Impact of the COVID-19 pandemic on the fashion industry

The COVID-19 pandemic affects the global fashion industry as governments close down manufacturing plants, and through store closures, and event cancellations[1] to slow the spread of the virus. The coronavirus pandemic has had a major impact on fashion brands worldwide.[2] At the same time, the fashion industry faces challenges in consumer demand.[3] New opportunities are also presenting themselves as fashion brands shift to making fashionable coronavirus face masks.[4][5]

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COVID-19 pandemic
Impact
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Shuttered Hugo Boss store in Brisbane, Australia (March 2020)

Manufacturing

Manufacturing issues include lack of fabric availability and order cancellations.[6]

Sales

Apparel is a leading discretionary purchase. As many people are staying at home, there is less emphasis on getting dressed. Likewise, many people make clothing purchases ahead of special occasions, such as weddings and vacation, but as many of these events have been canceled or postponed, the impetus to buy new clothing is no longer there. Layoffs, furloughs and pay cuts are also affecting sales.[7]

Events

Designers have adapted with producing and showcasing their fashion products by streaming presentations online without a live audience present.[8] The British Fashion Council made an announcement in April 2020 that it would develop a digital “cultural fashion week platform” that designers could use in any way that they thought would work for them rather than facilitating the typical format and setting of a fashion show. Shanghai and Moscow fashion weeks were presented digitally in late March and April 2020. Ermenegildo Zegna coined the word "phygital" to describe "physical space and digital technologies" as its new way of showcasing fashion.[9]

Face masks

Face masks during the COVID-19 pandemic have been trending as a fashion statement during the COVID-19 pandemic.[10] It has been suggested that possibly "no other piece of clothing that has had a trajectory like face masks — something that began as purely protective transforming into a fashion statement in no time at all."[11]

As art galleries and museums are closed, First American Art Magazine organized a virtual art exhibition and asked the Native art community to submit masks. More than seventy artists handed in 125 masks, from functional masks to decorated ones.[12]

Trikini, a three piece garment was popularized in Italy in response to the COVID-19 pandemic. The trikini consists of a two piece beachwear and a matching mask.[13][14][15][16]

References
  1. Ilchi, Layla (17 March 2020). "How the Coronavirus Is Impacting the Fashion, Beauty and Retail Industries". Women's Wear Daily. Retrieved 7 May 2020.
  2. Silver, Katie (7 May 2020). "Small fashion brands in Asia hit by coronavirus". BBC News. Retrieved 7 May 2020.
  3. Law, Tara (3 March 2020). "How Coronavirus' Effect on the Fashion Industry Reveals Flaws in the Global Economy". Time. Retrieved 7 May 2020.
  4. Philipkoski, Kristen (12 April 2020). "30+ Fashion Brands Pivoting To Make Stylish Coronavirus Masks". Forbes. Retrieved 8 May 2020.
  5. Friedman, Vanessa (22 April 2020). "Should Masks Be a Fashion Statement?". The New York Times. Retrieved 8 May 2020.
  6. Roberts-Islam, Brooke (13 April 2020). "Designer And Supply Chain Digital Revolution: How COVID-19 Is Changing The Fashion Industry". Forbes. Retrieved 7 May 2020.
  7. "How coronavirus could alter the way we shop for clothes from now on". TODAY.com. 30 April 2020. Retrieved 8 May 2020.
  8. "2020 Fashion week innovations". fashionunited.com. 1 May 2020. Retrieved 7 May 2020.
  9. Friedman, Vanessa (2 May 2020). "Is This the Future of the Fashion Show?". The New York Times. Retrieved 7 May 2020.
  10. "Face Masks as a Fashion Accessory? Why We Should Encourage This Trend". Healthline. Retrieved 11 May 2020.
  11. Givhan, Robin (4 May 2020). "Masks are here to stay. And they're quickly becoming a way to express ourselves". Washington Post.
  12. "Masked Heroes: Facial Coverings by Native Artists". First American Art Magazine. 15 June 2020.
  13. CONCOLINO, NIVES (26 April 2020). "Trikini, il costume da bagno con la mascherina". il Resto del Carlino (in Italian). Retrieved 28 April 2020.
  14. "Coronavirus, sarà l'estate del trikini: il costume abbinato alla mascherina. FOTO | Sky TG24". tg24.sky.it.
  15. Deabler, Alexandra (12 May 2020). "Italian designer launches 'trikini' beachwear design, complete with matching bikini and mask set". Fox News. Retrieved 13 May 2020.
  16. "Coronavirus: New 'trikini' trend boasts bikini & matching face masks". Capital. Retrieved 13 May 2020.
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