CHANGES OF FASHION CONSUMERS PURCHASING BEHAVIOR BEFORE AND DURING COVID-19 PANDEMIC: EVIDENCE FROM SERBIA

Abstract

Fashion consumers purchasing behavior before and during COVID-19 pandemic are the subject of this paper. The empirical part deals with an analysis of the frequency of purchasing fashion products in Serbia in relation to the level of monthly income, the method of ordering, the method of payment, the items of the order and the impact of influencers on the purchase of fashion products, both in the period before and during the pandemic. The behavior of generations Z, Y, X and Baby Boomers was considered as the behavior of consumers of fashion products. The aim of the research is to examine if there is a difference, and what is the extent of the difference, in the behavior of the consumers who have purchased fashion products before and during the pandemic. Online research was carried out using a random sample of 1,002 respondents (both genders, aged 18-72) in Serbia, during the pandemic. The research results show that during the pandemic the percentage of consumers who frequently purchased fashion products have decreased to a large extent compared to the period before COVID-19. During the pandemic, the purchase of fashion products (clothing, footwear and accessories) in physical stores and through domestic websites in Serbia have decreased, along with a decrease in the portion of monthly income set aside for the purchase of fashion products. On the other hand, the purchase of fashion products through foreign websites and social networks have increased, which was accompanied by an increase in online payment methods. The results also show that influencers have made no impact on the change in frequency of ordering fashion products. Generation Z have most frequently purchased clothing items and through social networks, while Generation Y have most frequently ordered fashion products through foreign websites during the pandemic.