Creative Commons

This dissertation was written as part of the MSc in e Business & Digital Marketing at the International Hellenic University. The research tends to develop a research model and a statistical analysis on some of the effects of the recent revealed pandemic COVID-19 on consumer behavior in fashion industry. Humanity is now required to start intensive social distancing and adopt to new ways of living and socializing. While the 2020 coronavirus pandemic requires governmental and individual safety precautions, the present document presents a careful examination of consumer and business in fashion industry and focuses significantly to reveal that it is also affecting consumer behavior due to the observed shift to value and essentials, transmission to digital and omnichannel, shock to loyalty, health and homebody economy. The figures in this study served to present how humans reacted as consumers, having experienced a decrease in income during the pandemic and having shifted to more mindful shopping. Consumers are also increasing adoption to digital and contactless services and are undoubtedly more encouraged to support a brand once its value proposition is impactful to social and environmental aspects as well as from convenience and safety during shopping. We discuss the execution of the research model by analyzing the reaction of a global sportswear and lifestyle company. In addition, this research has encouraged the distribution of a survey to reflect respondents’ behaviors in relation to their style and attitude towards shopping clothes and shoes in the pre-and-during COVID-19 period. Our goal is to reveal the main components of consumer behavior in the COVID-19 era and to identify untapped research opportunities.