The Post-Coronavirus Consumer Online Workshop
Tuesday April 21st, 10.00am EST / 2.00pm GMT / 3.00pm BST
How fashion & lifestyle brands will survive and thrive in the post-coronavirus climate
Book your place here
The coronavirus has brought about a great duality; on one hand, we are facing the biggest economic downturn of the century so far, and on the other, the demands of the consumer have never been so forward-thinking.
Trendstop is hosting a complimentary online session on Tuesday 21st April, exploring the ins and outs of a market in flux, and the vital changes fashion brands must make to resonate with the new post-coronavirus consumer.
With one third of the global population in lockdown, the impact on the fashion industry is unfathomable. Our consumers are isolated, our shops closed, our spending curtailed, our travel halted. And yet assuming that consumer desire, expectation, or vision for the future will stagnate is a dangerous underestimation.
In the wake of such earth-shattering disruption, consumers will not lift their heads, look around and emerge murmuring “business as usual.” What we’re expecting from consumers is a call-to-arms for change in the fashion industry, and a re-evaluation of how we produce and how we spend.
What the Coronavirus has done for the fashion consumer is manifold.
With the world watching closely, brands are forced to stand up and be counted. And how they navigate through this unchartered territory will decide if consumers align to their brand values.
At a visceral level, where daily life is affected, families separated, communities devastated, there is particular disdain for brands that don’t look after their own. News of Sports Direct keeping stores open under the guise of selling “essential goods” was widely condemned, so too were Everlane for pre-emptively letting go of staff and preventing them from unionising.
A stark contrast to behemoths like LVMH, Mango and Zara who quickly pivoted their manufacturing capabilities towards the production and distribution of PPE to frontline medical staff. The fact that this turned them all into profitable government wholesalers will be a footnote when the brand history is recounted. What remains is public perception: business heroes rolling up their sleeves and picking up their tools.
And as the Coronavirus heightens the discussion around brand values, so too has it expedited the discussion around sustainability.
If we can talk about silver linings in the midst of a global pandemic it is this: the skies above China are turning blue for the first time in some 20 years, harmful emissions hanging over industrial clusters in India and Europe are rapidly declining, shoals of fish and swans are returning to Venice’s canals and dolphins to Italy’s ports.
The consumer – the world – has witnessed the inklings of an ecological reset, how a reduction in manufacture and travel can have an immediate, positive impact on our environment.
Ask that consumer then, if they want more stuff. Stuff produced quickly and cheaply in factories on the other side of the world, shipped in a matter of days – hours! – delivered wrapped in plastic packaging.
A crisis of this magnitude only galvanizes action and strengthens resolve, consumers will take brands to task over harmful practices, they will take stock of how mass consumerism harms people and the planet, and will be more prepared than ever to take responsibility for their own consumption and shopping choices.
Where brands will struggle now is how to realign their core business to speak to these new consumer values. The margin for error is so tiny that we estimate that as many as half of today’s brands, retailers and suppliers will not be around 5-10 years from now.
Join us next Tuesday April 21st as we reveal future consumer expectations and the key changes brands must adapt to. The final 30 minutes of our 90-minute session will open up the floor to your most pressing questions, so you can receive personal advice from our experts.