The long-term impact of the pandemic on Italian fashion customers in the perception of industry professionals: A qualitative study

The COVID-19 pandemic has changed many aspects of our lives, including our perception of fashion and dressing styles. This study aims to analyse the long-term impacts of the pandemic on Italian consumers’ fashion preferences, attitudes and behaviours as perceived by industry professionals. Using a qualitative methodology, the author conducted fifteen in-depth interviews with professionals from diverse fields (manufacturing, retail, marketing, communication, styling, design, etc.). Data was analysed through thematic analysis to identify recurring themes and insights, with additional secondary data from recent reports on Italian consumption. This article contributes to the current literature in two main areas. Firstly, the interviews with fashion professionals show how COVID-19 led Italian consumers to prioritize comfort and practicality in their clothing choices – an approach adopted during the pandemic but sustained afterwards. This shift is notable for Italians, who traditionally favour elegance or at least formality in daily attire. Importantly, this shift does not indicate a loss of enjoyment in dressing well; rather, consumers are now balancing this pleasure with the comfort of more relaxed styles. Secondly, the article highlights how COVID-19 raised awareness about sustainability, with Italians primarily focusing on environmental sustainability. This awareness is evident in behaviours like a preference for long-lasting, timeless garments and the rise of second-hand fashion, especially among Generation Z (Gen Z). However, this consumer remains a key demographic for ultra-low-price retailers, presenting a contradiction that may lessen over time. This study hypothesizes that young consumers, now entering the workforce, currently lack the purchasing power to afford fully sustainable wardrobes.