Source | humancapitalonline.com | ANKITA SHARMA
Uncertain. Struggling. Downbeat. These are a few words we have heard time and again during the past year about the fashion industry. As grim as all that might sound, we’ve heard a lot of other words, too. Transformation. Reset. Opportunity. How has COVID-19 been a catalyst for change in the fashion industry?
COVID-19 has changed the fashion industry at multiple levels:
i. The product mix has changed given that celebrations and gatherings are a challenge due to the pandemic. There is an emphasis on casual wear, loungewear, and sleepwear.
ii. Consumer behaviour is changing drastically. People are much more into buying online and from established brands that can be trusted. Fashion retailers are focusing on enhancing the customer experience online, expanding the product range available online, and using new technology to help customers choose the right products.
iii. The traditional method of selling and customer service in stores has transformed. The focus of store teams has gone from serving walk-in customers to inviting customers through outward calling and becoming their trusted fashion advisors. Our store teams have done some really innovative work by calling loyal customers on their significant days, understanding their tastes (using past data), and helping them choose the right product.
iv. The Store Standard Operating Procedures have been revamped. Safety is paramount for both staff and customers.