This past year and a half has been chaotic to everyone and everything. With the majority of adults being vaccinated and the world reopening again, customers are getting rid of their well-worn joggers, sporting a face mask, and emerging from their isolation to tackle the second half of 2021. As the consumer needs have adapted, trends have too, and retailers need to offer different things moving forward. These decisions retailers will make now will be crucial to their survival moving forward.
So which trends should you be paying attention to?
Hot Vax Summer
Approximately, 35.3 million people in the UK have been fully vaccinated, according to Our World in Data. Following a year of restrictions, people are getting ready to return to socialising, dating and mass events, ushering in the term Hot Vax Summer. There’s a huge opportunity for retailers to maximise collections for party wear, festival wear, and sexual wellness. Businesses that successfully adapt to the newfound freedom of their consumers are reaping the benefits.
What started as an antidote to loungewear, has now developed into a post-pandemic movement. 2021’s trends are rooted in the ideal for retailers to channel the previous trend mentioned; Hot Vax Summer. New products described using the word ‘sexy’ increased by 30% in the past three months. Though still not a mainstream fashion look, the Y2K trend of exposed thong trousers has seen a 240% increase in sales over the past three months, while dress versions have increased by 180%.
Dopamine dressing refers to consumers boosting their moods through fashion choices, to make them feel better after the negativity and hassle of the pandemic. Endorphin-inducing colours, like yellow, green, pink, orange, blue, and red, and summer camp jewellery, and 70s psychedelic prints, are being injected into summer collections. They resonate with the nostalgia and experimentation of Gen Z. The bold hues and patterns can be kept in mind to carry on through to AW21.
If you enjoyed this blog, we recommend you read ‘How the COVID-19 Pandemic Impacted the Athleisure Industry’, or you can find all our other blogs here.