1.0 Impact beyond that of the virus on wellness and lifestyle during the pandemic period
It has been a major issue for the majority of the population in many countries to find work-life balance ever since the onset of the Covid1-19 related restrictions. Separation from work and personal life started to blur at an increasing rate as people started doing more and more ac.vi.es at home, be it office work or working out. Consequently, it is evident that productivity has fallen, the engagement with friends, family and peers has gone low and the dependence on internet has become substantially high. Moreover, there are many adverse effects to one’s mental health as a consequence of prolonged periods of isolation. It is reported that there has been sharp rise in mental health issues such as anxiety, depression, loneliness during the Covid19 lockdown periods where some cases have resulted in suicide as well. Hence it is evident that coronavirus pandemic has deteriorated mental, social, and physical health and wellbeing of people across populations of all demographics not only through the direct impact of the virus, but also indirectly having to resort to an isolated and a socially disconnected lifestyle.
1.1 Effectiveness of Technological Adaptations by Global Brands to combat deterioration of health and wellbeing.
Responding the pandemic crisis, many industries including fashion industry had to adopt technology to remain in business through online retail to online stores powered through Augmented Reality.
Given that context , several athleisure brands have embraced virtual fitness technology in an attempt to facilitate a physically active lifestyle right within the comfort of one’s home. The fitness mirror introduced Lululemon is one such example.
However, it is questionable how effective these virtual technology could be. While such virtual fitness indeed provide the incentive to get up and move more, they still cannot substitute the scenery, human connection, or freshness in the air one would experience exercising outdoors. Hence it is safe to speculate that individuals of all population segments would be craving to go out, be active and rekindle human relationships once the covid restrictions are eased out.
Furthermore, an Amazon has attempted to virtualise tourism which is another aspect of human lifestyle tourism. Paradoxically, it allows one to go out and explore while staying in . YouTube celebrities: Matt and Abby recently shared how they virtually went on a trip to Italy and learned to cook traditional Italian cuisine. While virtual fitness mirrors encourage movement despite the lack of a natural feel, these virtual tours offer no value in terms physical activity as they are available to be purchased online at the click of a button while sitting comfortably on your couch. However, it worth Mentioning that these virtual tours could provide mental relaxation to a certain extent .
1.2 Rise in demand for Athleisure wear as all-day wear for at-home economy resulted from the pandemic.
“I have been wearing hoodies and sweatpants for so long I think I’ve forgotten how to operate buttons.”
According to Tru-Fit’s fashion genome, there has been an 85% increase in orders for athleisure wear in USA in recent past . It is observable how people are inclined to settle into athleisure wear as primary choice of clothing across all activities like from home exercises to work at home. Thus, the home-based based economy has blurred the need for purpose and occasion-based clothing. The sharp decline in the sale of dresses by 30% in contrast to the increase in sales for athleisure wear during the pandemic months is demonstrates the surge in preference for clothing that can be worn all day for a multitude of activities. Moreover, the pandemic has made a shift in perspective towards clothing. It has shown how athleisure garments could be more convenient and effective than conventional purpose-based garments. Thus, it is safe to speculate that such a perspective shift could be persistent even after the pandemic. Moreover , this is a more sustainable practice as one would be able to reduce the number of items purchased, thus ultimately reducing fashion related waste.
Continue to Read Chapter Two