Fashion consumption change after Covid-19 in Germany 2020

A recent study measuring the sentiment of German consumers towards sustainability and fashion during the Covid pandemic revealed that a large proportion stated they would be altering their fashion consumption habits; 62 percent of those surveyed agreed with the statement “I will be throwing out fashion items less often”, 59 percent agreed with the statement “I will be buying more high-quality items that can last longer” and 53 percent agreed with “I will be repairing fashion items more rather than buying new ones”. However, 22 percent, 29 percent and 34 percent of those consumers surveyed “disagreed” on the same respective statements.

Italian and German consumer perceptions

Studies also measured the opinions of German and Italian consumers as to how they thought fashion retailers should act in response to the pandemic. Over half of German consumers surveyed stated they believed the fashion industry should “care for the health of its employees”. Whereas 37 percent stated fashion industries should “reduce their negative impact on the environment”. The perceptions of consumers in Italy towards the sustainability of fashion industries following the pandemic were noticeably different. 43 percent of Italian consumers surveyed stated “my opinions about fashion retailers haven’t changed that much”. Furthermore, 40 percent “neither agree[d] or disagree[d]” to the statement “coronavirus crisis has made my fashion consumption habits (i.e. purchases, repairs, or disposals of clothing items) more sustainable”.

Online revenues in fashion retail during Coronavirus pandemic

During the coronavirus pandemic, Italy and Germany also had markedly different rates of online ordering of fashion accessories. On April 19th, the rate of online purchases in Italy was 144 percent higher than the year prior. Whereas in Germany during the same week, the rate of online purchases was half that of Italy’s and 73 percent higher than the year prior.