Fashion Futures and Innovation: Mastering Wellbeing

Mastering Wellbeing

(FIgure 1.)

Shu Zhao 18005314 BA Fashion Marketing Y3 Futures and Innovation

Part 1

Macro Trend Mastering Wellbeing 2

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(FIgure 2.)

Table of Contents

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Introductio to Macro Trend Both physical and mental health has become one of the prime concerns for consumers due to COVID 19. The trauma caused by the pandemic

PART 1

and recession would raise the attention on the intersection of physical status and mental health (Hall, 2021). Consumer’s demand had shifted from

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INTRODUCTION

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CONSUMER TREND CANVAS

consumers’ wellbeing and mental health would be the key for businesses

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TIMELINE OF THE TREND

to work on. According to Bell (2021), post-pandemic consumers desire “cer-

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TREND DRIVERS & OPPORTUNITIES

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PRIMARY RESEARCH

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TREND FORECASTING MODELS

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CONSUMER ANALYSIS

just wanting fashionable clothing. In contrast, their demands to improve

tainty, stability, security and a sense of optimism in unknown times.” The number of people with mental health issues has increased suddenly over the past two years, with more individuals seeking support to improve personal wellbeing. Referring to a survey conducted by Deloitte, UK employers have spent around GBP 45 billion annually on improving mental health, which increased by 16 per cent from 2016 (HDI Global, 2021). McKinsey estimated the global wellness market to be more than USD 1.5 trillion (GBP

PART B

1.1 trillion), with a yearly increase of 5 to 10 per cent (Callaghan, 2021).

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CONCEPT RATIONALE

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INNOVATION SWEETSPOT

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INNOVATION AUDIT

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BRAND APPLICATION

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BIBLIOGRAPHY

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REFERENCES

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APPENDIX

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Wellbeing

Introduction More brands and organisations had begun to take steps, helping consumers overcome rising anxiety. This emerging trend had a vast impact on various industries, including fashion, beauty, food, nutrition, and travel sectors. Many designer brands have launched campaigns dedicated to offering consumers greater pride in everyday life in recent years. I’MMANY, a London based jewellery store, announced to denote 30% of its Flower Power sales to strengthen minority groups’ mental health. Urban Sophistication collaborated with Maybelline to launch an iPhone case and cosmetic package to deliver the idea that social media cannot define beauty standards. All profits of the case are donated to The Jed Foundation (Nast, 2021).

On the side of physical health, consumers are having increased awareness of hygiene and rising needs to boost immunity. For instance, Wool garment brand Ruskovilla has launched undergarments that have microbes beneficial for the immune system. There is a growing opportunity for fashion companies to make product innovations to protect consumers from germs and allergies (Mintel, 2021a). Fashion brands would optimise opportunities for cross-merchandising and brand collaboration. Such as expanding product and services features to boost consumers’ mental fitness, overall health and wellness (Hall, 2021).

Technologies that could track individuals’ fitness, activity and mood are becoming more widely used and favourable by the public. The emotional needs in products and services will continue to grow substantially in 2023, with consumers desiring to take more control and improve their moods and mental fitness.

(FIgure 4.)

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(Author, 2021)

As wellness becomes a priority for affluent consumers, there are numerous opportunities for luxury brands to meet this growing interest. Brands could create personalised and meaningful experiences with their target audience by understanding their emotional desire. After a year of quarantine, people increasingly seek to connect with nature and art and want an escape from the stressful workplace.

For future innovation, brands could design a new retail experience incorporating nature elements by vital reality and invite consumers to interact with the installations. Recently, many luxury houses have set up fashion exhibitions. However, the majority of them did not invite the audience to participate in the artworks. The audiences’ emotional journey could be improved if the event provides experience through the four senses (touch, sight, hearing and smell).

Millennials & Older Gen Z High earners not rich yet Acorn: Executive Wealth, City Sophisticates, Career Climbers and Successful Suburbs Psychographic: - Fashion conscious and have a high aesthetic standards - Aware of the latest fashion trends but also have personal styles and preference - Environmental consciousness - Enjoy private events and social networking Behaviour: - Paying attention to the texture of the fabrics while choosing garments - They priorities their health and wellbeing by participating in physical exercises regularly. Also consuming supplements alongside a balanced diet.

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(Table 1.)

(Author, 2021)

TREND TIMELINE

Physical Retail

Situ Live is a new retail experience inspired by the domestic environment, including the kitchen, gym, and living room. The brand uses storytelling techniques in everyday life, and the visual arrangements are renewed regularly to bring continuous excitement to consumers (Bishop, 2021).

Art as Therapy See Me – The Power of Okay

Wellness Getaways

Establishment of rejuvenating and healing places with elements from natural, local and genuine traditions.

VACATION SPAS HEALTH RESORTS

1900s

The David Lynch Foundation for Consciousness-Based Education was established to bring meditation to the public (Zientek, 2020).

2005

Scotland’s national programme, See Me, launched a campaign in 2015 aiming to end mental health stigmatisation and discrimination at the workplace.

In the campaign video, both employers and employees are encouraged to ask each other, “Are you okay?” It was played at cinema and online, with increased website traffic by 42.8%, and attracted 73% new visitors (Keane, 2020).

2014 Rising Awareness

Planned Communities

In Responsible Business Week 2014, many big British companies took part in the Workwell Mental Health Champions Group.

Patrick Watt, the group’s chairperson, highlights that businesses should take mental health issues seriously across all industries. While, companies had ignored mental wellbeing previously (Roberts, 2014).

Conscious development of community around shared values. Creating a holistic lifestyle and engaging in specific interests.

(History of Wellness, n.d.)

URBAN PLANNING GARDEN CITIES CULTURAL COMMUNITIES CO-LIVING

The Healing Power of ART & ARTISTS was formed by a global community of artists and advocates. They believed that art has the power to heal, inspire, challenge, and provide aspiration for positive changes in the world (HPAA, n.d.).

Become a priority

Wellness and self-care products became popular among shoppers on Farfetch.

Consumers spent more than $100 per month on average for nutritional supplements and skincare.

2015

2016

2018

2020

2021

Healing Luxury

The Art of Healing by La Mer

Soft Mountains, a Chinese luxury brand that embodied calmness and restorative materials The patterns on knitted jewellery and aviator jackets refer to the acupuncture points of traditional Chinese medicine, a symbolic recognition of the human system and the Taoist connection to Earth, heaven and nature (Bibi, 2021).

The brand held the “The Power of Small” Exhibition with Lorraine Loots, an artist who uses miniature painting techniques. The intricate artworks embodied the belief of “small is powerful” (LaMer HK, 2016).

Manolo Blahnik launched the Smile Initiative program with the Mental Health Foundation. The brand invited employees to share their values and believes in personal wellbeing to raise mental health awareness.

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Retail Opportunities More brands have offered products involving a wellness function to build an emotional connection with the consumers. The key to success for modern brands targeting millennials and Gen Zners is to create extra value beyond just offering fashion items. As Mau (2019a) points out, they need to develop inclusive and community-driven strategies based on a proper understanding of consumers’ purchasing motivation.

Culture In addition to sustainability, the broad discussion of mental health became one of the most significant cultural phenomena in 2020. Social media and major publications have witnessed this value shift. The phenomenon is trending everywhere, from group discussions to popular talk shows.

Social media accounts that share positive manifestos and inspirations are in favour of today’s audience. TALA, an activewear brand offering sustainably manufactured garments, uses Instagram to

Evidence of trend drivers

share aspirations on health and wellness. @lawofattactionlive has over 3.2 million followers on Instagram and has 4000k comments per post on average. Individuals are seeking to nurture their mental health by receiving more honey conversations around self-empowerment and self-esteem.

Retail

Opportunities On the other hand, “Millennials and Gen Zs prefer to patronise and support companies that align with their values,” as stated by Deloitte (2021) ’s consumer survey. Morden consumers are more willing to

Products supporting individuals’ health had expended beyond nutrition and supplements.

support brands that are making positive influences on society and the environment. Fashion and beauty

Organisations have investigated the therapeutic function of plants to improve individuals’ life satisfaction

brands in the future need to focus on offering consumers moments of unflustered, sensory experiences

levels. For example, Osk Studios presented a new approach to communicating moods through Al-

along with products supporting their overall wellbeing.

generated flowers. In this health application, the shape and colour of the flowers will vary depending on the customer’s psychology. When assessment shows the result, it encourages users to keep pictures of flowers in their homes. This project seeks to bring care for mental health into daily practices (Houghton, 2021).

Fashion and beauty brands are bringing up attention to mental health in the retail space. For example, the Saks Fifth Avenue flagship featured a mindfulness installation called “The Happiness Challenge”. The store collaborated with Happy Not Perfect, an app that offers metal exercises including “positive psychology, neuroscience and meditation.” Selfridges created the SS21 window displays with inspirations found in the optimistic and enjoyable element of nature.

Madhappy is promoting happiness in the form of streetwear. The brand had received an investment from LVMH after the first year in business (Mau, 2019b). The mission to stigmatise topics around mental health brought the company an involved community of Gen Z consumers.

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(FIgure 7.)

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Primary Research

Society

Interview Objectives:

The mental distress of people has escalated globally due to the COVID-19 crisis. According to McKinsey’s survey, more than half of the respondents said they priorities mindfulness more than the pandemic (Friend, Houghton, McGregor and Radin, 2018). Thus, more companies should

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launch mindfulness products and services.

To investigate how experience and physical environment could stimulate positive moods (e.g. by providing emotional journey)

Fashion brands have begun to feature wellness and mental health content

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on their social media page, such as tips on mediation and campaigns that

To compare the impact of different events on consumers’ happiness level and life satisfaction and explore how long that influence lasts.

aim to raise community spirit. Many fashion and beauty influencers have

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begun to share details of their own mental health struggles with their

To gain a deeper understanding of individuals attitudes towards fashion trends in relation to wellbeing and sustainability.

followers, which often leads to high engagement with the audiences.

Consumers increasingly want to support local businesses and

Research Method

communities. Luxury brands could emphasise craftsmanship through authentic traditional manufacturing practices, such as helping local

The researcher had taken qualitative interviews to collect detailed opinions and

farmers and promoting traditions.

personal feelings from different individuals. The interviews are semi-structured, where the researcher had prepared questions for the respondents and allowed a space for flexibility to reveal more in-depth feelings.

(FIgure 8.9.)

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Photos and videos of various art exhibits and event experiences were included in the interview. Thus, the participants would have a better understanding of the questions.

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(Table 4.)

The problem with art galleries & exhibitions: they failed to play the role of healing. In contrast, art should have the ability to reduce anxiety and improve wellness.

On the other hand, many art exhibitions are displayed and presented are not friendly to the public. It is too professional and formatted in a pretty dull way. The designer did not think from the visitors’ point of view. So it creates a distance between the artwork and the visitor, which can be daunting.

Insights

(Table 2.)

The participants think the following factors would make a negative impact on people’s mental health: •

Environmental issues

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Contact within society or community

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Daily diet

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Elements of the original family /Educational methods (The way they were raised)

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Global changes

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Different aspects of good health: mental, physical and spiritual

The interviewees will enjoy the experience at physical stores if brands do: •

Creating a comfortable, warm, natural and unique shopping environment and atmosphere.

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Using advanced technology to enhance the shopping experience in the store. Such as Virtual reality of different surroundings, to fully activate and satisfy the consumer desire.

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(Table 3.)

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Trend Atlas The trend atlas is a vital navigation and management framework.

It provides a structured way to categorise and map the socioeconomic drivers and cultural influences, which could considerably influence the future of fashion. Analysing various divers from four aspects helps the brand in the decision and innovation making process (Kjaer, 2014).

Post-pandemic consumption is about offering experience and products that provide real benefit to people or the planet rather than do less harm to the environment or person.

Consumer Insights • • •

• (FIgure 10.)

• •

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Most Gen Z (71%) would prefer always to feel good rather than constantly look good (Farnan, 2020).

69% of global consumers are searching for meaningful actions to help them flourish.

49% of Generation Z and Millennials’ pursuit is centred on finding simple happiness in life. People are exploring more leisurely, sustainable and affordable ways for self-care.

According to Public Health England, consumers could save £2.1bn annually in health costs if they have enough access to nature.

Eco-therapy has become the key to healthy living, including nature prescripts, green gyms and forest bathing (Houghton, 2021).

More than 10% of the global population suffers from a mental health disorder.

The New York Times (2021) highlighted that ‘languishing’ had become the dominant sentiment due to the pandemic.

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Quality of Life

4. SPIRITUAL

Mindfulness

3. EMOTIONAL

Active Living

(Author, 2021)

TREND ATLAS

Feel good Building Connections Wellbeing

Body positivity Languishing Communication

Universal Awareness

Generation of Anxiety Collective Consciousness

Lifestyle & Consumption

Immersive Experience Safety & Health Social Structures

Sustainability

A Better World

Good Causes Plant power Organisations

2. SOCIAL Authentic Storytelling

Politics

New Digital

Postable Location Economics

Global Citizens Stronger Community Technology

1. SCIENTIFIC

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Protest&Activism Public Healthcare

CSR Engagement

Work & Live Balance

Environment

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Rising Economies Financial Wellbeing

Bio Revolution Interactive Experience

Plastic Ocean

Climate Change

Textile Waste

CUSTOMER PROFILE & STP Geographic The customers for Burberry could be people from all around the world.

Tend to live in more urban and suburban areas rather than rural areas.

In London - Individuals who hanging out near Kensington, Bond Street, Oxford Circus and Soho area.

(FIgure 10,11.)

Demographic - Mainly female between the ages of 20 to 45 - Middle income and upper-income • Such as businesspeople, housewife/husband, bloggers and students • Tend to work in creative industries such as fashion, art and architecture - Having disposable income (more than 1000GBP/m) for leisure activities - Educated

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Behaviour • Paying attention to the texture of the fabrics while choosing garments • Interested in fashion and are aware of the latest fashion trend.

• Tend to create their own personal styles by mixing brands instead of going for one brand look.

• Perfer classic yet modern style.

Behaviour (FIgure 12) - Posting goods from specific brands, foods, and purchasing preferences

Psychographic

• Being sustainable

- Have interests in art, nature, fashion and luxury

(Author, 2021)

- Buying products that cause minimum

as well

damage to the plant and animals

- Fashion conscious and have a high aesthetic

• Try to live or currently living a comfortable life-

standards

style

- Aware of the latest fashion trends but also have

- Loves spa, beauty and nail salon

personal styles and preference / Individualism

• Visiting museums and art galleries regularly

- Environmental consciousness

- Or attending special exhibitions

- They place importance on both physical and

• They priorities time for international travel and

mental wellbeing.

- Enjoy private events and social networking 24

cultural experiences.

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Part 2

Brand Application (FIgure 13.)

Nature Therapy 26

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Proposal Rationale Although the pandemic has altered the business environment, it provided brands with a new chance to create unique experiences for consumers. This retail concept aims to take them on an immersive journey to achieve the luxury of wellness.

For luxury brands, the goal has always been to spend more (consumerism). Still, in the post-coronavirus era, consumers are forced to give up the habit of buying and spending monotonously. There would be a new set of priorities for affluent consumers, with a critical focus on purchasing experience. Their enthusiasm for the planet’s ecosystem will grow alongside the desire for personal health, including multiple physical, emotional, and financial factors. Future fashion brands will have to recalibrate their business practices, which fit into these new dimensions.

The uncertainty in financial performance would change luxury brands’ business module. Burberry would create this new retail experience project to make a tangible impact on consumers’ mental wellbeing. The brand would offer services that are more relevant and engaging for a wider audience. Burberry could make an impact on consumers’ daily lives by creating new inspirations that combine art and traditional fashion retail space. Rather than just offering experience products for the wealthy class, the brand would generate border awareness by inventing an exhibition-liked retail store.

While consumers integrate wellness into every aspect of their daily lives, traditional brands still rely on outdated definitions, such as only offering products with protective functions, or sharing inspirational posts as the brand believes.

They failed to understand the complicated and multidimensional nature of wellbeing. According to Global Wellness Institute (n.d.), wellness refers to an active awareness and pursuit for making decisions that lead to “an outcome of optimal holistic health.”

On the other hand, Charles Spence, an expert in Experimental Psychology, highlighted that “bringing nature into the home is one way to hack our senses, through scents, but also through plants, nature soundscapes and even the idea of digital nature.” In the post-COVID years, nature will become an essential enhancement for wellbeing. The ‘Nature Therapy’ concept brings together fashion retailing, gardening and bio-diversity.

(FIgure 14,15) 28

Exclusive frist

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Appetite for Risk

Innovation Aduit

Burberry is a leading luxury brand with a distinctive British heritage and identity. Therefore, the company has the capacity to deal with any adverse impacts by having affluent financial resources. The brand’s appetite for risk is low to medium.

The degree of uncertainty is on a medium level as the brand has to put considerable amounts of time and resources to prepare for the innovation in the retail experience.

Burberry would be required to work with various visual merchandisers, architects, and technicians to make the concept into the practical world.

The potential risks include:

Innovation Adoption

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Shortage of certain plants or raw material,

Referring to Part 1, the wellness trends in luxury are at the ‘Early Majority’

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Technology breakdown,

stage as some brands had already seized the opportunity to satisfy

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A dramatic increase in new COVID cases,

consumers’ new priority of mental health and wellbeing. The design to •

embody nature in retail space had been down by some brands, such as

and changes in governments’ regulations.

using plants as part of the visual merchandising. Nonetheless, it is hard to name any fashion company that offers an immersive experience for consumers to explore the diversity of nature.

It is evident that consumers have shifted their purchasing attitudes from chasing the latest fashion trends to a hedonistic seeking of experience in order to have a long-lasting impact on their mental wellbeing.

(Reddit, 2021)

(Author, 2021) 30

(FIgure 16.)

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Innovation Sweetspot

Desirability Viability

Individuals are searching for meaningful ways for selfdevelopment, with 69% of worldwide consumers focusing on mental state and wellbeing (Hawkins and Houghton, 2021).

Consumers would stay loyal to brands that offer regular

The financial uncertainty might result in a temporary decrease in consumers’ spending power. However, Burberry

newness on products and services.

could enhance its position and reputation by developing an

Luxury brands adopted Maslow’s Hierarchy of Needs to

plants and nature. The brand would bring up the discussion

immersive shopping experience with the healing powers of

develop positioning and marketing strategies. They are promising satisfaction from the higher-level needs. Burberry’s new retail plan allows consumers to achieve those needs, including social belonging, esteem and self-actualisation (essential components forming individuals wellbeing).

(Table 4..)

Integrity

between human beings, nature and the universe. Thus, this innovation in physical stores could turn tragic events or happenings into art and spectacle, which allow the audience to heal their own trauma.

Sweet Spot

Feasibility

This innovation will focus more on making a revolution

Physical retail would continue to play a vital role in the

compared to the traditional luxury experience. It adopts the

consumer’s decision marking process. Individuals need to

idea of hedonism and window shopping, which lies opposite

see, touch and try a £2,000 garment before they purchase it.

to mass consumerism. Thus, the negative impact on the

On the other hand, interviews (conducted in part 1) proved

environment would be eliminated by a large reduction in the

that environmental wellbeing is considered part of personal

pollution caused by manufacturing and fabric waste.

health. With eco-anxiety continuing to grow, brands that adopt alternative shopping approaches have more potential

Besides, the brand would support some new and young

to succeed in the future. Burberry will invest in natural

designers by collaboration. Together they would explore more

capital, subsiding the conflict between consumption and

innovative fabric production, using natural and biodegradable

sustainability.

materials with no harmful chemicals. The brand could provide a platform for talented designers to grow, showcasing the diversity and inclusivity in fashion.

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DRIP Differentiate Burberry’s new retail store would take consumers on a journey into nature.

Unlike other flagship stores with busy traffic in city centres, the brand would provide consumers with a calm and home-like experience.

Reinforce Burberry will collaborate with textile designer Pallavi Padukone to create new textiles for store arrangements, consolidating the healing experience.

They will produce contemporary and artistic home-wear infused with floral and wooden fragrances. There would include a unique space for invited guests and VIPs to medicate, share joys and enjoy a healthy treat.

Infrom The brand would collaborate with celebrities and influencers on social

A Closer Loo

Brand Application

media, sharing suggestions about staying more connected with each other, and promoting self-love and self-care.

The brand would send invitations to the target audience through email, official website and Instagram.

Personal shoppers would also inform valued consumers about the last event and invite them to the opening party.

(FIgure 18.)

(Author, 2021)

Burberry could reach a broader audience on social media. The brand Persuade

would present videos for the new boutique on Youtube. Stories about the inspiration and development of the new retail store would be shared regularly on Instagram.

(FIgure 17.)

There would be an online visual tour into the world of Burberry. People could take a personality test to have a spirit animal, alongside with tailored recommendation for fashion items based on the result. They would interact with the animals as part of the physical experience.

A new collection would also be available to shop during the event, with exclusive giveaways and limited edition packaging.

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New Website Design

Concept Board

(Author, 2021)

(Author, 2021) 36

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Appendix

Interview No 2.

Interview No 1.

1. Is it helpful for your overall mood to improve when you are in close proximity to nature?

Yes. 2. Please tell me more about what you think of this. You can talk about it in terms of physical health, positive mental attitude, healthy lifestyle, etc.

When I stayed closer with nature, my body and mind are more relaxed and happy, and my mind is more positive. So from this point of view, the natural environment and atmosphere have played a good role in promoting the human body’s overall health.

3. What factors do you think are destroying peoples mental health?

On a large scale, the current global pandemic, environmental pollution, climate change, and faulse information on the Internet have made negative impact on people’s mental health.

Also, stress is found at work, school and daily life. Problems with other person or community, loneliness and physical illness can also have an bad influence on people’s mental health.

4. Will the fast changing fashion trend make consumer more anxious? or does it excites people?

I feel that for those who follow the fashion trend blindly, it may cause anxiety to some extent.

And for those who have their own unique internal aesthetic and values, the impact is not big.

5. It is now a common phenomenon that people only pay attention to the appearance of art in many art exhibitions and just take photos. They ignore the content of the art itself. What suggestions and ideas do you have for such a phenomenon?

I personally feel that one of the reasons for the prevalence of this phenomenon is that individuals in the current society is generally impetuous, while people also lack the necessary artistic knowledge, related education and expertise. On the other hand, the way many art exhibitions are displayed and presented is not friendly to the public, is too professional and formatted in a quite boring way.

The designer did not think from the visitors’point of view. So it creates a distance between the artwork and the visitor, which can be daunting.

My suggestion is, on the one hand, we should take various measures to improve people’s artistic literacy. At the same time, the arrangement and presentation of art exhibitions should be presented from visitors’point of view. Fully explore and bring into play the healing value of art. Art collections can be arranged and displayed according to its healing properties, while enhancing the interactivity of the exhibition.

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1. Do you prefer shopping online or offline? Why? I’m used to shopping online, and most of what I need in my current life is done through online shopping. In fact, if I come across an offline store with a better experience, I like it, too, but it’s really too little out there. Online shopping is much more convenient and fast, which saves time and effort, and also have the advantage of lower price.

2. Many physical stores are facing difficulties not only caused by the pandemic. To what extend do you think they are losing consumer's interest?

On the one hand, with the continuous improvement of logistics distribution and online payment services, online shopping is more convenient and fast, people can buy the required goods at home. It’s very efficient.

In addition, there are price advantage as the online shop’s overall operating costs are lower compared to physical ones. At the same time, most of the offline stores have a relatively fixed and monotonous business model. The lack of creativity and poor customer experience can not effectively promote customer consumption.

3.How could offline shopping be more compelling for you?

First of all, offline shops should fully explore and make use of their own advantages to enhance service awareness and service quality in all aspects. To create a comfortable, warm, natural and unique shopping environment and atmosphere, uisng advance technology to enhance the shopping experience in the store. Such as Virtual reality of different surroundings, to fully activate and satisfy the consumer desire.

4. What aspect does physical store have more as advantages? How could it be more apperling than online shopping?

In offline boutiques, what you saw is what you get. And customers can communicate with the staff in real time to clearly understand the relevant properties and materials of the goods. We can also experience the goods, fully understand the various functions and performance of the products before making a purchase decision. Which will allow customers to make more accurate shopping choices.

The online products displayed through pictures and videos are sometimes different from the real objects in terms of color, shape and other visual aspects. I am often unable to make accurate choices, or I might make bad choices.

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Interview No 3.

1. Is it helpful for your overall mood to improve when you are in close proximity to nature?

Yes, it helps a lot!

2. Please tell me more about what you think of this. You can talk about it in terms of physical health, positive mental attitude, healthy lifestyle, etc.

Every part of my body is nourished, my mind and emotiosn are relaxed, my stress is reduced. In the nature, the whole person is in a state of clam, which also helps me to gain inspirations.

3. What factors do you think are destroying peoples mental health?

Environmental issues, contact within society or community, daily diet , personal awareness , elements of the original family or educational methods (The way you were raised) and global changes.

4. Will the fast changing fashion trend make consumer more anxious? or does it excites people?

It wouldn’t make much difference for people with no interest in fashion.

For those who truly love fashion or like challenges and have the courage to innovate, whether they are fashion practitioners or pursuers, the constant change of fashion will bring them more excitement and inspiration.

Constant change will also bring some pursues and anxieties. Mainly for people who don’t have the financial capacity. Or time as well.

There are also people [ such as celebrities and other public figures ] whose jobs require them to be fashionable. Being on the cutting edge is also likely to cause anxiety among some of these people.

Netnography Objectives: To identify the shifts in consumers’ perception towards fashion after the pandemic To explore consumers’ new purchasing motivations for luxury products To understand retail experience’s influence on consumers purchasing attitudes and decisions.

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Bishop, K., 2021. SITU LIVE’S STORYTELLING IS AUGMENTING PHYSICAL RETAIL. [online] Wwwlsnglobal-com.arts.idm.oclc.org. Available at: <https://www-lsnglobal-com.arts.idm.oclc.org/big-ideas/article/27467/situ-live-s-storytelling-is-augmenting-physical-retail> [Accessed 3 November 2021].

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Hall, L., 2021. Big Ideas 2023: Fashion. [online] WGSN. Available at: <https://www-wgsn-com.arts.idm.oclc. org/fashion/article/89918> [Accessed 15 October 2021].

Hawkins, A. and Houghton, L., 2021. SYNCHRONISED CARE. [online] LSN Global. Available at: <https:// www-lsnglobal-com.arts.idm.oclc.org/macro-trends/article/26947/synchronised-care> [Accessed 30 October 2021].

Houghton, L., 2021. FLOWER THERAPY. [online] LSN Global. Available at: <https://www-lsnglobal-com. arts.idm.oclc.org/micro-trends/article/27385/flower-therapy> [Accessed 30 October 2021].

HDI Global. 2021. Is it time for employee mental health to go digital?. [online] Available at: <https://www.hdi. global/en-hk/news--media/insights/2021/is-it-time-for-employee-mental-health-to-go-digital/> [Accessed 22 October 2021].

HPAA (n.d.) The Healing Power of ART & ARTISTS. - About Us. [online] Available at: <https://www.healingpower-of-art.org/about-us/> [Accessed 3 November 2021].

Keane, L., 2020. 10 mental health marketing campaigns that are making a difference – GWI. [online] GWI. Available at: <https://blog.gwi.com/marketing/mental-health/> [Accessed 3 November 2021].

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Image & Figure Referencing https://www.pinterest.co.uk/pin/643381496744405124/ https://www.pinterest.co.uk/pin/97108935698688112/ https://www.pinterest.co.uk/pin/574631233696511526/ https://www.pinterest.co.uk/pin/628955904190445968/ https://www.pinterest.co.uk/pin/222857881544983056/ https://www.pinterest.co.uk/pin/350999364701416821/ https://www.pinterest.co.uk/pin/535646949427532576/ https://www.pinterest.co.uk/pin/609815605763128327/ https://www.pinterest.co.uk/pin/451345193899412752/ https://www.pinterest.co.uk/pin/604960162426235951/ https://www.pinterest.co.uk/pin/391953973813870620/ https://www.pinterest.co.uk/pin/831758624906495371/ https://www.pinterest.co.uk/pin/393783561167440609/ https://www.pinterest.co.uk/pin/368732288238333551/ https://www.pinterest.co.uk/pin/469852173623354015/ https://www.pinterest.co.uk/pin/429530883204180095/ https://www.pinterest.co.uk/pin/8725793012512448/ https://www.pinterest.co.uk/pin/175077504238926773/ https://www.pinterest.co.uk/pin/8303580548977605/ https://www.pinterest.co.uk/pin/554153929147956220/ https://www.pinterest.co.uk/pin/309129961915893053/ https://www.pinterest.co.uk/pin/830703093744795047/ https://www.pinterest.co.uk/pin/438115869998608956/ https://www.youtube.com/watch?v=8A0ylonIRzU https://www.pinterest.co.uk/pin/148759593929101493/ https://www.youtube.com/watch?v=ukZuPHIFUH0 https://www.youtube.com/watch?v=W00NY09cdCE 47

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