How The Fashion Industry Will Change After The Pandemic

Written By Alla Levin
April 08, 2020
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After the Fashion: How The Fashion Industry Will Change After The Pandemic, Why Some Stores Are Closing Both Retail And E-Commerce

The COVID-19 outbreak creates lots of uncertainties.

For instance, how will the fashion industry fair after the wave has ceased?

Well, we have already seen some stores closing their both retail and e-commerce operations.

This is because the industries rely on workers to handle the operations, but now they have been forced to stay at home.

Some of the brands which have closed their operations include and not limited to Reformation, Marysia, and The Frankie Shop.

They have closed down their factories and online stores in compliance with government directives.

According to Vic Drabicky, founder and CEO of January Digital said, that the times are worse for smaller brands that lack facilities to support them throughout the crisis.

“The most at-risk brands are newer brands that don’t have the cash flow or credit lines to be able to sustain a complete closure of what could be a couple of weeks or more” – said Vic.

“Sadly, we’re going to end up losing some young brands that were showing great promise and some more tenured brands that simply couldn’t adapt to the extreme circumstances.”

Here we present some ways the fashion industry will change, as well as why some are closing.

Guerilla marketing new rulesGuerilla marketing new rules

Guerilla marketing tactics are the way to the future for fashion brands. Guerilla marketing is usually low-cost, and extremely successful if executed correctly.

For example, Saint Laurent was one of the first designers to utilize guerilla marketing.

According to Rita Tabet, the chief operating officer at Pop Up Mob, the guerilla marketing  “aims at evoking curiosity to stop the consumer drop what they are doing and pay attention.

It has to be interesting enough that the consumer wants to post about it.”

Digitally native brands are leaning into virtual styling

Despite some fashion brands closing down, they are trying to keep their shoppers engaged with them.

They are turning to virtual styling, with companies such as Brideside, Universal Standard and Cuup being among the companies that have seen early success with virtual styling.

Spa industry hit hard by coronavirus pandemic

The COVID-19 has really hit the spa industry. For example, Mynd Spa & Salon, earlier known as Elizabeth Arden Red Door Spa, has fired over 300 employees after filing to be declared bankrupt.

Brandon Maxwell gives wedding dresses to brides

 

View this post on Instagram

 

New YouTube Up Now! Link in bio ❤️ Making my best friend’s wedding dress. As a company who has been fortunate to play a small part in so many women’s special days, we realize the current crisis and the economic repercussions from it may have already deeply affected you. In times of darkness we must look to the light, and we believe an optimistic moment to look forward to is important. As a result, we’re gifting 3 wedding dresses to brides in need. Our friends @gigiburris & @evafehren have also kindly joined us to donate veils and wedding bands. To apply, simply send the following to [email protected]: 1)Your story! You can write it, you can send us a video, pictures, poems– absolutely any way you want to express yourself, we will listen! 2) Your wedding details! When is it? What’s the plan? Submissions will be accepted until Monday, March 30, 2020. We will review your stories and be in touch with 3 recipients on Wednesday, April 1, 2020. Please share with any brides you may know. Here’s to a brighter day, your day. ❤️ Song: @joshgarrels

A post shared by Brandon Maxwell (@brandonmaxwell) on

As you know, governments have already abolished public meetings such as weddings, church meetings, conferences, and other social gatherings.

One of the designers, Brandon Maxwell has taken to his tweeter account to announce that he will give away three wedding dresses to brides whose wedding plans have been thwarted by the corona epidemic.

“As a company who has been fortunate to play a small part in so many women’s special days, we realize the current crisis and the economic repercussions from it may have already deeply affected you, “Brandon wrote. “In times of darkness we must look to the light, and we believe an optimistic moment to look forward to is important.”

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