The move towards downsizing can be seen across many consumer sectors. From purchasing less to the ‘sharing economy’ (uber, AirBNB) as well as downsizing from large homes to ones that are smaller, the ‘less is more’ movement that began in 2006 and continued to gain momentum is in full force now. Everyone keeps asking, “What will consumers want in the post-pandemic era?” While different demographics will want different things, we see an overall trend towards consumers buying more ‘thoughtfully’. The days of buying for the sake of buying, will be replaced by lots of browsing and then very careful consideration before actually making a purchase. Pandemic Shopping EvolvesDuring the pandemic, consumers flush with stimulus cash and stuck at home shopped like crazy. Now that most key economies have decided to draw a line under the pandemic, the service sector is coming back (for real this time) and it's not surprising that there’s plenty of pent up demand for dining out, travel and just about anything else that includes a real life experience - even if its something simple.Now we're heading into a period where inflation is heating up and retail prices are clearly rising - that includes essentials, especially gasoline and heating oil, as well as food. With that behind us and in front of us, what’s next?Fewer But BetterAs early as 2006 Inside Fashion was talking about the move toward ‘fewer but better’ as consumers found less satisfaction in each incremental extra pair of jeans, t-shirt or pullover. Since then there’s been a growing movement towards shopping more mindfully. Social media touting the next trendy item is being balanced out by huge channels where Millennials discuss the joys of a simple lifestyle and boast about their ‘no buy year’ or discuss the importance of saving over spending. Gary Vaynerchuk, a leading Millennial influencer with a massive presence on social media continues to counsel younger consumers to not get caught in the trap of ‘letting your stuff define you’. The message is clear - and it’s getting louder. Brands and retailers need to listen.At the same time the sustainability movement has become a focal point for consumers. So now we have consumers who are facing higher prices, less desire for ‘more’ and pressure to be more environmentally friendly - which all leads to buying less, and when you do buy choose ‘better’. But how do we define better? From whose perspective?Know Your CustomerThat can be tricky.But the only answer that matters is how your customer defines better.In general, today’s consumer wants greater durability, better fit and more unique styles.In other words, putting price in the center will not serve most brands the way that it used to. Now consumers will not buy if they feel the quality is poor. And since most people have more than enough clothing, they can afford to wait until they find exactly what they want.The Customer Counts - A LotAside from manufacturing, fashion brands will need to greatly elevate their customer service. If Amazon set the standard for ecommerce, then Apple has done the same for consumer products.Consumers have a lot of choice - from big brands to indie brands to resale - there are almost limitless options.Just as e-commerce players are trying to match Amazon's delivery options, fashion brands will need to look at what Apple is doing on the retail side of things.That includes well staffed retail stores (specifically how they are trained to help customers), quality of products, brand focus, amongst other things.Everyone wants what Apple has, but few are willing to do what Apple does. In a fewer but better world, customer service will be as much as a dealmaker (or breaker) as price.