Looking Forward in a Post-Pandemic World
Photo by Donell Woodson/Getty Images
“I think people are going to miss getting dressed and going out to do things.”
Savannah Yarborough, founder of Nashville-based clothing brand Savas.
Savannah Yarborough speaks the truth.
After lounging around in nothing but leggings and Rutgers University t-shirts for nearly two months, I can attest to this statement.
The days where people could walk around the city within six feet of each other seems like a sweet, distant memory. I can’t help but be incredibly envious of model Claudia Salinas and actor Al-Teron Williams in the above photo (and not simply because their clothes are worth more than my car).
Indeed, the eagerness Yarborough speaks of is real. There is no doubt that many people feel this way.
Hopefully, this will encourage people to purchase new clothes, aiding the fashion industry, which has been struggling in multiple ways since the start of the pandemic.
The Struggling Shops
Unfortunately, the economic struggle caused by the pandemic has caused many clothing stores to have to consider the strong possibility of permanently closing.
It is sad to think that this may become a trend, with the future of COVID-19 remaining so uncertain.
As of May 2020, the J. Crew Group — the clothing company that includes the brands J.Crew and Madewell — has become the first retailer in the United States to file for bankruptcy protection since the COVID-19 crisis caused major closures, according to Fashion United.
While J. Crew may be the first retailer to reach this unfortunate point, many lesser-known clothing stores have faced a similar fate.
A post-pandemic world may indeed see fewer large retailers — at least for a while — and definitely fewer small shops.
Diving into Digital
The future of fashion may be largely digital.
According to Fashion United, J.Crew will “continue to focus on its e-commerce business for both brands.” This e-commerce business now accounts for 50 percent of the company’s total revenues.
Other companies are predicting the move to digital.
“For us at SupplyCompass, we’re seeing that this crisis is a catalyst for change. Fashion brands need to digitalize to survive and this is pushing brands to do it. So VCs are looking for companies who can help other businesses and consumers in this time of crisis.”
Gus Bartholomew, co-founder of SupplyCompass.
For quite some time, clothing companies have had reasons to make the switch digital.
According to Brooke Roberts-Islam from Forbes, “End-to-end digitalization drives production efficiencies, reduces waste and human error and facilitates transparency.”
Roberts-Islam thinks COVID-19 will increase future digitalization.
“With simpler, leaner supply chains winning out during this crisis, COVID-19 appears to be a trigger for brands not yet digitally-focused to begin exploring, if not yet adopting, these solutions.”
Brooke Roberts-Islam, for Forbes.
Personally, I see the positives for the increased shift to digital. However, I would hate to see all shopping taking place online. That would just be strange.
Photo obtained from wwd.com
The pandemic has caused some fashions shows to go digital, including Giorgio Armani’s Fall 2020 Milan Fashion Week show.
Armani decided to live-stream his show from a vacant room in order to prevent the spread of COVID-19.
However, this type of display (or no display at all) may not be so unfamiliar in the future, with some designers potentially deciding that shows are unnecessary.
The sustainability movement has already been pushing this mentality, and the pandemic could make it a reality.
New (And Not So New) Trends
In a post-COVID world, trends are bound to blossom and re-blossom.
Like Savannah Yarborough, designer Vivienne Tam would like to see more formal attire in a post COVID-19 world.
There is a strong possibility that more people will ditch the sweats for a dress or blazer.
Valerie Steele, a fashion historian and director of the museum at Manhattan’s Fashion Institute of Technology, predicts that people will wear “things that act like armor, a second skin” in order to “project power.”
According to Joseph V. Amodio from Penta, this drive to project power is due to living in an era of such “powerlessness.”
He says wearing this armor-like clothing means “padded shoulders for women, leather jackets for men.”
However, Steele also predicts current trends will continue to grow once the health crisis has ceased.
So, it may not be time to kiss your stained sweats and over-worn tees goodbye just yet.
“Yet moments of social upheaval often amplify style trends already in motion.”
Josheph V. Amodio, for Penta.
Steele thinks “athleisure and casualization,” which Amodio notes were strong trends before the pandemic and have been “reinforced” during the crisis, will increase as the world moves forward.
I certainly think and hope that people purchase large amounts of clothing following the pandemic. This will help struggling clothing businesses and the fashion world as a whole.
It also wouldn’t hurt the fashion world to see more people flaunting formal attire on an on and increased basis.
Once the world starts to return to normal, I’ll definitely be ditching the sweats.
Well, at least a few times a week.
Sources
https://www.barrons.com/articles/fashion-forward-after-covid-19-may-take-a-dressier-turn-01586606034 https://fashionunited.com/news/fashion/j-crew-becomes-the-first-retailer-to-file-for-bankruptcy-during-covid-19-crisis/2020050433387 https://www.forbes.com/sites/brookerobertsislam/2020/04/13/designer-and-supply-chain-digital-revolution-how-covid-19-is-changing-the-fashion-industry/#466357347ccc
https://www.memorandum.com/30-dresses-in-30-days/what-cocktail-attire-means-black-tie-optional-winter-weddings-rachel-zoe/ https://www.petermanningnyc.com/blogs/news/essential-dress-shirts http://www.joeded.com/women-coats-c-13/women-igora-blazer-anthracite-wool-padded-shoulders-imara30012-qdvedub-p-3311.html https://www.dstld.com/products/mens-black-leather-moto-jacket https://www.pixiemarket.com/products/organic-cotton-padded-tee?variant=31777063043177 https://powerdaysale.com/product/women-athleisure-color-block-top-and-drawstring-waist-side-panel-pants/ https://www.champion.com/men/featured/sweats-headquarters.html https://wwd.com/fashion-news/fashion-scoops/giorgio-armani-fashion-show-live-stream-fall-2020-milan-fashion-week-1203506676/
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