News • 21.05.2021

Post Corona wardrobe refresh

More than half of the Canadians plan to buy new clothing when the pandemic is over

Woman touching clothes in shop
Source: PantherMedia/AndrewLozovyi

More than 50% of Canadian consumers plan to purchase new clothing once pandemic restrictions are relaxed, according to a new report from The NPD Group. The desire for a wardrobe refresh is even stronger when it comes to consumers aged 18-34 as over 25% plan to purchase and wear only new clothing once restrictions are lifted. This represents a significant growth opportunity for the industry as the 18-34 consumer segment represents over 37% of apparel sales. The pent-up demand is good news for the Canadian apparel industry, which has struggled greatly since the beginning of the COVID-19 pandemic in March 2020. According to The NPD Group, the apparel industry declined by -13% in the 12 months ending March 2021.

"March data gave us a glimpse as to what we can expect once we come out of the third wave," said Tamara Szames, Canadian Retail Industry Advisor with The NPD Group. "The demand is there and fashion categories such as women’s jeans are starting to recover from the impact of Covid-19."

Perhaps surprisingly, nearly a quarter of Canadian consumers plan to continue doing most of their shopping online even after pandemic restrictions are removed, this percentage jumps to almost 1/3rd of consumers when looking at the under 44 age segments.

Nearly 60% of the recent declines among the 18-34 Canadian apparel consumer were driven by "social" events. This is apparel purchased with the end use of work, school, special occasions, weekend social and religious services. Apparel for social events represent 1/3rd of the sales for 18-34 consumers. And while comfort has reigned supreme over the last 12 months, consumers aged 18-34 suggest that style and fashion trends are just as important as comfort when it comes to purchasing post-pandemic clothing.

"Canadians are ready to start socializing again and these gatherings, whether big or small, will start to become events that lead to opportunities for brands and retailers," said Szames. "While we know comfort is here to stay, we also know that consumers are ready to start feeling good again and for the 18-34 consumer that also means staying current with fashion trends."

Source: NPD Group

related articles:

popular articles:

Thumbnail-Photo: Automation: Is this the future of shopping?
06.06.2023   #brick and mortar retail #food retail

Automation: Is this the future of shopping?

On the shortcomings and advantages of autonomous store concepts

Grocery shopping and self-service – the Blockstore Group combines the necessary with the pleasant and helps retailers implement autonomous and automated store concepts. In particular, the Finnish start-up helps to install a suitable ...

Thumbnail-Photo: LVMH and Epic Games announce strategic partnership...
22.06.2023   #e-commerce #digitization

LVMH and Epic Games announce strategic partnership

Companies aim to transform Maisons’ creative pipeline and customer experiences

At the Viva Technology show, LVMH announced a partnership with Epic Games, creator of Fortnite and Unreal Engine, to transform the Group’s creative pipeline and bring customers new types of immersive products discovery experiences. This ...

Thumbnail-Photo: New GS1 Germany requirements in force for better data quality...
12.06.2023   #online trading #digitization

New GS1 Germany requirements in force for better data quality

Brands facing new challenges to providing product content to German retailers through the GDSN

GS1 Germany released two new requirements impacting brands selling food/beverage (and food-adjacent) products to the German market aiming at increasing product data quality passing through the Global Data Synchronization Network (GDSN). ...

Thumbnail-Photo: Social Commerce: Community sells?
04.10.2023   #online trading #sustainability

Social Commerce: Community sells?

Why the community approach is replacing fast delivery among customer demands and what that means for you.

For a long time it was said that fast or even "same day delivery is the key". For Fabian Mischler, this is no longer the only key to satisfied customers. In an interview, the CEO of the social commerce platform ooblee told us why community ...

Thumbnail-Photo: Be different – be successful
24.08.2023   #brick and mortar retail #customer satisfaction

Be different – be successful

10 examples of how retailers can differentiate themselves in the market with unique shopping experiences

The grey blob – no one wants to be part of it. Small and medium-sized retailers in particular need unique selling propositions to be able to assert themselves against the competition from companies worth billions. But what can ...

Thumbnail-Photo: 5 tips for successful TikTok marketing for your online store...
06.09.2023   #online trading #marketing

5 tips for successful TikTok marketing for your online store

How to gain loyal fans for your brand

TikTok is the Wild West of social media: Everything is moving at lightning speed and you only have a blink of an eye to captivate users. If you spend a lot of time on TikTok, you'll know right away...

Thumbnail-Photo: Beyond the Green Buzz: How to become truly sustainable in retail...
09.08.2023   #retail #sustainability

Beyond the Green Buzz: How to become truly sustainable in retail

Branding, sourcing, and ethics – Insider insights for retailers

Sustainability is today's corporate catchphrase. Yet, discerning genuine efforts from mere claims can be challenging. But how can consumers be sure that sellers genuinely walk the talk? Enter El Green Mall ...

Thumbnail-Photo: Scary and clever - marketing for Halloween
20.09.2023   #brick and mortar retail #online marketing

Scary and clever - marketing for Halloween

How do you make the most of 31 October for your business?

Small means, big effect: On Halloween, you can get in touch with your customers in a playful and not too serious way....

Thumbnail-Photo: Perfect Corp. and Warner Bros. partner for interactive AR movie try-on...
13.06.2023   #Tech in Retail #app

Perfect Corp. and Warner Bros. partner for interactive AR movie try-on experience

YouCam Apps launches an exclusive collection of AR movie effects for Warner Bros. The Flash

Perfect Corp., the leading AI & AR beauty and fashion tech solutions provider and developer of the YouCam Suite of Apps, has launched an interactive augmented reality (AR) movie experience for Warner Bros. Pictures’ upcoming film The Flash. ...

Thumbnail-Photo: Grove Co. announces new retail partnerships with Kroger, Costco and...
08.06.2023   #retail #sustainability

Grove Co. announces new retail partnerships with Kroger, Costco and Hannaford

Leading sustainable consumer products company increases in-store presence at 450 additional brick & mortar locations

Grove Collaborative Holdings, Inc. (NYSE: GROV) (“Grove” or “the Company”), a leading sustainable consumer products company and Certified B Corp, today announced another significant retail expansion for Grove Co., its ...