As we stayed at home during the lockdown, I got a lot of time to reflect on my fashion choices (Especially, when we had to run for errands). And all I could find in my wardrobe was a collection of statement pieces. Too much for a grocery store!
Now, I am all in for being too much but c’mon look at the situation around! We are fighting a Pandemic! And Dressing up just to get the groceries? I mean some days it’s fiiiine (guilty) but most of the days it sounds like a taaaask!
As I was realizing to add some basics or say comfortable yet stylish clothes to my wardrobe, I saw the trend climbing up in the fashion industry. An article on The Washington Post stated- Jeans and Joggers amongst the biggest sellers at American Eagle. In the same article, Morris Goldfarb, chief executive of G-III Apparel Group (Group includes multiple brands including DKNY and Bass) said-
“What we’re looking for today are core basics”
“Fashion is not as important this year.”
Right from the big fashion brands to big Fashion influencers, all can be seen producing content around basic fashion
The statement by Morris is driven by consumer choices (Clearly!). And I feel there are two main reasons behind these shifting consumer choices and here is my take to why its happening:
1. We all know that staying indoors is directly proportional to staying in our comfort zones (suggesting a shift in our lifestyles) which is why I feel the demand for loungewear and basics is increasing. This can be proved with the study published in Economic times where 18% of the consumers felt that pandemic has changed their shopping behavior and now feel- ‘comfort wins over style’. Even though for me, comfort is not necessarily important when it comes to fashion but I wouldn’t deny how easy it is to just throw a t-shirt, jeans, and a pair of shoes to go out especially during the lockdown.
I mean just look around.. I have nowhere to go to. As much as I support self-love, I don’t want to spend 30-45 minutes every time just to get ready and put different pieces together, and for what? To get my Groceries? Bruhh!
2. Apart from the consumer’s shifting lifestyle, it is the income crunch as well leading to a decline in consumer’s purchasing power. We all know that millions of people have lost employment during this pandemic and rests are living in the fear of losing it. In such times, it is obvious that no one in the right mind (talking about the middle-class people like me) would want to spend something which is of one time of use and is f*cking expensive. This can be proved with a report that stated- “LUXURY IS OUT”. The report highlighted that the demand for luxury goods is declining at a very fast pace due to the consumer’s shift towards necessary goods. Moreover, most of the luxury goods are produced in Italy and considering what Italy went through, the production is also halted reinforcing the decline in production and consumption.
So, these were two reasons I was able to understand that brought basics back into the trend. But as much as I love the basics, I am intrigued to know if the comfort will still be the trend once the pandemic is over.
That was all from my end today. Let me know if you are also feeling for basics nowadays. Until next time we meet... Byeee!
Love Love,
Sakshi
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