How COVID-19 Affected the Fashion Industry
“At a time when people lost their jobs, did not have the opportunity to see their loved ones, and in some cases lost them due to the coronavirus, it may seem pointless to discuss such a superficial topic, but the reality is that the fashion industry is an industry with turnover of 2.5 trillion dollars "
In February, as designers were ready for the Fall / Winter 2021 shows in Milan and Paris, the world was turned upside down. Although only 150-200 cases of the disease were reported in Europe at the time, retail shoppers began to refuse to travel abroad. The number of visitors dropped by 20-30%, which is why many fashion designers preferred to showcase new collections online. Not knowing how long the pandemic would last, sellers were forced to sell superficially over the Internet.
Since shopping was banned and shoppers' expenses lowered, stores canceled upcoming orders in the hopes of selling at least their existing merchandise.
Designers developed two collections a year at the same time - fall / winter and spring / summer, but with the rapid growth of fashion, they also created pre-season resort collections and haute couture products. The customer's need for innovation has not only increased the profits of all these companies, but also contributed to their environmental impact: the fashion industry has become the second largest polluting industry in the world after oil refining.
The difficult situation in the world has forced fashion designers to resort to radical changes. What will be next? To answer that question, let's take a look at history first ... In the midst of the Spanish flu, ladies were changing their bulky and hard-to-clean outfits for tight-fitting pieces made from more durable fabrics. Likewise, in 2008, when many people were out of work, simple, practical clothing became more popular, rather than luxurious fur and ostentatious beads.
During World War II and throughout the 40s, many grocery companies printed colorful flower designs on bags in an effort to support women who re-sewn flour bags into clothes.
Nowadays, as well as in the past, women are again becoming inventive in terms of dress. And despite the fact that luxury goods have gained popularity again after the 2008 global crisis, minimalism is still not losing its ground. Brand stores have already adapted to this situation and in response to the growing demand for cotton T-shirts, wide-leg trousers, loose dresses and home suits, they began to develop appropriate models. It will be interesting to see if this pandemic affects fashion in the long run. But it seems that in the near future, the female gender will still prefer convenience over style.