How the Pandemic Changed Fashion
Posted by EMMA STEVENS
Without a doubt, the fashion industry was one of the most affected during the COVID-19 pandemic. In terms of revenue, Canadian retailers saw monthly sales drop by a staggering 86.8% last year. The pandemic even prompted many popular brands like Mendocino, Swimco, and Le Château to close several of their stores.
Despite this, the fashion industry is also one of the sectors showing the most promising economic bounce back. An NPD Group survey shows 65% of Canadians plan to purchase new clothes as soon as possible. However, to attract these post-pandemic shoppers, the fashion world has had to embrace new behaviours and expectations. While this requires a significant level of agility and investment, retailers who can adapt will find themselves reaping the benefits of staying on top of the New Normal fashion scene. These are some of the most significant changes that will be shaping the fashion industry for years to come:
Digital Platforms Have Become the Primary Venue for Shopping
With thousands of stores closing and lockdowns limiting physical transactions, digital platforms have overtaken brick-and-mortar stores as the primary avenue for shopping. In fact, Insider Intelligence notes that total online retail sales in Canada reached CA$641.99 billion—a 0.7% increase from pre-pandemic profit.
Of all online platforms, social selling experienced significant growth. According to Reviewlution, 47% of all adult Canadians purchased something on social media in 2020. This is quite the jump compared to only 36% from 2019. The uptick in social sales can be attributed to the increased number of hours Canadians spend online and social media algorithms that can target demographics. On top of this, an ultimate guide to social selling on Later notes that social media is optimized with features that streamline the consumer journey, thereby improving the customer experience. To name a few: Instagram has its swipe-up feature, Facebook has FB Marketplace, Pinterest has its Product Pins, and TikTok has Shop Now buttons. These allow consumers to browse, research, and shop in one integrated platform. According to Smallbizgenius, such convenience and accessibility have helped generate more than 50% of revenue across 14 major industries—including fashion.
An Increased Demand for Sustainable Fashion
Aside from COVID-19, climate change was another hot topic that drew attention from all sectors of society. In regards to the fashion industry, this has propelled consumers to demand more eco-friendly practices. These include the use of natural textiles, slow fashion, and calling out greenwashed brands. Although this means foregoing the advantages of fast fashion, a recent survey by Asia Pulp & Paper shows that 74% of Canadians are willing to pay more for sustainable products.
This increased consumer expectation has consequently influenced more designers and labels to make the eco-shift themselves. The Globe and Mail’s post on sustainable fashion in Canada writes that Metro Vancouver’s Textile Lab for Circularity is aiming to repurpose 22,000 tons of fashion waste that end up in landfills annually. Meanwhile, two major fashion names, Arc’teryx and Lululemon, are joining the UN Fashion Industry Charter for Climate Action. These initiatives will hopefully introduce a more carbon-neutral fashion industry.
Athleisure and Loungewear Are Outperforming Formal Wear
As millions of Canadians transitioned to working from home, wardrobes began to lean more towards comfort. In 2020, Digital Commerce 360 reported that almost 20% of all online sales came from athleisure and loungewear lines.
Today, even as lockdown regulations ease up, consumers are still opting for items that prioritize comfort. Pieces like sweatshirts, joggers, sneakers, and versatile items, like those in our Summer Fun Collection, are now commonly worn for both casual and dressier occasions. The mainstream popularity of loungewear and athleisure has prompted even luxury fashion houses like Gucci and Louis Vuitton to release their own versions. Showing no signs of slowing down, the loungewear market is estimated to be worth CA$11 billion by 2027.
Although the last year was not what many had planned, for the agile fashionista, this new phase of fashion can be for the better. With more avenues promoting accessibility, and initiatives championing sustainability, it’s safe to say that we can look forward to a fashion industry that truly embodies style and substance.
For more on fashion, local Canadian-made designs, and inspiring posts, check out our other Lifestyle posts.
Despite this, the fashion industry is also one of the sectors showing the most promising economic bounce back. An NPD Group survey shows 65% of Canadians plan to purchase new clothes as soon as possible. However, to attract these post-pandemic shoppers, the fashion world has had to embrace new behaviours and expectations. While this requires a significant level of agility and investment, retailers who can adapt will find themselves reaping the benefits of staying on top of the New Normal fashion scene. These are some of the most significant changes that will be shaping the fashion industry for years to come:
Digital Platforms Have Become the Primary Venue for Shopping
With thousands of stores closing and lockdowns limiting physical transactions, digital platforms have overtaken brick-and-mortar stores as the primary avenue for shopping. In fact, Insider Intelligence notes that total online retail sales in Canada reached CA$641.99 billion—a 0.7% increase from pre-pandemic profit.
Of all online platforms, social selling experienced significant growth. According to Reviewlution, 47% of all adult Canadians purchased something on social media in 2020. This is quite the jump compared to only 36% from 2019. The uptick in social sales can be attributed to the increased number of hours Canadians spend online and social media algorithms that can target demographics. On top of this, an ultimate guide to social selling on Later notes that social media is optimized with features that streamline the consumer journey, thereby improving the customer experience. To name a few: Instagram has its swipe-up feature, Facebook has FB Marketplace, Pinterest has its Product Pins, and TikTok has Shop Now buttons. These allow consumers to browse, research, and shop in one integrated platform. According to Smallbizgenius, such convenience and accessibility have helped generate more than 50% of revenue across 14 major industries—including fashion.
An Increased Demand for Sustainable Fashion
Aside from COVID-19, climate change was another hot topic that drew attention from all sectors of society. In regards to the fashion industry, this has propelled consumers to demand more eco-friendly practices. These include the use of natural textiles, slow fashion, and calling out greenwashed brands. Although this means foregoing the advantages of fast fashion, a recent survey by Asia Pulp & Paper shows that 74% of Canadians are willing to pay more for sustainable products.
This increased consumer expectation has consequently influenced more designers and labels to make the eco-shift themselves. The Globe and Mail’s post on sustainable fashion in Canada writes that Metro Vancouver’s Textile Lab for Circularity is aiming to repurpose 22,000 tons of fashion waste that end up in landfills annually. Meanwhile, two major fashion names, Arc’teryx and Lululemon, are joining the UN Fashion Industry Charter for Climate Action. These initiatives will hopefully introduce a more carbon-neutral fashion industry.
Athleisure and Loungewear Are Outperforming Formal Wear
As millions of Canadians transitioned to working from home, wardrobes began to lean more towards comfort. In 2020, Digital Commerce 360 reported that almost 20% of all online sales came from athleisure and loungewear lines.
Today, even as lockdown regulations ease up, consumers are still opting for items that prioritize comfort. Pieces like sweatshirts, joggers, sneakers, and versatile items, like those in our Summer Fun Collection, are now commonly worn for both casual and dressier occasions. The mainstream popularity of loungewear and athleisure has prompted even luxury fashion houses like Gucci and Louis Vuitton to release their own versions. Showing no signs of slowing down, the loungewear market is estimated to be worth CA$11 billion by 2027.
Although the last year was not what many had planned, for the agile fashionista, this new phase of fashion can be for the better. With more avenues promoting accessibility, and initiatives championing sustainability, it’s safe to say that we can look forward to a fashion industry that truly embodies style and substance.
For more on fashion, local Canadian-made designs, and inspiring posts, check out our other Lifestyle posts.
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