The fashion Industry faced some sudden upheavals as a result of the pandemic. The future being uncertain with constant sway in market dynamics, this industry experienced subtle but significant shifts during and post lockdowns.
Following are some of the key observations regarding how the fashion Industry is evolving during this pandemic:
1.Elevated Demand for Comfortwear:
Initially, the popular response at large was to cut down on expenses and wear readily available comfortable clothes for their high flexibility coupled with a relaxed approach. However, eventually, there was a surge in demand for comfy home outfits. Comfortable clothing became a need for every individual, men & women, young boys and girls, little children, everyone! Professionals required comfortable yet formal clothing while working from home,also while finishing chores at home, a quick step out in the neighbourhood to fetch essentials or maybe a quick spin in the car. Children needed comfortable wear to last them a whole day of in-house activities, from virtual school to cooking experiments at home. Similarly, people in different spheres of life demanded a more casual and relaxed version of their existing wardrobe. To an extent where people also searched for and bought outfits to wear for virtual weddings!
E-Commerce came to the rescue!
Identifying customers' current needs, brainstorming on how to fulfil them during this pandemic became the new daily routine. It was for the industry to make itself relevant to the consumer mindset shift. E-Commerce played a pivotal role during this transition, making everything available to the customers at their doorsteps. Digital stores became the new normal, where all players could have a presence. Slow fashion brands like Prathaa gained momentum and the public's attention at large due to their already established digital presence since 2018 on www.prathaa.in. Many textile industry experts have predicted that the trend of increased sales in the online textile industry will continue to persist in the future as well.
Sustainability & thoughtful purchases
Another and rather more crucial boon that blessed the industry was a complete psychology shift towards conscious fashion and a sustainable lifestyle. People are more aware and mindful of what they are buying; brands too have made substantial efforts to move towards sustainability due to less demand for ever-changing trends! Sustainable Fashion ambassadors such as Prathaa already believed in and worked with a similar philosophy as a core. A phenomenon that was a process dependent on a gradual consumer mindset shift was triggered by the circumstance in the last 1.5 years during the global pandemic. It automatically gained customers' confidence and were able to multiply their reach through digital prominence & attention.
Basically, it was time for the brands in this industry to make some paradigm shifts to survive through the pandemic's hit.
Coming to the customer's point of view, if you are someone who has struggled with what to wear during the lockdown or while working from home, this article will bring in to you a lot of ideas of how you can still be both fashionable and comfortable at and around the home (and also sustainable).
- Let’s check it out!
We cannot talk about fashion during lockdown without mentioning everyone’s favorite Kaftans! It is a favorite for a reason, though; it suits every body type; for anyone and everyone, Kaftan is a go-to. Furthermore, the versatility of this style is limitless; it can be worn as a shirt over shorts, or as a tunic over leggings or as a dress. Trust us; Kaftans are a minimalist’s haven!
Buy here - https://prathaa.in/collections/kaftans
Comfortable breathable tops
Have you been indulging in handloom cotton tops as much as we have? It’s an addiction hard to get off. We have never found comfort this close to perfection while we hang in there the entire day. Buying a size bigger will not give you a push back but bring in the comfort to work extra hours expected during the lockdown days. There are multiple ways to style it; a straightforward way of doing it is adding a belt to make it look stylish and appropriate while working from home and getting rid of the belt once you are done with the workday!
Buy here - https://prathaa.in/collections/tops-casual
Free moving legs with room for air during summers are a must even when you are at home. Skirts also come in a range of fabrics, prints, and, most importantly, lengths. So you can easily choose one that can suit your needs. Comfort is a given, and skirts bring in the versatility of being styled in multiple ways to keep you fashionable too.
Buy here - https://prathaa.in/collections/bottoms-skirts
A choice you can never really go wrong with. A tunic is something that suits all sorts of atmosphere — working from home Yes! Casual Dinner party at home? Yes! A quick step out for essentials? Yes again! That being said, you need not necessarily keep it as simple as that; style them with beautiful bohemian accessories to flaunt a more decked up look whenever required.Hence tunics for women are a savior!
Buy here - https://prathaa.in/collections/tunics-casual
Palazzo/Harem/ Dhoti pants - Casual pants for women
Have you been wearing full bottoms and looking for trends in the same at home? Cotton palazzo pants were just made for you then! Over the years, palazzo came in various materials, mostly polyester, which gives rashes when worn for long but, when you switch them in cotton, you are never going back to track pants. This is purely because of the breathable comfort due to the room in palazzo pants is of a different level! When you plan a cleaning and organising day at home, which involves more physical activity than usual, palazzo/harems is what you wear! Owning one has become a necessity! They can be styled in various unique ways; you can wear them both with a tunic or a crop top sporting two absolutely different looks. There are multiple casual cotton pants options available at prathaa; other than the harems and palazzos, do check them out! It might just be exactly what you needed.
Buy bottomwear for women here - https://prathaa.in/collections/bottoms/products/loose-pants
Emergency meeting in the next two minutes, no worries! Keep your pyjamas and comfort tops but grab a scarf and tie it in a manner that is topping in trends and there you go as a start! Scarfs, therefore, have become a must-have as an emergency video call option. The same goes for capes and casual jackets too. The days of suiting up and leaving for a meeting are long gone. However, you could still sport a unique look for special virtual conferences with a casual jacket on. These pieces are incredibly versatile; they can add layers, one can easily wear a scarf as a top too. So along with being versatile, they can bring you in touch with your creative side too. They are valuable items of your wardrobe, definitely worth the minimal cost.
Buy here - https://prathaa.in/collections/jackets/products/asymmetric-reversible-shrug-1
Now more popularly known as athleisure! By definition, it means a fabricated style of clothing typically worn during athletic activities and in other settings, such as at the workplace, at school, or other casual or social occasions. With minimal to almost no physical outings, a little stretching and simple exercises at home has become a new routine for everyone. Investing in comfortable yet good looking clothing acts as a good investment for such purposes. It can range from Tshirt and shorts to gunjee tops with palazzos, that you can comfortably take a walk in and add a cape jacket to the same while attending an important virtual meeting!
Buy here - https://prathaa.in/collections/bottoms/products/block-print-shorts
Lockdown has taught us a lot, along with understanding casual & sustainable fashion! It has become a lifestyle that shall go a long way. Try out our unique and effortless suggestions, adding mindfulness and value to your purchases so that you feel the worth when you wear them!