Two-thirds of consumers surveyed by McKinsey in April 2020 believe amid the COVID-19 crisis, it has become even more important for fashion brands to limit impacts on climate change. Additionally, 88 per cent respondents believe that more attention should be paid to reducing pollution. Around 67 per cent of consumers consider the use of sustainable materials to be an important purchasing factor, and 63 percent consider a brand’s promotion of sustainability in the same way.

Additionally, surveyed consumers expect brands to take care of their employees, as well as workers in Asia, during the COVID-19 crisis. Around 70 per cent of the respondents plan to stick with brands they know and trust during the crisis. Of surveyed consumers, 75 per cent consider a trusted brand to be an important purchasing factor. However, younger consumers, particularly Gen Z and millennials, are more likely to experiment with smaller or lesser-known brands during the crisis.

More than 60 per cent consumers report spending less on fashion during the crisis, and approximately half expect that trend to continue after the crisis passes. However, consumers are likely to cut back on accessories, jewelry, and other discretionary categories before reducing their spending on apparel and footwear. Approximately 50 per cent of the younger consumers are willing to buy cheaper versions of products they normally buy.

The COVID-19 crisis has recruited new consumers to online channels with 43 percent of surveyed consumers now using online channels for shopping. Around 65 percent of consumers supported fashion brands who delayed the launch of new collections as a result of the COVID-19 crisis. Additionally, 58 per cent respondents were less concerned about the fashion of clothing than other factors following the crisis. Around 65 per cent respondents plan to purchase more durable fashion items, and 71 per cent plan to keep the items they already have for longer. Additionally, 57 per cent of respondents are willing to repair items to prolong usage.

Younger European consumers are more interested in purchasing secondhand fashion items following the COVID-19 crisis. Of surveyed consumers, around 50 percent of Gen Z and millennials expect to purchase more items secondhand.