A fall in clothing spending, limited production, and distribution channels, canceled fashion weeks, etc.: fashion is hit hard by the coronavirus pandemic and many uncertainties remain for the sector.
During this terrible storm, companies were pushed to become more agile because the crisis forced them to think of solutions that will profoundly transform many aspects and practices of the fashion industry.
Below, we will talk about 5 impacts of Covid-19 on the fashion industry in Norway
1. More Expensive Fashion Accessories
The COVID-19 pandemic will inevitably change the fashion industry forever. The necessity to purchase clothing frequently no longer exists, and numerous brands and historic department stores have closed for good. That said, the face mask was a fashion statement during the COVID-19 pandemic. It has been suggested that possibly “no other piece of clothing has had a trajectory like face masks —something that began as purely protective transforming into a fashion statement in no time at all.
2. Increase In Online Shopping
Covid-19 has increased the rate at which customers shop for fashion items and accessories online. Amid the quarantine, most customers on norskeanmeldelser.no revealed they had dramatically increased their online purchases on Bonprix, an e-commerce site.
3. A Change In The Way Stores Buy
Designers come to Norway to show their clothes and also sell them (this is the real reason why American brands decide to present there: it’s difficult to build a brand without the support of European boutiques). But several creators have discovered this season that they can still make sales without arranging in-person dates using, for example, platforms like Joor. Others have simply used PDFs to make their sales. Many buyers are likely to have a hard time ordering clothes they can’t touch, but wholesalers are likely to find ways to fix this problem by next season.
4. Digital Parades
When Europe was at a standstill and the cruise collections and their parades were canceled all over the world, each label was looking for a solution to present its new collection. In July, the fashion councils of London, Milan, and Paris organized for the first time digital fashion weeks for men’s collections. In Paris, the last couture show took place online, a first.
5. Curbed Consumerism
This pandemic, despite all the pain and suffering, has potentially curbed consumerism, which has been eating up the world’s resources at an unsustainable rate for the past 30 years. This is not to say that fashion has no future. Certainly, we have always sought to express ourselves and clothing is essential for this.
However, perhaps this has given fashion retailers the opportunity they needed to invest more in sustainable (more expensive) practices such as recycling and using more sustainable materials like Pinatex (made from pineapple leaf residue).
While many questions remain unanswered, one thing is certain: with the adoption of new practices and lifestyles via technology during COVID-19, the fashion industry globally (Norway Inclusive) has seen its digital maturity progress sharply over several weeks.