‘The Safe Option’
The drastic impact of COVID-19 has changed the world and brought uncertainty to people’s lives around us. It is safe to say that there will be a ‘new’ normal, which includes the likes of our irritable face masks, isolating when we have a sniffle, and heaps of sanitizer!
The fear of infection for yourself or loved ones, and financial hardship has led the mass public to be stressed, form anxiety, and have emotional exhaustion. This has especially heightened once being told that the restrictions are going to be lifted, with the fear of going back to reality, (World Economic Forum, 2020).
The lockdown has brought us a sense of comfort with the daily repeat of being inside the house, in pyjamas or our sweats, and watching TV. With everyone being in the same position there was a hold on who truly were the fashion innovators and who were the followers. There are several reasons why consumers choose to be fashion followers, perhaps they do not have the time, interest, or money, (Raf et al, 2016, p304-331). In this case, people deemed what was acceptable or appropriate with the current times and everyone chose to wear comfortable clothing including sweatshirts and joggers to be followers of one another. This consistence has led us to opt for ‘the safe option’ when it comes to fashion choices post-lockdown.
The safe option means consumers are selecting neutrals, and basic silhouettes because it’s what they have been used to and it has become a new norm. It makes them feel safe in a time of uncertainty, when safe seems so far away. According to Forbes (2021), the global tracksuits market is expected to rise massively between 2020 and 2026, with China already experiencing this change. For example, Uniqlo are already raising higher profits because of China’s economic comeback and strong demand for loungewear. The crisis of COVID-19 is what has led to this new shift in different innovates for businesses in the fashion industry.
Due to basics being the new trend, how are luxury brands adapting to this new challenge?
Luxury brands are shifting towards effortless pieces, which are essential for day-to-day life. Customers can invest in wardrobe building pieces that are perfect for all seasons. Examples of brands displaying these pieces include Bottega Veneta, Matches Fashion, and Jil Sander.
Matches Fashion have created pieces suitable for many occasions. They have created tops for day/eveningwear, which can be matched with many pieces such as trainers, black leggings, a shirt, or heels, to dress up or down. They believe it is all about creating a balance, (Harper’s Bazaar, 2020).
So, we may stay in this ‘Netflix and chill’ phase a little while longer, but at least there are plenty of comfortable options out there for all types of consumers!
References
Forbes. 2021. Council Post: Riding The Loungewear Wave After Covid-19. [online] Available at: <https://www.forbes.com/sites/forbesagencycouncil/2021/02/25/riding-the-loungewear-wave-after-covid-19/?sh=21dc46397576> [Accessed 28 November 2021].
Harper’s BAZAAR. 2020. Will the experience of lockdown change the way we dress for ever?. [online] Available at: <https://www.harpersbazaar.com/uk/fashion/fashion-news/a32400342/fashion-post-lockdown/> [Accessed 28 November 2021].
Rath, P., Bay, S., Petrizzi, R. and Gill, P., 2015. The Why of the Buy. 2nd ed. London: Bloomsbury, pp.304-331.
Reports.mintel.com. 2021. Mintel Portal | Log in. [online] Available at: <https://reports.mintel.com/display/1082297/?fromSearch=%3FcontentType%3DReport%26filters.category%3D124%26last_filter%3Dcategory> [Accessed 28 November 2021].
THE YES. 2021. Bottega Veneta Straight Leg Lounge | THE YES. [online] Available at: <https://www.theyes.com/c/bottega-veneta-straight-leg-lounge> [Accessed 28 November 2021].
World Economic Forum. 2020. Lockdown is the world’s biggest psychological experiment – and we will pay the price. [online] Available at: <https://www.weforum.org/agenda/2020/04/this-is-the-psychological-side-of-the-covid-19-pandemic-that-were-ignoring/> [Accessed 28 November 2021].