The Coronavirus pandemic continues to infect all aspects of life for millions, and the fashion industry is no exception. The already struggling department stores were the first to take the bullet; Neiman Marcus Group closed its retail stores earlier in March indefinitely due to the outbreak and is allegedly considering filing for bankruptcy, reporting $4.3 billion in debt. While key industry players combat to keep businesses running despite backed-up inventories and paused production, the same concerns become particularly challenging for young designers and labels struggling with navigating their way through the increasingly uncertain future.
With cruise shows canceled, department stores shuttered, and campaign shoots put on hold, the industry that was once defined by its urgency had no choice but to slow down. People whose typical workday consisted of running all over the city got reduced to sitting around their home office. Just like the rest of the industry, independent labels and designers are now working remotely, trying their best to keep the team spirit alive. Many take it one day at a time since they do not know how long this will last or how they will deal with unexpected situations like factories and mills staying shut, halting them from starting production.
In their interview with AnOther Magazine, Carly Mark and Ayla Argentina of Puppets and Puppets disclosed, “It’s a confusing time, there’s no way to determine how fashion will operate in the near future. Will the next round of shows be allowed? Will they go completely virtual? Is making a collection relevant considering the current terrain? Right now, all we have is our day-by-day. We are continuing our practice, because it’s what we do, and we’re doing so as best as we can while taking care of ourselves and the people around us.”
Now that there is less pressure to do shows and pre-collections are out of the picture, brands have been utilizing social media to stay in touch with their customers and drive sales. The New York-based brand Vaquera connects with its audience by asking friends, fans, and customers alike to send the brand team images of themselves in their favorite Vaquera – or Vaquera-inspired – pieces to feature on the brand’s social media channels.
On top of self-promoting on Instagram, many stores have been countering with free global shipping and promo codes to endorse online shopping from their e-commerce sites. Reflecting on the best practice to keep business alive, Mike Eckhaus and Zoe Latta of Eckhaus Latta commented, “As absurd as it may sound, shopping is the best form of continued support. We are entering into really trying times, especially for independent labels, buying clothes directly from brands via their e-comm platforms is the most supportive thing anyone can do right now.”
The pandemic will cause delays; there is no question about that. As for young brands struggling with delivering on time, the situation is rather dire. They might have to cut down on production or maybe even skip a collection. Yet, they remain hopeful for the future, as anyone who works in a business propelled by change should.
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