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COVID-19: Consumer Behaviour and Sustainable Fashion
On the 23rd of March, Boris Johnson ordered a nationwide lockdown due to the growing rate of coronavirus cases in the UK. This lockdown demanded that for the foreseeable future, any non-essential businesses were to be closed to the public, and any non-essential workers now needed to work from home. While supermarkets have continued to serve the public and are struggling to keep up with panic buying demand, other businesses such as those in the fashion industry are struggling to stay afloat in the new climate. The pandemic has led to an estimated 40% drop in average market capitalization from the beginning of January to the end of March, and…
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COVID-19: An Opportunity for Change?
How is the global crisis affecting consumer behaviours towards fashion? It seems an increasingly difficult question. Will the drastic changes we have seen in the short-term result in long-term positive change for the fashion industry? The complexity of our buying habits may need more than a month of lockdown to untangle the skein of consumerism. The complexities of aspirational culture: In an article on luxury fashion in China, the Journal of Retailer and Consumer Services looked at the relationship between the culture of aspiration which drives the luxury goods market and the economic reality behind its incessant growth. They look at fashion as a symbol and how this affects what…
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What the Coronavirus really means for fashion
What our media and fashion industry are (and are not) telling us about the Coronavirus. For the past few weeks ‘coronavirus’ has dominated our media’s headlines. Every second, minute and hour, a new piece of information or advice is put out into the world. We know everything there is to know on the coronavirus (thanks to the media, we are all now experts). But, how much of what we are being told is true? Has this information really been amplified enough? Where it all began What started off being a virus from a far away place, has became a global pandemic. Starting in China, it travelled across the globe, which…
