The fashion and beauty industry have been witnessing phenomenal changes over the past few years and this year was no exception. With so many brands making a foray in international markets, and the existing ones, upping their game, the consumer has a variety of choices and brands to choose from. Major brands like Myntra, Ajio, Colorbar Cosmetics, Purplle etc. have always made an effort towards brand recall and continue to do so by going uber tech-savvy for user convenience.
Talkwalker has recently presented a report on the fashion and beauty sector and the report presents a fresh perspective on consumer behavior along with their consumption styles. Using this intel, the APAC Fashion and Beauty Report presents different trends followed by consumers in fashion and beauty in the Asian region. Let’s view some of these.
1. A multichannel approach
The pandemic has seen a massive rise in digital marketing and sales. Be it a kurta or a pencil of kohl. Consumers are increasingly dependent on the digital media and this has driven the fashion and beauty industry towards better service and convenience to consumers.
An increasing number of tutorials are made these to make work easy. Many interested individuals with time on their hands are making tutorials that can simplify and make a particular task easy. Whether being a GRWM video or styling tips tutorials, they have increased user-generated content. Viewing results have established that beauty has managed the grab the most eyeballs during the pandemic and subsequent lockdown with various DIY videos and beauty routine videos.
3. Mask and athleisure market boom
Athleisure and masks have clinched top spots in the trends race. Mask fashion has exhibited the maximum conversations since the pandemic has started. The athleisure market too has witnessed a phenomenal rise in sales.
The fashion industry has witnessed many trend changes. Like for instance, hoodies under blazers, color clashing, boiler suits and voluminous sleeves and shoulders. Similarly, on the beauty front, nostalgia makeup, no-makeup makeup trend etc. all are catching up. Consumer styles are evolving and hence it is imperative for businesses to respond accordingly.