2020 was a year full of uncertainty and significant changes, especially in the fashion industry. According to a new survey published by Wovn, and reported on by the Sourcing Journal, fashion consumers plan to: shop less overall, shop online more, and shop with a great purpose in mind - Sustainability.
The survey of consumers across the EU, the US, and the UK showed that general clothing shopping was down by 25%, while eCommerce spending for shopping rose by 23%. Shoppers between the ages of 35 and 44 were the most active with online spending - however, it remains to be seen how this will adjust if and when retail stores open back up. There is a possibility that the changes in behavior may be here to stay, and are trending towards more sustainable, impact driving buying behavior. 89% of the survey respondents said that they plan to keep up with their new shopping behaviors. The interesting part? These behaviors include "buying less" and "shopping more sustainably" (39% and 19% respectively).
Check out some more key facts and figures from the report below -
The story is far from complete. Nevertheless, the report shares a useful indication of what post-pandemic survival could look like for fashion brands. While ramifications of COVID-19 on the industry are still unfolding, a significant consumer-led shift towards sustainable fashion is becoming more clear and more relevant. The future of fashion, thanks to concerned consumers who are concerned about transparency, is becoming more digital and more sustainable.
(Find the report here)
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