Moscow: Lamoda, the leading online destination for fashion and lifestyle in CIS, conducted a survey among 1,341 respondents and found out what Russians are wearing while working from home and what they plan to wear when out of self-isolation.
According to the survey, almost every second respondent (47%) continues to work from home. For most Russians, convenience remains the most important factor in choosing what they wear while working remotely: 65% prefer to work in home clothes, and 18% wear sportswear. Only 17% of respondents withstand the “Smart casual” work style in a home office.
When it comes to having virtual meetings, 39% of respondents admitted that they wore a smart top to participate in video calls (for example, a jacket, blouse or shirt), while keeping their lounge-wear or sweatpants on the bottom. At the same time, the majority of respondents (63%) do not see anything wrong with other participants wearing ‘home clothes’ on video calls.
The survey also revealed that self-isolation makes people think about their wardrobe. 15% have actively bought new clothes to go back to work in new, stylish attire. 13% have thrown out all the old things they no longer wear decided to sort out their closet. Another 4% replenished their wardrobes with new active and lounge wear.
“In addition to the growth of orders in the categories of sports goods, home goods, activities with children and personal care, we now see a significant increase in demand for lounge wear. During the quarantine period, sales of women’ lounge wear increased by two and a half times and men’s almost three. Lamoda has always been and will remain an online platform for ‘every day fashion.’ We will continue to ensure the balance in our assortment to meet the needs of our customers in any situation”, said Alexandra Artyushkina, Managing Commercial Director of Lamoda.
“Every day of self-isolation, I wear pyjamas or sportswear to feel comfortable while I work. I have not bought any new clothes or shoes yet, but the supplies of cosmetics and food have been replenished, and a lot of new home appliances appeared! I usually clean the wardrobe once a year, so I have not needed to do this during the lockdown”, said Madonna, Telegram author on The Fashion Channel.
“My daily outfits currently are pyjamas, sweatpants or tracksuits, and lightweight combination dresses combined with cardigans. The last thing I bought was a tracksuits for myself and my husband, a pair of T-shirts, a light denim for evening walks after lockdown, and now I’m looking for sneakers. I often go though my wardrobe and during the lockdown period I did it with great pleasure. I got rid of things that I “lost feelings for” and did not wear for more than six months, ”- Annushka Ayvazyan, Blogger and founder of the online school, Beonstyle.
“I prefer outfits that look stylish even at home, so I’ll definitely add earrings or a necklace, even at home. I’m buying things for the future, for a beautiful and stylish summer: sandals, fowy dresses with floral prints, jeans and basic t-shirts. The analysis of my wardrobe in the self-isolation helped determine the colours which I want to wear. These are all shades of beige, milk, blue, a little bit of black and some bright and flashy things. With the exception of accessories, they create an accent with their brightness and coolly fit into a monochrome image ”, – Maria Butba, Instagram blogger @prosto.m.
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Lamoda was established in 2011 as an online store. Now it is the leading online sale platform for fashion and lifestyle products in Russia and the CIS. More than 6 million products from 3 thousand international and local brands are represented on the platform. 7K+ employees work across the organisation, including central Lamoda Home Moscow office, Minsk, Kyiv and Almaty offices, cutting-edge automated fulfilment center in Bykovo, large-scale last mile delivery network, technology hub and 3 call-centers in Volgograd, Zhytomyr and Chernigiv. The mission of the company is to develop convenient, technological services, provide users with good-looking, high-quality products, explain fashion trends, and demonstrate manifestation of the trends in real-life situations. A part of stock-listed Global Fashion Group since 2014.
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About Global Fashion Group
Global Fashion Group is the leading fashion and lifestyle retail destination in Asia Pacific, Latin America and CIS. We connect over 10,000 global, local and own brands to a market of more than one billion consumers through four established ecommerce platforms: THE ICONIC, ZALORA, dafiti and lamoda. Through an inspiring and seamless customer experience enabled by our own technology ecosystem and operational infrastructure, we are dedicated to being the #1 fashion and lifestyle destination in our markets. With 17 offices and 10 fulfilment centres across four continents, GFG proudly employs a dynamic and diverse team with deep local knowledge and expertise. In 2019, GFG delivered more than 34 million orders to over 13 million Active Customers.
GFG is listed on the Frankfurt Stock Exchange (GFG.DE) ISIN: LU2010095458.
For more information visit www.global-fashion-group.com