A Demand For Comfort

Consumer behavior has changed significantly during the pandemic. It has changed what we buy, how we buy, and where we buy. Now being in mid-pandemic, the consumer behavior hasn’t changed significantly. More specifically, in the apparel sector of the market. ‘Comfort clothing’ has been in high demand when the pandemic first started. Many individuals were/are working from home and no longer need business attire. Meeting are being held by Zoom where only the top half of the body can be seen. Since many establishments were closed, a fun ‘night out’ was also off the books. This took away the need for ‘going out’ clothing as well.  Comfort clothing had become a thing of the future. Leggings, yoga pants, sweatshirts, hoodies, track-pants, and shorts all became a big part of our new wardrobe. 

According to an article about Lululemon, sales have out performed those of other retailers during the pandemic. Consumers have been searching more for comfort clothes to wear at work and activewear. Shoppers have been spending more on money on leisurewear than dresses, suits, and other formal wears.  This shift in consumer behavior has shifted the demand in the market. Many retailers if they haven’t already, are rolling out new leisurewear or active wear clothing. This was a way to generate sales for many companies in the midst of the pandemic. 

The pandemic also changed how we are buying these clothes. Since many storefront shops were closed, we were forced to buy our clothes online. Many people do not trust online shopping due to credit card tracing or wrong sizing. However, it became the only source of shopping for months. According to an article about Primark, they were hit hard during the pandemic because it does not sell clothing online. Now, in the next 12 months, they are rolling out a new website. However, the website is still not allowing customers to buy from it. It will array a wider range of clothing Primark offers and a store availability option. 

Do you think this is the smartest move for Primark? Should they release a website that allows consumers to purchase clothing online? Will this affect their company in a post pandemic world?

Resources:

https://www.bbc.com/news/business-58542840

https://www.cnbc.com/2021/09/09/lululemon-shares-on-pace-for-all-time-high-after-earnings-report.html