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The fashion industry will move towards a greener and fairer future. Pixabay

BY PUJA GUPTA

A total of 61 percent Indians reported less time shopping online in the wake of the current crisis, while 43 percent of Indians have delayed purchasing clothes in the outbreak, says a report. The research report titled “A Brave New World”, was conducted by Liva, an ingredient fabric brand from the house of Aditya Birla Group, in association with MRM, the digital arm of Mccann World Group, to understand the mindset of consumers and to help its partner brands and other industry stakeholders.


The study has a sample size of 440 Indians of which 80 percent are female between the age 18 – 55 years. The findings are around how the world has changed given the pandemic scenario and how the fashion industry as a whole is going to evolve. Divided into three broad categories, it also talks about how the lockdown has changed our lives and how brands have reacted to it, what the consumer sentiments will be post lockdown and how brands will move forward.

Given the looming financial crisis, 35 percent consumers stated they would buy clothes at discounted rates, giving a bigger push to the growing discount culture. While the consumers have moved towards self-reliance, work out videos online and personal hygiene measures related queries have been on the rise. The data also indicated that people are eagerly looking forward to things going back to “normal”.

Contrary to the popular belief that online shopping is on the rise, the data clearly indicated that 30 percent of the customers said they are actually not shopping online. In addition to that, 40 percent of the consumers also said they will be delaying clothing purchases as well as vacations. Given the low sentiments, purchases will now be need- driven and not want-driven.

Seasonal collections are unlikely to capture consumer’s attention. Brands may have to look at planning a new collection every two months 1 in 3 consumers say seasonal collections never mattered to them. Only 1 in 4 consumers likely to buy the current Spring Summer collection. Three out of four of consumers are likely to wait for a new collection, have already bought what they need or not going to buy clothes for a while.


Customer’s attitudes towards clothes have changed post the lockdown experience. Pixabay

Voices from the industry also feel the industry is moving towards fewer, smaller and more season-less collections. Along with this shift, another major shift is Fashion will move towards a greener and fairer future, with a more conscious consumer driving this change. Three out of five consumers will switch to a more sustainable way of life in general. Two out of five consumers will choose brands which are sustainable and support sustainable practices.

Half the consumers say their attitude towards clothes has changed post the lockdown experience, hinting at changing consumer attitudes towards fashion. 26 per cent say their attitude has changed and they will buy clothes as the need arises – for occasions. 18 percent say their attitude has changed and they have discovered that comfort wins over style. 12 percent say their attitude has changed and they feel they can live with less clothes and declutter their wardrobe. 22 percent say their attitude is the same – they love styling and trying a new look everyday. 22 percent say their attitude has not changed greatly.

The fashion industry as a whole came together to support the cause of staying indoors and saluting the front line workers in order to not lose touch with their end consumers on social media. Social Media consumption has been higher than ever with 49 percent of the people stating it as their go-to solution for boredom.

“The idea behind this consumer study was to understand how to tackle this unforeseen pandemic and get a pulse of what our audience is feeling. Liva has always been an enabler and leader in assisting the industry to understand where the future of fashion is headed and what the consumers need. Keeping this thought in mind, the study was our way to gauge the consumer sentiments during the pandemic, something that brands and companies have never experienced before. Businesses are going to have to re-strategize and alter their services and messaging basis the new ‘normal’. It’s great to see that the future of fashion is going to be more responsible,” said Srishti Sawhney, President and Global Brand Head, Grasim Industries, Pulp & Fibre Business.


The future of fashion will be around natural, durable, and bio-degradable. Pixabay

The future of fashion will be around natural, durable and bio-degradable, basis the insights. The customer has had time to reflect during the lockdown and is now more inclined towards sustainability and eco-friendly fashion. Virtual fashion shows and department shows will comprise the new normal.

Also Read: Women Dedicating 1/6th of the Day To Social Media, Says Survey

“Virtual reality is going to be the new reality moving forward. A great online experience is what’s going to attract customers, so brands and companies will have to innovate and focus more on the digital and virtual experiences. Offline shopping will become a secondary medium, we can expect to see rise in virtual shopping stores, models to try to on clothes through the screen etc. We’re going to witness a renewed revolution of the digital era with newer technologies and applications,” said Rishi Sharma, Assistant Vice President Marketing, Birla Cellulose and Head Digital of Brand Liva. (IANS)


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Photo by Pixabay

Upcoming medical colleges in Uttar Pradesh will be named after saints and sages

The new medical colleges being opened in Uttar Pradesh will be named after saints and sages.

The state government has issued an order naming four district hospitals that are being converted into medical colleges.

These district hospitals are in Bijnor, Fatehpur, Chandauli, and Siddharth Nagar.

The Bijnor medical college has been named after Mahatma Vidur, a philosopher during the Mahabharata era and uncle of the Pandavas and Kauravas.

The Chandauli medical college has been named after Baba Keenaram, said to be the founder of the Aghori sect.

The Siddharth Nagar district hospital will be called Madhav Prasad Tripathi Medical College after the BJP politician from the region. Tripathi, popularly known as Madhav Babu, was also the first Uttar Pradesh BJP chief. He was elected MP from Domariyaganj in 1977, besides being two times Jan Sangh MLA and also a member of the UP legislative council.

The Fatehpur hospital has been named Amar Shaheed Jodha Singh Ataiya Thakur Dariyawn Singh Medical College, after the freedom fighter of 1857.

It is said that he was among the first to use Guerrilla warfare against the British, as taught by freedom fighter Tatya Tope.

Meanwhile, according to official sources, the medical college in Deoria will be named after Maharishi Devraha Baba and the medical college of Ghazipur in the name of Maharishi Vishwamitra.

The medical college of Mirzapur will be in the name of Maa Vindhyavasini, the medical college of Pratapgarh in the name of Dr. Sonelal Patel and the medical college of Etah will be named after Veerangana Avantibai Lodhi. (IANS/JB)

Keywords: Medical Colleges, Uttar Pradesh, Yogi Adityanath, India, Politics


Photo by Wikimedia Commons

Photo of Indian cricket team on the ground

Former Pakistan captain Inzamam-ul-Haq has picked India as the favourite to win the ongoing ICC Men's T20 World Cup in Oman and United Arab Emirates (UAE).

Inzamam feels that the Virat Kohli-led India have a greater chance of winning the trophy as the conditions in the Gulf nations are similar to the subcontinent, which makes India the most dangerous side in the event, according to Inzamam.

"In any tournament, it cannot be said for certain that a particular team will win' It's all about how much chance do they have of winning it. In my opinion, India have a greater chance than any other team of winning this tournament, especially in conditions like these. They have experienced T20 players as well," said Inzamam on his YouTube channel.

He said more than the Indian batters, the bowlers have a lot of experience of playing in the conditions. The Indian Premier League (IPL) was played recently in UAE and most of the Indian bowlers did well in that leg.

Inzy heaped praises on the Men in Blue for the confident manner in which they chased the target against Australia on a challenging track without needing Kohli's batting prowess.

"India played their warm-up fixture against Australia rather comfortably. On subcontinent pitches like these, India are the most dangerous T20 side in the world. Even today, if we see the 155 runs they chased down, they did not even need Virat Kohli to do so," he added.

Though he did not pick any favourite, Inzamam termed the India-Pakistan clash in the Super 12 on October 24 as the 'final before the final' and said the team winning it will go into the remaining matches high on morale,

"The match between India and Pakistan in the Super 12s is the final before the final. No match will be hyped as much as this one. Even in the 2017 Champions Trophy, India and Pakistan started and finished the tournament by facing each other, and both the matches felt like finals. The team winning that match will have their morale boosted and will also have 50 percent of pressure released from them," Inzamam added. (IANS/JB)

Keywords: India, Pakistan, Sports, ICC T20 World Cup, UAE.


Photo by Diana Akhmetianova on Unsplash

Skin problems like itchiness, dryness and flakiness can occur anytime if you're not moisturising your body enough.

Skin problems like itchiness, dryness and flakiness can occur anytime if you're not moisturising your body enough. It is commonly observed that while many people take their skincare routine seriously, a majority of them neglect to moisturise the body. It is important to keep in mind that timing matters a lot when it comes to applying moisturisers. Therefore, knowing the appropriate time to apply body lotion is essential.

Take a look at the ideal times to moisturise your body shared by Kimi Jain, Head of Retail, KIMRICA.

Morning
Moisturising the body in the morning sets your skin up to face countless irritants and environmental factors during the day. The skin is constantly exposed to harsh chemicals and pollutants when you're outside which is why using a protective and soothing moisturiser while going out is necessary. Kimirica's Five Elements Body Lotion comes with natural Aloe Vera extracts that act as a rich source of antioxidants and vitamins that helps protect your skin and provide a deep nourishing effect.

man in white crew neck t-shirt Moisturising the body in the morning sets your skin up to face countless irritants and environmental factors during the day. | Photo by The Creative Exchange on Unsplash

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