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How the Covid-19 Pandemic is Affecting the Fashion Industry

The Covid-19 pandemic has had a massive impact on almost every sector, whether it’s the pressure that has been imposed on health services, shutting of non-essential businesses or supermarkets having to reconsider their opening hours and re-stocking tactics. Subsequently, the fashion industry, from Zara to Elle Courbee, has also been adversely affected by the global health crisis.

Although it has been considered facetious – when directly compared with the front line sector fighting for the lives of people – fashion is a creative mecca and sits on the table as one of the major financial heavyweights of the world. Deterioration in the fashion sector would see a severe impact on the world’s economy, not mentioning the furloughing or unemployment of millions of seamstresses, designers, artists, and many more caught in the cross-hairs.

Changing Boundaries

The virus has spread at varying rates across the globe and has had different effects on various countries. The most recent lockdown guidelines in the United Kingdom encourages people working from home to continue doing so, but those individuals who can’t are actively urged to get back to work (along with relaxed regulations around outside leisure time and exercise).

Despite some of the more serious lockdown restrictions being eased (or in some cases even lifted, like in France), the Coronavirus pandemic still rages on, making the fate of the fashion industry hang on by a thread.

From billions of pounds being donated by luxury fashion brands to the likelihood of a humanitarian crisis in Bangladesh, here are the methods the fashion sector uses under the strain of the Covid-19.

  • French Shoppers Queuing to Purchase Fashion as the Lockdown is Lifted.
  • French shoppers waiting outside to shop after lifting of the lockdown.
  • Cristina Arias Getty Images:
    On Monday, May 11, Twitter users in France shared pictures and videos of French shoppers outside fashion stores including Louis Vuitton and Zara just hours after the lifting of the eight-week-long lockdown imposed in France.

Reaction to Reopening

A report published by The Telegraph sited that Zara had erected a poster stating ‘Happy to See You Again’ while BHV shoppers were prompted to apply hand gel and put on face masks.

Many people expressed their annoyance at scenes of shoppers returning to checkouts and clothing rails so soon after reopening. The BBC suggests that business hasn’t returned to normal as there are parts of the country – which includes Paris – that are still under stringent control, with the country being split into red and green zones.

When it comes to Europe’s fashion industry, the lockdown lift in France may offer some valuable insight into how customers will react in the months to come.

Though the majority of us ‘non-essentials’ may be feeling like sitting ducks during this period, celebrities and fashion-focused influencers have taken responsibility and are finding ways of contributing.

For instance, stylists Bettina Looney and Anna Rosa Vitiello organised a wardrobe clearout on their Instagram stories, intending to raise funds for both Help Them Help Us and Doctors Without Borders charities.

Looney said to ELLE UK that they wanted to make an interactive and fun way to aid raise finances for charities that needed assistance during this period.

She continued by saying that fashion is what they are made of and can be used as the ideal vehicle to give back. Because of this, they found a way of combining the two principles and found the response to be a phenomenon. They said they would continue hosting sales weekly on Monday, for as long as possible, raising awareness and money and working in association with small brands to facilitate this.

Fashion Brands Cancel Orders in Bangladesh

Because of sale downturns and store closures, Forbes says western fashion brands have called off over $2.8 (£2.26) billion worth of orders.