{"id":3489,"date":"2020-07-23T16:13:30","date_gmt":"2020-07-23T19:13:30","guid":{"rendered":"https:\/\/www.alicewonders.ws\/blog\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/"},"modified":"2026-10-19T11:22:28","modified_gmt":"2026-10-19T14:22:28","slug":"reinventing-fashion-retail-pandemic-solutions","status":"publish","type":"post","link":"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/","title":{"rendered":"Reinventing Fashion Retail During the Pandemic: Creative and Practical Solutions"},"content":{"rendered":"

More comfort and fewer trends: that’s the rule for fashion in 2020. Fashion retail was the sector hit hardest by shifts in consumer behavior brought on by the novel coronavirus crisis. Over the past few months, fashion has been reinventing itself, and the key to boosting sales has been a <\/span>customer-centric focus<\/b>. <\/span><\/p>\n

A <\/span>Google<\/b> study revealed that people’s shopping habits and purchase intent during the pandemic went through 3 stages: at first, we prioritized personal protective items and essential purchases, such as food and cleaning products; after that, people moved into an adjustment phase, buying things for the home, like kitchenware, appliances, equipment for indoor workouts, and gear for working from home; in the third phase, priorities shifted, and the mindset became “I need it” and “I deserve it.” In other words, consumer behavior right now is centered on the <\/span>value of self-care<\/b> and the desire to be and feel well. <\/span><\/p>\n

\"Consumer
Consumer behavior during quarantine. Source: Google internal data<\/figcaption><\/figure>\n

This is directly reflected in the products people are searching for most: the ones that deliver <\/span>comfort<\/b>. People are buying looser clothing and favoring comfortable fabrics like fleece, especially in winter, which has also driven up demand for slippers. <\/span><\/p>\n

To keep up with customers’ new behaviors and so many changes, fashion retail has had to be <\/span>resilient<\/b>. Keep reading to discover the strategies that can help minimize the effects of the crisis. <\/span><\/p>\n

Social Media as an Educational Tool <\/b><\/h3>\n

What every brand wants is to understand its customers, their problems, and their pain points, so it can deliver the right content to the right customer. During quarantine, most purchases happened online, which created a real hurdle for a large share of people who had never made an online transaction before. <\/span><\/p>\n

To meet this need and educate new digital users, some brands tapped into the power of influencers with videos showing people how to shop on their website or app, explaining how to make product exchanges online, and plenty of other content focused on <\/span>solving user experience problems<\/b>. <\/span><\/p>\n

The way to break down the barrier between physical and digital is by teaching people: creating <\/span>video tutorials<\/b>, posts with how-to instructions, and chat support to answer questions. Using an <\/span>instructional tone<\/b> brings people closer and builds empathy. Digital transformation has to reach everyone to be effective. <\/span><\/p>\n

Redefining Fashion<\/h3>\n

As we mentioned above, demand for comfortable clothing has grown in recent months, pushing jeans to the back of the closet. Keeping an eye out for these opportunities, <\/span>Havaianas<\/b> seized the moment to bring back an item that had once been part of its portfolio, launching a collection of <\/span>toe socks<\/b> in a variety of prints and bright colors. The new line offers a creative, practical solution that lets people wear socks with sandals more easily and comfortably. <\/span><\/p>\n

And it doesn’t stop there. The new consumer behavior shows that people are even more concerned about <\/span>sustainability<\/b>. <\/span><\/p>\n

That’s why <\/span>customized<\/b> pieces are trending right now. As a result, <\/span>upcycling<\/b> has gone from an alternative fashion movement to winning over the tastes and wardrobes of <\/span>quarenteners<\/span><\/i>. Fashion is going through a process of giving clothes <\/span>new meaning<\/b> as an act of responsibility. <\/span><\/p>\n

Another relevant point is the growing interest in <\/span>timeless<\/b> and more <\/span>versatile<\/b> pieces. On top of that, reduced purchasing power, with people holding on to their savings for now, has influenced choices toward pieces that offer greater <\/span>quality and durability<\/b>. <\/span><\/p>\n

Technology on the Runway<\/h3>\n

At this year’s <\/span>Milan Fashion Week<\/b>, held in late February when coronavirus infection rates were already high in Europe, <\/span>Giorgio Armani<\/b> was the first to hold a closed-door show with no audience, livestreamed online. From then on, the fashion industry found itself forced to use all of its creativity to bring its collections to the public, using technology as a tool.<\/span><\/p>\n

But the one who created a buzz in the most unexpected way was <\/span>Anifa Mvuemba<\/b>, creative director of the Hanifa brand, who presented her <\/span>entire collection’s runway show<\/span><\/a> in <\/span>3D<\/b> and took the internet by storm in a live stream on the brand’s official IGTV. The impact came from how realistically the garments moved, in a well-structured and beautifully executed animation. Beyond all the <\/span>innovation of the show<\/b>, what stands out most from a <\/span>branding<\/span><\/a> perspective is the reach the event achieved. <\/span><\/p>\n

Runway shows livestreamed online reach journalists, buyers, and end consumers alike. In other words, they make <\/span>accessible<\/b> an event that used to be extremely exclusive. <\/span><\/p>\n

The impact was so positive that the Fall\/Winter 2020\/21 <\/span>haute couture<\/b> week went fully digital. Top designers from the world’s most famous brands went further than ever in inspiration, creativity, and innovation in their presentations. Most of them brought a dose of <\/span>escapism<\/span><\/a> to their collections. <\/span><\/p>\n

To name a few examples, <\/span>Balmain<\/b>‘s spectacular show took place on a boat, with the Seine River in Paris as its runway, broadcast live. <\/span>Valentino<\/b>, in its collection presentation video, used <\/span>projection mapping<\/b> on white garments, suggesting a dialogue between the digital and the human. <\/span><\/p>\n

Solutions to Ensure Customer Safety<\/h3>\n

Even with the entire collection and catalog showcased online, some customers still prefer to visit the store to see the pieces up close on the <\/span>showroom<\/b> racks. That’s why you need to be ready to welcome people while keeping them safe at this time. <\/span><\/p>\n

Many brands are organizing their <\/span>Re-see<\/b> by appointment only. <\/span>Scheduling<\/b> is the best way to ensure a safe environment and avoid crowding. On top of that, it provides <\/span>exclusive service<\/b> and personal attention, which makes all the difference for these customers. <\/span><\/p>\n

It’s essential to keep consumers safe at every stage, including shipping. To do this, garments need to be sanitized with <\/span>antiseptic spray<\/b> before being packed for delivery, since these sprays work by neutralizing viral particles. There are already products on the market with proven effectiveness against the coronavirus. If your brand takes this kind of care with its customers, delivering the clothes with a safety seal is an added differentiator, right? <\/span><\/p>\n

Use the brand cases we mentioned as examples in this article to draw insights that can help your business, and bet on your creativity! Enjoyed this content? Then sign up for our newsletter to get the latest from our blog straight to your inbox. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

More comfort and fewer trends: that’s the rule for fashion in 2020. Fashion retail was the sector hit hardest by … <\/p>\n","protected":false},"author":1,"featured_media":1727,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[272],"tags":[],"yoast_head":"\nReinventing Fashion Retail During the Pandemic: Creative Solutions<\/title>\n<meta name=\"description\" content=\"With so many changes and new consumer behaviors, fashion retail has had to be resilient. See the ways out to minimize the effects of the crisis.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reinventing Fashion Retail During the Pandemic: Creative Solutions\" \/>\n<meta property=\"og:description\" content=\"With so many changes and new consumer behaviors, fashion retail has had to be resilient. See the ways out to minimize the effects of the crisis.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/\" \/>\n<meta property=\"og:site_name\" content=\"The future of retail blog\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-23T19:13:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-19T14:22:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.alicewonders.ws\/blog\/wp-content\/uploads\/2020\/07\/Reinvenc\u0327a\u0303o-do-varejo-de-moda.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"714\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Alice Wonders\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alice Wonders\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/\",\"url\":\"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/\",\"name\":\"Reinventing Fashion Retail During the Pandemic: Creative Solutions\",\"isPartOf\":{\"@id\":\"https:\/\/www.alicewonders.ws\/blog\/#website\"},\"datePublished\":\"2020-07-23T19:13:30+00:00\",\"dateModified\":\"2026-10-19T14:22:28+00:00\",\"author\":{\"@id\":\"https:\/\/www.alicewonders.ws\/blog\/#\/schema\/person\/77e79e60f5970c2aef9eb64746c87452\"},\"description\":\"With so many changes and new consumer behaviors, fashion retail has had to be resilient. See the ways out to minimize the effects of the crisis.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/#breadcrumb\"},\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"In\u00edcio\",\"item\":\"https:\/\/www.alicewonders.ws\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Reinventing Fashion Retail During the Pandemic: Creative and Practical Solutions\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.alicewonders.ws\/blog\/#website\",\"url\":\"https:\/\/www.alicewonders.ws\/blog\/\",\"name\":\"The future of retail blog\",\"description\":\"Um blog sobre experi\u00eancias digitais e inova\u00e7\u00e3o no varejo.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.alicewonders.ws\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"pt-BR\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.alicewonders.ws\/blog\/#\/schema\/person\/77e79e60f5970c2aef9eb64746c87452\",\"name\":\"Alice Wonders\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\/\/www.alicewonders.ws\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/www.alicewonders.ws\/blog\/wp-content\/uploads\/2023\/11\/Miniaturas-Aba-Works46-96x96.jpg\",\"contentUrl\":\"https:\/\/www.alicewonders.ws\/blog\/wp-content\/uploads\/2023\/11\/Miniaturas-Aba-Works46-96x96.jpg\",\"caption\":\"Alice Wonders\"},\"sameAs\":[\"http:\/\/www.alicewonders.ws\"],\"url\":\"https:\/\/www.alicewonders.ws\/blog\/author\/alicewonders\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Reinventing Fashion Retail During the Pandemic: Creative Solutions","description":"With so many changes and new consumer behaviors, fashion retail has had to be resilient. See the ways out to minimize the effects of the crisis.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/","og_locale":"pt_BR","og_type":"article","og_title":"Reinventing Fashion Retail During the Pandemic: Creative Solutions","og_description":"With so many changes and new consumer behaviors, fashion retail has had to be resilient. See the ways out to minimize the effects of the crisis.","og_url":"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/","og_site_name":"The future of retail blog","article_published_time":"2020-07-23T19:13:30+00:00","article_modified_time":"2026-10-19T14:22:28+00:00","og_image":[{"width":1000,"height":714,"url":"https:\/\/www.alicewonders.ws\/blog\/wp-content\/uploads\/2020\/07\/Reinvenc\u0327a\u0303o-do-varejo-de-moda.jpg","type":"image\/jpeg"}],"author":"Alice Wonders","twitter_card":"summary","twitter_misc":{"Written by":"Alice Wonders","Est. reading time":"5 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/","url":"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/","name":"Reinventing Fashion Retail During the Pandemic: Creative Solutions","isPartOf":{"@id":"https:\/\/www.alicewonders.ws\/blog\/#website"},"datePublished":"2020-07-23T19:13:30+00:00","dateModified":"2026-10-19T14:22:28+00:00","author":{"@id":"https:\/\/www.alicewonders.ws\/blog\/#\/schema\/person\/77e79e60f5970c2aef9eb64746c87452"},"description":"With so many changes and new consumer behaviors, fashion retail has had to be resilient. See the ways out to minimize the effects of the crisis.","breadcrumb":{"@id":"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/#breadcrumb"},"inLanguage":"pt-BR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/07\/23\/reinventing-fashion-retail-pandemic-solutions\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"In\u00edcio","item":"https:\/\/www.alicewonders.ws\/blog\/"},{"@type":"ListItem","position":2,"name":"Reinventing Fashion Retail During the Pandemic: Creative and Practical Solutions"}]},{"@type":"WebSite","@id":"https:\/\/www.alicewonders.ws\/blog\/#website","url":"https:\/\/www.alicewonders.ws\/blog\/","name":"The future of retail blog","description":"Um blog sobre experi\u00eancias digitais e inova\u00e7\u00e3o no varejo.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.alicewonders.ws\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"pt-BR"},{"@type":"Person","@id":"https:\/\/www.alicewonders.ws\/blog\/#\/schema\/person\/77e79e60f5970c2aef9eb64746c87452","name":"Alice Wonders","image":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/www.alicewonders.ws\/blog\/#\/schema\/person\/image\/","url":"https:\/\/www.alicewonders.ws\/blog\/wp-content\/uploads\/2023\/11\/Miniaturas-Aba-Works46-96x96.jpg","contentUrl":"https:\/\/www.alicewonders.ws\/blog\/wp-content\/uploads\/2023\/11\/Miniaturas-Aba-Works46-96x96.jpg","caption":"Alice Wonders"},"sameAs":["http:\/\/www.alicewonders.ws"],"url":"https:\/\/www.alicewonders.ws\/blog\/author\/alicewonders\/"}]}},"_links":{"self":[{"href":"https:\/\/www.alicewonders.ws\/blog\/wp-json\/wp\/v2\/posts\/3489"}],"collection":[{"href":"https:\/\/www.alicewonders.ws\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.alicewonders.ws\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.alicewonders.ws\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.alicewonders.ws\/blog\/wp-json\/wp\/v2\/comments?post=3489"}],"version-history":[{"count":1,"href":"https:\/\/www.alicewonders.ws\/blog\/wp-json\/wp\/v2\/posts\/3489\/revisions"}],"predecessor-version":[{"id":4276,"href":"https:\/\/www.alicewonders.ws\/blog\/wp-json\/wp\/v2\/posts\/3489\/revisions\/4276"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.alicewonders.ws\/blog\/wp-json\/wp\/v2\/media\/1727"}],"wp:attachment":[{"href":"https:\/\/www.alicewonders.ws\/blog\/wp-json\/wp\/v2\/media?parent=3489"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.alicewonders.ws\/blog\/wp-json\/wp\/v2\/categories?post=3489"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.alicewonders.ws\/blog\/wp-json\/wp\/v2\/tags?post=3489"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}