The future of fashion in the post-pandemic era

Lori Faulkner, fashion studies chair and associate professor at Kendall College of Art and Design explains.

The fashion industry was one of the industries which was the most affected by the pandemic. Shops shut for months, people on lockdown spent their days at home and buying new clothes became less important than it used to be. The pandemic has affected the way we all understand fashion. Here are some of the main changes the fashion industry is facing.

Even though many people began to buy comfortable clothes that they could wear at home and still feel fashionable and comfortable, the drop in purchases hit the fashion industry hard. Unfortunately, the spike in purchases of slippers, bathrobes and other clothes that can be worn at home wasn’t enough to stop the drop in sales.

Experts in the industry were discussing the way the pandemic was going to impact the industry as early as March and April 2020, Lori Faulkner, fashion studies chair and associate professor at Kendall College of Art and Design explains.

The 4 main changes in the fashion industry:

Digitalisation has made it much more comfortable and safer to shop online, meaning that online retail has become much stronger over recent years than it used to be. There are also many payment options available today which make it quick and easy to buy that new dress, instead of going to a shop.

“During the second quarter of 2020 while non-essential shops were closed for many weeks, the proportion of clothes bought online in the UK rose from 30% to 77%. This proved to be a rapid acceleration of a pre-existing trend towards digital”, The Guardian reports.

 Sustainable and responsible fashion

Next to shops, manufacturers were heavily impacted, which placed a heavy burden on the workforce, producing the garments, especially in Bangladesh, Vietnam and India. Unpredictable situations such as Covid leave people vulnerable and make it especially important to fight for the abolishment of modern slavery. There are fashion retailers who declare their decision to fight against unpaid work.

Increase in slow fashion

Slow fashion is also on the rise. This concept addresses manufacturing in a way that respects people and the environment as well as animals. Sustainable fashion has become more and more important, that’s why it’s worth investing in garments that last for longer, such as quality women’s trousers or versatile jackets.


Because of the rise of online shopping, more tools are available to retailers who are able to gather statistics and data on their customer’s interests and preferences. Marketing campaigns can be much more specific and target demographics much more accurately by gathering data from purchases and conducting surveys online. This makes the fashion industry increasingly data-driven.

The impact of the fashion industry can also be seen in a positive way. The industry is ready for a makeover and there will be many changes in the future.

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