By Klaudia Hostynska
The fashion industry is faced with even more problems whilst still recovering from the pandemic. With consumer behaviour significantly altered, shops have to adjust to where the industry is heading. Customers are expecting new ideas, sustainability and good quality.
Uneven economic growth
Many sectors are currently struggling with the cost-of-living crisis. Everything has gone up in price from rent to raw materials and goods. Robert Cretu, 20, who is a sales assistant at Harvey Nichols said: “Since the beginning of 2023, there has been a massive lack of customers for some reason”.
At the moment, everybody’s struggling – fashion shops have to put up their prices and customers have to worry about paying their expenses first, before thinking about fashionable clothing.
In order to overcome the lack of economic growth, the companies have to establish which regions still make enough profit and continue to grow during this uncertain time, resulting in many closures. “Even in Holloway you have a walk and see how many places are closed, it’s very hard to find a decent shop to buy clothes from” said Robert Cretu.
One of many retail properties closed down and available to let. Photo Credits: Klaudia Hostynska
Reality on Demand
Brands now have to adapt to consumer needs more than before to ensure loyalty and good brand image. If brands cannot satisfy their customers in the economic situation that we are in, getting a second chance can be much harder.
Customers tend to be more careful with what they buy nowadays, “I feel like customers are really picky now and have many requests, maybe due to personal preferences and the big changes in style,” said Robert Cretu.
There is a high demand in sustainability and multi-function clothing. Consumers focus on buying products that will last them for a long time and can be dressed up or dressed down.
On the other hand, general consumer behaviours are also changing. Karen*, 50, who is a sales assistant at Selbys said: “We have a higher demand for plus size clothing, everyone is asking recently for extra large sizes”. Shops are losing many customers by not providing what they are looking for.
“Brands can maintain a healthy outlet channel business if they keep the consumer at the front of what they do, and they’re not just competing on price,” said Joanne Crevoiserat, Chief Executive at Tapestry speaking to the business of fashion.
Greenwashing
The significant rise in accusations of greenwashing has caused 22% of consumers to say they do not trust brands to follow through with their environmental claims or pledges, while 64% only trust them a little, according to Fashion Network.
Brands face the struggle of proving to customers how sustainable they really are. Constant marketing and promotion of sustainability is no longer enough.
Many Zara items can now be found in local charity shops because consumers no longer wish to wear the brands which do not fit their green and sustainable efforts.
Robert Cretu and his opinion on whether companies are sustainable
*We are respecting the privacy of Karen
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