COVID-19 continues to disrupt the world-the fashion industry is one of the epidemic's hardest hit areas. CGTN European and fashion writer Dana Thomas talked about how the fashion industry responds to coronaviruses and how the industry will change in the long run.

Thomas said: "Coronavirus does indeed affect the fashion world at various levels."

"Models are not working because there is no fashion photography, no fashion shows and advertising campaigns, no advertising campaigns, and no commercials are shooting, so models are useless, which means photographers, makeup artists, all the world will Lost job and will last for a while. "

Despite the shelving of the high fashion world, Thomas said that the online demand for comfort-related products and clothing is actually still high.

"People usually don't have jobs, so we don't have disposable income in our pockets, and we don't shop.

"The sales of spa products and beauty products are rising because we are sitting at home and going to sportswear, 'Yes, we are going to be a facial beauty tonight', but we don't need a new tuxedo on Friday night because we don't need Zoom New cocktail dress. "

Thomas said the current trend of comfortable purchases also shows an increase in demand for cashmere, pajamas, slippers and many streetwear.

Thomas of the video conference said: "You wear a good shirt, but you have sports clothes that no one has seen." Video conferences have become a must-have for many domestic workers.


However, the prevalence of sportswear and casual wear was short-lived for Thomas. He said that although spending will fall severely, when things start to return to normal, people still want to wear comfortable clothes. There may also be crazy reactions.

"When China reopened, Hermès had the biggest sales day ever in a store in Guangzhou. Chinese consumers were very eager to shop, but still had disposable income."

Thomas also pointed out that the same thing happened to Hermes in New York's Upper East Side after 9/11.

"When other companies encounter difficulties, people go to Hermès in the Upper East Side and start to buy handbags and scarves with the mentality of" If this is the end of the world, I always want to buy a Hermès scarf. ", I think I Get it now. "

Thomas (Thomas) said about this season-there is no "this season", some fashion houses even launched an old campaign.

What we know about London Fashion Week, including fashion shows and the display of the latest necessities, was also cancelled and a virtual show was organized.

Thomas said how designers can prepare for the next season, because workshops and studios are no longer in demand, and the fashion industry must maintain its livelihood while working at home, just like other industries.

"Everyone is rethinking, they sit down and walk, 'Yes, now is the time to reset, how will we rethink our business model, because what we have been doing is not working now, and when we finally It may not work properly when you resume work. "

Thomas also said that in the future we will see the rise of "false" marketing. In this form, immersive and interactive mixed customer experience will become a new form. This may also lead to the greening of the fashion industry. Zero-waste fashion production is becoming more and more common. From manufacturing to conferences, the aviation mileage of the entire industry has been reduced.

"This is the time when they can go, yes, we have never been through time, 'Let's see how to do this better, reduce the impact and save money', I think they have been doing that , "Thomas said.

Thomas (COVID-19) predicts that after COVID-19, there will be a shift from global to local. The street will not necessarily disappear, but it will host more small businesses, especially when the main chain is closed.

"We will purchase in a variety of ways closer to home, because we don't travel that much, and because we are used to it, 'Well, I just walk down the street to get what I need.' Instead of going far, because "I am not allowed to go far."

Thomas predicted that the number of local merchants on High Street will increase, and bookstores and stationery stores will turn, "When the large chain stores close and close, all these and mourning things we are missing."

But Thomas said that at present, sportswear and pajamas are essential fashion items.

News Reference: