Identifying consumer behavior influence on fashion retailing in the COVID-19 pandemic situation

Abstract

Aim: The current study is aimed at examine how corona-virus affects consumer behavioral patterns in the fashion retail sector, to explore how the awareness level of buyers affects consumer purchase behavior, and to analyze how online services affect consumer behavioral patterns in the fashion retail sector in the context of COVID-19 emergence. Further studies on how fashion retail brands should adapt to the new normal and the demand for local brands with the issues and challenges of online marketing during and after the lockdown period.Methodology: The study has been conducted by targeting the fashion consumers who lived in the up country of Sri Lanka, known as the city of Kandy and 10 fashion brands which sell in the fashion retailing outlets in the city. The research adopted both qualitative and quantitative methods used to gather, sort, and analyze data. Changes in consumer behavior as well as retailors and their new trends were observed, and identified that online purchasing has signaled a rapid increase.Findings: An analysis of the data indicated that 51.7% of the consumers when considering will continue purchasing online. A group of consumers who like conventional commerce has been obliged to turn to new trade methods based on online purchasing, and experts’ predictions ensure that the trade habit continues. The results of this study support the multidimensional nature of consumers behavior in a pandemic situation. Fashion retailers will need to focus on understanding the demands of their customers and adapting their product offerings and distribution systems in order to lower new consumption limitations and facilitate sales.Implications/Novel Contribution: Recommendations could be used in the uplifting of the Sri Lankan fashion retailer market to adopt in future with digital development and for the survival when a sudden situation like a lock down or global pandemic hits Sri Lanka.