What Am I Going to Wear?!

In recent years, the world has faced the Covid-19 pandemic where everyone’s lives turned upside down. This could have an influence on the way individuals behave and feel. Since daily habits changed, all kinds of changes happened in the minds of people, such as rethinking the way they dress. Especially for Generation Z, whose lives were supposed to be vibrant and lively, but did not have the incentive to get dressed up anymore. Now that the Covid-19 crisis has passed, this could have an influence on the current fashion trends, and to how Generation Z would dress now. This research aims to fill these gaps by answering the following research question: “What is the effect of the Covid-19 crisis, the economic crisis and the fashion industry on the clothing consumption behavior of Gen Z?”. Using a mixed method approach, a self-completion questionnaire, and focus groups, the impact of the Covid-19 crisis, the economic crisis and the fashion industry on the way Generation Z dresses has been researched. It is found that there are statistically significant relationships between the consequences of crises, the segments of the fashion industry, the bandwagon effect, and purchase intention. This has been supported by the qualitative results, showing evidence of changing consumption behavior, the need to follow others, and perceptions on comfortable clothing have been discovered. A contribution has been made through the discovery on new insight on the effects of crises, the changing consumption behavior, the development of fashion trends, and the definition of comfortable clothes.