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Research shows shoppers still buying apparel despite Covid-19

Consumers are still buying apparel despite the impact of the coronavirus pandemic, according to new data released by international research firm GlobalData.

The figures show that since the beginning of the Covid-19 outbreak, 19.3 per cent of under-45s have purchased clothing, compared to just 7.4 per cent of over-45s. The research covered 11 countries, including China.

The clothing sector has suffered the strongest impact from reduced consumer spending on non-essential items following the advent of the virus.

“Though 16–44s already had a higher tendency to purchase clothing online before the outbreak, almost a fifth have spent more time during lockdown browsing retailers’ websites to keep themselves occupied as they stay at home during lockdown,” said GlobalData associate retail analyst Pippa Stephens.

“Online clothing purchases have also served as a treat, and helped to uplift younger consumers’ moods throughout the pandemic, especially for those that have continued working and have had more disposable income, due to cancelled holidays and social activities.”

The firm advises clothing retailers to begin adapting their social-media strategies as the end of lockdown and social distancing draws near in anticipation of an uplift in trade from younger demographics, as they consider buying apparel.

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