Suddenly purchases were no longer being driven by social occasions, holidays and the need for office wear. And the well of inspiration consumers find from roving celebrities, glamorous events and street style photography started to dry up.
Digital is more important than ever to fashion brands.
Information and communication are key for our community. Those who adapt quickly to the changing landscape, using data-backed decisions while drawing on their core strengths, will be best placed to thrive.
Virgil Abloh (5.2m followers) Off-White have a highly engaged social media following. Now more than ever, with consumers confined to their homes, seeking connections online, this type of loyal community is invaluable for brands.
In this period of uncertainty, some shoppers are gravitating towards classic investment pieces, searching for timeless items available pre-owned through luxury resale platforms.
Chanel’s classic double flap bag saw a 75% increase in searches over the quarter. Perhaps driven by the fact that Chanel does not sell bags through its own website, demand for these classics has increased on second-hand marketplaces.