The New consumer conversation in an era of uncertainty

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      <subfield code="a">Earlier this year, several leading clothing brands saw an unusual spike in sales of topsbut no corresponding increase in sales of skirts or pants. The reason: amid the coronavirus pandemic, customers were adapting their work wardrobes from office attire to appearances on Zoom and other videoconferencing platforms. This anecdote is just one illustration of a market-changing trend that has been accelerating for several years, beginning well before the pandemic: consumer preferences have been evolving rapidlyalmost continuouslyand have become increasingly volatile, mutable, and uncertain. And they have outpaced companies' traditional abilities to track, anticipate, and respond to trends.</subfield>
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