What does fashion mean in the days of the coronavirus? When people are focused on basic needs, concerned about their health and that of their loved ones; when they are locked up at home for weeks that risk becoming months? When shops close, when even e-commerce sees their turnover drop from 70 to 90%? When the world locks up and on the whole chain, from producers, manufacturers, retail network, consumers…everything disappears.
Is all the trend forecasting that has been done before evaporated in a few days?
Today the consumer certainly doesn’t want to know which new capsules you are going to launch or which drop is coming. They are all concerned about their health and that of their loved ones. For the economic situation and the impact that the coronavirus will have on their work and for how long.
We all wonder what impact this experience will have on consumer needs, on new consumer trends.
We’ll certainly come out of this in a new way of consuming. Some trends will be exacerbated like slowing down consumerism, others will continue, like ecology, and others will arise from these new ways of life we are experiencing. In an immediate perspective, we have seen a significant shift towards cocooning and comfortable clothing and an increase in activewear, for homemade sports such as yoga and fitness.
We have relied on our technology to analyze the Instagram profiles of the most interesting influencers and begin to offer you an analysis of what is trending now and how it could affect the near future. For those who can react immediately: DNVB, pure players and e-tailers, these are the products to invest in now. We know that the creative teams are working on the next collections, so we will soon propose a study on the impact of the coronavirus on trends and a trend forecasting on the next trends to come, so that you can consider them in your future collections.
Livetrend technology continues to analyze images and fashion content online, to give you continuous access to the evolving trends that are changing as never before to interpret our future habits and lifestyles.
Stay tuned !