During this difficult time, the fashion industry may not be the main concern of many Americans.
However, the fashion industry contributes $ 368 billion in retail spending to our national economy. Globally, the industry is projected to contribute $ 1.9 trillion this year alone.
It is important to remember that the fashion industry provides us with more than just stylish clothes; it creates jobs and businesses in a wide variety of fields, including science, technology, finance and law.
The fashion industry, which is ever-changing, has been hit hard by the COVID-19 pandemic. Instead of relying on foot traffic through physical stores, the industry should rely on consumers at home to keep up with modern trends and evolving tastes. The fashion industry has adapted to meet the needs and wants of consumers who are pandemic.
Larissa Jensen, vice president and chief beauty analyst for The NPD Group, said the first thing Americans avoided at the start of the pandemic were cosmetics. Instead, they shifted their focus to skin care. Women wear less makeup partly because they don’t go to offices and restaurants, and also because they don’t want makeup stains all over their face.
In May, lip product sales fell by 5%, but mascara sales increased by double digits. “That makes a lot of sense,” Jensen told The Washington Post. “When you have to go out and you wear a face mask, that’s a product that emphasizes your ‘smize’ – your smiling eyes.”
Another big change also presented itself: a dramatic drop in sales of women’s heels. Granted, sales of women’s heels have shrunk over the years, but the pandemic has literally pushed sales to the brink. Women’s dress shoes plunged 70% in March and April, according to the NPD.
The name of the game is convenience. Sandal sales doubled in April, as Americans spend on higher priced options such as Ugg fur-lined products, Beth Goldstein, a footwear analyst for NPD, told the Post. Goldstein said he believes the comfort trend will be a long-term shift.
The sensitivity about fashion is bound to change – maybe permanently. “Casualization,” as the industry calls it, has become increasingly normal, especially in the workplace.
Retailers meanwhile are working hard to keep up with changing supply and demand. Fashion retailers are scrambling to divert their merchandise to appeal to our changing consumer sensibilities. More and more fashion businesses are making and selling face masks, and many have transformed traditional fragrance production lines into hand sanitizer production lines.
Fashion is central to our self-expression and identity. In an era like this – when everything around us feels chaotic and unpredictable – it’s important to make sure our fashion reflects our practical needs and stylish desires.
Kayla Richardson is in 11th grade at Garden Spot High School.