Introduction to the Trend

2020 has been an astronomical year in terms of cultural changes and shifts in society. Research suggests that consumers mindsets can be seen to be changing as the fashion industry is becoming more transparent (Brown, 2019). Research shows, due to the ongoing pandemic, the result of job loss, insecurity and treatment of workers has resulted in a rise of people turning away from multi million-pound companies and are turning to shopping locally to support the members of society around them (Brooker, 2020). The virus has increased people’s empathy and has resulted in hyper-localism1 (Oxford Languages, 2020).. A recent study by MasterCard2has found that currently two thirds of people are more likely to shop locally in comparison to last year and a projected 65% of shoppers will be shopping locally after lockdown (Mastercard, 2020). SUPPORTING SMALL BUSINESS

A definition of a trend is: ‘the general direction in which something is developing or changing’ (Hornblower, Spawforth and Eidinow, 2012).Within the UK today, figures suggest it is clear to see the way consumers shop is rapidly changing and adapting to fit with the current pandemic (Mastercard, 2020). Consumer expectations in regards to brands complying and adapting to fit the current social, ethical and moral issues is higher than ever (Ashfar, 2020).Small and local businesses are being seen as an essential staple as identified within United Nations Sustainable Development Plan, 8.3, 8.9 (Goal 8 | Department of Economic and Social Affairs, 2020). It can be seen this is impacting the population’s attitudes towards localism, decent work and economic growth. United Nations suggests that it is an essential topic brands should be looking at. These findings suggest, environmental and sustainable factors are not the only Corporate Social Responsibilities (CSR)3 (Fernando, 2020) that the fashion industry should be focusing on (considered further Trend Oppertunities, page17).