All of a sudden physical stores closed their doors to public, social events were canceled, and the production chains that relied their products on the global market, found themselves without some of the most fundamental ingredients to complete their recipes of style; let’s not forget the real protagonists, the consumers, who have rewritten their priorities in terms of clothing.
Fashion has always been the mirror of our times and 2020 was a year that marked history also in terms of style and saw consumers literally put on their slippers.
In the absence of social events, business meetings, and weddings to show your elegance, style has remained closed within the walls of our houses, peeping only through video calls, which, however still hide a more casual outfit from the navel down.
In an instant, as with a touch of a magic wand, heel 12 slipped into the corner of the shoe cabinet, and the tie remained hanging in the wardrobe.
E-commerce has seen a surge in purchases of casual suits and clothing to fit comfortably in their home-office, and the only accessory that has been worn inevitably by everyone is the mask.
More difficult to seduce and capture, consumers have also become more aware of their purchases and have researched more extensively in the brands of value proposition: the pandemic has accelerated a process already underway, emphasizing balanced shopping, sustainability of production, the use of local materials, Made in Italy and the quality of garments, more expensive, but destined to last.
Fashion has responded to Covid-19 with a return to essentiality, focusing its attention on quality rather than quantity, with more comfortable and relaxed forms and simpler proposals capable of responding to the needs of our customers.
Everything done up to now has been called into question, with a careful eye on the future, or even better, attentive to the present: the characteristic fluid lines of loungewear have contaminated the outfits worn on the few occasions for going out as well, but with more elegant details reinterpreted in a casual key.
Once again, the fashion sector has promptly responded to new consumer demands, demonstrating itself capable of embracing change, while respecting required distances.