Are you Aware that Comfort wear has become a big hit with people in society?
The lockdown may be slowly easing all over the globe now, but comfort dressing is here to stay. However, it looks as if many of us have hung up our leggings in favour of a more stylish (and summer-ready) alternative. Enter the tent dress - or in fashion parlance, the trapeze dress. In other words, it is the new era of comfort wear that is marking the next chapter in power dressing.
1. The impact of Comfortwear has had on fashion during the COVID-19 pandemic:
According to the Lyst Index, the global fashion search platform's quarterly ranking of the hottest brands and products, the lockdown effect on our wardrobes is clear. The top items included in the top 10 is a puff-sleeved cotton midi dress from H&M in delightful Pepto Bismol pink. As per Dana Thomas a fashion writer "The coronavirus has really impacted the fashion world on all sorts of different levels,". Thomas further went on to state that the online demand during the pandemic has actually been high for products and clothing items that people associate with comfort.
2. Social Distancing has led to increased dependency on Comfortwear:
The pandemic has caused people to sit at home, and as a result shop for clothes that cater to comfort and style. Mainly because people during this period choose to either attend Zoom meetings for work or go for a cocktail part on Zoom. This is then has triggered demand for clothing items such as cashmere, pajamas, slippers and a lot of streetwear increased during the lockdown. However, Thomas warns that the popularity of tracksuits and loungewear seems ephemeral to Thomas, who says that, even though there will be a serious downturn in spending, when things begin to return to normal, people will still want to dress well when they come out of lockdown. There could also be frenzied responses.
3. Uncertainty that hovers around this latest fad for Comfortwear:
With regards to what will be the trend when the world gets back to normal life without the virus, Thomas says it is up in the air as to what the next fashion trend would be. She continues “Everyone's sort of rethinking, they're sitting back and going, 'right, this is a time to hit reset, how are we going to rethink our business model, because what we've been doing isn't working right now and it may not work when we finally get out back to work”.
As for the future of comfortwear, Thomas also states that we could also see a rise in "phygital" marketing, in which a new form of blended customer experiences are immersive and interactive. This could also lead towards a greener fashion industry, with zero-waste fashion production becoming more common and reduced air miles throughout the sector, from manufacturing to meetings.
She also predicts that in the post COVID-19 world there will be a shift from global to local, with the high street not necessarily disappearing but instead hosting more smaller businesses, particularly as main chains close stores.