FASHION REVOLUTIONISES DIGITAL - DURING THE COVID ERA
Earlier this year in response to the Covid-19 pandemic, we experienced a global shutdown which brought an unprecedented halt to the world’s economies. The corona virus had a devastating domino effect on industries and sectors, the fashion industry is said to be the hardest hit industry. The fashion industry was predicted to lose billions of dollars due to shutdowns, with 2020 being labelled as one of the industry’s worst years in history. With events and social gatherings cancelled and less disposable income, people have become more conscious about what they buy, and this has caused a decline in purchases for non-essential stores.
lockdown, many brands increased their online presence as it was the only way to communicate with their customers. Covid-19 has resulted in an increase in online shopping globally. Launching online stores has been of utmost importance. Going digital has proven to be just as efficient, and international audiences can be reached. Customers all around the world can be reached without an interruption in meeting customer demands.
This pandemic has forced the fashion industry to evolve and leverage the situation through direct contact with their customers. It has created an opportunity for brands to reset and focus more on the customer needs. This could potentially save brands a lot of money than creating seasonal clothes that sit on shelves and go to waste. This also means that we will have more sustainable fashion.
People want convenience so shopping online and getting fast deliveries will be of value to them, it also reduces the risk of physical contact. To stay afloat after the lockdown has been lifted, brands need to be perceptive to the shifts and identify possible opportunities in the market.
IMAGES: PINK LABEL CONGO (HANIFA)