Abbey Jin Beeck

Document Type

Honors Thesis

Abstract

The COVID-19 pandemic has brought about unprecedented changes in the global consumer landscape, particularly in the realm of apparel. This project delves into the crucial importance of understanding the multifaceted effects of COVID-19 on consumer behavior within the apparel industry. The research explores the dynamic shifts in consumer tastes, preferences, and purchasing habits in response to the pandemic, shedding light on their far-reaching consequences. In addition, the pandemic has disrupted traditional retail formats, leading to store closures and reduced foot traffic. This has pushed retailers to innovate by integrating technology and providing unique in-store experiences to attract customers back to physical locations. In addition to attracting customers back to brick and mortar shops many businesses have also had to adapt to an online modality of shopping. Companies’ ability to adapt to these new channels of consumption played a large role within the retail landscape. Many companies that were unable to change their business models took severe losses or were forced to close. Understanding these shifts in consumer behavior is pivotal for the apparel industry's survival and success. Brands that fail to adapt to evolving preferences risk losing market share and relevance. In contrast, those that can align their strategies with these changing consumer dynamics stand to thrive in the postpandemic world. By recognizing the importance of this research, stakeholders in the apparel industry can make informed decisions to meet the evolving demands of consumers in a rapidly changing landscape. The survey data will showcase the purchasing habits of undergraduate UTA students between the ages of 18-25 before, during, and after the pandemic. This specific demographic was chosen because the age range and mindset are similar to many other young adults. This is crucial because young adults make up roughly 35% of U.S. purchasing power and are most likely to change their appearance in accordance with changes in trends.

Publication Date

5-2024

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