Globally, fashion has shown its prominence; be it the latest trends or the unusual patterns, however, today with the unprecedented challenges put forth by the novel coronavirus pandemic fashion has had to adapt and find new strategies.
For years industries have followed the same supply chain mechanisms for mass production and marketing, but the pandemic has altered the age-long approach. The new social distancing norms have restricted designers to display their carefully curated designs and artistic interpretations on a catwalk, causing fashion industrialists to diversify and grapple at the seams of indoor fashion. Major high-end brands have shifted their summer collections and have begun working more on athleisure wear and nightwear to maintain revenue and their customer base.
Trends allow the fashion industry to innovate new concepts and designs, however, the global shut-down has shifted consumer focus towards functional clothing which affects the seasonal approach of most fashion brands. With the capsule wardrobe trend becoming famous, brands may have to create more relevant pieces that can be suitable for multiple occasions. This would significantly reduce global fashion revenue and outsourcing as brands currently follow the eight-season approach. Additionally, brands would have to localize production houses to ensure continued revenue.
The surge of social media branding and online customizations have caused both consumers and industrialists to break their mass production chains and create more intimate environments for consumers. Brands have promoted a strong online presence midst the discontinuation of physical stores. Bridal Couture brands have tried to innovate and shifted to WhatsApp and social media platforms to create customized pieces for their clients. This approach will completely pivot current processes like material selection (generally through touch) and the types of materials brides will choose due to localization. Sabyasachi recently announced WhatsApp consultations, which has streamlined the time devoted to each bride and has helped them explore new ideas, however, this method still hinders creative exploration for designers.
As production houses and factories continue to remain closed and the trickle down effect of consumers not spending continues to affect everyone, from retailers to traditional weavers. Most young brands lack the savings to continue production post the lockdown which will cause them to shut down resulting in loss of talent. While high-end brands have found creative ways to help the economy and continue the supply chains like Gucci who is using their production lines to create personal protective equipment (PPE) for front-line workers and their elite customers. F
Fashion industries have always adapted be it Coco Chanel creating women’s couture out of foraged pieces of clothing after World War One or the Escapist fashion from the 1940s created during the political time. Fashion industries have battled change before, and this pandemic will allow them to shift to sustainable practices and create a new modernized epoch of fashion whilst eradicating unnecessary practices.
