic and transversal desire for society regardless of age, gender or economic level
No doubt, in the past years the wellbeing trend had being steadily growing, a phenomenon that has been accelerated due to the COVID-19 pandemic, positioning it as a new reality, not just something temporary. The threat of contracting the disease has led to the incorporation of new health habits such as the use of masks, constant hand washing, social distance, and quarantine, among others . According to the report “Big Ideas 2023: Fashion” carried out by WSGN(2021) the trauma of the pandemic and recession will see consumers adopting a healthier lifestyle in the holistic concept, including changes in dietary patterns, as well as to putting more emphasis in mental and physical health and their medical needs.
The below figures are part of a survey “Global Consumer Insights Survey 2020” carried out by PwC (2020) about global consumer insights before and after pandemic, which give clues about the pace of change in society’s behaviour where the consumer will be in the centre like never before.
In particularly, the current shift from daily commuting to the office to working from home (which according to the above graphic represents a 74%), has also witnessed a changing purchasing behaviour in different aspects of the life, including fashion (moving from formalwear to more comfortable clothing and incorporating ecommerce channel instead retail stores), boosting delivery systems for food and increasing use of apps, digital workout, new habits and hobbies, among others.
The search for well-being has become a basic and transversal desire for society regardless of age, gender or economic level. Today we are facing a new reality that will not be transitory and is an opportunity for fashion brands to address it, not just selling products or services related to the well-being trend, also trying to connect with the values and emotions of their consumers, looking for new ways to contribute to have a better life.
Adapting to new realities
The pandemic has deprived us of the possibility to hug and shake hands, so that Swedish brand H&M decided to address this problem by partnering with the app Boltware to develop Wearable Love Jacket, so customers can send and receive touches as easily as we send messages. In other example, THE NORTH FACE, the American outdoor brand, launched in November 2020 a campaign encouraging their consumers to ‘reset’ their lives through exploration, and the company is dedicating $7million for a global program to make the outdoors more inclusive.
The below study carried out by McKinsey & Company (2021) about “Adapting customer experiences in the time of coronavirus”, show four actions and examples that will allow the brands to address customers’ needs and prepare for the future. Rethinking the purpose of everyday products and support customers in their everyday tasks, which will help them to build a strong relationship and loyalty with the brand.
With the aim to reach a real brand value, well-being must be connected to the purpose and vision of the company and should be achieved gradually and consistently, considering both internal and external initiatives. Finally, communication is a key part and should be defined like an aspiration which is achieved gradually considering the socio-environmental context in which we live.