The longer term consequences of the COVID-19 pandemic seem increasingly hard to predict. While consumer behaviour is currently driven by factors such as health, home, habit and hygiene, there are broader considerations driving their purchasing habits. Some thought that social responsibility would take a back seat as retailers sought economic recovery and consumers would be driven by financial concerns and reduced discretionary spending. However, it seems this is not the case.

Value vs valuesdoing business ‘the right way’

is going to be a delicate balancing act for many retailers, none more so than the fast fashion sector. The impact of these companies on the environment is weighing heavy on consumer consciences. Add to that well-publicised allegations about working practices and supply chains, there is a complex conundrum facing the leadership of these businesses not least of which is how to appeal to a value oriented consumer while ensuring your