Young shoppers prefer “comfortable, seasonless” fashion over “runway trends.” Since the start of the pandemic, quarantined young consumers have helped create a loungewear and athleisure boom, and their fashion interests have been changing. Workwear brands continue to suffer, while some designer brands have been forced to shut down. According to Klarna, Millennials are spending 34% more on athleisure, while Gen Z is spending 34% more. In April, sneaker sales shot up 105%. Now, fashion companies are taking the extra time to make permanent changes in their marketing, production, and distribution to reflect more “comfortable, have-forever fashion.” Shoe brand M. Gemi has downsized its dressier shoes and heels to focus on slides and other comfy styles, and Richer Poorer has seen a surge in sales of products like pajamas with a built-in bra, underwear, and a robe that doubles as a coat. (Glossy)
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