Is Covid-19 also a Wake-up Call for the Fashion Industry?

The fashion industry is possibly at its most vulnerable state at the moment.

While our Mother Earth has showed temporary, but significant improvements since the global lockdown, it has dealt a major blow to the economy, and the fashion industry is no exception. Especially for countries where the majority of production takes place, like China, India, Indonesia, Vietnam, Cambodia, etc. In addition to layoffs, closures, canceled or delayed orders, reduced costs, and scaled down operation, apparel manufacturing companies are turning to other sources of income to keep themselves and their employees afloat. They turn to producing face masks, protective clothing, and so on  to meet the demands of the current pandemic. 

As one of the world’s most polluting industries, fashion has contributed 1.2 billion tones of the world’s carbon emissions, according to UN Environment Programme’s research. That’s more emissions than all international flights and global maritime shipping combined!  Based on a study done on the relationship between exposure to air pollution and Covid-19 mortality in the US, evidence shows that pollution exacerbated the spread of the virus. The fine pollutant particles present in the air actually worsens the condition of infected patients. By penetrating deep into the body, the fine particles bring about various other problems such as hypertension, breathing difficulties, heat disease, diabetes etc, all of which promote complications in coronavirus patients. As if that wasn’t bad enough, the fine particles also impair the immune system and inflames the respiratory system, increasing the risk of getting infected by Covid-19, and having more serious symptoms.  

While it is apparent that fashion manufacturers are being driven to the breaking point during this time, the stats aforementioned is a sobering reminder that the fashion industry should rethink the production and manufacturing of fashion.

Rather than delaying or putting sustainability efforts on the back burner, now should be the time for the industry to commence or accelerate it. 

Be Resourceful

In order to increase SKU allocation while keeping your stock inventory in check, and at the same time minimising the risk of overstocked products, it is advisable for manufacturers to utilize and repurpose available resources such as fabrics and materials that they already have. Considering that loungewear and activewear are in huge demand at the moment, softer, comfortable materials could be repurposed into the products aforementioned  to increase the likelihood of sales. 

Materials like cotton, jersey, spandex, polyester, and viscose are most commonly used in comfortable apparel, and are most likely available in abundance for retailers and manufacturers. Thus it is a great opportunity to maximise usage of those materials to produce apparels that consumers would most likely desire and need during times like this. 

Utilizing already available materials and resources aid in reducing wastage and overproduction. When products are churned out continuously to the point of overstocked, they would most probably lead to losses for the company due to rampant discounting. On top of that, by using what available materials in production to produce in-demand clothing, less fabric would end up being discarded, therefore increasing sustainability.

Closed Loop Production

Way before the coronavirus crisis, H&M has pledged to use 100% recycled or sustainably sourced materials by 2030. While that’s a good sign that the fast fashion business is serious about making fashion greener, progress has been slow. Fast fashion runs and grows on new seasons, styles, trends, and collections at a breakneck speed, much faster than progresses they make on going sustainable. 

“Fashion companies are not implementing sustainable solutions fast enough to counterbalance negative environmental and social impacts of the rapidly growing fashion industry,” states The Global Fashion Agenda in its Pulse of the Fashion Industry 2019 study. 

Unfortunately, at the moment, sustainability efforts have been forced to put on hold by many manufacturers, as they are trying to survive by prioritizing their liquidity and their people. Instead, sustainability will be crucial for the industry after the crisis; and by relentlessly incorporating sustainability practices throughout their business recovery strategies, companies will emerge as winners post-coronavirus, as consumer demands for sustainable products are soaring.

"The pandemic has forced all of us to take a step back and reset our priorities. One key takeaway is that a new transparent model that showcases verified sustainable practices will have an edge over other traditional business models," said Sanjeev Bahl, Founder and Chief Executive of Saitex, a leading sustainable denim manufacturer.

Leverage Digital Platforms & Current Trends

One of the issues that plagued the fashion industry since the beginning of the global lockdown is the closure of retail stores, thereby narrowing their source of income, and threatening the livelihood of hundreds and thousands of retail store workers.

During times of crisis, brands are exploring and uncovering new streams of revenue and communication. Streaming services and social media are the go-to platforms for brands to reach their customers. In order to completely maximise the abundance of opportunities available in digital media, businesses are looking to provide fun, emotional, relatable, and interactive content in their marketing strategies to communicate with their target audience. 

Netflix’s ‘Narcos’, set to be a menswear label.

As to why digital platforms serve as the perfect bridge between brands and their audience, especially during this pandemic, is that consumers turn into social media and streaming platforms as a form of escapism while self-isolating. Platforms such as Instagram, Tiktok, and Twitter have seen a surge in usage and engagement since the pandemic. Viral content and trends also emerged on these platforms which eventually made their way into fashion. For example, ‘Narcos’, a Netflix series based in the true story of the infamous drug lord, Pablo Escobar, is set to spin out its own menswear brand. Aside from that, by keeping a close eye on trends, either through video games, pop culture, or TV shows, brands are able to churn out emotionally impactful, yet practical products that consumers desire. Sales of loungewear, sportswear, and home slippers skyrocketed through the pandemic, emphasizing an increasing need for practical clothing. 

By utilizing interactive advertising, influencer-led campaigns, or collaborations with influencers, brands are able to capture the attention of consumers and rise in the sea of social media noise. It is imperative for brands to adapt to digital outlets and trending topics to be able to widen their reach, and foster a lasting relationship with consumers, way past the pandemic. 

This could be a tipping point for fashion, as there is a growing demand for sustainable, ethical fashion, and that changes should be made when it comes to sustainable sourcing and production. It is never too late to inculcate new practices as they could reap long-term benefits from it.

"Covid is no excuse to back off from sustainability. Moreover, sustainability will be among key product priorities, together with quality and durability," says Luis Cascuberta, Managing Director of Woman & Kids at Mango.

Post Covid-19, brands will find the necessity to adapt quickly in a variety of ways in order to survive. In other words, this crisis is the catalyst for everyone in the industry to look at its problems with a critical eye, and come up with a strategy to thrive and survive, without putting extra strain on the environment. That in turn, allowing for a much cleaner, healthier place for all of us. 

The fashion industry might operate differently than what we’ve once known, as there are tons of underlying issues being slept on, or neglected in the face of profit before the pandemic. This experience is definitely a wakeup call for everyone, where we have to reassess changes that need to be implemented, or otherwise be left behind. 

Thinking of introducing customizable and sustainable solutions into your clothing production? Perhaps we can help. Hop on over to our Tech page to find out more and request samples!