Clare Seal, author of Real Life Money & The Real Life Money Journal, agrees: “I think that for a lot of us there’s a fear of losing our identity or sense of style when we don’t have a reason to dress up, but I also think that the lockdown period has encouraged us to ’shop our wardrobes’ more, and maybe rediscover some old treasures, too. Some people have found themselves spending less, because of having fewer events to buy new clothes for, while others used online shopping as a bit of a crutch for managing their emotions.”
For those who aren’t firm followers of fashion, clothing may play a quieter role in day-to-day life, but there will always be a connection, even on a subconscious level, between what you wear and your state of mind—just think of the confidence-boosting powers of a ‘first date’ LBD or the tailored authority of a two-piece suit. It is unsurprising then that as large swathes of the UK were suddenly confined to their homes, online retailers saw spending patterns shift dramatically.
Fashion analysis platform Lyst reported that in April 2020 global searches for joggers grew 123% compared to the same time last year, while searches for leggings jumped by 48%. Furthermore, some of Lyst’s most in-demand buys of 2020 included Nike joggers, UGG slippers (which, in the space of one week, were saved on shoppers’ wish lists more than 10,000 times), a tank top from The Frankie Shop and Birkenstock’s comfy-cool Arizona sandals. On Who What Wear meanwhile, readers couldn’t get enough of Arket’s down puffer coat, an item which is set to be the most popular purchase of autumn/winter 2020.
