There’s an overwhelming sense in mainstream culture that the impenetrable sameness of lockdown life would obliterate personal style in favor of a homogenized look. Sweatpants, soft shoes, and nap dresses would rule—crystal earrings would be reserved only for Zoom happy hours. For a while, in the darkest days of the early spring, this seemed to be the case for many of us.
In the future, I believe brick-and-mortar stores will take on more of a showroom role, whereas the bulk of transactions will take place digitally. For that reason, retail needs to find a way to dovetail into a consumer’s daily life at every touch point, not the reverse. For that reason, I think 2021 will see a seismic shift in the relationship between consumer and retailer, and those who can layer a human touch onto an intuitive digital experience will win.
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