The year 2020 is difficult for all sectors, especially the fashion sector due to the unprecedented health crisis. How to create new collections in this context? What to do with these stocks? We have worked for you on the current problems of the fashion industry and its solutions.
The fashion industry does not have a mask that protects it, it has been very impacted by the health crisis related to the Covid-19. While the industry was getting ready to release the new spring collections, the containment arrived. All stores and production sites were closed for months in many countries around the world. The fashion industry was put to sleep and had to reinvent itself.
Social networks and exchange platforms developed to offer customers their current clothes. This option was not favorable for all brands, but they have no choice, they have to go for it.
Confinement, travel restrictions, limiting people in confined spaces… How have brands adapted to the pandemic ?
2020 : a year of fashion production unlike any other
Because of the spread of the coronavirus, the manufacturing sites had to stop their production and confine themselves for almost 2 months in France. The fashion industry had to reinvent itself. Many brands discovered the digital world during this health crisis, but there was no choice, they had to sell the clothes! The factories of the fast-fashion brands found a few months of rest they had never known.
Even if the places of manufacture, the places of collection of clothing donations and there is an emergency health crisis in place, the brands need to sell their products. How did they do it? Thanks to social networks and exchange platforms such as Click & Collect, the brands managed to sell some of their stock. Unfortunately, the fashion production part was very impacted and could not cope with this lockdown.
But, what happened in 2020? The global pandemic brought the economy, including fashion, to a complete halt. During the first containment, images of nature and animals could be seen in large deserted cities while manufacturing sites were closed. How did the brands react? Somehow, production had to stop. At the end of the confinement, the eco-responsible brands received a nice surprise… an increase in purchases of ethical clothing from the French. Indeed, this confinement has made some French people aware of the importance of respecting the environment. According to an article from Oberlo, 53% of online buyers in the last 12 months said they have taken the environmental cause into account.
But this is not only because of the health crisis. According to a study made in 2019 by the French Institute of Fashion – Première Vision, the French wanted to consume more eco-responsible products. According to Fashion United, a B2B fashion platform, which analyzes these statistics, the most important criterion for respondents was the choice of material. 41% of the answers and it is a question of “choosing an organic, ecological, natural fabric, produced in our nearby regions, which will above all guide the trade-offs of eco-responsible fashion buyers. »
Eco-responsible production methods have become more common in recent years, especially this year. Ethical brands that use recycling or upcycling are beginning to make a name for themselves and to win the loyalty of many customers. Are production methods becoming greener? It’s on the right track, although there’s still a long way to go! Even if more people are consuming more environmentally friendly products, fast-fashion brands continue to be in the top places on the French shopping podium. Respect for the environment is however an element that more and more brands are taking into account.
Fashion 2020 and its stock management issues
One of the biggest problems in fashion in these times of confinement is stock management. “The closure in March meant that most of our companies were supplied with 90% of the season’s total inventory,” says Étienne Djelloul, Vice President of the Apparel Federation, collects the regional daily newspaper, Ouest France. The brands are accumulating clothing and are not able to sell them all online. They end up with a huge amount of stock without knowing what to do with it. The solution? To privilege the mini-collections and online sales. Some growing brands prefer pre-orders. This way, they know exactly what the customer wants, limit the waste of materials and their environmental impact.
Faced with the problem of stock management, media such as Europe 1, question fashion industry stakeholders on the destination of unsold clothing. Economist Nayla Ajaltouni, coordinator of the Ethics on Labels collective, answered this question: “Unfortunately, only a tiny fraction of unsold items are recycled. “According to the same article, unsold fast-fashion brands will be incinerated or sold elsewhere, usually in West African countries.
“We have little stock anyway, but if a top doesn’t find a buyer right away, it will stay on the shelf as long as it is needed. And every euro is good to take, so we’ll lower the price if we have to.”, says the manager of a small ready-to-wear boutique in the 13th arrondissement of Paris, at Europe 1. Growing brands or eco-responsible brands generally have little stock, but they are forced to sell their clothes at all costs.
Faced with the new confinement, strategies seem to be adopted by some brands. Not producing as much clothing, improving marketing strategy and focusing on communication on the Internet are elements that brands are currently taking into account. So, brands are arming themselves with their best communication tools to fight a new confinement.
ModeHero has the solution to your problems
2020 has been a difficult year for the fashion industry, we understand that and we are here to help you. Whatever problem you may have, thanks to our community you will be able to seek advice from professionals in the sector.
Thanks to the platform set up by ModeHero you will be able to manage information about your production and join our community to exchange with professionals in the sector.
Our goal is to improve your experience in the fashion industry. All this so that you do it as quickly as possible, without errors and in a profitable way.
ModeHero offers you the opportunity to test, free of charge and without obligation for 15 days, powerful tools for your production. Discover them here.
What do you think of them? Leave us a comment below. Ask us your questions and we will answer you.
You can also visit our community to exchange with professionals. Suppliers or users who have the same manufacturing issues as you exchange information.
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