Impact of covid 19 on fashion industry
Impact of COVID 19 on Fashion
As Global fashion industry is affected by the
Channel, these brands provide them a large
COVID 19. To slow the spread of the virus,
government took steps by closing the
manufacturing plants, stores and cancellation
of events. Worldwide coronavirus pandemic
has had a major impact on fashion brands. At
the same time, consumer demand puts
challenge for the fashion industry .
. It has been said the post covid shows will
be held in virtual reality rather than in person
and never be the same as it is looking like.
After agriculture, the textile and apparel
employer. From the industry, nearly 9% of
Making fashionable coronavirus face mask
Pakistan’s GDP and almost 70% of the
emerged as new opportunity to present them
country exports comes. Against forced layoffs
as fashion brand shift. However, inevitably
and months of unpaid salaries, thousands of
changing in the fashion world due to ongoing
garment workers are battling across Pakistan.
COVID 19 proved unproductive. Domenico
Also due to COVID 19, the deepening of the
de sole, chairman of Tom Ford International
economic crisis hits the workers ability to
remarked that in my long career, “I have seen
support their family in the fifth populous
a lot of difficult situation and not just for
country. The textile exports which are mostly
fashion and luxury; this has been the most
sent to the US, China , the UK and Germany
devastating event for industries as well.”
Due to COVID 19, fashion show such as
pandemic.There is reduction or eliminating
London week, Paris fashion week, Milan
orders in global fashion brands with the
fashion week and many more had to delay or
decrease in factory production across the
even cancel their yearly event.
Public who are dying to buy a new collection
As there are some negative impacts of
of clothes from the brands such as Dior and
COVID 19 on fashion industry. There are also
positive impacts as well. For example, buying
a new collection is not being done by the
brands. Social media is used as an alternate
public because of not going out during
method for customer shopping as businesses
pandemic, big fashion e-commerce companies
have benefited greatly .
commerce. Innovating and adjusting the
Sustainable fashion clothing due to COVID
19 on the fashion industry is also one of the
environmental damage has occurred due to
waste clothing and material. While there is
trending in the second hand or vintage
clothing. Redesigned and up cycled to make
new brand look has been increased in fashion
clothing while still keeping up with the
current trends .
market strategies, the evolution of the social
media encourages the CMOs. As companies
are returning on the historic social media
investment, there is decline in the traditional
advertising spending. High percentage of the
marketing budgets is going into the social
media investment by the CMOs stated by
Harvard business review at the start of the
2021 year. Online and digital presence greatly
influences the fashion companies and brand
thus adjusting in more social media centric
The use of digital space has been erupted by
the coronavirus emergency. At the same time,
that they have. “Shifted resources to building
to reduce the stress and facilitates revenues
customer-facing digital interfaces” and to
caused by the coronavirus many online
focus on digital opportunities, 56.2% are
initiatives are now taking place. Our Pakistani
planning to “transform their go-to-market.
fashion houses could not stay behind and are
Business models [1, 2]
About 61% of CMOs indicated.
joining the bandwagon by taking part in a
virtual fashion week entitled Catwalk Care”
under the agies of catwalk event management
and production and its CEO Frieha Altaf after
Italy announced a digital fashion week in
Milan in the month of July.
The on-going COVID-19 pandemic will.
certainly change the fashion industry forever.
There is no longer existence in the necessity
to purchase the clothing on the regular basis
and for goods numerous brands and historic
department stores have closed.
Moreover, investing and generate resources
for the e commerce businesses and to promote
online sales for participating digital showcase
encourages the industries and other designer
During COVID 19 pandemic, face mask have
been only the trending item as a fashion
statement. In no time at all, the face mask is
something that began as purely protective
transforming fashion that no other piece of
clothing has had such trajectory like face
1. Wikimedia Foundation. (2022, April
4. Brydges, T., & Hanlon, M. (2020).
pandemic on the Fashion Industry.
Garment worker rights and the fashion
Wikipedia. Retrieved May 11, 2022,
geography, 10(2), 195-198.
2. Sarfaraz, I. (n.d.). Fashion in the time
International: Latest News Breaking,
Pakistan News. Retrieved May 16,
3. Brydges, T., Retamal, M., & Hanlon,
M. (2020). Will COVID-19 support
the transition to a more sustainable
Science, Practice and Policy, 16(1),