OVER HALF of Brits have scaled down their fashion purchases during the Covid-19 Pandemic
As shoppers flock back to the high street to give the economy a much-needed boost, new research reveals the extent of the lockdown on consumer habits. While shops were closed in the height of lockdown, and travel restrictions introduced, new research by Oxfam found the number of women buying no clothing at all jumped from 6% to over a third (35%) – equating to almost 6 million people.
The report also found that the amount of money spent on fashion in lockdown overall is down by 30%. Over a quarter (26%) reduced their purchases because they have nowhere to wear them, a quarter because they suffered a decrease in income and 14% wanted to be more sustainable.
Before lockdown began, the average British woman was purchasing eight new garments every month, equating to £103 – just £13 per item. Previous research has found that a vast quantity of these items end-up in landfill after just a few wears, leaving a huge strain on the environment.
However, habits have shifted at the hands of the UK enduring lockdown despite most retailers continuing to trade online. Over half (58%) confirm they have been spending less with the national average squeezing down to £71 a month.
Are habits likely to snap back when we emerge out of lockdown? Not necessarily, as the time has encouraged Brits to reflect on their habits and two in five (41%) confirm they will be buying less fast fashion and more second-hand (24%) and ethically produced (22%) items.
