by MIKE CHAIKEN
Women’s clothing will not remain unscathed from the effects of the COVID-19.
Expect women to want comfort, utility, sustainability and inclusivity from their new clothes, said a fashion consultant speaking at an April 29 webinar held by CURVE.
CURVE holds trade shows for international intimates brands.
Jos Berry, the founder of Concepts Paris, a design and consultancy group, spoke to retailers about what can be expected in women’s garments post-COVID 19.
Comfort will be a key factor for women’s clothing, said Berry.
Women will be buying what she called “home leisure pieces,” said Berry. The pieces will be in “roomy cocoon proportions.”
“Big soft sweaters will be best sellers,” said Berry.
As more people work from home during this time of social distancing, Berry said, “home leisure” garments are “practical and charming for video conferences.”
Comfortable garments also will address women’s desire for more inclusive offerings, said Berry. Comfortable clothing works for every size.
Brands now need to cater to different body shapes, said Berry. Brands also will need to address the increasing important desire of women to love who they are, said Berry. She said as a corollary to women loving who they are, shapewear sales are expected to slow.
A crafts mentality also will take over in women’s wear, said Berry. More women will take up knitting and sewing at home. Consumers will pay more attention to upcycling or recycling garments, she said.
In these days of COVID-19 and self-quarantining, Berry said the move to a crafts mentality is due to the “the idea of doing something with your hands. It’s the idea of creativity. It’s the idea of being able to up cycle what you already have (already in your wardrobe).”
As a move to more sustainability, Berry also said women will be placing greater importance on value when making a purchase.