Beyond Covid-19: A New Normal in Fashion
Covid-19, the novel coronavirus, has brought the world to its knees. The virus that first appeared late last year, has since spread to over 185 countries across the world. With over 2.8 million confirmed cases of Covid-19, and virus-related deaths in excess of 197,000, it is no longer hyperbole to say that the rapidly-spreading coronavirus has crippled the world. As of today, over 40 countries have implemented lockdowns, with a third of the world’s 7.8 billion strong population facing the brunt. Social distancing protocols, and other precautionary measures including temperature screenings, and the use of face masks and sanitizer are becoming the norm across the globe. Businesses, small and large, have been dealt a severe blow. Supply chains stand disrupted, schedules are in shambles, and inventories are piling up like never before. Hundreds of schools and universities have transitioned to an online medium of communication, and thousands of students have had to leave the sanctuary of their campuses and return home. The world is in a state of flux and is experiencing a host of unprecedented changes.
Over the course of history, what the world perceives as normal has been redefined time and again. In recent years, these changes have been the result of a series of technological advancements and policy reforms. The launch of the first iPhone in 2007, and the subsequent smartphone revolution, which has made these devices an indispensable fixture of life is a stellar example. Technology of this nature was unheard of a few decades ago. Today, however, it is the go-to device for a number of activities including, but not limited to, banking, navigation, gaming, and communication. Epidemics of the past too, however, have had significant implications for the world. For instance, when Napoleon III rebuilt Paris, a central tenet to his city planning was to protect against infection diseases like cholera. It is clear that the ‘normal’ has evolved numerous times over the course of history. It is, thus, only natural that the Covid-19 pandemic, with its startling implications, will alter the status quo, and lead to the emergence of a ‘new normal.’
The changes that will take place globally as a result of the pandemic will be unprecedented in their scale and scope. There is likely to be a transition across a plethora of domains, including but not limited to, economies, societies, and industries. There are already a multitude of ideas regarding what the post pandemic world will look like and this article is a contribution to the growing expanse of work in this domain. In particular, the following sections will delineate what the ‘new normal’ in the fashion industry will look like, and the possibilities that could arise as a result.
The Transition to Sustainable Fashion
The soaring popularity and emergence of trends like ‘fast fashion,’ piggybacking on behemoth’s like H&M and Inditex, Zara’s parent company, have seen the fashion industry contribute to a staggering 8% of all greenhouse gases. The past few years have, thus, witnessed an increasing hue and cry for a transition to more sustainable, environmentally-friendly industrial practices in the fashion industry but a widespread adoption of sustainable fashion is still out of sight. It is plausible and likely that the aftermath of the pandemic sees an accelerated transition to sustainable fashion, and renders it the new normal for the fashion industry. This transition will stem largely from the following reasons:
Thus far, it was exceedingly hard to fathom the world coming to a halt. Global warming, climate change, and the myriad of associated problems, were recognized but it was difficult to envision the real vulnerability of the earth. We were living in a bubble of denial, drawing irrational comfort from the belief that humanity is capable of overcoming any obstacle that lays before it. There was a tacit perception that someone somewhere will conjure up a solution to these pressing concerns. The pandemic, and the dystopian world that has emerged as a result of it, have seen this worldview shatter. It is clear, now more than ever, that we have to pay heed to the alarm bells of nature. Governments, institutions, and individuals across the globe will be forced to universally acknowledge the severity of the challenges posed by climate change, global warming, and the associated issues. Additionally, the shutdown of the global economy, has seen elephantine improvements in the state of the environment in various parts of the world. For instance, New Delhi, which almost always Air Quality Index (AQI) measuring between 100 & 300, has seen its AQI during the lockdown hover near the 68 mark. This has served as an indicator of the drastic effect that our actions can have on the environment. The pandemic has shown us that sustainability is no longer an option, it is a necessary way of life.
This will translate into a tectonic shift in consumer preferences. As we become increasingly cognizant of this need, industries across the board will look to transition to sustainable practices.
Prior to the coronavirus outbreak, the fashion industry was already witnessing an increasing affinity of consumers for sustainable products and this is likely to be accelerated. A study carried out by McKinsey and Co., across multiple European nations, suggests that an additional 16% would now seek products with sustainable roots. The fast fashion industry which has taken a toll on the environment will be dealt a particularly nasty blow. Consumers might emerge from this pandemic with a preference for quality over quantity. With sustainable fashion practices being relatively more expensive than the current models that exist, the desire to buy less, but buy better, might help to further accelerate its adoption.
As David Wann, author of the bestseller Affluenza, claims that going forward ‘design will take marching order from cultural consensus.’ As consumers agree that sustainable fashion is the desired and acceptable way forward for the fashion industry, we will see novel opportunities in this field. The following image succinctly captures the broad domains within which these opportunities will lie.
Each feature listed in the image is an avenue of opportunity for entrepreneurs. As sustainable fashion becomes a way of life, an article of clothing will typically traverse the entire circle of opportunities shown. The articles will be custom-made, of high quality and feature a timeless design, in tandem with the consumer preference for quality over quantity. The manufacturing itself should be environment friendly and ethical, not flouting any labour laws and safety regulations. New businesses will set up production units that fall in line with these needs, and old businesses will revamp their existing models. As the life of a garment is prolonged, there will also be scope for businesses to upcycle, repair, and perhaps, even tweak the designs of these garments. There is also scope for businesses to facilitate leasing, renting, and possible swapping of garments. As consumers stick to timeless purchases, they may find it fitting to rent and return outfits which are only required for the rare celebration, like glitzy jackets and dresses. In an endeavour to further prolong the product lifecycle, an increasing number of vintage and second-hand retail outlets might begin to prop up, where consumers can sell worn out garments, which can be revamped and resold. When an article of clothing is beyond use, it will be recycled and used for the production of new clothes. There is scope for firms to specialize in the recycling of worn out articles of clothing.
How Masks Will Become A Fashion Accessory
In addition to the overarching change in the fashion ecosystem, at a more micro-level, new product categories are likely to emerge. The pandemic and the consequent plea to ‘flatten the curve,’ has led to a mass use of face masks and gloves. Although, there are conflicting opinions pertaining to the efficacy of this practice, individuals across the globe can be seen sporting masks and gloves in public spaces. Governments and institutions in multiple countries are making the use of face masks in public spaces mandatory. In India, over 300 million citizens have been ordered to wear masks in public spaces. This order has been carried out in the cities of Delhi and Mumbai, and India’s most populous state, Uttar Pradesh. With experts claiming that there is a possibility of resurgences of Covid-19 for years to come, the use of masks and gloves, social distancing, and other precautionary practices are likely to become a fixture of life. In the implausible event that we are able to rid ourselves of the virus over the course of the next few months, it is likely that some of these practices persist. For instance, we might feel safer and it would probably be advised to wear face masks in populous places even years after this pandemic is over. It is not hard to imagine the emergence of a ‘new normal,’ where before stepping out of our home, we pick up our phones, our wallets, our keys, and our face masks.
The face masks that are being used during the pandemic by the masses, however, are often pallid and dismal looking. As masks become a mainstay of life, we are going to want more variety to choose form. This in turn will birth novel opportunities within the fashion industry. We will see numerous brands begin to produce masks of disparate styles. There are endless possibilities regarding the style and designs of masks that will emerge — and lots that have emerged already. The images below speak volumes for the kinds of opportunities that will arise.
The mask, in addition to the utility that it provides, will become a fashion accessory, much like the necktie, or the pocket-square, only more prevalent. It is likely that we will own multiple masks of varying designs, shapes, and colors. We will be masks for every occasion and the bridal mask showcased in the image above gives us a good glimpse of the possibilities. Businesses can prop up to cater to niche market for masks, and specialize in producing masks for particular occasions. Children, and perhaps even some adults, might find it appealing to buy masks featuring their favorite superheroes, and cartoons. As masks become a necessity, we will want to coordinate their masks with the rest of their attire. Businesses can look to produce masks that match shirts, dresses, pocket squares, ties, and perhaps, even their backpacks, and other accessories.
In addition to the numerous styles, colors, and prints, businesses can also tweak masks to increase their utility. For instance, restaurants and bars are typically crowded places, and it is likely to be necessary to sport a face mask in such establishments for years to come. Here, however, we require free access to our mouths in order to eat and drink, and removing one’s mask to do so would be counterproductive. Owners of these establishments have already begun making enquiries for masks which have holes to allow straws to pass through, and masks with zippers or velcro openings allow a passage for food. When pubs, bars, and restaurants begin to open in the aftermath of the pandemic, we might see disposable masks with the aforementioned elements begin distributed at the entrances of these establishments to each customer. We are likely to see a staggering demand for such masks in the future.
Concluding Remarks
It is undeniable that the post pandemic world is going to witness the emergence of a plethora of new normals, each of which will open doors to an array of entrepreneurial opportunities waiting to be seized. The opportunities in the fashion industry delineated in the preceding sections are built on empathizing with various stakeholders in the fashion ecosystem. The transition and adoption of sustainable fashion will stem from understanding the nuances of what a customer wants, and similarly, masks with openings at the mouth, were needs that I chanced upon while parleying with an individual who works in the hospitality industry. A similar human-centric design thinking approach, with empathy as a starting point, will be the way forward to identify and seize opportunities that arise in the aftermath of the pandemic.
