A pause to review priorities.
The pandemic has forced us to stop and take stock of what is really important in our lives. And brands have not escaped this phenomenon: they have also had to take a break and reflect. The fashion sector, for example, has seen its business slow down just at the moment when relevant voices in the sector questioned the need to have such a demanding rotation and so many collections in a single year. Other brands are asking us not to buy on Black Friday, or urging us to reuse, even repair, what we already have in order to extend its useful life.
There is already a collective feeling that we need to rethink the way we consume. We need to make our way of life and our values consistent with each other. Brands that make it easy for us and align with our new priorities will come out stronger.