This past June, Klarna, leading global retail bank, payments and shopping service, presented a survey on post-pandemic fashion shopping trends conducted in collaboration with the research agency Dynata, surveying 15,930 consumers across 3 continents and 15 countries (the US, the UK, Australia, Canada, France, Spain, Italy, Germany, Austria, the Netherlands, Belgium, Denmark, Finland, Norway and Sweden).  It’s a matter of fact that the outbreak of the pandemic and subsequent lockdowns and restrictions extensively impacted and altered the purchasing habits of consumers, without even considering that the adoption of smart working in most companies changed the setup of a typical workday as well as the opportunities for meeting up with colleagues and friends. So, it’s no surprise that even if digital purchases have reached new record-breaking numbers, 33% of those surveyed in Italy declared that they stopped making fashion purchases during the pandemic. However, things are destined to change. According to the report, 60% of those polled said they are ready to start spending again and dedicate themselves to fashion much more than they did in the last 12/18 months, firmly convinced that it is now time to do away with jumpsuits, slippers, and sneakers – the most popular items worn during the pandemic -, to return to trendier and more extravagant clothing purchases.


Post-Covid fashion trends

On the podium of the ‘fashion shopping list’, for 36% of Italians we find shoes in first place, followed in second place by jeans and shirts in keeping with the comfort trend, which are on a par with lightweight summer outfits (25%); the bronze medal instead goes to sportswear (22%). Not so popular, maybe because the phase of transition is still underway, are lingerie (7%), handbags and clutches (9%) and party outfits (11%). According to the Klarna report, leading the summer months was colour (42% of those surveyed consider it a “must-have” of the summer), and especially in the following order: aquamarine (30%), turquoise (21%), blue (17%), green (15%), lime (14%), black (13%), gold (12%), and navy blue (9%). In addition to colour, also important are patterns, with flowers leading the way in the summer scene, which are preferred by 34% of those polled, followed by abstract fantasies (27%) and stripes (23%). There’s also a tendency to look to the past, with the Eighties and Nineties as the most popular decades (respectively for 28% and 23% of Italians): However, this renewed enthusiasm does not end with the summer season and for the ‘back to the office’ look, 36% will dedicate much more attention to their office outfits for an in-person return to work in great style.

Focus on sustainability

The outbreak of the pandemic made everyone more aware of the effect of globalisation and of extreme climatic events occurring also in recent months, just like increasing media attention on the theme has accelerated a green and sustainable transition already underway. Both men (90%) and women (88%) say they are attentive to sustainability, including especially those aged 18 to 35 years old (91%). 32% of those surveyed confirmed they increasingly prefer sustainable brands for their purchases, while 22% is focused on an extended use of their own clothing and accessories (22%), and 5% on second hand. Likewise interesting is the statistic regarding those who are interested in maintaining a sustainable approach in their fashion purchases also in the future: a good 89% of those polled confirm they want to continue with this virtuous behaviour even after the end of Covid.