Let me just start by stressing that the year of 2020 was probably the most traumatic year that we will experience in our hopefully long and youthful-looking lives! With Covid-19 constantly there to remind us of our mere humanity even though we have built this idea of invincibility in the millennial era, last year was a rude awakening and hopefully a learning lesson. It’s important that as the world recovers and rebuilds we don’t revert to old ways; not to forget we’re human, not to forget others are human and not to text your ex, again. As many of us reflected, healed, learned, unlearnt and worked on us during this lockdown/quarantine/stay at home order/ who knows? The fashion industry had a similar experience.
Industry Crash?
Generally, if you ask anyone how many fashion seasons there are, they'll give you the usual 4: Spring, Summer Fall and Winter. But if you got that one a Fashion business quiz that answer would land a perfectly drawn “0”. That’s because, in the world of fashion retail, there’s a new “season”, launch, drop, installation, offering, whatever the company calls it, being introduced on a two-week average. Most time your store has the product all at the same time but it’s just locked away until its time for their “new” launch. Now while this might seem genius form a business standpoint and quite frankly that’s the only reason it’s done, it forced the entire industry to an unbelievably fast-paced race! It’s like you’ve been training for a 5k marathon for a few years then the day comes, and they changed to a 100m sprint. Yes, the concept of “fast fashion” wasn’t because of your next day shipping option. The sad reality of things was that before Covid the industry seemed to be picking up speed, it was like a meteor heading for earth and I’m not sure if it would have burned out before impact. This fast-fashion culture made the focus on one thing. More, More, More! Now that you have the black peacoat with the gold Versace-est buttons and the black one with the faux fur trim and the black causal one that a little shorter, you find yourself wearing none of them because the fabric is so uncomfortable that $500 later you’ve learnt that not all wool lends are good wool blends. Even before Covid reach our shores it had already taken a swing at us, you can say the first punch it landed was when retailers couldn’t get supplies or products. And with a product shortage, the consumer hype gradually had to slow down. Ironically when the lockdown first happened there was a boom in the online orders that almost seemed to reassure brands that they’ll be better than fine but as lockdown got longer and chequebooks got smaller, returns became oh too familiar so a drop in figures wasn't even peculiar. Dam, read that line again I think I might be a poet, watch out Lauryn Hill. With brands having a “surplus” of product and not sure where and when the next ones will come brands started to focus on what they had and by focus, I mean focus on getting rid of it. On the consumer end, we got to load of time at home and if you’re like me, in your closet and probably foundyourself saying “Why do I have so many…?” or “do I even like this …?” There was defiantly a shift in consuming fashion since lockdown, many would say a healthier one.
The Underdog
While big brands struggled and ultimately suffered as a result to adjust to the new normal, I think it’s safe to call it that, smaller brands were able to pivot quickly and quite agilely. It’s probably muscle memory from jumping through hurdles and knocking down barriers as most small upcoming brands usually must do in this fashion game. Woah, I’m really on an athletic roll here huh. Now, this certainly doesn’t mean that small fashion brands didn’t suffer as many entrepreneurs found themselves without jobs and companies. ultimately brands that accepted the fact that Miss Rona was here and while it might be a toxic relationship she’s somewhat of a ride or die. Naturally, it makes sense that the fewer signatures or approvals needed the quicker decisions can be made and implemented especially seeing that most small business production is either done in house or locally. In Toronto, we saw small companies switch their product to that of masks and face covers that fit their company’s aesthetic and offered more lounge-like options of their designs where possible. In the U.S. the brand Henry by RichFresh has had unimaginable success which still sells out one year later and has over 30 thousand followers. Smaller brands really took this opportunity to engage and show their customers that they care about them not trying to conquer the entire market but their customers hearts. Now given a chance to breathe instead of chasing deadlines, something we all can relate to, Right? We got channelled creativity, Hanifa’s Pink Label Congo was a prime example with her all too real 3D fashion show; and while Forbes tried a Miss Universe crown switch on us, because of how in tune with her community she is, that was quickly corrected.
Who’s having that conversation?
Now, these conversations were happening long before Covid-19 but what it did allow was the time for many of us to analyze the fashion industry around us and what roles we play and if they align with the best selves that we are all trying to reach. Out of these summits, Instagram lives, Zoom conferences and Clubhouse rooms came amazing initiatives, with a slowing to the fashion industry being one. Even persons that jet set from one fashion week to the next welcomed this. Now, will the “big boys” follow suit once the world is back to “normal” is the question, but one thing is for sure is that there's a large part of the fashion industry that is tired of running races and won't be reverted to that fast life as well as many customers especially as they continue to become more concern as to where their money is spent. Another great initiative off these conversations especially in 2020 was a great regard for accountability, diversity and access and the need for work cultures and environments to change. One thing is for sure that as new fashion students graduating and setting off on their own race, they will more incline to enjoy the run or jog this time
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