If You Love A Fashion Brand, Buy Something Right Now

I cover retail. In the grand scheme of things, some retail is “essential” and some is not – or certainly, when looking at timeframes of even 1-2 years, there is much of retail that is not essential.

Fashion is not essential. The only clothing that could be argued to be essential might be kids’ clothes and maternity wear. Kids and bellies grow. Everything else can wait. That said, when we are through the other side of this pandemic, this non-essential status, on top of an overall retail industry behind in making the transformational investments required to be relevant in the future, means that many fashion brands you know and love may not make it past this next holiday season.

To be clear, the science of contagion is real, even if you can’t see its benefits directly with your own eyes. Social distancing works. No one should be weighing loss of life against an economy. We must live through the hand we have been dealt as best we can. In that context, it also means we must take a cold, hard look at the cards we have and prepare for what will come next.

In other words, if you think that every sector of retail can just pick up the pieces once everyone is able to get back to living, think again. Outside of travel and leisure, no industry will be more impacted than non-essential retail, and in that category, no vertical will be impacted more than fashion. Which means, if you can afford it, just like you’re buying takeout to help support your favorite restaurant, buy something from your favorite fashion brand, even if it’s only a gift card for later. 

Avondjurken