Fashion Mingle ask what brands should do in #COVID19 @FashionMingle #fashionmingle

An Open Mind

Fashion Mingle held its weekly webinar today concerning the future of brands during COVID19, this week’s concern was “What Every Fashion Brand Should Be Doing During COVID19”, with special guest Boaz David, Founder of Human B.

Key points to take away are not to think about seasons in the fashion industry, but think more about producing evergreen styles because there’s no timeline on when this pandemic will end, and there’s a big question mark about New York Fashion Week this fall, as to whether it will happen in physical form, there’s talk of virtual events taking place.

With evergreen pieces, brands don’t have to spend money every season on the latest trends since comfort wear are the only thing consumers are spending their money on, but some brands will still produce certain pieces for clients that ask for it, or hold trends originally reserved for this year till 2021, less investment in the latest styles can ensure brand survival.

The COVID19 pandemic is also an opportunity for independent designers to emerge as consumers become more aware of sustainability, authentic styles not out of the cookie cutter, and translate into long-term success over time, a way to build relationships with clients and brands if you’re willing to work with them, collaborate instead of competing all the time.

One dilemma is not being able to try on new clothes, seeing how they feel before you buy them, so it all comes down to the retail experience being made to work from a virtual and educational standpoint as brands pivot to stay in business.

And as brands have to make tough decisions now on what direction to go in so they’re not made later by other forces, brand experts hope that since China’s out of commission for making clothing, manufacturing will become more domestic for as a way to save money, create jobs, and practice sustainability that makes room for more independent brands to emerge.

Daniel Quintanilla