The Pandemic is changing the future of fashion. The Pandemic is a global disease that has been spreading rapidly in recent years, and it poses a serious threat to the economy. Pandemics are rare but devastating events for society at large, and they can take many different forms: natural disasters, financial crises, computer viruses, or natural epidemics such as Corona or Ebola.
The worldwide pandemic situation changed a lot about our lives from food habits to our dressing style. People turned from outdoor activities to staying indoors. Families quarantined for more than a year started indulging in-home workouts, reading books, cooking, and other activities that could be done sitting in the comfort of their own house. Therefore, it had been a while now that the fashion industry began remodeling itself.
Covid Changing The Future Of Fashion: Why That’s A Good Thing?
Men and women spend most of the time at home either working from home on behalf of their workplaces or doing household chores. Thus, they spend on buying loungewear, activewear, slippers. Business casuals, shoes, briefcases, handbags have found their comfier alternatives.
For the virtual gym classes, the sportswear industry sold millions of gym gear and athleisure wear. Covid-19 mandates the practice of wearing masks for mouth and face coverage. Earlier face masks were used by only a few groups of people who were conscious about their hygiene. Nowadays there are many color and print variants of face masks and cute outfits for school girls available in the market.
This is indeed a challenging state for the fashion and luxury industry. On development, it is unprecedented. The first half of 2020 had been devastating for the fashion industry. A great fashion expert states she did not go out for seven long months. Naturally, she did not feel the urge to buy anything fashionable or trendy. It was clear that athleisure and casual-wear sales have been burgeoning over this pandemic.
Overall sales of the fashion industry crashed under the pressure of food, health, and safety concerns of the consumers. In the last wear through stores reopened and digital channels continued to grow. These are the particular areas of opportunity that the industry is able to play.
However, the craze over casual wear is not an invention of covid. People have been running after casual trendier alternatives for a long while. Of course, with no restrictions to wearing formal wear, populations leaned over home wear and accelerated their sales. Weddings, canceled or postponed, decreased the travel retail drastically.
Face Masks Business:
Face Mask is the most powerful aspect that changing the future of fashion. Face masks almost immediately appeared after the coronavirus was identified in various parts of the world. The fashion industry managed very well to turn this utility staple into a transformable fashion statement. The face-covering essential is embraced and beautified by various fashion brands.
In this aspect, local artisans have been bolstered by the consumers. The small-scale fashion businesses benefitted from the face mask as every government made it mandatory to wear masks in public places. Here comes the question of sustainability, slow fashion, and supporting local tailors. While very few seem to be concerned about these rest look forward to cash out for all the months their sales stood hampered.
Fashion brands need to be prepared for pandemics by implementing new operational strategies that will help them stay afloat despite these disruptions. Pandemics are causing more than just economic damage. It is also affecting the future of the fashion industry.
These changes in pandemics will cause a shift in consumer behavior and preferences, which means that brands need to keep up with the customer’s new needs or risk losing market share.
In this pandemic situation, only the very strong brands with strong balance sheets are the value creators who took over the lion’s share in this pandemic hit the world. They were digital from the very beginning and internationally acclaimed. They invested in sustainability and maintained a very close relationship with the consumers through the stronghold of the digital platforms.
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Social Media Platform:
Social media is a significant catalyst for the growth of the industry. Using social media platforms new designers and talents are being discovered every day. It is also nurturing the fashion industry. Despite the situation, sustainable fashion needs to be supported. Recycling clothes, using them longer, restyling the existing wardrobe, educating the consumers is the way to counter the fast fashion arising out of social media.
This will help the fashion industry to reach every segment of the masses in the long run. As fashion sits at the intersection of art and utility the fashion industry has to rise to the push for ethical and sustainable textile for the generations to see a new dawn in the post covid world with all the socio-economically varying masses.