EFFECT OF COVID -19 PANDEMIC ON THE CLOTHING CONSUMPTION OF FEMALE LECTURERS IN OYO STATE.
2nd Biennial Conference
Authors
Abstract
Consumers preference for clothing consumption in the midst of the global COVID-19 pandemic is critical for
fashion brands and businesses to locate growth opportunities. This exploratory study intends to provide a picture
of consumers’ clothing consumption evolution while going through the pandemic crisis. Some viewpoints were
considered to integrate the perspectives of life status and stress coping to responses to clothing consumption
during the COVID-19 global pandemic. The objectives of the study were to study examined the effects in clothing
consumption of female lecturers in the study area. The study adopted the changes that Covid- 19 pandemic has
bought to the clothing Consumption of respondents in the study area. The research was a descriptive research
design. Stratified random sampling technique was used, to represent subgroups of female lecturers in Oyo state
College of Agriculture, Igboora. The sample size of the study was 306 respondents, who were drawn from a
population of 1250. Questionnaires containing both closed and open-ended questions were hand given to the
respondents. Data collected was analyzed using the Statistical Package of Social Sciences (SPSS). Consumers
prefer “waist-up” clothing and comfort over style. These improvised fashion clothing consumption practices may
become new habits while going through the extended intermediated phase of the pandemic. Therefore, fashion
business must match their offers with consumer offers. Furthermore, consumers are embracing online shopping
channels, and the need to develop its infrastructure as a means to provide seamless online or omnichannel
experiences.
Keywords
COVID-19 pandemic, clothing, consumption
Download PDF