Can Online Courses Shape Future Shopper Behavior?

As shutdown declared in most countries, million found themselves quarantined at home with no further notice. To overcome boredom, people across the globe have been trying different activities that once they have done it in other places. People found themselves communicating and doing their normal online. Self-isolation connected us with our selves, with others, with the environment, It has connected us with the world inside and outside. People have been discovering their houses, their kitchen, and their wardrobe. They have been rediscovering themselves and revive their hobbies and discover new things.

To pass the time, people have enrolled in different courses that some linked to their work, their study, or old passion. Studies show the rise in online courses. People have been taking free courses and so many certificates have been publishing.

In the self-discovery process in this pandemic time, people have rearranged their wardrobes, questioning the matter of all the garments they have, how much money they spend on it, and its impact on the environment. This one of the reasons for the conscious of consumers toward their consumerism.

As long as consumers have been rethinking about their consumption and to avoid boredom, they have been enrolled in different courses, one of those is Fashion courses. Some brands were smart enough to be part of the courses either by being a good example in communicating their sustainability efforts and be transparent or by their nostalgic items that tell memorable stories.

Others brands, mainly Fast Fashion did nothing, despite they were justified as unethical and unsunstainable. Brand’s enrollment is a smart move to communicate their awareness and their vision.

The communication of brands through online courses will lead to more people's awareness toward the brand’s core vision as people on lockdown have more time to google and research. This will affect positively sportswear brands in both short-run and long-run, negatively fast fashion brands. For luxury brands, they need to invest and to be creative to revive an old item in a creative and street style design, and the most important they need to consider Gen Z in their future Business Model.

Brands need to detect what people are doing through their lockdown, how they spend their day, and how they can be part of it.

The enrollment of brands in online courses may be one of the sondage reasons in the future in why they have chosen this specific brand.