As part of the larger movement towards Uneasy Affluence, consumers in the luxury space – from streetwear to traditional brands – pride themselves more on their cultural capital than overtly illustrating their purchasing power. At odds with hype culture, which has somewhat enshrined large logos and monograms, the pandemic is ushering in more inconspicuous consumption.
A whitepaper by Highsnobiety reveals that 54% of its readers report feeling a sudden aversion to large logo placements, while 33% now find chunky sneaker silhouettes less attractive now than before Covid-19. They are looking instead for seasonless streetwear over monogram-mania. Sustainability also rates highly (43%) as something Highsnobiety's discerning audience finds more attractive since the pandemic broke out.
So, what does this mean for the future of menswear design, marketing and retail? Tellingly, in the same survey, 99% of readers expressed an optimistic outlook for the post-Covid world. Rather than ushering in a return to the traditional styles revived after the 2008 crash, instead coronavirus seems to represent a reboot. In Western culture at least, mindsets that were already departing – ostentatious consumption, for example – will be accelerated, while attitudes that are growing – considered consumption and demand for transparency – will be galvanised.
Learn more on the impacts of the lockdown on the Retail sector in our latest Retail Futures 2020 report collection and Virtual Event on 21 May.