Our daily habits have changed in the wake of the pandemic, in all aspects of life: work, exercise and even fashion. As lockdown restrictions begin to ease, it’s easier to see how drastic the effects of the pandemic have been on our choices.
Trend researchers have already noticed that the types of clothing people seek out have changed – comfortable fits reign supreme over slimmer figures, and loungewear is apparently more popular than ever. However, the way people shop has changed just as much.
Kristen Gall, retail expert and president of Rakuten Rewards, described the new consumer behaviors as “revenge buying,” which she defines as “a phenomenon where people spend money on items and experiences they felt deprived of last year. ”
According to Gall’s forecast, consumers will have an increased desire to spend more money on non-essential items.
“As a result, consumers will be buying luxury and non-essential items that they’ve been on hold over the past year,” Gall told FashionUnited.
“This past year has acted like a giant savings account for many people, which means that a large group of people with discretionary income who may not have spent on luxuries before have does what it takes to have fun, ”said Gall. Luxury is perhaps this outlet.
The pandemic is affecting purchasing habits for years to come
Gall describes the future of shopping to reflect a repeat of history, similar to the 1920s after the 1918 flu.
“Revenge shopping will be like what we saw during the Roaring Twenties, after World War I and the last pandemic – a booming economy that will push consumers to buy more of the good things many thought were deprived of. because of the pandemic, ”she explained.
This phenomenon will not be short-lived, although it will not be so forever. Gall says consumers will be more comfortable paying higher prices as we emerge from the pandemic, although over time “price sensitivity will normalize and become more like pre-pandemic habits.”
She said, “In the short term, people will be more comfortable paying higher prices for items. We will see madness over goods and experiences they would never have spent before as a “reward” for getting through the pandemic. Demand for things like travel could also drive up prices in the short term. “
Convenience is more important than ever
Consumer demand for additional amenities in shopping experiences has been on the rise for several years, and in a post-COVIS world, this demand will only grow stronger.
“Convenience will only play a bigger role in how consumers shop, and the alternative buying options that we have seen flourish during the pandemic will only become the norm,” said Gall.
Retailers are already integrating omnichannel offerings to integrate digital and physical shopping, meeting consumers where they want it. Consumers will expect services such as online shopping, in-store pickup, curbside pickup, digital checkout, virtual concierge.
The pandemic is changing style preferences for future trends
Consumers have two main preferences when it comes to the types of clothing they choose to spend their money on: high going out styles and comfortable everyday wear.
After spending so much time at home over the past year, consumers have come to realize the importance of comfort and therefore have made it the priority when making style choices. At the same time, people are bored with basic wardrobe items and crave the ability to dress when they can.
Gall believes those preferences will make themselves known in the seasons to come.
“Due to the relaxed lockdown restrictions and the ability to travel and attend more events in person, consumers will be purchasing items that they can show off,” she said. “The concept of going out is going to be making a big comeback and we will see people shopping for items like dresses, heels, jewelry and swimwear.
“Consumers have become accustomed to clothing that is comfortable and stylish, versatile and can be worn anywhere. While people will be ready to return to traditional outerwear, comfort will remain a staple of the wardrobe. For this reason, we will see a fusion of fashion that combines dress and comfort, like dress pants with elastic belts. “