The pandemic is changing fashion and beauty trends

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The coronavirus epidemic has reversed nearly every aspect of everyday life. Tens of millions of Americans are out of jobs, and the deepening slump has caused many to reconsider their spending. Retailers—already flooded with a surplus of unsold winter and spring merchandise—are struggling to grasp these changing behaviors and what is likely to be a long-term change in the styles of apparel, shoes, and accessories consumers would be able to purchase.

The more we linger in this pandemic, the more our relationship with Fashion will improve,” said Dawnn Karen, a fashion psychology and branding specialist.

Sales of eye shadow are on the rise as Americans look for ways to portray themselves under face masks while standing six feet apart.

They were leading the charge. According to market research company NPD Group, False eyelashes averaged 15 percent growth in week-over-week revenues in May, as companies started to re-open in several parts of the world. Mascara’s revenues rose by 11 percent in the same period, while demand for eyebrow cosmetics increased by 5 percent.

It makes absolute sense,” said Larissa Jensen, NPD beauty analyst. “When you have to go out and wear a waterproof mask on your forehead, those are the products that highlight your ‘smize’—your smiling smile.

In the meantime, prices of lip products declined by 5% in May. After all, Jensen said, nobody needs lipsticks inside their masks.

Makeup sales picked up last month after about two months of the downturn when a large part of the population was hunkered down at home. For that time, Jensen says, many Americans have moved from cosmetics to skincare products, such as face scrubs and body creams, which are still doing well. Sales of high-end soaps, home scents, and hair dye have also improved in recent months, she added.

One of the first things we saw in the pandemic was a change to skincare,” said Jensen. “At a time when half of the world was locked up, everyone’s priority was to satisfy their basic needs.

high heels and stiff dress shoes

 

 

Sales of high heels, loafers, and other clothing shoes have been tumbling down for years, and experts believe the pandemic has turbocharged their deaths. According to the NPD, sales of men’s and women’s footwear shoes plummeted 70% in March and April.

 

High heels are way down, an NPD shoe analyst. “The question now is whether they’re ever going to recover. Of course, some of the ladies out there are dying to get their shoes back on. Yet I guess most of them say, ‘I will never wear those shoes again.

 

Lately, she claims, it’s all about comfort: slipper prices doubled in April, as Americans splintered over higher-priced alternatives such as fur-lined Ugg goods. Crocs, known for their homely yet comfortable signature foam clog, was also “super hot,” she said.

Americans go back to work. Shoe designers, she said, are busy designing styles with broader and heavier heels, padded soles, and other sporting touches to add stability and comfort. Sales of stiletto-shaped boots, she said, fell by 11 percent last year.

Retailers understand that they’re going to have to reconsider what they know about work and design,” Goldstein said. “There’s going to be a long-term transition.

A return to basics

 

Malls are re-opening, so don’t wait to see shelves full of seasonal patterns. With capital tighter, sellers and customers are piling into evergreen basics and neutrals.

The most significant transition to come is the propensity for value,” said Marshal Cohen, NPD retail analyst. “As we get out of the stimulus check, the customer will no longer feel so wealthy, which means a lot fewer impulse transactions.

This prompted many retailers to stock up on plain t-shirts, classic-cut denim.

What we are looking for today are vital fundamentals,” said Morris Goldfarb, chief executive officer of the G-III Clothing Company, which owns a range of brands, including DKNY and Bass, on an earnings call this month. “Fashion isn’t as critical this year.

Jeans, joggers, and leggings have been one of the largest retailers of American Eagle. Meanwhile, ThirdLove’s online lingerie brand focuses on neutrals and classics while pushing out chic pieces, such as lace arms or seasonal shades, to next year, according to co-founder Heidi Zak.

Shorter hemlines

 

According to the traditional tale—and the century-old Hemline Index—the skirts and dresses are getting longer as the economy worsens.

But this time, experts claim, the trend is going in the reverse direction, away from maxi dresses and floor skirts.

The change, he said, is less about fashion trends and more about retail desperation. “When business gets bad, you have to make a bold statement to get people to buy something new,” he said. And if shoppers still have ankle-length-style closets, that means they’re drawn to top-of-the-line Fashion.

Even more casual wear

 

Corporate America has been retiring from blazers and ties for years, and observers hope to see more sporting wear and informal wear in the workplace even after the pandemic.

When Americans go back to the workplace, they’re apt to swap casually for “Silicon Valley chic,” said Karen, a fashion psychologist. Think of the hoodies combined with blazers and the sweatpants with the silky tops.

There will be a lot of mixing and contrasting between dressing up and dressing down,” she said. “And it’ll be all right to wear the same thing over and over again. Pressure is gone




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