Trends during and post Covid-19 Report

Key Takeaways

Adapting Marketing Strategies to Consumer Behavior 

With a 70% increase in time spent on Instagram, brands must leverage social media to build meaningful connections with consumers. Engaging authentically, rather than traditionally marketing, is crucial during this period of uncertainty. Consumers are seeking reassurance and solidarity from brands, not aggressive sales tactics. Brands that prioritize empathy and relevance—like Nike's "Stay Home, Stay Healthy" campaign—are not only maintaining visibility but building long-term consumer loyalty. To remain competitive, it's vital to adjust your marketing tone and platform engagement.

E-Commerce Resilience: Opportunities and Challenges 

Despite a 30% drop in online fashion retail sales, 70% of consumers are more likely to purchase online during the pandemic. Brands like La Redoute and H&M are adapting by extending return periods and eliminating shipping costs, proving that flexibility can foster consumer trust during tough times. Brands should keep e-commerce platforms open, offer extended delivery windows, and adjust return policies to accommodate the evolving customer needs. Post-crisis, e-commerce will likely emerge as a dominant retail channel, making it essential for brands to innovate and refine their digital strategies now.

Stock Management in an Uncertain Market 

Managing excess inventory is a significant challenge for brands during the pandemic, as production schedules outpace consumer demand. Solutions such as pushing existing stock online or into geographic regions where physical stores have reopened can help alleviate inventory pressure. Additionally, brands can consider reserving stock for post-confinement sales or reintroducing it in future collections. The crisis presents an opportunity for brands to rethink inventory strategies and focus on reducing waste, particularly through smarter demand forecasting enabled by AI.

Sustainability: A Shift in Consumer Priorities 

Consumer interest in sustainable fashion has surged, with terms like #sustainablefashion growing fivefold over the last three years. Now, more than ever, brands must integrate sustainability into their core practices. The pandemic has highlighted the importance of localized production, on-demand manufacturing, and transparent supply chains. Companies that lead with sustainability, like Unmade and Tidal New York, are already benefiting from this shift. By listening to consumer sentiment and using data-driven insights, brands can pivot towards more sustainable and efficient production models.

Post-Confinement Trend Forecasts 

As the world slowly recovers from lockdowns, certain fashion trends are expected to dominate the post-confinement period. Neutral tones, like beige, remain popular, while utilitarian pieces such as high-waisted pants and comfy clothing continue to reflect the shift towards practicality and comfort. Brands should focus on incorporating these trends into their collections, ensuring that they resonate with consumers who prioritize both fashion and functionality. Heuritech’s data highlights the importance of keeping up with these evolving preferences to stay relevant in the post-pandemic market.

Other useful resources:
- Consumer behaviors during and post-Covid
- How technology is making fashion more sustainable
- How fashion brands can market and communicate during Covid-19