Covid-19: How E-Tailers Are Adapting To Changing Consumer Behavior

With most consumers switching to working from home, there has been a shift in consumer focus from fast fashion and occasion wear to comfortable, easy and value-for-money clothing that let them relax while WFH…

- Charu Lamba

The pandemic has changed the way consumers used to consume fashion. With most consumers switching to working from home, there has been a shift in consumer focus from fast fashion and occasion wear to comfortable, easy and value-for-money clothing that let them relax while WFH. Consumers are preferring antimicrobial garments, upcycled fabrics, breathable cottons and linens and easy knitwear.

Apart from this, consumers have also gone conscious of their purchase. As they spend more time at home, in-front of the screens, it has impacted their purchase patterns. They are now looking out for brands that give them both their style and functionality.

“Keeping this in mind, we launched ‘Work From Home Edit’. This collection combines comfort with necessity. With masks becoming a mandate across the nation, we also repurposed our facility to make Sterilised Cotton Reusable Mask,” says Ayushi Gudwani, Founder, FableStreet.

“Our customer survey shows 80 percent of existing customers are shopping online even more than before. Also new categories of consumers, beyond the young tech savvy early adopters, have moved online and they need reliability and ease of use to give them the confidence that e-commerce is a real alternative to traditional shopping. Mobile is now the key enabler and the primary way to access e-commerce,” adds Mary Turner, CEO Koovs.com.

The pandemic has also brought uncertainty and income distress in consumers due to which discretionary spending on fashion and lifestyle category is seen a dip. It has impacted the businesses drastically.