THE TAKEOVER OF ONLINE SHOPPING BY JILLIAN GABBY Quarantine and the forced isolation that comes with it, has become a big component of pandemic life in 2020. However, staying in has not stopped the presence of fashion within our daily lives. When we are lounging in bed, phones in hands, we are bombarded with inadvertent fashion media. This content, viewable on social media platforms from Tik Tok to Instagram, highlights people expressing themselves through what they wear in new and different ways, inspiring as well as spreading the itch to shop. Even a pandemic cannot stop the creation of fashion trends. Rather, the pandemic has drastically altered the way in which we can shop for our new fashion obsessions. In the beginning phases of the COVID-19 pandemic, most stores in the apparel industry were closed. However, now that stores are beginning to re-open, the act of shopping looks a lot different. Dressing rooms are now a thing of the past and many people choose not to shop in stores out of precaution. “The pandemic has absolutely changed the way I shop now,” said Caitlin Allen, sophomore majoring in performing arts. “Since I am unable to try on clothes in-store, there’s really no difference in shopping online and online is just so much easier. I will still browse in stores, but I definitely frequent online stores much more now.” This comes as no surprise since many department stores are now closed, while online shopping companies like Amazon have increased in popularity. This preference for online shopping has brought with it a wave of new uses of technology, such as data collection on what consumers like.
Many fashion companies are using algorithms to create designs based on the user’s interests. Amazon is in the works of using machine learning to determine whether an item is “stylish” or not, a concept that will revolutionize fashion trends. “All of the sites I shop from have apps that I use on my phone that make purchases much quicker and easier,” said Allen. Even social media apps that aren’t designed specifically for shopping now allow for in-app purchases, like Instagram and Pinterest. Virtual Try-On is one technological advancement that is beneficial to the shopping climate of today. People enjoy shopping in-person because it allows them to try clothes on, which is how many determine if they want to buy the products or not. When purchasing pieces online it is often a gamble if the item will actually look good on you. With virtual try-on, one can, as the name suggests, try on a multitude of things from the comfort of their home. It ensures that the item fits not only their aesthetic but their body as well. The screen acts as a virtual mirror. “I used Zenni virtual try-on to shop for different glasses,” said Grace Coleman, a senior in Nursing. “The virtual try-on worked way better than I expected and helped me see which frames would look the best on my face shape.” She highly recommends virtual try-on because it is not only a quick and easy process but is also immensely useful. This safe alternative is becoming the best new way to shop. With millennials now preferring online over in-store shopping, technology within fashion is here to stay.
