We are facing uncertainty in 2020 in relate to the corona virus, this situation has changed the society, and the consumer behaviour.. The pandemic will result in tidal waves of change for years to come and uncertainty is the only constant that we see. However, putting a good plan for the upcoming months and years is necessary.

Based on the global recession data 2008-2009, and international portal trend wgsn who has reliable research for the past pandemics, recessions and global disasters., there are numerous industry of winners and losers. Based on the projected market stability, general shopper base and cross category appeal during this time, here are some fashion related areas to be highlighted during the pandemic time.

Adaptable brand of childrens’ wear Polly Pocket has offer the Holiday craft kits. This will work as a family activity as well as giftable item. The rise of crafting has been increased, google trends has reported a 110% spike in people searcing for crafts for adults and 150% rise for kids’ craft ideas. Other shining childrens’wear is Little Bome. This German company creates seasonless collection with 100% organic materials and adaptable designs. It has adaptable construction that allows kids to grow and still can use the same item, this has been the strong selling point, more sustainable and longer usage.

Comfortwear also has been the highlight in the pandemic era, this area have many opportunities to grow cross generations, and regions. During the pandemic and work from home period, people are seeking for comfortable outfit, and loungewear has become the right outfit. The trend evolves to multipurpose usage of office wear, and school wear. The growth of the comfort wear can be seen from the growing design, silhouette, and new material. In 2021, we expect more luxurious lounge and sleepwear collection, that meet consumer demands of safety and comfort. We will see lots of innovative fabrics and textiles that have antimicrobial coatings and more innovative approach. One of the material on the market is Craybon, the antibacterial material is a blend of chitosan and viscose, and is currently being used in the medical industry ann can easily translate into apparel categories. One of the longewear brand that provide non toxic, natural and organic fabric is Mate. The label has become an instagram favorite.

Aside from the comfortwear and childrenswear, home decor also one of the area that has been highlighted where plants will continue to be in high demand. During the pandemic times, there are desire for a connection with nature and the urge to add life to spaces through greenery