This month’s edition of The Index in partnership with Klarna, tracks fashion shoppers’ behaviour in October/November 2020 as the “second wave” of COVID-19 hit and non-essential stores were forced into Lockdown 2.
In the first part of our two-part study, based on the behaviour of 2,000 consumers, we can see some important movements in consumer behaviour including the continued shift to online shopping (though preference for stores remains strong), a jump in visits to sportswear outlets and a significant drop in intention to spend more money on fashion in the coming six months.
These two points alone will give brands and retailers food for thought as they plan their post-pandemic retail real estate and consider how they can inject excitement and innovation into ranges to encourage customers to buy into fashion again.
In part 2 of the study we track the fortunes of 100 leading brands and retailers and see how consumer sentiment towards them is tracking using our unique Buzz Scores.
The Index is produced in proud partnership with