The Fashion Pandemic

We’re speaking to a nationally representative pool of US citizens to find out how they are feeling about a range of topics in these unprecedented times. The COVID-19 pandemic has pretty much affected everything we know, and the fashion business is no exception.

Shopping is a regular pastime for most. Prior to the Coronavirus outbreak, nearly three-quarters of our sample (72%) typically bought new clothes, shoes and/or accessories at least every 3 months, with younger people buying more frequently than older people. You’d be excused for assuming that the pandemic may have forced the (designer) purse-strings of the fashion conscious to tighten, but, rather surprisingly, it hasn’t deterred them as much as you may think – over half professed to be purchasing clothes just as frequently (44%) or even more frequently (10%) than before.

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