The fashion and beauty industry underwent a serious change when it was hit by the pandemic. Priorities were changed, both consumers and creators had to adapt to these changes and make the best out of them. However, due to the pandemic, the future of beauty and fashion is changed forever.
If you want to buy new clothes, one of the companies that you might want to patronize is Bonprix. However, you should first read what other Norwegians are saying about them on norskeanmeldelser.no before you patronize them. Here are some of the ways the pandemic changed the beauty and fashion industry:
It is more data-driven
The culture in fashion was that consumers wore whatever the creators wanted them to wear. Consumers had little or no influence in choosing the style and designs of clothes. However, the pandemic has changed this narrative. Now, fashion brands are forced to use data to monitor the buying behaviors of consumers and create something they are sure of being sold out in the market.
To this end, analytics has moved from being an artwork on the back burner to being a science occurring at the fore of decisions. Some fashion brands have developed machine learning programs that help them determine which pieces to create, what their customers like, how to reduce waste and connect with the right customers, how to run their brands more efficiently by balancing demand and supply while leaving room for innovation, etc.
It is more sustainability-focused
For a long time now, fashion has been one of the largest contributors to climate change and waste due to the non-eco-friendly products and methods most fashion brands use. Fast fashion, a term used to depict today’s fashion, has allowed the use of inexpensive ways and resources to get fashion pieces. This has replaced slow fashion, in which fashion practices were more sustainable and healthier. However, consumers are not having fast fashion anymore because of its negative impacts on society.
Many fashion brands now have to grow the plants from which they get the fibers for their pieces. Fashion brands that don’t take a stand for the environment are pushed to the back burner in the consumer’s mind while those with sustainable practices are encouraged. Also, customers demand longevity. There has been a rise in the purchase of pre-owned items; as such, fashion brands now increase the quality of their items so that they can last longer.
It is more digital
Fashion has quickly moved to be more digital than physical. Before the pandemic, fashion houses would organize several fashion exhibitions and showcase their works to the world. However, the pandemic has made people wary of attending physical events. Only fashion brands who do not only have a digital face but can create immersive digital experiences using tech tools will own the market.
For instance, a virtual showroom will convince a buyer of more than a flier and some text. This will help to reduce most of the consumer’s doubts and give them fewer chances of returns. Besides, designers can always test their ideas virtually before they make physical pieces to reduce waste. Ultimately, every consumer who buys will still be influenced either directly or indirectly by a brand’s digital efforts.