Role of social media during COVID-19, on consumer

buying behaviour in the UK fashion market

Objectives of Research:

1. Identification of the use of social media platforms in UK for online shopping.

2. Find out the impacts of social media advertisements on the behavioral changes
of individuals.
3. Investigate the importance of social media marketing and its impacts on the
fashion industry of UK.

Literature review

Introduction:
Reliance of Consumers:

Consumer’s reliance depends upon the condition of an individual in which a person is

determined to achieve something in a particular way.

Use of Social Media platforms by consumers for the purchase of

Footwear and Clothing Brands
Consumer’s Engagement:

The most important task for every company is the satisfaction of their customers. This
satisfaction can be achieved by increasing the engagement of consumers because
when customers visit your sited more than the probabilities to buy products will
automatically increases. This increase in customer satisfaction will make your
customers brand loyal (Brodie et al., 2013). This engagement of consumers can be
induced by making personalized interactive and collaborative interaction with
businesses (Hollebeek et al., 2014; Sasser et al., 2014).

Social Media’s Dimensions for Brands

There are total five dimensions of the marketing via Social Media (Asa’ad & Anas,
2014). These dimensions work as a bridge between consumers and brands. The
excess in the connections and interactions between customers and brands will increase
traffic at websites.

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Online Communities:

The basic purpose of these online communities is to enable marketers to place their
products in a way through which there is an ultimate increase in their sales. It is very
crucial for businesses to develop a community around their business websites and apps
so their products make direct connect with customers. Effective communication
encourages feedbacks of customers which make direct exposure of brand towards
customers and this will increase brand loyalty among customers (Taprial and Kanwar,
2012).

Social Interaction:

To make social media advertisements the most important topic which should be
considered is social interaction of customers with brands. This social interaction can be
made quickly through the twitter, facebook accounts and instagram about particular
products (Berselli, Burger and Close, 2012). Furthermore, this social networking also
enables brands to update their customers about the products with time also this social
networking create an ease by getting the feedbacks online and make changes in their
products accordingly such as energy drinks etc.

Content Sharing:

It is also consider as an important dimension of social media networking. It is the terms

which dictates about the ease of sharing, distribution, exchange and receive information
about the brand. Through these online platforms students share their favorite brands
with each other’s and increase in resonation of these brands increase their engagement
with consumers (Babac, 2011).

Accessibility towards Products:

In terms of social media advertisements the accessibility of brands to their customers is

very important. Social media platforms make them accessible to their customers such
as through online platforms consumers make purchase of their products within no time.
Social media platform are very convenient for customers because these aap are very
accessible for customers and there is no need of special training and knowledge to use
these websites (Taprial and Kanwar, 2012). In addition these social media networks are
very user friendly because this content is useful for both younger and older students.

Credibility:

The marketing of brands via social media platforms increase credibility of their products
and services. While delivering messages from companies to consumers the thing which
significantly matters is known as credibility. When the products become credible then it
develops good image of brand in front of customers. Quality products also attach

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customers with their brands emotionally. So these social media advertisements provide
a good platform to businesses so they conduct their messages directly to customers
and develop a strong connection with customers by getting their feedbacks (Tapria and
Kanwar, 2012). In short social media advertisements make a direct connection with their
customers by satisfying their needs this will make customers loyal towards their brands.

Online Platforms

According to the reports of (ICT, 2014) the online people are about 40% of total world’s
population which is about 2.7 Billion. More than half population of UK is using 2 or more
commonly used social platforms such as youtube, instagram, twitter and facebook etc
(Paw Internet, 2014). These new social apps are extensively used as compare to
traditional websites (Bughin et al., 2011). These social media platforms are now fully
penetrating in mobile phones all around the world (ICT, 2014). The penetration of these
social apps make them access to their customers and the result of these strategies will
be in the form of increase in the engagement of potential customers to brands (Nelf,
2014).

Footwear Brands
John Lobb
The RTW can take Hermes-owned as a
second well known maker or option for
RTW maker. Their products are absolutely
different from the makers of John Lobb St.
such as bespoke. The pair of shoes made
from John Lobb are very good I quality
because of pure leather but its designs are
not as such interesting. After analyzing
their recent collections it is quite clear that
they are lacking “oomph” as compare to
other competitors such as Edward Green
which are providing cheaper products.
Edward Green
Edward Green is working with Dover Split
Toe Derby and Galway Boot which require
much introduction. Reason behind is their
excessive prices with poor quality whereas
the drama of Girling and Gaziano is much
better than them because of EG practical
way of working. They are producing and
selling multiple models in the sub price of
£1000 and the above mentioned premium
prices leads them to ncrease their prices
to the £1,3000-ish. Customers cannot
approach Edward Green online but they
are providing a top range of Drawer MTO,
customized services, Finishing and waist
treatments.

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 Comparison of Clothing Brands
Sr. No Brand Name Fame
Popularity

Facebook:

Researchers such as (Ascend2, 2013; Gerber, 2014) has conducted a number of

surveys states that to advertise potential customers of energy drinks, Facebook is one
of the most effective tool which can target consumers at an extensively large scale.
Through this platform brands of energy drinks can get feedbacks of their customers and
make changes in their products according to their requirements. In the initial stages of
social media networking this tool was not excessively use by consumers but though it
was considered as primary source for connecting consumers with brands. Although
companies always make big investments on social media campaigns such as Facebook
to make their customers engaged with them. Among all social media networks
Facebook is considered as most used app which is used by brand to communicate with
their customers.

Twitter:

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Twitter is considered as another social media platform for advertisement of Energy
Drinks to their potential users such as students. According to the prior literatures if a
company throws advertisements via twitter then it will be pleasurable and informative for
customers who ultimately cause increase in the credibility of firm (Coyle, Smith & Platt,
2012; Sreenivasan, Lee & Goh, 2012). Beside of this the customized advertisements
can also bound products with particular customers because it may target the
preferences and interest of a small target group (Lee, Kim & Sundar, 2015). According
to research around 1 post out of 5 is conducting about a particular product and 1/5 th of
these posts are about the positive and negative remarks of customers about a particular
product (Jansen et al., 2009). There are about 500 Million tweets popped up on twitter
everyday and among these 500 million tweets around 100 million tweets are about any
specific brand (Twitter, 2015). This data represent importance of Electronic Word of
Mouth (WEOM). This is the reason due to which companies prefer to make their brand
advertisements through twitter and make mostly conversations through official accounts
of individuals. According to the data of 2013, about 77% of total 500 companies
included in Fortune magazine are actively users of Twitter and use underscore twitter as
a advertisement mark while placing their products on online platforms (Barnes et al.,
2013).

Youtube:

It is another significant social media platform for advertisement of brands. Through this
platform brands particularly involved in content based on videos (YouTube Partner,
2015). There are a huge number of followers a company can approach through
Youtube. Moreover these followers mostly include people from age 18 to 34 and
sometimes they are using more than two accounts and they use this platform more than
any TV channel (Perrin, 2015). Brands can make two different types of advertisement
through Youtube, 1st one is based on videos and 2 nd one is ads in video streaming.
Stream videos include ads but there is always an option for the followers either to watch
this ad or skip it after 5 seconds. These ads based video are appear on the end of
actual video of brand. There are multiple options which a company can use to make
their advertisements more powerful (Choubtarash & Nourani, 2013, Pikas & Sorrentino,
2014).

Preferences of Customers for shopping Clothes Online

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 Buying Behaviors of Customers
There are different factors which affect on the behaviors of individuals in context of
modernized social commerce. Sometimes students make a decision for the purchase of
the products after the closure of Social Medias. According to the recent studies it is the
Word-of-Mouth (WOM) which influences on the purchase decisions of individuals. There
are multiple reasons which rely on the change in decision of the students. These
reasons are perceptions of individuals about products, brand communities,
competitiveness and collaboration of brands with brands such as energy drinks
(McAlexander, Schouten & Koening, 2002; Franke & Shah, 2003). The buying
behaviors of individuals are of great importance for the companies in terms of
generating revenue and for marketers, so that they can find out the factors due to which
decisions of the human beings fluctuate. When a company make an extensive study on
this topic then it will enables them to find out the questions like when, how, and where
the perceptions of a person change about the product (Kotler & Armstrong, 2010:199).
However, this can be consciousness of the students about the products due to which
they go for the alternative products. It also includes the processes from consciousness
to the final decision of purchase (Dave, 2008).

Perspectives of Customers about the Fluctuations in Decisions

through Social Media Platforms

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 1. Need for Recognition:

This is the very first stage of decision making process. In this process customer identify
their needs.

2. Search Information about Product:

In this stage students collect information about the products which they are going to
purchase.

3. Pre-Purchase decision Making:

In this stage, students analyze alternative brands for a particular product to choose the
best one.

4. Decision for Purchase:

This stage is also known as action stage in which the selection of the product made for
which the customer is going to pay.

5. Consumption of products:

In this stage customer use the product which they have bought.

6. Post Consumption Behavior:

After purchasing the product the customers are now thinking about the product such as
either this product is satisfying their needs or this product is not according to the
requirements of individuals. Hence students always think rationally about the product
because they are influenced by the word of mouth (WOM).

Consumer’s Behaviors about Cloth Brands in 2021

The behaviors of the individuals are dependent on the environment in which they make
their decisions because sometimes the advertisement of the product is very strong but
product is of poor quality, besides of this students purchase products. Particularly 3 rd
generation Z (Born after mid 1990s) has strong beliefs about it. New generation always
have distinct and modernized thoughts about fashion and their lifestyle. Additionally,
policy makers are also working on to make clothing brands according to the innovative
and modern life style of customers just like other products. The competitor’s brands
which have no influential powers are also working on their sustainable growth and
maintenance.

UK’s Cloth Retails and Markets:

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 Behaviors of Customers in Footwear Brands
Categories of Consumers:

For people living below line of poverty take economic growth as an opportunity so there
will increase in income of middle class people. According to the research by (Ernst and
Young, 2009), in UK there are around 1.8 Billion people count as a middle class.
Further, researchers are expecting to increase this number by 4.8 Billion in 2030 which
is triple of current amount. This data shows that there are chances that around 3 Billion
people are going to join middle class families. The increase in number of middle class
individuals leads to the increments on saving so the buying power of individuals will also
increase. This increase in middle class people will tend to the decrease in poor people
so in 2030 the most of the world’s population will consist of middle class. Hence, the
situation of the people is improving from poor to middle class which is quite good.

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 Y axis represents the number of population from 0 to 8 Billion

Online Purchase of Shoes and Clothes on the basis of gender:

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 The buying behavior of individual is in excess in age group of 16-24 and 35-44 ages

The perceptions and behaviors of individuals about the fashion retailers in UK are
strongly influenced by several internal and external motivators. These motivational
factors facilitate the process of SM. The decision making processes is motivated by the
SM and these factors are continuously impacting on the processes of decision making.
Students always busy in collecting information about fashion retailers and markets
through different social media platforms and always get inspired from these
advertisements. Therefore, the final decision about the purchase of the product cannot
be fluctuated by the previous advertisements about product (Nash, 2019).

Experimental Approach for Intervention

Intervention Approach:

There are several strategies which impact on the intervention approach and its desired
outcomes which are based on the evaluation of data through which the promotion of
health can be accessible. The other determinants of this approach are compensation
techniques, maintenance of existing data, restoration of function and prevention from
disabilities etc.

Researchers discuss this intervention approach through the shortlist of interventions,

marketing teams and sustainability of Asda. These shortlists of Asda are very important

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for the achievement of external and internal insights. There are multiple factors which
are included in the processes of finalizing the decisions. These factors are availability of
communication groups, agreeableness of teams and costs of interventions for Asda, so
that they can freely participate in interventions. By using the Asda’s communication
strategies for two interventions which were signed off for Asda’s communication
channels and follow up the process it is clear that there are three basic interventions.
These social interventions may lead to the change in behaviors which may initiate face
to face interactions via social media platforms (Young et al., 2017).

COVID-19 Impact on Buying Behaviour

This pandemic of COVID-19 has imposed a number of restrictions and adverse affects
on the buying behaviors of individuals because this pandemic affected the economy of
nations worldwide. If individuals purchase their own national brands then it will be very
helpful for the revival of the country’s economy. When person’s purchase from the
companies of their own country then this will make increase in their GDP and it will also
reflect citizen behavior of individuals towards country. Economies significantly
emphasize on to increase savings during pandemic situation (Holz, 2020) because in
pandemic there is rapid increase in unemployment which is also a cause of fall of
Economy. Here is the discussion which is about the altitude and behavior of individuals
towards foreign products (ATFP).

Ethnocentrism of Consumers:

There are three views of customers in context of ethnocentrism. Among these three
views the first one is about the risk which increases when a consumer buy foreign
products instead of their own products. Second one is about the morality of customers
when they purchase foreign products and the last one is about the personal behaviors
and thoughts about purchase (Sharma et al., 1995). Most of the consumers think that
purchasing foreign products is not a behavior of a good citizen because it downfall the
GDP and increase in unemployment. Whereas the non-ethnocentric consumers in the
country do not think same about the purchase of foreign products instead they consider
the patriotic behavior for citizens as an unimportant behavior (Shankarmahesh, 2006).
Ethnocentrism is the tendency which intends people to purchase products of national
brands and this tendency can be measured by researchers use a scale made by (Shimp
and Sharma, 1987) and this scale is based on 17 items tendency scale for consumers
(CETSCALE). This scale is used at large scale for multiple purposes. Another scale is
consisting of 6 items which is basically developed to change behaviors of ethnocentric
people to buy domestic products (Klein et al., 2006). The sentiments of these
ethnocentric people are also related to the people of Australia on the basis of their

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demographic profiles which include increase of unemployment there (Josiassen et al.,
2011). Ethnocentrism plays a major role on the behavior of consumers in context of
domestic brands but in context of foreign brands this impact id very moderate. These
advertisements cannot encourage purchase of domestic brands but can discourage
purchase decisions from foreign brands (Han and Guo, 2018). There are multiple
approached for the concept of ethnocentrism some of them support foreign products
such as (Bartsch et al., 2016; Cleveland et al., 2009) whereas some are in the favor of
domestic brands (Bannister & Saunders, 1978; Baughn & Yaprak, 1996; Shimp &
Sharma, 1987; Batra et al., 2000). In most of the developing economies, consumers are
attracted towards foreign brands because their local brands are not well furnished and
also they want to make their interaction with global brands. In short, consumers from
emerging economies attracted towards global brands (Bartsch et al., 2016; Cleveland et
al., 2009; Strizhakova & Coulter, 2015; Zeugner-Roth et al., 2015). The foreign brands
i.e luxuries and durable products grab attention of the consumers from local and
emerging economies because they perceived good quality and reputation as compare
to domestic products (Batra et al., 2000; Zhou et al., 2010). On the other side food
related products cannot increase the buying tendency of individuals (Ozsomer, 2012).

Impact o nationalism on the Buying Behavior of Individuals

In literature related to marketing, researchers mostly have studied ethnocentrism while
the research about nationalism is not much explained. Researchers explain nationalism
as their tendencies based on their nationality due to which they accept and reject a
product (Wang, 2005).

Nationalism for Consumers:

Consumer’s nationalism is defined as apolitical statement in which a country defends

the purchase behavior of their own customers about their own brand’s products and
services (Gerth, 2011). Resaerchers like (Castello and Mihelj, 2018) has defined this
subject into symbolic and political consumer nationalism.

Consumer Nationalism at Political level:

In this type the sale of some particular products affected the economy of the country
and politics as well. To upgrade economy of a country they also can fluctuat their
cultural standards (Castello and Mihelj, 2018). Additionally this Political Consumer
Nationalism is sub divided into Buycott and Boycott. This boycott behavior of brands
motivate consumer to make more purchases because of the favorable behaviors of
brands. On the other hand Buycott refers to punishing the brands because of their
unfavorable behaviors (Cuadras-Morató & Raya, 2016; Neilson, 2010). Authors further
elaborated this concept as Boycott at national level which includes refusals to purchase
certain products by a specific nation while Nationalist Buycott is the term which explains
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purchase of domestic goods in the replacement of foreign goods (Castello and Mihelj,
2018).

Consumer Nationalism by Symbol:

This type of Nationalism is a broad discussion about the culture rather than political
conditions. This literature discussed about the brand image like either these products
are producing locally or has a domestic recognition (Castello and Mihelj, 2018). This
concept initiated awareness researchers such as people are now more focused towards
the origin of product like either they are made in India or somewhere else.

Nationalism at Economic Level:

Researchers make controversial theories about Economic Nationalism and they find out
that past research on this topic is concerned more with present situation. This topic is
supported by policies of national economists and there is also rise in job insecurities
because of the economic threat by foreign competition (Baughan and Yaprak, 1996).
This sub type of nationalism work as a key maker by emphasizing on the practices like
buying and selling (Castello and Milhej, 1996). Further discussion also explains that in
order to increase sales of domestic products the most important task for political
institutions and corporate houses is to change their language and principals in order to
become adaptive. It is also compulsory for cultural nationalist to sell durable goods and
services so that it can be profitable for the firm. The attention of scholar is distracted by
economic orientation, nationalistic orientation and ethnocentric behaviors of individuals
(Schooler, 1971). Researchers also reveal that if consumers showed hostile behavior
then there are more chances that they would not like to purchase their products.
Ethnocentrism also affect on economic nationalism by blending concepts of customers
about foreign products and propagate a feeling of discrimination among individuals by
adaptation of “us first” technique. Researchers like (Baughn and Yaprak, 1996) also
discuss the role of commercial players such as marketers because they play a crucial
part while developing connection of customers with their affiliated brands and their
services and products (Casteloo and Milhej, 2018). Further the customer engaged with
nationalism concept start to buy national products and services which include national
colors, fashion products and television shows etc. The packaging of products is also a
focused point in this context because packaging of products reveals information about
the basics of products such as where is the “origin of the products” and “made in” etc
beyond these entire customer make purchase according to their ethnocentric behaviors
(Cheah and Phau, 2006). To make behaviors of consumers favorable towards a local
brand the most important motives are Socio psychological and Economic (Verlegh,
2007). Activities of general public, domestic firms and governments determine the
economic nationalisms because these figures impose some restrictions on foreign

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brands (Akhter, 2007). Therfore, the purpose of this study is o demonstrate the thoughts
of general public about economy based nationalism.

Increase in Online sales because of pandemic of COVID-19

According to Authors impulse purchase is totally unplanned (Stern, 1962) because it is
a purchase without any experience and knowledge about product. It is very difficult to
understand impulse buying behavior of individuals and also there are different
demographic characters and stimulus arise from in store shopping, which influence on
these buying behaviors of individuals (Ditter et al., 1995). In store motives are very
important because it raise positive responses to purchase products (Abratt and Goodey,
1990; Zhou and Wong, 2004). This is the product which affects emotions of the
individuals which initiate stimulus at the time of in store purchase (Youn and Faber,
2000). The impulse purchase initiates a stimulus which is influenced by the product,
price, packaging and placement of the product and it is more profitable at the time of
purchase (Peck and Childers, 2006). Most of the individuals which prefer to purchase
variety of products usually make impulse purchase of products (Sharma et al., 2010).
When the pandemic of COVID-19 arouse this impulse purchase was converted into
panic purchase of goods such as in the form of collection of stock especially food
products (Wang and Na, 2020), medicines, hygiene and cleaning products etc (Islam et
al., 2020). According to a survey cons\ducted by researchers at the very start of
pandemic shows that there were only 4 out of ten shoppers who did not make any extra
purchase or stockpiling of products (Dammeyar, 2020). This panic buying behavior of
individuals was firstly spotted at China and Italy and also other countries such as UK
(Barr, 2020) which drastically affected by pandemic at early stages (Benentt, 2020). US
experience fluctuations in the panic buying behavior of citizens when they know about
the permanent lock down situation, scarcity of essential goods and empty shelves
(Ahmed et al., 2020). There is a stipulated evolution in the behaviors of individuals
because when they start to purchase products through social media apps or social
distancing platform which is now a trend and this emerging behavior of individuals is
becoming a trend now (Chhabra, 2020). This emerging behavior can be studied by the
behavior of individuals towards washing their hands at frequent basis. On the basis of
the study by (Ganesh, 2020) the most of the consumers does not have any disposable
income or if they have then they are very cautious about using this income. So when
this lockdown will be lifted up then the consumers may not even have enough money to
make purchase of essential goods. There will be no any impulse buying by customers
rather then they may prefer to make shopping on short term basis of essential goods.
There are also chances that consumer shift their behaviors towards inspirational
purchase for long term too. According to this Need Based and Planned purchase Post
Lockdown (NBPPL) there are three questions for discussion. Moreover to find out the
buying behaviors of individuals before lockdown there are also five contemporary

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questions which determine changes in behaviors of consumers prior to lockdown
situation. The restriction of people in which they were bounded to their homes also
provide consumer a full fledge time to think about their purchase patterns. This study
determines the affects of LSSA Lockdown Sentiments and Sustainability on the WBIB.

Panic Buying Behaviors of Consumer Because of COVID-19 Pandemic

Because of this pandemic of COVID-19 there is a situation of lockdown and social

distancing as well which leads to the increase in the use of social media platforms like
apps and websites for interaction and decision making. To understand different
meanings of this situation of pandemic there should be a position for social
constructionist or epistemologist which understand the sharing of information and
contact via social distances. There are also multiple social factors which drastically
impact on the social buying behaviors of individuals in UK. The purpose of this study is
to control the information spreading through these social apps because this information
is stimulating panic buying behaviors of individuals (Naeem, 2021). After this pandemic
there are noticeable changes in the behaviors of individuals because after lockdown
customers want to improve their own country’s economy so they prefer to purchase
“made in US” products and the brands which are originated from United States. Figure
01 demonstrates a conceptual frame work to understand this topic. This is the
ethnocentric behavior (Refers to the preferences of customers so they purchase
domestically originates and producing goods) of individuals in which consumers want to
buy products of native brands. This study also find out the consumer nationalism
behavior after the pandemic of COVID-19 in which they want to purchase products from
domestic brands so they can boost their economy and national GDP (Fig: 01). This
study is also shows the exceptional behaviors of individuals before the pandemic of
COVID-19 in which they make impulse purchase of products. At that time the
willingness of consumer to buy need based products make them inclined towards the
domestic brands. Now the all markets are focused towards Globalization, so all Indian
markets are offering a range of foreign brands to their citizens. There is also a
discussion based on after pandemic situations and its impacts of ATFP that how it
controls the willingness of individuals about the purchase of country made products.

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 (Dholakia 2020; Yuen et al. 2020)

There are multiple factors such as psychological processes which determine the
complex behaviors like panic behaviors of individuals (Dholkai, 2020; Yuen et al., 2020).
Panic behavior is arouses as a result of depression, anxiety, stress and fear about the
future (Dholakia 2020; Dubey et al. 2020; Mukhtar 2020). The chaotic situations like
stockpiling and food hoarding can be controlled by reducing fear and stress among
citizens about the pandemic situation (Arafat et al., 2020a, 2020b). There are different
coping mechanisms to control these psychological behaviors of individuals (Lopes et al.
2020; Loxton et al. 2020; Zhang and Smith 2020; Herjanto et al. 2021). When the
situation become drastic such as because of pandemic the environment become
uncontrollable, chaotic and fatal then particular individuals have a certain control level
through which they can control their adverse surroundings. Simultaneously this panic
buying can be initiated by individuals because of any unknown fear which leads to the
catastrophic behavior of individuals (Slovic 1987; Yuen et al., 2020). Panic buying
behavior f individuals towards a particular product can be initiated by the scarcity of any
essential resource for individuals. This panic behavior can also be drive by decrease in
trust and consumers anticipation (Dholakia, 2020). There are also several perspectives
of consumer’s behaviors which drive this panic behavior within them. Authors

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elaborates that the food hoarding can be seen as a there stage process through which
constraints of environment cab be restricted which includes react, cope and adaptation.
Imminent threats are the conditions arise for short term and there is prompt consumer to
control these threats. There is deployment of attention behaviors because of negative
emotions which aware individuals to make them alert from any futuristic harm (kemp et
al., 2021). According to the perspective of social learning people learn about the
situation by analyzing the behaviors of the people surrounding them and through other
people behaviors they find out the seriousness of the condition (Arafat et al., 2020a,
2020b). According to the perceptive of Psychological Theory by (Clee and Wicklind,
1980), these are the threatened situations and the probabilities to loss something which
makes the behaviors of individuals panic.

Displacement of Consumers during Pandemic of COVID-19:

There are multiple evidences which show the panic behaviors of individuals because of
the pandemic of COVID-19 but the stockpiling of bathroom products and, perishable
food is very uncommon among all panic behaviors and this is the reason due to which
panic purchase of toilet papers got significant importance (Garbe et al. 2020; Kirk and
Rifkin 2020; Loxton et al. 2020; Yoshizaki et al. 2020; Leung et al. 2021; Taylor 2021).
Panic purchase of goods is considered as an important displacement of consumption
patterns which usually experienced in pandemic like circumstances. These disasters
occur when consumers experience scarcity of amenities, services and goods because
of any external disaster. These external events are usually occurs in points in which
consumption of goods is made in, to, from and between space and time (Hall et al.,
2020). On the other hand the consumption of goods other than routine is characterized
by the questions like how, why, what, where and when (Hall et al., 2020). Researchers
argued that the consumers of UK respond to these negative shocks by minimizing their
panic purchases whereas the purchase of products is made from the same product
categories (Chronopoulos et al., 2020). According to the data of Germany, researcher
note down that during March there were 126% to 137% increase in the sales of canned
fruits and vegetables whereas the sales of non perishable goods remain same
(Lehberger et al., 2021). A Chinese study by (Wang et al., 2020) reveals that after the
pandemic of COVID-19 there is an increase of food hoarding from 3.37 to 7.37. Further
the consumers were ready to pay about 60.5% on fresh food products which is a
premium price. It is the duty of both media and governments to make their best to
control behaviors of individuals about the scarcity of resources (Dubey et al., 2020; Cato
et al., 2021). In the last week of March 2020 the Canadian sales for food i.e fruits and
vegetables were increased by 46% as compared to previous year. The sales of all items
of grocery stores such as milk, butter and fresh chicken was increased by 31%, 76%
and 50% respectively (Weersink et al., 2020). Both in between countries and in
countries there are a number of changes takes place after the outbreak of COVID-19.

17
The consumption pattern of consumers is affected by government’s restrictions on
citizens in the form of lockdown (Chronopoulos et al. 2020; Hall et al. 2020; Kemp et al.
2021). These behaviors of consumers in pandemic situations are very supportive for
governments and policy makers so that they can make pre crisis managements for any
health and economy fluctuation. The all transactional data of grocery stores is used in
this study to analyze the impacts of outbreak of COVID-19 on the buying behaviors of
individuals. There is also a clear evidence about the consumption patterns of individuals
for long term.

Displacements of Consumption at the Initial Stages of Pandemic

The total spending of individuals in 2019 at retail types is measured on seasonal basis
such as Christmas and prior Easter. In the middle of pandemic the consumer’s
spending become decouple such as for groceries and perishable products there was
high spending but recreational spending for home was dropped to zero. There were not
any clear differences in the spending pattern of consumer at the 4 th level of lockdown
but when the lockdown was lifted the difference was very clear. This behavioral change
was observed after the addition and withdrawal of unnecessary restrictions on
individuals.

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 Displacement of Consumption in 2020 after Lockdown

The UK Industry is changed by Digital Marketing

This is the technology which has changed the fashion sense all around the globe such
as when it was at initial there were catwalk shows and now you can order a product by
your phone and after 90 minutes you receive the parcel o you desk. Now this is the past
when we were bounded to purchase products only from restricted stores and high street
bazaars but now we can purchase any outfit and shoes from any brands at any time
through online shopping. Digital shopping is now become an important part, according
to Euromoniter International there is an increase in footwear and clothing brands in
2015 by $175 Billion and in 2005 it was $23 Billion. Customers which are mostly
interested in variety of designs and brands they shop product 24/7 via online by the use
of different social networks such as Instagram and watching online catwalk shows.

Consumers:

The use of social media platforms for shopping is a plus point for customers because
they can access million of brand and billions of products through a click. Now it is very
convenient for consumers to make purchase from any brand either it is domestic or
foreign. Also you can bring you product at any location like home, work etc or at any
convenient time.

At Euromonitor International different analysts such as Bernadette Kissane, reveals that

today’s consumers have more power than buyers. They further include that customers
can compare prices of different brands from their phones. Hence, pushing fashion
brands towards customers is now out dated way because brads are now on the mercy
of customers.

Director of digital women’s wear at the retailer Karen Millen named as Charlotte Ellis
stated that, “It is the technology which enables its customers to interact with their brands
19
so it is essential to put technology at the center of businesses. By the use of technology
we can reach out our customer at any time and it also enabled our customers to reach
out brands at anytime and anywhere”.

There is an unexpected rise in use of technology and online shopping as well so

companies can make their strong virtual presence to compete with their rivals. The
businesses more innovative they should be online more for example Asos. According to
Ellis the business of Karen Millen is shifted to online since after the 2009 when they
launch their first website.

According to Stocker, “Digital availability of brands can ne considered as a blessing for

customers but it can be a hurdle for small businesses. This is a cost effective way to
reach out a large audience. There are a number of brands which are enjoying benefits
of digital stores whereas some are just trying to transfer them to online businesses.

Businesses like dressing rooms, women’s wears and many other independents are
shifting towards online platforms and want their businesses to earn maximum profit. In
2005, St Albans open their first store after three years Deryane Tadd launch their first
website and offer their potential customers all around the world to buy from them
premium products. Tadd stated that “online shifting has absolutely transformed their
businesses frameworks”. Further these businesses face around 30% turnover and
similarly 30% growth by every year.

Website is considered as an important tool for marketing which brings people out of the
physical stores, it also provide an opportunity to brands so that they can contact with
their large audience at their convenient time. Brands also place their advertisements
online such as videos, uploads and constant shots etc. Marketers have strong
knowledge about marketing tactics but they may make many mistakes but now brands
have multiple offers as well.

Tadd is the most well known brand which places them at digital front stores well than
others. Now most of the brands want to present them as exclusive but they also have
slow down their adaptation to transfer those digital modes. Stores like John Lewis and
Matches want them to like the Net a porter. Kissane stated that the most important
perception of the companies is their brand image; the experiences of the brands can be
diluted by the tools like internet which reduce the chances of development of several
luxurious brands.

The purpose of the most of the social media brands is to interact with their customers
and develop their strong brand image in front of their customers, this can happen by
increasing the number of like s on Instagram, Facebook and twitter pages. All
businesses consider social medias an important part of their success. Co founder of
Seasalt retailer is selling through 33 different UK stores and online websites. These

20
seasalt retailers are continuously post about their collections such as their products,
fisherman’s garden, videos of sea and beach etc. The direct interaction of customers
makes companies more profitable. It is also dealing with selling products and
establishes a community to develop a brand image.

The most important task for any company is to collect data about their customers, as
this data will be very helpful to find out the behaviors of shoppers via multi channels in
the future. The main focus of collecting data about customers is to know about their
experiences. Through these difital platforms brand are now able to sell their products to
people anywhere in world at any time. This digitala marketing has also change the
fabric industry beyond expectations.

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