The world of fashion is always growing and changing. In 2020, however, these changes were forced to happen faster than ever, with a rapid shift in consumer preferences and behaviors that largely took the focus away from what we wear and put it onto how we shop.
Not all of 2020’s fashion shifts will last (for example, we probably won’t be spending our days in matching two-piece loungewear sets once offices open back up), but some certainly will—and that includes the shift toward more sustainable fashion. Here’s what that will look like in the year to come.
1. Shopping online and locally
Consumers spent 76% more on online shopping in 2020 than they did in 2019. They also spent more locally, with 72% of respondents to a Nextdoor survey noting that this is something they intend to continue doing after the pandemic. This shift isn’t just about convenience—it’s about supporting local communities and the people behind the items we consume—which benefits brands on multiple levels.
2. Brands embracing resale
“This year, we’re likely to see more companies take ownership of the resale of their garments, as well as online luxury retailers embracing pre-owned clothing,” wrote Emily Chan for Vogue UK. And her prediction is likely to hold true. With thrifting on the rise even pre-pandemic, it’s beneficial for brands to take ownership of their own second-hand sales and make it easier for consumers to embrace sustainable practices right at the source.
3. Climate-positive materials
There’s long been a focus on the harmful impact of fashion on the environment, so it’s nice to see a shift to solutions. From the use of sustainable materials like carbon-negative leather and algae to new investments in biodiversity strategies from leaders like Gucci, 2021 and beyond are looking brighter for eco-friendly fashion, which is good news for brands and consumers alike.
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