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HOW BRANDS ARE INNOVATING
FIGURE 12
“Those people for whom it has taken COVID to switch to online stores may well stay with it.” Isabelle Szmigin (2020). The online versus in bricks and mortar store debate is one that
is undeniably current especially as brands without an online presence have been immensely damaged. Therefore the brands who have switched will be likely to stay with it due to the rise in profits that it ensures. “Digital is now” Drapers (2020).
Brands need to consider innovating products. Consumers have different needs that brands need to make sure they are adhering to during and possibly long after the pandemic. Two areas in particular in fashion have been excelling during this period, “Lounge wear is coming forward at the moment” WGSN (2020) due to people working at home more the need for going out clothes has declined and instead been replacing with comfy clothes. The other clothing type that has been noticed is “Activewear coming forward.” WGSN(2020). Due to an unprecedented amount of people being furloughed during the first lockdown many decided to use that time to get into better shape with 74 out of 143 people referencing using exercise as a way of coping during the pandemic (Appendix 2). In order for brands to remain relevant they need to reevaluate the clothes they are ordering to realistically what people will need. For example ASOS, “we’ve cancelled or re-phased around half a billion pounds worth of going out gear and bought in significantly more casual wear” - Nick Beighton Drapers (2020)
In comparison it could be argued that brands also need to “look beyond the product” Harvard Business Review (2020). Due to societal issues that are currently taking place rather than focusing on the product it is also important that brands learn how and to what extent the consumer wants them to tackle the bigger issues. “If you as a brand know what you stand for, then in these challenging times you have a voice amid something to say then say it be part of the solution.” - Drapers (2020).
CONCLUSION
Post pandemic it is more likely short term that opulence will become distasteful. Due to the cultural reset of values that are currently taking place there are two possible outcomes, either a repeat of the roaring 20’s due to pent up desire or people learning from the pandemic that they have no need for the constant stream of new clothes. Brands who are still failing to establish an online presence will struggle. Brands also need to rework the clothes they are selling to ensure that they are still relevant to what people are currently demanding although they must also look past the product and tackle bigger issues.