Travel: Why do we dress like someone else when we go on holiday?

Why it is the topic trending:

• Relatability of Holiday Dress Changes: The tendency to adopt a different style when on vacation is a shared human experience. Many can identify with consciously or unconsciously altering their clothing choices while traveling. This inherent relatability makes the topic engaging.

• Social Media's Visual Emphasis on Travel: In the age of platforms like Instagram and TikTok, travel is heavily documented visually. Holiday fashion has become a significant aspect of this online representation, driving interest in the topic.

• The Nuances of "Tourist" Identity: The article explores the often-negative connotations associated with being labeled a "tourist" and the efforts travelers make to avoid this perception through their clothing. This social dynamic is a frequent point of discussion and self-reflection.

• Intersection of Culture, Fashion, and Travel: The desire to connect with a destination's culture through attire, the influence of fashion trends on travel wardrobes, and the ethical considerations of cultural appropriation make this a multifaceted and currently relevant subject.

Overview:

The article delves into the multifaceted reasons behind the distinctive ways people choose to dress when they travel for leisure, contrasting this with their normal day-to-day attire. It traces the evolution of holiday-specific clothing from its 19th-century origins to the present day, examining the impact of factors such as the growth of middle-class travel, advancements in transportation, and the pervasive influence of social media. The piece also explores the psychological motivations that drive our sartorial choices when we are away from home, including the desire for escapism, belonging, self-expression, and the navigation of the "tourist" identity.

Detailed Findings:

• The Birth of Holiday-Specific Wear: In the mid-1800s, as leisure travel became more accessible, a distinct category of "holiday wardrobe" emerged. This was driven by the popularity of warmer destinations and the need for lighter, more comfortable fabrics like linen and silk. Designers like Coco Chanel further shaped this trend in the interwar period by promoting relaxed styles suited for leisure.

• Post-War Democratization of Travel and Fashion: The economic boom following World War II and the rise of commercial air travel made international travel more attainable for a wider population. This period saw the solidification of specific leisurewear styles, such as Capri pants, resort prints, kaftans, and dedicated cruise collections.

• Loosening of Everyday Dress Constraints: The unfamiliarity of a new environment and differing climates often provide a sense of freedom from the usual social expectations regarding dress, allowing for more relaxed or adventurous clothing choices.

• The Paradox of the "Tourist": While holiday attire is often about breaking free, there's a widespread desire to avoid looking like a stereotypical "tourist." This aversion stems from negative associations of being perceived as naive, inexperienced, and out of touch with local customs.

• Destination Inspiration vs. Conformity: Travel media frequently advises adopting styles that align with the destination, encouraging travelers to blend in with locals. This highlights the tension between wanting to embrace the holiday spirit and avoiding unwanted attention.

• Clothing as a Social Signal: The clothes we choose to wear on holiday can communicate our desired level of engagement with the local culture. It can indicate whether we wish to immerse ourselves and blend in or maintain a degree of separation.

• "Sartorial Mimicry" and its Pitfalls: Travelers often engage in what the article calls "sartorial mimicry," adopting styles they associate with a particular place. While this can be a sign of cultural appreciation, it can also unintentionally lead to clichés or even cultural appropriation if done without understanding and respect.

• The Age of the Visual Trip: Social Media's Impact: Social media has profoundly influenced holiday fashion, turning travel into a visually curated experience. Influencers and celebrities showcasing stylish travel outfits have created aspirational ideals, making fashion an integral part of the performative aspect of travel.

• Holiday Dress as a Form of Liberation: Ultimately, dressing differently on holiday can be seen as a way to enact a temporary escape from the routines and expectations of daily life. It allows individuals to explore a more carefree, joyful, and relaxed version of themselves through their clothing choices.

Key success factors of product (trend): Interpreting "product" as the experience of altering one's attire on holiday, the success factors include:

• Emotional Freedom: The feeling of liberation and joy associated with wearing clothes that deviate from the norm.

• Social Identity Play: The opportunity to temporarily adopt or project a different identity or aspiration through clothing.

• Memory Creation through Visuals: The ability to capture and preserve the holiday experience through visually appealing photographs where clothing plays a key role.

• Situational Comfort and Practicality: The need for clothing that is appropriate and comfortable for the specific climate and activities planned during the holiday.

Key Takeaway:

Our choice of clothing while on holiday is a complex phenomenon driven by historical fashion shifts, social media influences, psychological needs for escape and connection, and a desire to navigate the sometimes-tricky identity of a traveler. It's a temporary but often significant departure from our everyday style, reflecting the unique spirit of being away from home.

Main Trend:

The central trend is the deliberate and often noticeable shift in clothing choices individuals make when traveling for leisure compared to their regular wardrobe.

Description of the trend (please name it):

The "Temporary Style Transformation: The Holiday Wardrobe Shift" trend.

What is consumer motivation:

• Seeking an Escape from Routine: Holidays offer a break from the mundane, and dressing differently is a tangible way to embody this escape and step away from the usual wardrobe constraints.

• Embracing Novelty and Excitement: New surroundings often inspire new styles. Wearing different clothes adds to the sense of adventure and the excitement of exploring a new place.

• Desire for Contextual Appropriateness (Fitting In or Standing Out): Depending on the destination and personal goals, travelers might be motivated to blend in with the local fashion or to express their individuality in a new setting.

• Capturing Visual Memories for Social Sharing and Personal Keepsakes: In today's visually driven world, a significant motivation is to create aesthetically pleasing photos and videos, and clothing is a key element in achieving this.

• Practical Considerations for Comfort and Climate: The need for clothing that is suitable for the weather conditions and planned activities at the holiday location is a fundamental motivator.

What is driving trend:

• The Dominance of Visual Social Media: Platforms like Instagram, Pinterest, and TikTok heavily feature travel and fashion, creating trends and influencing consumer desires for visually appealing holiday outfits.

• Accessibility of Affordable and Trendy Fashion: The rise of fast fashion makes it easier and more affordable for consumers to purchase specific items for a short period, such as a holiday.

• Marketing and Promotion by Travel and Fashion Industries: Both sectors actively promote the concept of a distinct holiday wardrobe, offering curated collections and inspiring travel-related fashion content.

• Increased Travel Opportunities and Frequency: As travel becomes more accessible and frequent for many, there are more opportunities to engage in and observe the trend of altered holiday attire.

• Heightened Sense of Self-Expression During Leisure: Holidays often provide a context where individuals feel more comfortable experimenting with their personal style and expressing facets of their identity that might not be as prominent in their daily lives.

What is motivation beyond the trend:

• Adopting a Temporary Holiday Persona: Dressing differently can facilitate the adoption of a temporary identity or mindset associated with being on vacation – more relaxed, adventurous, or glamorous.

• Creating Tangible Links to Memories: Certain clothing items purchased or worn during a trip can become cherished reminders of those experiences.

• Connecting with the Destination (Real or Imagined Cultural Immersion): By choosing styles associated with a particular location, travelers may feel a stronger sense of connection to the culture or the idealized image they have of it.

• Boosting Confidence and Well-being: Feeling stylish and comfortable in their holiday clothes can positively impact travelers' self-esteem and overall enjoyment of their trip.

Description of consumers article is referring to:

• Leisure-Focused: Their primary motivation for travel is enjoyment and recreation.

• Contextually Fashion-Aware: They consider the appropriateness of their clothing for the specific travel environment and purpose.

• Experiential Value Seekers: Clothing choices are often linked to enhancing the overall travel experience.

• Visually Influenced: They are susceptible to media portrayals of travel fashion, particularly on social media.

• Variable Shopping Habits: Their frequency of purchasing travel-specific clothing ranges from occasional to frequent depending on their travel patterns.

• Broad Demographic Spectrum: They come from diverse age groups, genders, income levels, and lifestyles.

• Situationally Driven Purchases: Their clothing choices are highly dependent on the destination, planned activities, and desired holiday aesthetic.

• Balancing Practicality and Style: They generally aim for a combination of comfort, functionality, and visual appeal in their holiday attire.

• Emotionally Influenced Shoppers: The excitement and anticipation of a trip can play a role in their pre-holiday shopping decisions.

Conclusion: The consumers described in the article are a broad and diverse group of leisure travelers who, to varying degrees, consciously adjust their clothing choices when going on holiday. This behavior is driven by a complex interplay of factors including the desire for escape, practicality related to the destination, aspirations influenced by media, and social dynamics around fitting in or standing out. While specific demographic details are limited, the article implies this trend touches a wide range of individuals who engage in travel for pleasure.

Then detail bullet by bullet:

• Who are them: Primarily individuals who travel for leisure, including vacations, holidays, and getaways. This encompasses solo travelers, couples, families, and groups of friends.

• What kind of products they like: They seek clothing and accessories that are suitable for their destination's climate and activities. This can range from comfortable and practical items like swimwear, hiking gear, and lightweight fabrics to more fashionable pieces like dresses, resort wear, and stylish accessories intended for social occasions or photo opportunities.

• What is their age?: The article doesn't specify, but the trend likely spans across various age groups. Younger travelers might be more influenced by social media trends and fast fashion, while older travelers might prioritize comfort and practicality. However, the desire to dress appropriately for a holiday is generally not age-specific.

• What is their gender?: The article includes observations of both male and female travelers adopting different holiday styles, indicating that this behavior is not limited by gender.

• What is their income?: The income level likely varies significantly within this group. The rise of budget travel and fast fashion means that individuals with a range of incomes can participate in this trend. However, those with higher incomes might be more inclined to purchase designer resort wear or more specialized travel attire.

• What is their lifestyle: Their lifestyles are diverse, but they share an interest in travel and experiencing new places. Some might be frequent travelers with established preferences, while others might be occasional travelers looking to make the most of a special trip. Their daily routines and professions likely vary greatly.

• What are their category article is referring shopping preferences: The primary shopping category is apparel and accessories specifically for travel. This might include items not typically worn in their everyday lives.

• Are they low, occasional or frequent category shoppers: This depends on the individual's travel habits. Someone who takes multiple trips a year is more likely to be a frequent shopper in this category compared to someone who travels once every few years.

• What are their general shopping preferences-how they shop products, shopping motivations: Their shopping habits can vary. Some might plan their holiday wardrobe in advance, researching destination-appropriate styles and making deliberate purchases. Others might be more impulsive, buying items on a whim inspired by their upcoming trip or while already on holiday. Motivations include:

  • Practicality: Needing appropriate clothing for the climate and activities.

  • Aesthetics: Wanting to look good in their holiday photos and feel stylish.

  • Escapism: Buying clothes that fit the "holiday vibe" and help them feel like they're on vacation.

  • Social Influence: Being inspired by trends seen on social media or in travel media.

  • Souvenir Value: Purchasing clothing items as a memento of their trip.

Conclusions:

The way we dress on holiday is a fascinating blend of historical trends, social influences, psychological desires, and practical considerations. It represents a temporary shift in our sartorial identity, driven by the unique context of being away from our everyday lives. Understanding the multifaceted nature of this phenomenon provides valuable insights into consumer behavior and the broader cultural significance of travel and fashion.

Implications for brands:

• Create Targeted Holiday Collections: Develop specific clothing lines or curated selections that cater to the distinct needs and desires of travelers heading to various types of destinations.

• Maximize Visual Marketing on Social Platforms: Leverage the visual nature of platforms like Instagram, TikTok, and Pinterest to showcase inspiring and aspirational holiday looks featuring your products. Collaborate with travel influencers and content creators.

• Offer Convenient and Curated Options: Simplify the pre-trip shopping process by offering pre-styled outfits, capsule wardrobes, and packing guides tailored to different holiday types and destinations.

• Emphasize Sustainability and Ethical Practices: As consumer awareness of environmental and social issues grows, highlight the sustainability and ethical sourcing of your travel-oriented products.

• Provide Personalized Styling Advice and Recommendations: Utilize data and AI-driven tools to offer personalized clothing suggestions to travelers based on their destination, planned activities, and past purchase history.

• Promote Versatile and Multi-Functional Items: Design and market clothing that can serve multiple purposes and adapt to different travel scenarios, reducing the need for excessive packing.

Implication for society:

• Potential Increase in Consumption and Textile Waste: The trend of buying specific outfits for holidays could contribute to higher consumption levels and potentially more textile waste if these items are not worn frequently beyond the trip. Promote mindful consumption and durable goods.

• Evolving Social Norms Around Travel Attire: The increased visibility of stylized travel looks on social media may lead to evolving social expectations around how people should dress while on holiday.

• Opportunities for Local Economic Support: Travelers purchasing clothing and accessories from local artisans or boutiques in their destination can provide direct support to local economies.

• Ongoing Dialogue on Cultural Sensitivity and Appropriation: The trend of adopting destination-inspired styles necessitates continued awareness and discussion around cultural appreciation versus cultural appropriation in fashion.

Implications for consumers:

• Greater Freedom for Self-Expression: Holidays offer a unique opportunity to experiment with fashion choices and express different aspects of their personality through their clothing.

• Enhanced Enjoyment of the Travel Experience: Feeling comfortable and stylish in their holiday clothes can positively impact their overall enjoyment and confidence during their trip.

• Potential for Increased Spending on Clothing: The desire to have the perfect holiday wardrobe can lead to higher spending on clothing and accessories specifically for travel.

• Navigating Social Media Pressure: Consumers may feel pressure to acquire and showcase trendy holiday outfits to align with social media aesthetics and portray an idealized travel experience.

• Balancing Practicality with Aesthetic Desires: Travelers need to thoughtfully consider the practicality and suitability of their clothing choices for the climate and activities of their destination, alongside their desire to look stylish.

Implication for Future:

• Growing Demand for Sustainable Travel Fashion: Expect a rising consumer preference for eco-friendly and ethically produced clothing designed for travel.

• Integration of Smart Technologies in Travel Wear: Future holiday wardrobes may incorporate innovative fabrics and technologies, such as temperature-regulating materials or built-in safety features.

• Increased Personalization in Style Recommendations: Artificial intelligence and personalized styling services will likely play a larger role in helping travelers curate their ideal holiday wardrobes.

• Expansion of Rental and Sharing Economy for Travel Attire: Renting or borrowing specialized holiday clothing could become a more popular and sustainable option for travelers.

Consumer Trend (name, detailed description):

The "Curated Getaway Style": This consumer trend describes the deliberate selection and planning of outfits specifically for a holiday, often with a focus on aesthetic cohesion, destination appropriateness, and photo-worthiness. It goes beyond simply packing and involves thoughtful curation of a temporary travel wardrobe.

Consumer Sub Trend (name, detailed description):

The "Destination Immersion Dresser": A segment of the "Curated Getaway Style" trend where travelers actively seek out and incorporate clothing styles and items that are culturally relevant or commonly worn in their holiday destination, aiming for a sense of immersion and connection.

Big Social Trend (name, detailed description):

The "Experiential Lifestyle Branding": This broader social trend reflects the increasing importance of experiences in shaping personal identity and how individuals present themselves to the world. Travel is a key component of this, and clothing becomes a visual marker of these experiences and the desired personal brand.

Worldwide Social Trend (name, detailed description):

The Democratization of Global Fashion Influences: With the proliferation of the internet and social media, fashion trends and style inspirations from around the world are readily accessible to consumers everywhere, influencing their holiday wardrobe choices regardless of their physical location.

Social Drive (name, detailed description):

The Dual Drive of Escapism and Connection: The motivation to dress differently on holiday is fueled by both a desire to escape the ordinary and embrace a different version of oneself, and a simultaneous desire to connect with the new environment and the experience of traveling.

Learnings for brands to use in 2025:

• Acknowledge and Cater to the Intentional Holiday Shopper: Recognize that many consumers actively plan their holiday wardrobes in advance. Provide resources, inspiration, and easily shoppable collections to meet this demand.

• Invest in High-Quality Visual Content: Showcase your travel-appropriate clothing through compelling photography and videography in inspiring travel settings on your website and social media channels.

• Collaborate Strategically with Travel Influencers: Partner with influencers whose audience aligns with your target demographic to authentically promote your holiday collections and showcase them in real travel scenarios.

• Offer Value Through Bundles and Styling Services: Consider offering curated holiday outfit bundles or virtual styling consultations to help customers create cohesive and practical travel wardrobes.

• Communicate Your Sustainability Efforts Clearly: If your brand prioritizes sustainability, make sure to highlight this in your marketing of travel-related clothing, appealing to environmentally conscious consumers.

Strategy Recommendations for brands to follow in 2025:

• Launch Destination-Specific Lookbooks and Guides: Create digital lookbooks or style guides that offer outfit inspiration for popular travel destinations, incorporating your brand's products.

• Integrate Shopping Features into Travel Content: Partner with travel bloggers, websites, or apps to seamlessly integrate your products into their travel-related content.

• Run Targeted Social Media Campaigns Around Key Travel Seasons: Develop social media campaigns that specifically target consumers who are likely planning or about to embark on holidays.

• Offer Exclusive Discounts or Promotions for Travel-Related Purchases: Incentivize consumers to choose your brand for their holiday wardrobe needs through special offers or discounts.

• Gather Data on Travel Preferences to Inform Product Development: Analyze customer data and travel trends to inform the design and production of future travel-oriented clothing collections.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.

The pervasive "Temporary Style Transformation: The Holiday Wardrobe Shift," driven by desires for escapism, self-expression, and social media validation, necessitates that brands in 2025 strategically align their offerings with destination-specific aesthetics, leverage visual platforms and influencer partnerships, and provide curated, sustainable solutions to effectively capture the attention and spending of intentional holiday shoppers.

Final Note:

• Core Trend: Temporary Style Transformation: The Holiday Wardrobe Shift: The intentional and often significant alteration of one's clothing style specifically for the duration of a holiday or leisure trip.

• Core Strategy: Contextualized and Visually-Driven Engagement: Brands should focus on creating marketing and product offerings that are highly relevant to specific travel contexts and leverage visually engaging content to connect with consumers.

• Core Industry Trend: The Fusion of Travel, Fashion, and Digital Media: The increasing integration of these three sectors, where fashion plays a crucial role in the travel experience and is heavily influenced and showcased through digital platforms.

• Core Consumer Motivation: Aspirational Self-Presentation and Experiential Enhancement: Consumers are primarily motivated by the desire to present an aspirational version of themselves during their travels and to enhance their overall holiday experience through their clothing choices.

Final Conclusion:

The act of dressing differently on holiday is a deeply human behavior with roots in historical trends and contemporary social dynamics. For brands and companies, understanding the nuances of this "Temporary Style Transformation" provides a valuable opportunity to connect with consumers on an emotional level, cater to their specific needs during leisure travel, and ultimately thrive in the evolving landscape of fashion and tourism.

Core Trend Detailed: description: The core trend, "Temporary Style Transformation: The Holiday Wardrobe Shift," describes the intentional and often significant alteration of an individual's clothing style specifically for the duration of a holiday or leisure trip. This involves a conscious departure from everyday attire, influenced by factors such as the destination, planned activities, desired self-image, and the broader cultural context of travel. This temporary wardrobe is curated to enhance the holiday experience, facilitate a sense of escape, and often aligns with visual ideals perpetuated by media and social platforms.

Key Characteristics of the Core trend:

• Intentional Shift: Travelers actively think about and select clothing specifically for their holidays, rather than just packing their regular wardrobe.

• Contextual Adaptation: Clothing choices are heavily influenced by the destination's climate, local culture (or perceived culture), and the planned activities (e.g., beachwear for a beach vacation, hiking gear for a mountain trip).

• Aesthetic Focus: Visual appeal, particularly for capturing photos and sharing on social media, plays a significant role in outfit selection.

• Temporary Identity Play: Holidays provide an opportunity to adopt a different persona or express a side of oneself that might not be as prominent in daily life, and clothing is a key tool in this.

• Influenced by External Factors: Social media, travel blogs, and marketing by fashion and tourism industries significantly shape perceptions of appropriate holiday attire.

Market and Cultural Signals Supporting the Trend:

• Proliferation of Travel Content on Social Media: Platforms like Instagram, TikTok, and Pinterest are filled with images and videos of people showcasing curated travel outfits, normalizing and encouraging this behavior.

• Growth of "Resort Wear" and "Vacation Edit" Collections: Fashion retailers increasingly offer dedicated lines and sections specifically designed for holiday dressing, indicating a recognized consumer demand.

• Emphasis on Visual Documentation of Travel: The desire to capture and share aesthetically pleasing travel photos drives a focus on how one looks during their trips, making clothing an important element.

• Travel Influencers and Fashion Collaborations: Influencers often partner with fashion brands to showcase and promote specific travel outfits, further fueling the trend.

• Consumer Search Behavior: The article itself is evidence of the trend, as the question of why we dress differently on holiday is a topic of interest and search queries, indicating widespread awareness and curiosity.

• Historical Context of Travel Wardrobes: The established history of having specific clothing for travel, as mentioned in the article's discussion of 19th-century leisure travel, provides a foundation for this modern iteration.

How the Trend Is Changing Consumer Behavior:

• Increased Pre-Trip Apparel Shopping: Consumers are more likely to purchase new clothing items specifically for an upcoming holiday, leading to a dedicated shopping occasion beyond their regular wardrobe updates.

• Greater Consideration of Destination in Clothing Choices: When planning a trip, consumers actively think about what kind of clothes are "appropriate" for the location, both practically and aesthetically.

• Influence on Packing Habits: Travelers might pack more strategically to ensure they have outfits that are suitable for various activities and photo opportunities, sometimes prioritizing style over sheer necessity.

• Potential Shift in Spending Habits: Consumers may allocate a portion of their travel budget specifically for acquiring holiday-appropriate attire.

• Increased Awareness of Fashion Trends in a Travel Context: Consumers are more attuned to current fashion trends that translate well to holiday settings, such as specific colors, patterns, and silhouettes.

Implications Across the Ecosystem:

• For Brands and CPGs:

  • Opportunity for Targeted Marketing: Brands can create campaigns specifically focused on holiday dressing, highlighting relevant products and collections for different destinations and travel styles.

  • Development of Specialized Product Lines: There's potential to develop and market clothing lines specifically designed for travel, focusing on factors like packability, versatility, and photo appeal.

  • Collaborations and Partnerships: Collaborating with travel influencers, travel agencies, or tourism boards can help brands reach their target audience effectively.

• For Retailers:

  • Creation of "Vacation Shops" or Curated Collections: Retailers can create dedicated sections in-store or online that showcase holiday-appropriate attire, making it easier for consumers to find what they need.

  • Personalized Styling Services: Offering styling advice tailored to specific travel destinations can add value for consumers.

  • Seasonal Promotions: Retailers can align promotions and marketing efforts with peak travel seasons.

• For Consumers:

  • Enhanced Travel Experience: Dressing in a way that feels appropriate and stylish for their holiday can boost confidence and enjoyment.

  • Potential for Increased Spending: The desire for the "perfect" holiday wardrobe might lead to increased expenditure on clothing.

  • Navigating Social Pressures: Consumers may feel pressure to conform to social media trends and acquire specific outfits for their travels.

Strategic Forecast:

• Continued Growth of Destination-Specific Fashion: The trend of seeking out clothing that aligns with the aesthetic of the travel destination is likely to continue and become more nuanced.

• Rise of Sustainable and Versatile Travel Wear: With growing environmental awareness, there will be an increasing demand for travel clothing that is both stylish and sustainable, as well as versatile enough to be worn in multiple settings.

• Integration of Technology in Travel Fashion: We might see more clothing incorporating technology, such as fabrics that adapt to different climates or built-in features for convenience.

• Personalized Recommendations Driven by AI: AI-powered styling tools could help travelers curate their ideal holiday wardrobes based on their destination, preferences, and social media activity.

• Expansion of Rental and Sharing Platforms for Holiday Attire: Renting or borrowing specialized holiday clothing for short trips could become a more mainstream and sustainable option.

Areas of innovation:

• Smart Fabrics for Travel: Development of fabrics that are lightweight, quick-drying, wrinkle-resistant, and offer UV protection or temperature regulation.

• Modular and Convertible Clothing: Designing clothing items that can be adapted for different climates and occasions, reducing the need to pack multiple items.

• Personalized Digital Styling Tools for Travel: AI-powered apps or platforms that provide outfit recommendations based on the user's destination, weather forecast, and personal style.

• Sustainable and Ethical Travel Fashion Brands: Growth in brands that prioritize eco-friendly materials, ethical production practices, and circular fashion models for travel clothing.

• Rental Platforms for Destination-Specific Attire: Services that allow travelers to rent clothing suited to the local style of their destination, promoting cultural appreciation without unnecessary consumption.

Final Thought (summary): The "Temporary Style Transformation: The Holiday Wardrobe Shift" is a significant and evolving trend driven by a confluence of factors related to travel, fashion, and digital culture. It highlights the conscious effort travelers make to curate a distinct wardrobe for their trips, reflecting their desires for escape, connection, and visual self-expression, and presenting considerable opportunities and considerations for brands and consumers alike.

Source: https://www.bbc.com/travel/article/20250612-why-do-we-dress-like-someone-else-on-holiday