Fashion industry under COVID-19 | The Shift to Digital for Luxury Brands

COVID-19 has had an impact on the world and also on the fashion industry. Luxury brands are known for their low adaptability regarding online presence. However, the pandemic accelerates and forces luxury brands to make bold moves (i.e. experimenting with various digital approaches) to overcome the adversity. A plethora of creative actions can be observed in 2020, which also indicates the urge for the digital sprint in the industry.

00:00 Intro of the episode
00:42 Change of consumer behaviour & luxury brands
02:13 Emerging digital/ livestreaming fashion shows
02:43 Digital fashion show by Miuccia Prada & Raf Simone
03:33 Tiniest fashion show of SS 2021 Moschino
04:10 Strong storytelling videos launched by luxury brands
04:28 E-commerce & Omnichannel (Online sales statistics)
05:32 Alternative online selling approaches (live streaming/ social commerce)
06:39 Gucci live & Gucci app
07:53 Social retail store of Burberry in Shenzhen, China
09:34 Summary of the episode

#Innovativesolutions #Digitalstrategy #LuxuryMarketing

BoF x McKinsey - The State of fashion 2021
https://reurl.cc/0OLN16

Prada SS 2021 (Miuccia Prada x Raf Simon)
   • Prada | Spring Summer 2021 | Digital  

Moschino SS 2021
   • Видео