The sun is shining in London and here, as in many other places, it seems like we are starting to see the end of the and the lockdown restrictions. It's a great moment! It's exciting to see friends again, to sit in the park, to enjoy the sunshine! However, as we are slowly going back to normal, it's important to remember that potentially a lot of things have changed. I say potentially as we are yet to see whether we are going to keep our 'new habits' or would rush straight back to living like it's 2019.
As a climate as we are battling another ? Would companies abandoned their as they rush to restore profitability? Or maybe - would everything just stay the same? Join me as I go over the leading arguments and share my own view of what we can expect. we have done our fair share contemplating what would the current social and mean for the movement. Would people buy more sustainable clothes? Would we lose sight of the
The Optimist: "The Forbeswill force into a sustainable future", says Pamela N. Danziger in
We have all now have spend a few months at home. Our busy calendars were wiped off, the exotic trips cancelled and the weddings postponed. We have had free time. Whether we planned to give our lifestyle a thought or not, most likely forced all of us to think about the way we live - individually and as a society.
While being socially distant, we have never been stronger as a community. Everyone, everywhere around the world was going through the same experience. And so many of us stepped up to donate masks, walk dogs, deliver food, give friendly calls to lonely strangers and just do everything that was required for us to pull through this as a society.
It is fair to say that the has triggered changes in the way our communities function and these changes are here to stay. The realisation that the simple, small action of an individual can have a global impact has settled. We have faced the fact that we can no longer be careless about the way we live. While is not directly linked to COVID-19 - we saw what a world with much less and no overproduction looks like and that has resonated strongly with the average . Thus, we can expect that the post-lockdown shopper is much more conscious about seeing and improved .
In greenwashing campaigns of the companies and the of the new ' ' brands. That was enough for 2019 with its patient consumers who were eager to celebrate even the mention of the word 'sustainable'. However, the 2020 has taken a step back, reset her priorities and will be more demanding and more scrutinising than ever., 2019 was named the "Year of ". A lot was said and big appeared to lay down the building blocks of what could be a whole different - eventually. The real of the lied somewhere between the massive
The great thing about the is that it is a very competitive place and companies are in constant rush to deliver what consumers are asking for. However, now every is facing a disrupted , lost sales, the fact that they had to lay off or furlough employees and overall, a unstable retail reality. To put it in other words, brands will need to rebuild their in the hope that they outpace competition and survive the next couple of years. The big question is - would they actually manage to keep high enough on the agenda? This is where the view of the pessimists comes in.
The Pessimist:in the will fall off the agenda for the next few years
Above we focused on the social changes triggered by the 2008 financial . Almost all companies have faced unprecedented and unexpected hardship. around the globe have lost their jobs due to . All this is going to have a long and echoing impact on spending meaning that almost every can expect tough years ahead., it's time to look at the economic impact of the lockdown. We have slid in a recession bigger than the
The way that different companies will take charge of their will be detrimental for separating the fake ones from the authentic ones. I do agree with the pessimist - some brands will quickly forget that was on top of their agenda and will focus on cutting cost and trying to improve their profits. For these brands, the will mean that their are postponed for years if not forever.
The real "Weaving a Better Future: Rebuilding a More Sustainable Fashion Industry After COVID-19", a report by the Boston Consulting Group (BCG) and the Apparel Coalition. Leaders' in the , however, will root their bounce-back strategies in changing their customer proposition to match the values of the 2020 shopper. This view is echoed by focus will fall on sustainable, durable and long-lasting . And while companies are struggling to come back to their pre-pandemic state, consumers will face a challengers of their own. Facing more uncertainty in the job market and lower disposable income, shoppers will be more scrutinising about what they buy and from whom they buy it.
In conclusion, the change in events. The companies that are capable of bringing true will not back off - quite the opposite - they will accelerate because consumers are calling for a . perception that we see will lead to a . We have seen that the able to step up and raise and introduce new business models - like in the example of virtual