Pivot, pandemic, Brexit and unprecedented – just a few of the words I would like to relegate from the dictionary in 2021! Overworked to the extent that when they appear we lose our sense of hearing and switch off. A tsunami of information that instead of keeping us well informed and aware has led to dismay and confusion in equal measure. And the start of 2021 does not bode well – which reminds me of another thing I don’t want to see or hear this year – Boo hoo, bumbling Boris, a bit more backbone please!
Enough of the rant – here are some key trends in 2020 which will stay long into this year.
Cyberjammies AW21 Annie (available from August 2021)
Loungewear: it seemed that there was no-one who did not embrace this trend to some extent, both super casual and stylish nightwear made a big impact on our lives. Hastened even further by Zoom dressing – tailored tops with slouching pants and leggings. Nightwear and loungewear brands reported good trading in 2020 and even the most stylish of fashion houses started to launch loungewear ranges.
Comfy Bras: sales of comfortable bras and sports bras saw increases in 2020 even for larger busted consumers with even die-hard wired bra wearers finding something to like in the new less structured bra alternatives. With so many women either on furlough or working from home the early surge for buying more sexy items quickly waned and consumers turned their backs on overtly sexual underwear, leading to the demise of Victoria’s Secret whose sales had already been declining but hastened by the 2020 crisis. And more latterly, the insolvency process started by Ann Summers in December 2020.
Department Stores Struggle: the struggles of House of Fraser, Debenhams and others is already well documented but by and large these groups (with a few notable exceptions such as Next) were traditionally the place to buy branded lingerie and have lost their ranking. The stop/start retail pattern has exacerbated the growth of e-commerce and this is largely at the cost of the large department store groups who have been tethered by rent and lease obligations.
The Path to Sustainability: 2020 has by necessity been a year of reflection and concern for consumers. With much less travel and obvious environmental benefits, sustainability and ethical process are being examined and considered more than ever before. These shifting consumer priorities have to be addressed more fully by both brands and retailers.
Fashionable Face Masks: Let’s be honest, no-one enjoys wearing a face mask but they are now part of our daily dressing and designers and brands were quick to realise the potential. An item of necessity became an extension of personal style and in many cases are ethically sound using up dead-stock fabrics.
Cream Rises to the Top: indies up and down the country have proven their mettle in adaptability, flexibility and unparalleled customer care. Despite a series of setbacks and closures, most hit the ground running with rapid adaptation of their premises, selective hours and fitting by appointment. Where many did not have active e-commerce sites they have been developed or indeed offered a home delivery service in their local areas – a move greatly appreciated by their customers. Likewise the indies have proven nimble in their adoption of all forms of social media to get their message out and indeed achieve sales.
Growth in Virtual Fittings: developed as an intermediate solution to the unique situation of 2020, many stylists and fitters are now offering one to one fitting advice online and this will carry on even when our high streets can open up again.
Lingerie is more resilient: lingerie sales in comparison to other clothing has been a little more resilient with a predicted global fall of 13% (clothing down 16%) according to Euromonitor. And when we can start to socialise more, there is certain to be something of a jump in sales – special occasions which we can once again enjoy will mean new purchases.
Birth Rate: many of the bigger e-commerce sites such as Figleaves have already reported greater demand for maternity underwear – the birth rate decline percentage is slowing and projections for the first quarter of 2021 show a peak in this period.
Just as we have had to let go of much of our personal freedoms within our country this year, individuals and businesses have lost many freedoms of movement from 1st January 2021 which will have even longer lasting consequences. These consequences will alter the retail market immeasurably in the short to medium term.
