Fashion is a multi-million dollar industry, it is an art form and above all it is indispensable. But like many other industries, fashion was affected by pandemics. Thus, it had to be adapted.
Closing physical stores and canceling events
Due to maintaining social distance, the physical shops were closed to prevent the spread of Covid-19, while a number of events were canceled. The first to be affected by the pandemic were Chinese brands such as Angel Chen and Ricostru. Chanel announced in late February that it would not be hosting the event for the Métiers d'Art collection in Beijing. Giorgio Armani informed the guests 24 hours before the event show would be broadcast online and there would be no guests.
Some brands canceled orders in Bangladesh
Due to the closure of stores and declining sales, Forbes reports that some Western brands canceled claims made on suppliers in Bangladesh. 1.2 million workers in Bangladesh have been affected by order cancellations and thousands of suppliers have lost contracts. However, various campaigns, such as H&M, are trying to compensate for the damage and there is hope that the situation will improve.
Estimated financial losses
In the luxury goods sector, brands are expected to have a drop in sales of 10 billion euros. These brands are closely linked to Chinese consumers, who are among the most affected by the pandemic.
Influencers and public calls
Well-known people in the fashion industry used their platforms to contribute a little bit to alleviating the damage caused by Covid-19. Stylists Anna Rosa Vitiello and Bettina Looney created a new wardrobe, the sales of which aimed to raise funds to help charities in the US
Help luxury brands
Gucci: The Italian brand offered 1,100,000 surgical masks and 55,000 medical garments. Guçi is also assisting in fundraising campaigns, contributing to the Italian Civil Defense Department and the General Solidarity Fund.
Ralph Lauren: Ralph Lauren promised $ 10 million to ease the damage of Covid-19. It will also produce 250,000 face masks and 25,000 protective clothing for doctors.
Prada: Prada has funded the construction of three new hospitals in Milan and will also produce 110,000 masks and 80,000 medical supplies that will be delivered to Tuscan hospitals.
Louis Vuitton: LV distributes free antibacterial gel to French health authorities. The company also promised 40 million face masks.
Armani: Armani donated $ 1.4 million to hospitals and health organizations in Italy.
The events took place on online platforms
As important events were canceled, the fashion industry tried to adapt by switching to online platforms. Shanghai Fashion Week kicked off on March 24 and aired online. The same practice was followed in Tokyo.
The British Fashion Council announced that London Fashion Week will continue according to the planned dates, June 12-14, but instead of a physical show, the content will be broadcast on a digital platform at londonfashionëeek.co.uk. Content will be shared in several ways: live Instagram video, Q&A, podcast, Zoom conference, video, etc.
Sources: Elle, Vogue and Harper's Baazar
