STORY: TAWAN KONKAEW
PHOTOGRAPHY: COURTESY OF BRANDS
It is widely known that the immense impact of COVID-19 spans across every single aspect of business as well as a way of life for everyone around the world. The glamourous fashion industry is no exception. Let’s take a closer look how the alluring dreamy realm of fashion weathers this tsunami and stays fabulously lucrative in the process.
Kicking off a series of ravaging news was the 113-year high-end Neiman Marcus store filing for bankruptcy bringing its 67 department stores to an abrupt halt. Coming second was a major retailer J.Crew who filed for bankruptcy with a debt of 1,650 million dollars. Also disrupted is the world’s largest fast fashion retailer Zara, its parent company – Inditex – encountered its red for the first time in the first quarter of this year due to almost 90% of its stores being shuttered in the lockdown from late January to April and only 965 stores were able to run. The fashion mogul had recalibrate operation and plan to close down its 1,200 small shop worldwide within 2 years and to focus on big stores carrying merchandise in full offering and rely on its online business.
However, it is not all bad because consumers are the ones that scores big benefits in this crisis. Myriads of hi-end and fast fashion brands are rapidly shifting their gears into e-commerce developing applications and simplifying websites to facilitate online shopping. People flocked online for retail therapy during lockdown and online sales skyrocketed. Brands are now fostering bonds with customers through constant online conversation to update trends and deal offering.
Seasonal trends in fashion are getting blurred now that designers focus on designing fashion that is wearable all year round. Gucci was the first to announce the reduction of the brand’s shows from five to two seasonless collections twice a year. In adapting to the new normal, Chanel became the first maison to reimagine its Cruise show and introduced its Cruise 2020/2021, designed by Virginie Viard, on its digital platforms via a 7-minute video clip entitled Balade en Méditerranée. Shot during lockdown, the clip unveiled pieces which are multi-purpose, versatile basic daily wear and refined with Chanel signature style such as tweet cardigan, a long skirt which can be doubled as a strapless dress, loose blazer or sequined bikini. Every piece pairs well with what the customers have already had in their wardrobe.
Seasonal trends in fashion are getting blurred now that designers focus on designing fashion that is wearable all year round. Gucci was the first to announce the reduction of the brand’s shows from five to two seasonless collections twice a year. In adapting to the new normal, Chanel became the first maison to reimagine its Cruise show and introduced its Cruise 2020/2021, designed by Virginie Viard, on its digital platforms via a 7-minute video clip entitled Balade en Méditerranée. Shot during lockdown, the clip unveiled pieces which are multi-purpose, versatile basic daily wear and refined with Chanel signature style such as tweet cardigan, a long skirt which can be doubled as a strapless dress, loose blazer or sequined bikini. Every piece pairs well with what the customers have already had in their wardrobe.
Reading up to here, it is high time a glamour girl such as you should embrace the new normal shopping scheme and be savvy enough not to miss out on COVID-19 trend.
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