CHRIS HALIM

Co-Founder and CEO, Style Theory Covid-19 has been one of the biggest challenges we’ve faced as a young homegrown company. Most of our customers are working adults, so the introduction of work-from-home as a default and restrictions on gatherings meant that people went out less, and therefore have a lower need for workwear or occasion wear. Yet, we’re witnessing newer doors opening up for us. We discovered that even as the demand for rental eased, there was still high interest in designer resale offerings. While resale has been a core pillar of our business since 2020, we began to direct more attention to it last year and eventually established a dedicated resale platform, Second Edit by Style Theory. The pandemic has undoubtedly left its mark on the fashion industry — consumers have become more conscious of their relationship with clothing, consumption and waste; for example, people are questioning if they truly need that much clothing or if they need to buy new clothes often. This attitude may well continue into a world where Covid-19 is endemic. Lasting cultural and societal changes, such as hybrid working models and a growing awareness of environmental concerns may result in preference for a model of fashion consumption that is circular at its core, which also offers more flexibility to consumers. Flexibility for consumers: As consumption preferences change according to norm shifts in work and play, consumers need new models of clothes consumption that reflect the fluidity of their lifestyles. Businesses need to take this into account as they design products for the post-pandemic consumer.