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In April, Fashion Revolution Week was commemorated in many countries, in an unusual panorama global, due to Covid-19. This movement emerged after the 2013 collapse of the Rana Plaza building in Bangladesh (1,134 people were killed and more than 2,500 injured) to demand significant social and environmental changes in the fashion industry.
These days, in a great debate about the sector's future, many questions the managers of the large fashion companies are asking. Fashion must also adapt to the situation we live in, both in the short and long term.
Fashion will always be a form of expression. From now, we can see some signs in favor of sustainability and the detriment of fast fashion, which may change the industry's landscape and our consumption habits shortly.
The first decisions will be related to the evolution of the stores: hygiene measures in changing rooms, packaging, cleaning clothes, payment methods, etc. However, a good part of the spring/summer collection has been lost. We have seen a summer in which the enormous stocks had to be disposed of through promotions and sales.
It is also a priority to recover the supply chain's rhythm, promoting suppliers and commercial partners' joint work.
The new consumer
In scenario before-mentioned, more and more consumers are questioning whether another fashion is possible and whether new shopping habits are possible in the future.
Among the options that brands have begun to offer their customers are quality products that increase their durability.
Marketing departments will also need to transform their strategies to not focus so much on "I'm going to sell you" as on "I'm going to listen and understand you". People will demand less pressure and more attention.
This need to improve attending to employees and customers will put fashion companies to the test, better understand how their public perceives them, and challenge their ability to adapt to these requirements.
An opportunity for original changes to allow new values and services to its clients, relaunching each brand's essence and purpose in connection with the strategic objectives indicated.
For their part, consumers can reflect on their consumption habits and lifestyle and study the brands' proposals.
While the way forward is not entirely clear yet and questions remain to be resolved as governments and society navigate the pandemic, one of the main lessons of the Covid-19 era will be that health, safety, and security prosperity are essentially collective and not individual goals. And the clothing, footwear, textile, and fashion industries are no exception.
It will not be easy to manage an unprecedented economic crisis, while aggressive measures are taken in favor of environmental and social concerns. But brands that succeed in integrating sustainability into their business strategies will leave a lasting legacy: a rebuilt and more sustainable fashion industry. This month's crisis has changed everything in all of us. Of course, fashion will survive, because, before all, it is art, but must be a change in the relationship between consumer, brands, and the environment.
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