Understanding how consumers have shifted in clothing consumption in the midst of the global COVID-19 pandemic is critical for fashion clothing brands and businesses to identify what value means to consumers to locate growth opportunities. This exploratory study intends to provide a picture of consumers’ clothing consumption evolution while going through the pandemic crisis. We take a viewpoint that integrates the perspectives of life status changes and stress coping to examine consumers’ responses to clothing consumption during the COVID-19 global pandemic. A total of 68,511 relevant tweets were collected from January 1, 2020, through September 31, 2020. Sentiment and content analysis identified five themes which are revealed by 16 topics associated with clothing consumption over the phases of pre-lockdown, lockdown, and reopening. Pent-up demand for clothing products and changed clothing consumption habits were identified. Our findings provide evidence that consumption change is the fundamental mechanism of stress coping.

了解消费者在全球COVID-19大流行中如何改变服装消费，对于时尚服装品牌和企业来说，确定价值对消费者定位增长机会意味着什么至关重要。这项探索性研究旨在提供在经历大流行危机期间消费者的服装消费演变的图景。我们采用一种观点，将生活状态变化和压力应对的观点整合在一起，以研究消费者在COVID-19全球大流行期间对服装消费的反应。从2020年1月1日到2020年9月31日，共收集了68,511条相关的推文。情绪和内容分析确定了五个主题，这些主题通过在锁定前，锁定和重新开放阶段的服装消费相关的16个主题得以揭示。确定了对服装产品的需求激增和服装消费习惯的改变。我们的发现提供了证据，表明消费变化是压力应对的基本机制。