Fashion

How green became the new black of the fashion industry

Retail experts are not so sure. I think the fundamental changes have taken place in the past five to 10 years in terms of the shift to online shopping and the popularity of sports and second-hand clothing, says Wendy Liebmann, founder and CEO of WSL Strategic Retail in New York . There will be more questions about how much clothing we really need and an increased sense of what put our bodies in touch with the environment. We may even want to dress for a while after being laid back for so long. But in general, the forces that will shape the retail business were already in place.

Michael Solomon, professor of marketing at St. Josephs University who teaches consumer behavior, believes there will be persistent changes. The virus forces us to be aware of other ways of doing things online, for example, he says. Once you do that, people will probably realize there are more options available to them.

Coronavirus can speed up the move to electronic commerce for consumer goods, although the fashion category is less likely to change. According to Forrester Research, more than 70% of clothing and accessories purchases are still made offline. Salomon expects short-term spike in pedestrian traffic in retail stores after someof the pandemic is over. But then, he says, the models should return to their shape.

When we settle in a [new] again normal it will be more integrating things that people have already understood,said Solomon. Consumers have different motivations for buying. Recreational buyers do it for social aspects. These people are going crazy right now, but there are a lot more task-oriented buyers who still hate the experience. Virus or no virus, these things will not change.

Ad Age creates and shares an exclusive quarterly trend report with Ad Age Insider subscribers. Already an insider? Instantly download the trend report here. Or find out more about Ad Age membership levels and benefits here.

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