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  • Writer's picturepoppy trayner


In light of the current COVID-19 crisis, it will bring about huge shifts in the consumers’ mindset and the values that underpin their buying decisions. The emergence of a ‘less is more’ mindset should be adopted, with more considered consumption.

This will require products to focus more on versatility and longevity. In fashion especially, this will require a push away from vast quantities of clothing, prioritising the quality of each garment. We, as fashion consumers, will have to break our addiction to the need for speed and volume of fashion items.

Approaching a BUY LESS, BUY BETTER attitude

“Affluent consumers will rethink and re-prioritise their fashion consumption to make it less conspicuous and more responsive toward society as well as the environment”

- (COVID-19 outbreak: Implications for luxury industry in 2020 and beyond, 2020)

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