// 19.3% of under 45s have bought more fashion items since the pandemic started, despite no social events
// This compared to just 7.4% of over 45s, says GlobalData
Almost 20 per cent of people under 45 have bought more clothing since coronavirus lockdown measures were put in place, according to new research.
GlobalData said 19.3 per cent of consumers aged 16 to 45 have bought more clothing since the Covid-19 pandemic began, despite consumers in general de-prioritising non-essential items due to economic uncertainty and a lack of social events.
That figures compared to only 7.4 per cent of over 45s who have bought more clothing since the pandemic started.
“Though 16-44s already had a higher tendency to purchase clothing online before the outbreak, almost a fifth have spent more time during lockdown browsing retailers’ websites to keep themselves occupied as they stay at home during lockdown,” GlobalData associate retail analyst Pippa Stephens said.
“Online clothing purchases have also served as a treat, and helped to uplift younger consumers’ moods throughout the pandemic, especially for those that have continued working and have had more disposable income, due to cancelled holidays and social activities.”
GlobalData’s research was based on a sample of 500 respondents across 11 countries, conducted between May 26-31. Lockdown in the UK officially began March 25.
As the end of lockdown and social distancing begins to near, GlobalData said retailers were likely to experience the “greatest uplift in trade from younger demographics”, as they seek new clothing to wear for future events.
GlobalData said that as a result, retailers should start to adapt their social media strategies accordingly, by gradually incorporating fewer stay-at-home outfits into their posts or to provide more inspiration for upcoming gatherings.
The data and analytics firm also recommended retailers were more inclusive in their marketing campaigns, especially in light of the surge in the global Black Lives Matter movement and calls for better diversity and representation in all sectors.
“While consumers’ have been showing less interest in trend-led pieces amid the pandemic, 16-44s are likely to quickly regain their desire for fashion-focused products,” Stephens said.
“Though fast fashion players will benefit from gradually increasing the regularity of new ranges as restrictions are lifted, retailers must adapt their levels of newness for each of their markets, as shoppers in countries like Italy and South Africa have shown a much lower demand for clothing amid Covid-19, than those in markets such as China and UAE.”
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