The Impact of Covid-19 on the Creations of Fashion Designers

Abstract

The pandemic, known as Covid-19, is affecting the global economy causing an economic crisis. The non-essential product categories are the categories that have been hit extremely hard, and the fashion industry is also part of this category. This study was conducted to understand the impact of Covid-19 on the apparel industry, independent fashion designers, in different European countries. The study has found that the apparel industry is one of the most affected industries among the other industries by COVID-19. Many of the demands that have been made are already being considered. Independent designers find it difficult to provide good conditions for their workers and have lost the harmony of the chain of realization and the launch of their collections in the market. With declining sales, the existing stock of manufactured garments will be sold at low prices in the coming months. Many designers have suspended advertising for their creations — though some continue to use social media influencers to promote their products. The current environment, although challenging, presents an opportunity for a substantial and welcome change that will simplify businesses and, ultimately, align them more closely with customer needs.

Keywords: Covid 19, Crisis, Creations, Fashion Design

DOI: 10.7176/ADS/92-01

Publication date: April 30^th 2021