Fashion Trends and Shopping Habits During Lockdown: Insights from Anastasia Dedovich and Alena Popova
Fashion Trends and Shopping Habits During Lockdown
In an exclusive conversation for “City of Women” magazine, Alena Popova, an expert from Milano Fashion Library, sat down with Anastasia Dedovich, owner of the Fashionzone.by boutique network and founder of “ESH” magazine. Their discussion, akin to a printed podcast, delved into the world of fashion during the COVID-19 pandemic and its potential future developments.
The Impact of Lockdown on Shopping Habits
Alena initiated the conversation by asking about Anastasia’s most memorable purchase during the past year. Anastasia shared that her most significant purchase was a pair of sandals, a splurge driven by the “end of the world” mentality that many have experienced during the pandemic.
Alena related to this sentiment, sharing her observations from Canada. During brief periods of lifted restrictions, people flocked to stores, buying items not out of necessity but rather as a response to the pent-up demand and the fear of missing out. She noted that even when restrictions were reimposed, some stores with separate entrances remained open, leading to a unique shopping landscape.
Fashion Trends in a Post-COVID World
Anastasia highlighted the rise of casual and sportswear as a dominant trend. She noted that sportswear, in various interpretations, has become a universal wardrobe staple, suitable for home, leisure, and even virtual offices. This trend reflects the changed lifestyle and psychological state of people seeking comfort and security. Even brands that previously did not offer sportswear have launched such collections.
In terms of colors, Anastasia observed a shift away from black, with people gravitating towards coffee, white, green shades, and bright colors in spring. However, dark colors remain a classic choice.
Shopping Preferences and the Rise of Personal Buyers
Alena noted that in Canada, online shopping has become the norm due to its convenience and well-established return systems. She observed that people prefer practical and casual clothing, with a penchant for colorful chaos.
In Belarus, Anastasia noted a shift towards online shopping, driven by the convenience and the challenges of international orders. She highlighted the rise of personal buyers who offer a more personalized and often superior shopping experience compared to traditional boutiques. These personal buyers have become significant competitors, especially in the luxury segment.
Adapting to the New Normal
Anastasia shared that she has adapted her business strategy to focus on brands that are not typically targeted by personal buyers. This shift has allowed her to cater to a specific segment of the market, offering quality and value that meets the needs of her customers.
Alena commended Anastasia’s adaptability and mobility, noting that the brands she now works with offer a good balance of quality and price, meeting the evolving demands of consumers.
For further insights into fashion trends, you can refer to authoritative sources like Vogue.
