How is Corona influencing the fashion industry
Several months of lockdown combined with a lower shopping experience with mask and closed dressing rooms, have resulted in significantly less clothing being purchased during the past year In addition, a wide variety of occasions such as events, vacations and even office visits for which people buy clothing have been cancelled.
As people spend more time at home, only sales of items such as slippers and sweatpants have increased. Even though all companies suffer, fair fashion companies have some advantages over fast fashion companies in the crisis. The good contact to the manufacturers, which rarely occurs with the large fast fashion labels due to short-term orders and the resulting constantly changing subcontractors, helps enormously with finding solutions. In addition, long-lasting fashion, which is not only determined by short trends, can be stored and sold in the next year or the next season much more easily. Due to the short seasonal cycles and mass production, fast fashion companies in particular are left with large amounts of clothes. The companies have had to make enormous price reductions to get rid of their goods, as storage was not possible due to the quantity and the already approaching new season. Goods which could not be sold, were often destroyed since up to now in Germany taxes on donations have to be paid.
Now that economic benefits of slow and sustainable fashion can be seen, in addition to the ethical and environmental ones, this could be the perfect time to rethink the abundance strategy. Even though the companies pass on the pressure to their supply chains in order to survive, they are being forced to look at their value chain. The German Textile Retail Association estimates that there will be fewer collections per year and brand in the future. But whether more sustainable consumption and production patterns, the 12th goal of the 17 sustainable development goals, will still exist after the pandemic depends on society's consumption behavior. Again, there is a chance that the purchasing restrictions and visible shortcomings of the abundance strategy have created an awareness of the need for fewer, higher-quality cloth.