Post lockdown shoppers will reward brands who treat staff well during crisis

Some 43% of consumers say they will be more likely to support a fashion brand or retailer post-lockdown if they have treated their staff well during the crisis.

A new study carried out exclusively for TheIndustry.fashion of 2,000 fashion shoppers of all ages across the UK also shows that 32% will also make more of an effort to support small, independent brands moving forward.

The COVID Consumer: How Fashion Shopping is being Changed for Good report also features data on who is buying fashion while in lockdown, what they are buying and what they intend to buy once restrictions on non-essential physical retail are lifted.

Almost a third of consumers (31% overall) say they have bought adult clothing during lockdown, but when the data is broken down by age group it shows that 45% of 16-24 year old have purchased clothing online since the shops were shut down and along with 40% of 25-34 year olds.

Once lockdown is over, however, 30% of consumers overall say they will buy fewer clothes but those brands and retailers who will win out are those that have behaved ethically during lockdown.

Information about a brand or retailer's approach to staff welfare is the second most requested form of communication at this time (18%) after discounts and special offers (30%).

"The enthusiasm among young consumers for fashion even while in lockdown will go some way towards explaining the robust performances from ASOS and Boohoo, which have been recently revealed. But older consumers can still be tempted to buy with the promise of a discount, as our study shows.

"However, while an unprecedented level of discounting seems almost inevitable when the shops do re-open the importance of brand values and behaviour will also be at the forefront of consumers' minds, so now is the time for brands to work on their communications," says TheIndustry.fashion Editor in Chief, Lauretta Roberts.

Research for the report was carried out by expert agency Savanta from 1-5 April 2020. The full report can be downloaded FREE of charge here.