STYLE SHIFT
‘In times like these, we see people change their shopping habits’
Sartorially speaking, this spring feels like a bit of a lost season.
Loungewear has, understandably, been de rigueur in lockdown life, as few people have a need to get dressed up and go out. This solitary style preference has meant that spring dresses and silky blouses have largely been left hanging in closets or on racks in stores.
“In our business, we’ve seen a shift in what people are shopping for,” Tyler Franch, fashion director at Hudson’s Bay, says. “But what has remained consistent, is that people are looking for products that enhance their lives and are relevant to their lifestyle.”
Franch says this sharpened shopping focus has led to an increase in skin-care and beauty interest, as well as heightened hype over casual and athleisure items.
“It’s about shopping for pieces that fit your new dayto-day,” Franch explains.
Franch is confident, though, that as we begin to emerge from isolation and society reopens, there will be a renewed interest in buying more fashion pieces, albeit with some marked shifts.
“I feel optimistic and inspired imagining how we will want to express ourselves through fashion as we come out of isolation,” Franch says. “It’s important to look forward.”
With the spring season pretty much come and gone, Franch says more people are looking for pieces that can work beyond just one season.
“Focus on transitional items,” Franch advises, pointing toward a baby-doll dress as an example of a trendy item that can also be remixed as the weather changes in order to extend its life cycle. “It’s perfect to wear throughout the summer, but will carry over nicely into fall when worn with a pair of jeans or styled with a jacket.
“You can also refresh last summer’s dress with this season’s shoe or handbag.”
Franch also highlighted denim as a good investment piece, singling out brands such as Eileen Fisher for “sourcing organically farmed linen,” or Levi’s Water Shopping one’s own closet has appeared to be increasingly popular lately as people eschew online purchases (and paused or finicky return processes) and, instead, look to fall back in love with longlost items already in their possession. “I love to ‘merchandise’ my looks when I pull from my closet,” Franch says. “Experiment with combinations, and imagine how they translate in your new day-to-day life.” The idea of taking a closer look within one’s wardrobe can also help to identify some unwanted pieces that are prime for a purge. “My guiding principle is if you don’t feel great in something anymore, you can feel OK with letting it go,” Franch says. This principle is one that Calgary-based entrepreneur Lauryn Vaughn has built her business around. My guiding principle is if you don’t feel great in something anymore, you can feel OK letting it go.” Tyler Franch As the CEO and founder of The Upside, an online luxury resale store, Vaughn works with sellers who are looking to off-load some of their lesser-worn clothing, jewelry and accessories while also earning back some cash in the process. “There is a huge opportunity to look at those gently-loved designer pieces in your closet and either receive some of your investment back or reinvest into pieces that you truly love,” Vaughn says. Vaughn says, on average, 77 per cent of a Canadian woman’s closet goes “relatively unworn,” which means there is a lot of inventory that could be earning sellers “significant money” back. During the COVID-19 quarantines, Vaughn says there has been a big increase in interest on the selling side of her business. “We are definitely seeing more and more women taking this time to reorganize closets and purge items they no longer wear,” Vaughn says. “We are seeing a surge in everything from clothes to shoes and accessories.” The Upside’s team has developed a few tools on the platform for sellers who are interested in editing down their closets, without in-person contact. “We launched a Virtual Closet Edit service, which allows women to book a 30-minute appointment with one of our specialists,” Vaughn explains. “For those that are unsure about the resale process or want to take the first step in selling, this is a great one-onone service that is done virtually in the comfort of your home.” The program has proven so popular that they’re looking to continue it after lockdown measures are lessened. That “surge” has also been spotted on the buying side of the business, Vaughn says, as style-savvy shoppers look to score deals on gently-used designer goods. “In times like these, we see people change their shopping habits,” Vaughn says. “When every dollar counts, resale becomes much more attractive; you are not compromising quality but saving significantly.” One area of purchasing where they’ve noticed a dip has been the buying of highend luxury handbags, a change Vaughn admits is “not surprising.” “Since any kind of excursion that requires the use of handbags is limited, women are waiting until the time is right to purchase,” Vaughn summarizes. As we move forward into the post-lockdown reality, whether shopping new or used, more shoppers will be looking for quality over quantity, insiders believe. It’s an approach Franch says is important to keep in mind, regardless of what type of piece you’re picking up. “Focus on quality products that fit your lifestyle and budget,” Franch says. “Invest in pieces that are high quality and that make you feel good. Pieces that will become the workhorses in your wardrobe and that can be worn now and later.”