The Covid-19 crisis has heightened the focus on consumer sustainability and inevitably a new perspective for fashion brands.
According to Michael Solomon, a scholar of consumer behavior: in times of uncertainty people rediscover the importance of values and use their money as a means to support what they care about and what they believe in.
Shopping patterns during the pandemic have changed, but the factors that motivate buying have also radically evolved. #Sustainability comes in second place after #digitalization in the ranking of the largest market opportunities of 2021 drafted by the report The State of Fashion 2021 Bof and Mckinsey & Company, with the company’s increasingly important reputation and communication this time to compensate for fewer opportunities to "touch" the products.
Customers therefore expect brands to continue to assume their social and environmental responsibilities during and after the crisis. Vogue director, Anna Wintour, speaking about the future of #fashion at the time of coronavirus, said: "Less fashion shows, less luxury and waste, more attention to sustainability and creativity". In fact, according to some experts, at the end of the pandemic, consumers will be less attentive to the temporary fashions typical of "fast fashion" and will be attracted to collections capable of lasting over time thanks to comfortable, functional and environmentally friendly garments.
Our customers have shown themselves to be willing to grasp the changes taking place and to reshape their strategies, relying on their elements of uniqueness and creativity. This event was an opportunity to reaffirm our and their commitment to an increasingly green fashion future, encouraging the production of garments with sustainable materials.
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