Impact of Covid-19 on consumer buying behaviour in the fashion industry
Dr. Janet Geipel's lecture on "The Power of Words: How Language Use Influences Decision
Making" provides valuable insights into the importance of language in shaping consumer
behaviour. Using secondary data approach on prior jounarls and cases, Dr. Janet Geipel found
that the words we use can have a significant impact on our decision-making processes,
particularly in a context where consumers are facing new and uncertain circumstances. The
Covid-19 pandemic is one particular case as it has had a significant impact on the changes in
consumer behaviour and purchasing patterns being among the most notable. The pandemic has
led to a shift in the way consumers make decisions about fashion products, with many factors,
such as health concerns, economic uncertainty, and changes in social norms, influencing their
decision-making process. In this context, the use of modality in language plays a critical role
in influencing consumer behaviour and the consumption of new products. Motivated by the
lecture, the essay will explore the impact of Covid-19 on consumer buying behaviour in the
fashion industry, drawing on modality, theories and concepts introduced throughout the course,
as well as current research and articles on the topic.
Consumer behaviour can be defined as the behaviours and choices that people make in relation
to the acquisition of products and services (Kotler, 2022), which is crucial for marketers, as it
enables them to develop effective marketing strategies that resonate with their target audience.
Meanwhile, the consumer decision-making process describes the stages that consumers go
through when making a purchase decision including problem recognition, information search,
evaluation of alternatives, purchase decision, and post-purchase evaluation. In the context of
Covid-19, consumers have had to adjust their decision-making process to prioritize safety and
convenience over other factors. This shift can be seen in the increased demand for athleisure
and comfortable clothing that can be worn at home, as well as the rise of sustainable fashion
as consumers become more conscious of the impact of their purchasing decisions on the
environment. Narrow to the case of the fashion industry, under pressure to increase
productivity, accelerate its markets, and cut costs due to Covid-19, has already begun to
integrate its culture and commerce with the online space. In detail, the industry has to adapt
digital technology to embrace online shopping, a modality where the shopping process happens
online for social distancing (Amankwah et al., 2021). By incorporating digital technology,
trends, operational structures, and business models, digital transformation uncovered hitherto
unexplored avenues for expansion, allowing them to meet and even surpass new customer
expectations with a better and more relevant experience focusing on personalisation (Sumarliah
et al., 2022). According to Dr. Geipel's lecture on the power of language, the modality of social
distancing has influenced consumer judgment and decision-making to shift to online
purchasing. Thus, there has seen a shift in consumer behaviour towards online shopping
including a 10-30% increase in online fashion sales since the pandemic began (McKinsey &
Company, 2021). Additionally, marketing theories and frameworks such as the consumer
decision-making process can be applied to understand the impact of Covid-19 on consumer
behaviour in the fashion industry. Study of Liu and Li (2021) in China found that online
purchases of fashion products increased significantly during the pandemic, with consumers
citing safety concerns and convenience as the primary reasons for their shift to online shopping.
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These findings further highlight the importance of understanding consumer behaviour in the
context of the pandemic and the need for marketers to develop effective strategies that address
consumer concerns and preferences.
The emergence of new business models in the fashion industry, such as drop-shipping and
online marketplaces, can also be seen as a response to the increased demand for online
shopping (Miljenovic and Berisa, 2022). By providing reassurance to consumers and utilizing
new digital channels, fashion retailers can adapt to the changing consumer behaviour brought
on by the pandemic. Therefore, it is important for marketers to not only use language that
reassures consumers but also to ensure that their online platforms are user-friendly and provide
a seamless shopping experience. Dr. Geipel's lecture highlighted the use of language and Blood
Donation which influence the decision to help others of participants, thus, using language in
the case of Covid-19 can reassure consumers and promotes trust in their online platforms. This
can be achieved through clear communication of policies, such as return policies and delivery
times, as well as providing user-friendly and secure payment options. By doing so, businesses
can improve their online reputation and increase customer loyalty. Moreover, according to De
Bellis and Johnston (2021), the emergence of new business models of drop-shipping and online
marketplaces also highlights the importance of adapting marketing strategies to changing
market conditions. The pandemic has brought about a shift in consumer behaviour towards
online shopping, and fashion retailers that are able to adapt their business models and
marketing strategies to this new reality are likely to succeed in the long run (Joshi et al., 2021).
The statement aligns with the content discussed in Lecture 8, where the lecturer emphasized
the need for companies to adapt their marketing strategies to changing market conditions. By
emphasising the lecture, it was believed that the pandemic has accelerated the shift towards
online shopping, and companies need to respond to this trend by investing in their online
platforms and providing a seamless shopping experience. The lecturer also mentioned the
importance of reassurance in marketing communication, which is in line with the idea of using
language that reassures consumers as discussed in the literature review. Furthermore, the
lecturer discussed the need for companies to prioritize social responsibility in their marketing
strategies, which aligns with the idea of responsible branding discussed in the literature review.
Additionally, social media has become a critical tool for retailers to connect with their
customers (Hussain, 2020). Brands use social media platforms to promote their products,
engage with customers, and build brand awareness. Influencer marketing is also becoming
increasingly popular, where retailers collaborate with social media influencers to promote their
products. This trend is in line with the lecture on the power of language, where Dr. Geipel
emphasized the importance of using language that resonates with the audience and influences
their behaviour.
According to Dr. Geipel's lecture, the Technology Acceptance Model (TAM) can be used to
analyze the impact of modality on consumer decision-making in the context of the Covid-19
pandemic, similarly with the Theory of Planned behaviour (TPB). The Technology Acceptance
Model (TAM) has been widely used to understand consumers' acceptance of online shopping
platforms. According to Venkatesh and Bala (2008), consumers' perception of the usefulness,
ease of use, and perceived risk associated with online shopping are crucial in determining their
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acceptance of this technology. As noted by Wibowo and Sedarmayanti (2021) in the Journal
of Asian Finance, Economics and Business, the TAM has been applied in various industries,
including online shopping, to understand consumer behaviour and acceptance of new
technologies. The TAM suggests that consumers' perceived usefulness and ease of use are key
factors in determining their acceptance of online shopping platforms. Besides the obvious time
savings, customers also benefit from online shopping because of how easy it is to do a search
(Alzaidi and Agag, 2022). Based on TAM's previous study in the fashion industry, internet
shops have gained popularity at the expense of their brick-and-mortar counterparts in Saudi
Arabia. Koch, Frommeyer and Schewei (2020) discovered that the user approval of ecommerce for the purchase of clothes has increased as a result of the pandemic. Online buying
intentions were similarly predicted by respondents' assessments of perceived ease of use,
perceived usefulness, and trust, as discovered by Pop et al. (2023). Hence, consumers' level of
comfort with online shopping has a major impact on their propensity to purchasing. In addition,
consumers are better equipped to think through the implications of their purchases when ease
allows them to avoid making hasty decisions out of unfamiliarity or difficulty (Alzaidi and
Agag, 2022). According to Koch, Frommeyer and Schewe (2020), people prefer shopping
online to shopping in a shop because they feel less pressured and more at ease while shopping
from the convenience of their own homes. Some consumers, because to their busy schedules,
have trouble making it to brick-and-mortar establishments in order to make purchases (Gu et
al., 2022). Moving forward, online shopping is likely to remain an essential part of consumers'
shopping behaviour, with brands and retailers needing to keep up with evolving consumer
preferences and expectations (Sharma and Jhamb, 20120). Understanding consumer behaviour
and perception when it comes to accepting new technologies is crucial, as highlighted by both
the TAM and Dr. Geipel's lecture on "The Power of Words: How Language Use Influences
Decision Making." According to Deshwal (2016), framing messages in a way that emphasizes
the benefits of online shopping, such as convenience and accessibility, can positively impact
consumer decision-making processes. The study by Venkatesh and Bala (2008) also found that
consumers' perceived risk associated with online shopping can impact their acceptance of this
technology, highlighting the need for brands and retailers to address any concerns related to
security and privacy. Besides, the use of modality in language is also found to influence
perceived usefulness and perceived ease of use in the TAM model. A study by Kusumasondjaja
(2020) found that modality plays a significant role in the evaluation and perception of new
fashion products as it expresses certainty or confidence about a new fashion product's quality,
style, or trendiness and positively influences consumer attitudes towards that product.
Perceived usefulness refers to the degree to which a new technology or product is perceived to
be useful in achieving a particular goal of modality use (DeBerry, 2009). Perceived ease of use
refers to the degree to which a new technology or product is perceived to be easy to use and
can also be highlighted by the use of modality as finding of Du et al. (2021). Thus, according
to Du et al. (2021), in the fashion industry, brands can use modality in language to emphasize
the usefulness and ease of use of their new products, particularly in the context of the Covid19 pandemic.
The Theory of Planned behaviour (TPB) suggests that attitudes, subjective norms, and
perceived behavioural control play important roles in determining an individual's intention to
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engage in a particular behaviour. Attitude refers to the individual's evaluation of the behaviour,
while subjective norms refer to the perceived social pressure to perform the behaviour, and
perceived behavioural control refers to the perceived ease or difficulty of performing the
behaviour. Several studies have investigated the links between TPB concepts and online
purchasing due to Covid-19 (Youn et al., 2021; Akar, 2021; Pop et al., 2023). These
investigations confirmed that people's attitudes, perceptions of social pressure to participate in
buying fashion products online, and expectations of their own achievement all have a role in
whether or not they actually engage in online purchasing. To encourage consumer adoption of
this behaviour, Koller and Schuckert (2020) recommend using positive language to
communicate with consumers, emphasizing the benefits of online shopping such as
convenience and safety. This aligns with the TPB's emphasis on perceived behavioural control
and highlights the importance of understanding consumer behaviour and perception. In
addition, Wibowo and Sedarmayanti (2021) found that consumers are more likely to engage in
online shopping during the pandemic due to convenience and safety concerns. The study
underscores the need for retailers and brands to create a positive online shopping experience
that meets customer needs and expectations. These findings emphasize the importance of using
effective language and communication strategies to positively influence consumer decisionmaking processes, as discussed in Dr. Geipel's lecture on "The Power of Words: How
Language Use Influences Decision Making". The study by Wibowo and Sedarmayanti (2021)
similarly highlights the importance of using effective language and communication strategies
to positively influence consumer decision-making processes. In the context of the TPB model,
the use of modality in language can influence attitude, subjective norms, and perceived
behavioural control (Ajzen, 2011). The finding of Noor et al. (2020) found that attitude can be
enhanced by language as it can leverage the degree to which a person has a favourable or
unfavourable evaluation of a particular behaviour. In a similar manner, language can be
employed to leverage subjective norms to the degree to which an individual feels social
pressure to participate in a specific conduct and can also be used to leverage an individual's
perception of control over a certain action (Noor et al., 2020). Thus, the use of modality in
language can influence each of the constructs of the TAM and TPB models. Thus, Silvestri
(2020) also highlights a significant impact on the perceived utility, attitude, and subjective
norms connected with a new fashion product can be achieved by the use of language that
conveys assurance and confidence about the safety, style, and comfort of the product in
question. However, she also criticizes that the use of language can indicate concern or doubt
about the safety, style, or comfort of a fashion product and might have a detrimental affect on
these constructions. In a similar vein, language that expresses certainty and confidence
regarding the ease of use and accessibility of a new fashion product can positively influence
the perceived ease of use and perceived behavioural control associated with the product,
whereas language that expresses uncertainty or doubt regarding these factors can negatively
influence these constructs.
In conclusion, the use of modality in language can have significant implications for marketers
and brands in the fashion industry. To effectively engage and influence consumers, marketers
must use language that highlights both the safety and convenience of their products and the
sustainability and practicality of their designs. Understanding and responding to the evolving
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needs and preferences of consumers is vital for marketers to stay competitive in the changing
landscape of the fashion industry. Ultimately, by understanding the constructs of the TAM and
TPB models, brands can use language that positively influences consumer behaviour and the
consumption of new fashion products. However, further research is needed to explore the
impact of modality on consumer decision-making in the fashion industry in the context of the
Covid-19 pandemic. Due to the generic in the scope of investigation of this essay, more studies
can explore the impact of modality on different segments of the fashion industry. Different
segments of the fashion industry may have unique characteristics and preferences, and research
can investigate the impact of modality on consumer behaviour in different segments such as
luxury fashion, fast fashion, and sustainable fashion. This is also due to Dr. Geipel's lecture
highlighting a need to examine the sustainability trend in more detail and how it will shape
future buying behaviour. Additionally, future research could investigate the role of social
media in shaping consumer behaviour in the fashion industry during the pandemic. A study by
Yu and Yang (2021) published in the Journal of Retailing and Consumer Services suggests that
social media has become an important channel for consumers to gain information and make
purchasing decisions. The study highlights that social media influencers can have a significant
impact on consumer behaviour, especially among younger generations. Thus, retailers could
leverage social media platforms to engage with consumers and promote their brands, as well
as collaborate with influencers to increase their reach and influence on consumer behaviour.
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