SURVIVAL STRATEGIES AND TIPS FOR THE FUTURE

Quan, FIT

The brand message must deliver on health safety with full clarity and no ambiguity. A laser focus on expense mitigation must be fostered to balance the shortfall of revenue. It is critical for fashion brands to deliver the message of HOPE (Health, Optimism, Positivity and Empathy) to their customers.

Moylan, Fashion Snoops

It’s imperative to not come off as pushing product. In light of the pandemic, speak to customers from a lifestyle perspective and offer wellness tips, recipes or workout classes.

Neves, Farfetch

We have launched a comprehensive initiative called #SupportBoutiques to help small businesses by:

• driving incremental volume to their products through prominent placement in our marketing messages, social media, homepage and visual merchandising

• lifting certain service level obligations and lowering other fees involved in using our platform

• when they cannot guarantee the safety of their staff, offering to move their inventory and fulfilling their orders from one of our Fulfilment by Farfetch facilities, and waiving our customary fees for such services.

The sudden repatriation of billions of dollars of Chinese demand cannot be adequately serviced offline, which means exposure to China will continue to be absolutely strategic for our brand and retail partners. GTV (‘Gross Transaction Value’) from the China region grew faster than the overall marketplace throughout the crisis to date. From February 1, the China region growth rates have accelerated and are now rising faster than during all of 2019.

Hovman, Katharina Hovman

I saw my customers, mostly designer boutiques, [were] very creative and busy during the lockdown! They use Instagram, build small online shops in a short time, organize delivery services, etc. This works because they have a very good relationship to their customers.

When the lockdown started, we worked with our customers to reduce their Winter order in a responsible way, and gave them better payment conditions. We have to stay together!

Ström, Mini Rodini

We have reduced production for the A/W season, chosen to invest more in our own e-commerce business and increased our activity level there.

Farrell, Eastman

We have ongoing programs with our partners on new sustainable fabric collections. We are also using this time to help continue our awareness and education program with our mill partners on the importance of sustainability.

Ding, DFO International

If you have ATS (available-to-sell), consider moving it to China; stores are seeking immediate goods as they slowly get their cash-flow back from the contraction in Q1. Also, seek co-branding opportunities, such as crossover collaborations, to raise the visibility of your brand.

Tillmann, Premium Exhibitions

At the beginning of the pandemic, we promised our exhibitors to let them out of the signed contracts and to fully reimburse the space already paid for. In return, we were able to experience the same support and encouragement when we had to cancel all our events due to government regulations. Our maxim: You can reach your goal quickly on your own, but you go much further together.

Schmidt, Messe Frankfurt

It is vital to be in close contact with customers and partners. We use our social media channels, through which a lot of exchange takes place, as well as our newsletters. We have also participated in some webinars in the past few weeks. And reporting in the trade press about short interviews and statements is extremely important.

Grieder, Tommy Hilfiger Global and PvH Europe

As stores gradually re-open around the world, we are balancing strict health & safety measures while creating the best possible in-store brand experience.

Lanowy, Alberto

When we reopened our store, it was soon clear that the clientele that had normally planned a trip to New York was now focusing on cycling, golf, hiking and going to the beer garden. They need clothes for this and the cost of six pairs of new trousers is still much less than the flight to New York.

Bentivegna, FIT

Retailers that already have a strong e-commerce presence, like Nordstrom, will prevail. Curbside and contactless pickup will rise. Contactless checkout and customer service should be the key areas to focus on. Providing a more secure experience will help a retailer maintain their customer base. Consumers will want to feel appreciated by retailers; now is therefore the time to ramp up CRM programs and personalized messaging.

Broome, Ubamarket

The implementation of retail technology holds the key to building the future of retail, one that supports our new shopping habits. The world won’t go back to how it was – people will be more hygienic and convenience-conscious, and retailers will be looking for ways to adapt to the shift in consumer behaviour.

Lerner, Michael Stars

We started using our sample sewers’ time to make non-medical masks for healthcare facilities. It has created a lot of brand buzz, which fuelled a surge that tripled our e-comm business. People were rediscovering us every day. The PPE initiative also allowed us to offset some of the loss we saw due to our specialty store business closures.

Pons-Quintana Palliser, Pons Quintana

We are helping our multibrand customers with payment terms and assuming part of the potential losses in our own margin. We also need to think of our suppliers, who are in the same boat, too, to support the entire cycle.

Bungardt, Lieblingsstück

Consumers are looking forward to being able to go out again. Since holiday trips are likely to be cancelled this year, the shopping experience in their own countries should hopefully be all the more enjoyable and they will be supporting their local retailers.