On Pandemic-Induced Lifestyle Changes in Fashion & Home

A couple of weeks ago, I spoke with journalist Cathaleen Chen about how consumers are living and shopping right now. As we know, and as the title of her article states, “The Pandemic Changed the Way People Live…”

“Even if companies forgo large headquarters, in-person meetings will still occur once the pandemic is over, said Andrea Wasserman, a retail executive who has worked for Nordstrom and Lord & Taylor. Shopping will be “bifurcated,” she said, meaning that consumers will likely have one wardrobe for “those high-stakes, in-person meetings,” and another for lounging in the home office.

This could be good for the rental market, she added, “especially in a recession.””

The context for the quote attributed to me is grounded in my expectation that more companies will allow employees to spend more time working remotely, leveraging office spaces specifically for purposeful visits and specific meetings rather than continuing to think of them as the default work location.

That’s why I think we could see a bifurcation of fashion needs, where customers will shop for casual, everyday work-from-home pieces and then - on the other end of the spectrum - invest with more intent in what they want to wear to higher-stakes, in-person meetings. However, because so many people have become comfortable with simplicity and rotating among fewer pieces, wardrobe rental may be a growing tool for those in-person meetings.

A similar pendulum of needs exists for staying in and dressing casually vs. going out socially and getting a little more dressed up than we previously would have because a night out becomes more of a novelty when you’re staying home for work more of the time. What all of this could mean is that versatility and the seven-day-a-week, day-to-night wardrobe that’s been touted for years actually become less relevant. So that would be a pivot in marketing for many lifestyle brands. 

Of course, the lack of work and social outings means people are spending more time at home, and investing money accordingly. While this trend is drawing market entrants - and I wouldn’t advise against entering or doubling down on the home category - I wouldn’t assume trends will stay as they’ve presented themselves this year. People will spend more as they stay home for longer, but not as much as they have this year. I anticipate a curve that’s directionally similar to when you move to a new home and front load the decorating spend and then it necessarily tapers off. Most importantly, to extend into home, your brand has to matter in the first place. 

From a marketing standpoint across fashion and home, my guidance when keeping the same product would be to change the story to make it more relevant. This is something ADAY has done well, as the brand speaks to minimalism, wearing the same pieces multiple ways, and versatility. For an existing brand launching home product lines, doing so with empathy and an understanding of the current customer’s needs is important. Brands should be clear on why the customer will want to buy home from them.

At a minimum, the home retailers finally need to pivot their creative away from indoor entertaining vignets, while fashion retailers could stop styling fussy tops and skirts with belts and heels.