HONORS THESIS
HONORS THESIS
HONORS THESIS
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The Impact of COVID-19 on the Fashion Industry:
How the Industry Evolved in the Face of a Global Crisis
The Impact of COVID-19 on the Fashion Industry:
How the Industry Evolved in the Face of a Global Crisis
The Impact of COVID-19 on the Fashion Industry:
How the Industry Evolved in the Face of a Global Crisis
Written and Defended by Jana Pitti
Barrett, The Honors College at Arizona State University, 2024
Written and Defended by Jana Pitti
Barrett, The Honors College at Arizona State University, 2024
Written and Defended by Jana Pitti
Barrett, The Honors College at Arizona State University, 2024
abstract
abstract
This exploration will delve into the intricate state of the fashion industry, examining how economic and social shifts during the pandemic era gave rise to unprecedented outcomes. From the highs of pre-pandemic opulence to the lows of economic uncertainties, the scrutiny will focus on the industry's metamorphosis. The post-pandemic fashion landscape is characterized by the omnipresence of technology and the transformative influence of social media and consumers. This navigation will extend through the rise of TikTok and the vintage fashion revival, exploring its roots in consumerism, sustainability, and cultural identity. Through this exploration, the aim is to uncover not only the industry's response to adversity but also the beginning of a transformation that reflects a new era for fashion.
This exploration will delve into the intricate state of the fashion industry, examining how economic and social shifts during the pandemic era gave rise to unprecedented outcomes. From the highs of pre-pandemic opulence to the lows of economic uncertainties, the scrutiny will focus on the industry's metamorphosis. The post-pandemic fashion landscape is characterized by the omnipresence of technology and the transformative influence of social media and consumers. This navigation will extend through the rise of TikTok and the vintage fashion revival, exploring its roots in consumerism, sustainability, and cultural identity. Through this exploration, the aim is to uncover not only the industry's response to adversity but also the beginning of a transformation that reflects a new era for fashion.
When analyzing fashion, it is
essential to first define it.
When analyzing fashion, it is essential to first define it.
— a broadly based behavioral phenomenon evidenced in a variety of material and non-material contexts.
— a broadly based behavioral phenomenon evidenced in a variety of material and non-material contexts.
methodology
methodology
The visuals featured in this section are drawn from the research process behind the economy-focused portion of my honors thesis, which examined the relationship between economic conditions, consumer behavior, and fashion trends during and after the COVID-19 pandemic.
The methodology encompassed a review of economy reports and runway databases to understand the theoretical underpinnings of the relationship between the economy and fashion trends. The analysis incorporated real-world data and insights gathered from reputable industry reports; the World Economic Outlook, McKinsey & Company, and L'Officiel. The research involved qualitative assessments of fashion week runway shows to discern patterns and shifts in consumer behavior and designer responses to economic fluctuations.
The visuals featured in this section are drawn from the research process behind the economy-focused portion of my honors thesis, which examined the relationship between economic conditions, consumer behavior, and fashion trends during and after the COVID-19 pandemic.
The methodology encompassed a review of economy reports and runway databases to understand the theoretical underpinnings of the relationship between the economy and fashion trends. The analysis incorporated real-world data and insights gathered from reputable industry reports; the World Economic Outlook, McKinsey & Company, and L'Officiel. The research involved qualitative assessments of fashion week runway shows to discern patterns and shifts in consumer behavior and designer responses to economic fluctuations.
The Lipstick Effect
The Hemline Index
Diffusions of Innovations Theory
Workman and Lee’s New Diffusion of Innovations Theory
Classical Fashion Theory
Trickle Down Theory
Mass Market Theory
Theory of Collective Selection
Trickle Up Theory
visuals
visuals
SS20 - September 2019
economy review
economy review
Strong consumer confidence and spending
Pre-pandemic economic stability and growth
Low unemployment rates and steady retail activity
Strong consumer confidence and spending
Pre-pandemic economic stability and growth
Low unemployment rates and steady retail activity
trend review
trend review
Minimalism and quiet luxury aesthetics
Elevated basics and neutral palettes
Consumer focus on aspiration, exclusivity, and status
Minimalism and quiet luxury aesthetics
Elevated basics and neutral palettes
Consumer focus on aspiration, exclusivity, and status
FW20 - February 2020
economy review
economy review
Global economy was projected to contract by -3% in 2020
Beginning of lockdown
High volume of job losses
51.5% employment-population ratio
Global economy was projected to contract by -3% in 2020
Beginning of lockdown
High volume of job losses
51.5% employment-population ratio
trend review
trend review
High luxury, wealth, status
Theoretical Framework: The Lipstick Effect
Psychological explanation for consumer behavior
High luxury, wealth, status
Theoretical Framework: The Lipstick Effect
Psychological explanation for consumer behavior
SS21 - September 2020
economy review
economy review
Lockdowns persisted
Global attempt to reopen
Economic collapse = decreased spending
Lockdowns persisted
Global attempt to reopen
Economic collapse = decreased spending
trend review
trend review
Loungewear, relaxed silhouettes
Lockdown fashion needs
Surge of new hobbies (knitwear, crotchet, tie dye, embroidery, patchwork)
Loungewear, relaxed silhouettes
Lockdown fashion needs
Surge of new hobbies (knitwear, crotchet, tie dye, embroidery, patchwork)
FW21 - February 2021
economy review
economy review
Policy support and vaccines
New variants of COVID-19
Global economy projected to grow 5.5% in 2021
Policy support and vaccines
New variants of COVID-19
Global economy projected to grow 5.5% in 2021
trend review
trend review
Party attire, 20’s inspired, bold styles
Straying away from lockdown styles
Reflection of high hopes
Party attire, 20’s inspired, bold styles
Straying away from lockdown styles
Reflection of high hopes
SS22 - September 2021
economy review
economy review
Fault lines widened in global recovery.
Projected to grow 6% during the remainder of 2021.
Growth was expected to moderate to 4.9% in 2022.
Fault lines widened in global recovery.
Projected to grow 6% during the remainder of 2021.
Growth was expected to moderate to 4.9% in 2022.
trend review
trend review
Desire to wear more revealing styles
Sense of empowerment
Expectations to return to the public eye
Post-vaccine partywear
Desire to wear more revealing styles
Sense of empowerment
Expectations to return to the public eye
Post-vaccine partywear
FW22 - February 2022
economy review
economy review
April 2022, war setback global recovery
Humanitarian crisis
Slowdown in 2022 global growth, expected to moderate to 4.4%
Added inflation
April 2022, war setback global recovery
Humanitarian crisis
Slowdown in 2022 global growth, expected to moderate to 4.4%
Added inflation
trend review
trend review
Theoretical Framework: The Hemline Index
proposes a correlation between the length of skirts and the state of the economy
Theoretical Framework: The Hemline Index
proposes a correlation between the length of skirts and the state of the economy
SS23 - September 2022
economy review
economy review
Attempts to counter cost-of-living crisis
Sharper than expected slowdown
Higher inflation than seen in decades
Comparisons to 2008 financial crisis
Attempts to counter cost-of-living crisis
Sharper than expected slowdown
Higher inflation than seen in decades
Comparisons to 2008 financial crisis
trend review
trend review
Denim/utility as a response to tightening financial conditions
Punk, gothic, grunge: a collective defiance
90s and 00s fashion nostalgia
Intersection of masculine and feminine styles
Animal print social definition
Denim/utility as a response to tightening financial conditions
Punk, gothic, grunge: a collective defiance
90s and 00s fashion nostalgia
Intersection of masculine and feminine styles
Animal print social definition
FW23 - February 2023
economy review
economy review
Characterized by slowing growth and persistent inflation
Characterized by slowing growth and persistent inflation
trend review
trend review
Sense of modesty, protection, and security
Opulence and extravagance (Lipstick Theory)
Color palette: red, black, white, gray
Continuation of androgynous styles
Sense of modesty, protection, and security
Opulence and extravagance (Lipstick Theory)
Color palette: red, black, white, gray
Continuation of androgynous styles
SS24 - September 2023
economy review
economy review
Tightening policies
Persistent inflation
Projections of falling global growth
Combating inflation through policy rate hikes
Tightening policies
Persistent inflation
Projections of falling global growth
Combating inflation through policy rate hikes
trend review
trend review
Shift toward softness and understated luxury
Pastel and neutral palettes signaling comfort and stability
Minimal, refined silhouettes reflecting consumer desire for longevity and restraint
Shift toward softness and understated luxury
Pastel and neutral palettes signaling comfort and stability
Minimal, refined silhouettes reflecting consumer desire for longevity and restraint
FW24 - February 2024
economy review
economy review
Post-pandemic economic recovery and easing inflation
Continued interest rate hikes and consumer caution
Return to aspirational spending and luxury consumption
Post-pandemic economic recovery and easing inflation
Continued interest rate hikes and consumer caution
Return to aspirational spending and luxury consumption
trend review
trend review
Opulence and luxury
Timeless sophistication
Desire for refinement and grace
Opulence and luxury
Timeless sophistication
Desire for refinement and grace