Safety, ‘virtual try-on’ digital technologies, specific and personalised offerings, sustainability, but also fewer possessions. These are the directions in which the preferences of Italian consumers are heading in the field of fashion, as highlighted in a study conducted by AstraRicerche, which was presented as part of the Bari Chamber of Commerce’s Trend Academy/See the Next event this past 1 June 2021.

The Covid-19 pandemic has left the Italian population with a number of fears and concerns that will unavoidably influence future purchases: “The idea that it’s possible to create apparel and accessories using materials that reduce the survival rate of viruses and bacteria is considered innovative by 65.4% of those polled, personally relevant for 57.5%, and plausible by 50%”, comments Alessandro Ambrosi, President of the Bari Chamber of Commerce. This is an important indication for manufacturers, along with the recent interest of Italian consumers in the possibilities offered by new digital technologies, including in particular the virtual try-on (55.1%) and software which, in accordance with the preferences expressed, shows garments that are suited to the tastes of the individual user (53.7%).

More traditional, the tendency to follow the latest trends (40%) is still a determining factor when it comes time to purchase, next to a good price/quality ratio (26.8%), and a distinct and quality style, which is important for one out of every seven Italians. Increasingly strong is the demand for personalised garments, not only in the luxury segment, but also in prêt-à-porter, to be done ad hoc in accordance with specific customer requirements that start from the base idea of the producer (51.5%) or through small changes that make the item unique (51.1%): “Less produced for everyone, more produced for me: – this is the motto that defines this trend according to Cosimo Finzi, director of AstraRicerche – just a few small changes are needed to make that which is created in a series unique. The desire for a one-of-a-kind garment overcomes the limitations of unachievable luxury and becomes democratic. A challenge for those who produce and those who sell to the public, but also a cultural signal: we are all different and we want to also underline it in our purchasing choices”.

Sustainability, a theme that underwent a quick acceleration during the pandemic, is likewise an important driving factor in consumer purchases that are increasingly environmentally aware and in fact 6 out of 10 Italians say they are interested in purchasing brands that demonstrate their commitment in this direction, and even 80% would be willing to spend something more for a garment with less of an environmental impact, especially among youths. “Fashion, in its role as an expression of social imagery, – comments Patrizia Martello, expert in trends and consumer culture – today intercepts and expresses the modern sensibilities circulating in this historic moment. In addition to environmental sustainability, the genderless trend – that is to say fluid fashion without distinctions of gender identity – is the other territory of great inspiration and a meeting point between style and cultural instances”.

Finally, the study looks at the different ways to make use of fashion, which is no longer based on the idea of owning something, but on the innovative formula of “try and return” that allows you to use the clothing in question for a few days and then return it if it doesn’t satisfy your needs (49.3%), which is preferred over simple rental that allows you to access high quality garments at an affordable price (32.1%). Making headway are also subscription purchasing services (with a brand of your choice, where at least 2 items must be purchased a year with an obligation for a certain number of years), which is liked by 37.8% of Italians.