# The New Normal: Fashion

- URL: https://www.askattest.com/our-research/the-new-normal-fashion
- Published: 2020-05-29
- Updated: 2026-05-15
- Description: We’re all adjusting to the ‘new normal’ created by the COVID-19 pandemic – what does that mean for the fashion industry? We partnered with The Big Thinks to ask 500 UK consumers how their clothes-buying habits have changed.

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# The New Normal: Fashion

We’re all adjusting to the ‘new normal’ created by the COVID-19 pandemic – what does that mean for the fashion industry? We partnered with [**The Big Thinks**](https://www.thebigthinks.com/about) to ask 500 UK consumers how their clothes-buying habits have changed.

 

 

 ![](https://emx2zzfzxax.exactdn.com/wp-content/themes/okd/static/img/circle-check.svg)Thanks — check your inbox for the report link.

 

 

 

![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/Landing-page-image-template-18-1.png?strip=all)

 

### What’s inside?

- What clothes are people still buying when we have little reason to leave the house?
- Are we dressing up for video calls, or shamelessly PJ-ed from the waist down?
- How much have we cut back on fashion spending?
- What does this mean for the future of the fashion industry?

 

 

## Still not sure? Have a read…

**This article is the fourth in a series we’re calling the New Normal, aimed at helping businesses navigate fast-changing consumer behavior and find opportunities within these challenging times.**

In this report, we dive into consumers attitudes to style and fashion during the lockdown and examine how their shopping behavior and spending has changed.