Abstract
This paper aims to reflect about opinions and reports about the Covid-19 impact on society and on the fashion industry from retail, luxury market professionals and consumer behavior researchers. The pandemic impacts are analyzed under the perspective of consumer behavior and the demand for connection and affection from the isolation caused by the pandemic. Within these two dimensions, four basic variables emerge to formulate reflections on the future and to visualize opportunities, external threats and the impact on the internal strengths and weaknesses of different luxury, mass and differentiation business. The analysis was formulated based on books, research on websites in the digital sphere that encompass different opinions involved in the fashion world, as well as recent trend studies. To meet new consumer demands, a brand needs to be present in the digital environment and connect to its consumers on an emotional level through its purpose, values and communication, by means of virtual and physical channels in a fluid, direct and transparent way. Small businesses may have a greater capacity to adapt to the new post-Covid-19 moment, due to the agility of responding to adversities.
Highlights
The arrival of the Covid-19 generated a world crisis never seen in history before, where the entire world was affected simultaneously
The subject of the study was analysed from the perspective of two dimensions classified in consumer behaviour and the demand for connection and affection arising from the isolation caused by the pandemic, exploring four variables that permeate these dimensions, classified as biosafety, risk, time and technology, which the authors considered to be strategic pillars for formulating the impacts of the crisis on the fashion industry and society
According to the research report on the fashion industry made by McKinsey & Company in cooperation with Business of Fashion, the pandemic will bring values around sustainability, intensifying discussions and further polarizing views on materialism, excessive consumption and irresponsible commercial practices (The State of Fashion, 2020)
Summary
The arrival of the Covid-19 generated a world crisis never seen in history before, where the entire world was affected simultaneously. The subject of the study was analysed from the perspective of two dimensions classified in consumer behaviour and the demand for connection and affection arising from the isolation caused by the pandemic, exploring four variables that permeate these dimensions, classified as biosafety, risk, time and technology, which the authors considered to be strategic pillars for formulating the impacts of the crisis on the fashion industry and society. The objective of the study is to point out the possible impacts of the crisis to support reflection on the potential responses from the luxury, differentiation and mass segments of the fashion businesses to survive and adapt to the scenario that will develop after the pandemic passes
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