EDITORIAL
The fashion industry is facing an issue of unprecedented scale: Covid-19. China is a pivotal location not only for the manufacturing of garments but also the production of fibers and other vital elements, such as zippers, buttons and so on, as well as a crucial consumer market. The entire infrastructure has suffered severe delays due to the outbreak: sample and collection deliveries are held up until further notice, international sales events are being cancelled, and connections are being missed. To make matters worse, Northern Italy, the European – if not global – fashion hub, was the most affected area in Europe at the time of writing. There has hardly been a time of such uncertainty: buyers can’t attend trade shows anymore as corporations refuse to let them travel; brands cannot estimate their delivery dates; and end consumers are staying at home instead of shopping. All these problems, of course, do not compare in their severity to the loss of life; but it is undeniable that the industry globally has rarely faced such a considerable challenge in recent decades.
However, rather than despairing, it is now more important than ever to innovate. This is a great time for creativity. It is time to establish your leadership. Don’t be tempted to ‘sit it out’: market your store more actively than ever, show your customers the great brands that you have. Show your innovations, tell stories – your brands have enough of those. Marketing is vital in these times as it is directly linked to confidence, and confidence is what is needed most to motivate people to buy again. Now is a fantastic time to try new things: perhaps it’s just the moment to consider those up-and-coming brands that manufacture locally and can deliver quickly. Also, you will find that some of the labels you already stock have contingency plans and can deliver seamlessly despite the turmoil – you will be able to recognize your most reliable partners.
WeAr’s editorial team has fearlessly attended the all-important shows this season and filtered out the best-of-the-best for you, in case you have been unable to travel. Use our Lookbook to get seasonal inspiration. Look up these fantastic brands and dare to order directly from them. If your customers can buy online, so can you!
Need an extra confidence boost? We have compiled another one of our Bestseller Specials where we interviewed showrooms and retailers worldwide about what is hot and where things are going. Take this as a guide to your buying choices.
Our Denim Special will help you navigate through the tough times. We have asked the movers and shakers of the industry to give us their ideas on storytelling through, and around, denim – they know a thing or two about surviving turbulence. And for the rest of your needs, check out our Reports, where we always aim to write about things that can improve your business.
Don’t be put off by threats – consider them as a chance to propel your business even further. There are examples of remarkable resilience in our industry: Shanghai Fashion Week is going ahead as planned but in a fully digital format; US-based store Hiptique is offering private in-store sessions for customers too concerned to come in during normal opening hours, as well as conducting sales via email, text or even Facetime.
As always, our global editorial team is happy to assist you so don’t hesitate to get in touch or join our Buyers Club, subscribe to our Newsletter and check out the daily news on www.wearglobalnetwork.com. WeAr comes to you and helps where we can – regardless of what is happening outside.
We wish all the best for your business,