Aug 06, 2020 | By Sarah Owen
Big data meets consumer insights, Experience WGSN.
With the Covid-19 pandemic changing consumer buying priorities and habits as well as affecting finance, we highlight three key shifts in the market and how they will affect design.
These key trends have been developed with a more thoughtful approach than ever before and this is aligning tightly with the core consumer drivers and recession-proof strategies WGSN has already set in place. Items will offer a versatile range, with an eye towards considered consumption, all with practical features top of mind.
The first key driver is around the rise of craft. During the stay home orders across the globe, families were crafting at an unprecedented rate. Google Trends reported a 150% rise in “kids craft ideas” in March alone. We expect this trend to continue to drive kids’ apparel design, with an eye towards considered craft, authenticity, as well as the celebration of local cultures.
This is also a good place to explore upcycling and deadstock materials for a sustainable-driven focus, highlighting key items such as patchwork jeans, crafted puffas, as well as removable-collar dresses.
WGSN has already been tracking a wider consumer shift towards buying less but better, which has only been amplified by the current economic and lifestyle conditions. We’ve been tracking the rise of high-quality items with longer-lasting appeal through our #stayhomestyle and #thehomehub hashtags on the Fashion Feed.
There’s a strong consumer shift towards comfort-driven purchases with anticipated lasting lifestyle changes. Elevate core bestsellers such as the turtleneck, dungaree, as well as a two-piece set, all featuring high-quality materials and minimal design features that allow for more extended wear.
Adaptable construction will become priority and it has already been picking up momentum in the kidswear space. Consumers will look to items that offer value, but not in the traditional sense, instead with items that offer multifunctional qualities. For example, adding features to items such as the puffa poncho that can allow it to open up and double as a blanket, or a removable-pocket skirtall, where the pocket can be removed and worn as a purse.
Keeping in mind how quickly kids grow, add value to items that live beyond the initial point of purchase, which will be important for consumers who want more out of less. Subscribers can head over to wgsn.com for all the latest kidswear content and more information surrounding our Key Item reports.
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