Luxury Brands Shrugging the Pandemic

After the pandemic, there has been a significant shift in consumer behaviour owing to the rise of work-from-home culture resulting in an increase in internet shopping. In terms of the internet and the online world, luxury companies are not early adopters. Read on to see why!

Luxury companies’ digital sprint
Luxury brands are wary of the internet because they want to keep their items mysterious and hard to acquire. The brands seek to preserve their uniqueness and character by maintaining secrecy. From the way fashion shows are presented to how items are sold, the luxury fashion business is evolving at a fast rate. Brands are transitioning from physical modes to online in a more planned way than ever before.

Fashion show concept
There has been talk about whether physical fashion shows can still take place. The ever Bold-and-Beautiful Gucci has already opted not to follow the timetable of fashion shows! Nonetheless, the occasion has caused firms to consider new innovative ways to debut a fashion show. This year has seen a slew of memorable digital-only fashion presentations including Raf Simon and Miuccia Prada’s debut fashion show for Spring 2021.

Prada Spring RTW 2021

The main issue encountered during the internet fashion show was that it was extremely difficult to produce the same level of enthusiasm as the physical ones, but the big potential was to provide customers with the same level of access that top reviewers typically had. Isn’t that marvelous?
Luxury brands have been producing a stream of narrative videos this year with the video material being emotive and mirroring current events like Alexander McQueen’s ‘first light’ film for its Spring 2021 campaign. The video creates a more meaningful and deep connection than word and image.

Alexander McQueen’s ‘First Light’ Collection

There was a huge increase in product sales through the online medium in 2020, and predictions say it will remain the same in 2021. This emphasized that there is a digital shift within luxury brands. The online fashion e-commerce platforms that were used by the brands are Farfetch, Mytheresa, Yoox Net-a-porter, Zalando Matches Fashion and Moda Operandi.
You will be intrigued to know that not only e-commerce but also the emerge of different selling modes has been affected! For instance, livestreaming has become popular in the world. Instagram is now bolstering the social commerce option.
Livestreaming is seen as a viable alternative for reaching customers in lower-tier cities because they do not have access to some physical stores. However, some people believe it critical for elite companies to maintain consistency in content quality. Some procedures, such as fitting reservations or ordering online and picking up in a store, have been around for a long time and have become considerably popular.

Gucci live

Gucci has released a new app named “Gucci Live” available in Europe, the Middle East and Africa. The app insists on bringing the brand closer to its clients because the brand believes that only online purchasing lacks intimacy. Customers can speak with a genuine sales professional in the shop to ensure that the service quality is maintained. It is interactive, and users can use augmented reality to try on different garments and accessories. They can even create their own Gucci footwear in the app. People think it is loads of fun, and it helps to tackle the problem of closed physical businesses through new and creative solutions. Nonetheless, it is critical for brands to build the infrastructure necessary for long-term objectives. This seems to be true not only for Gucci but for all luxury labels. Customers must be enticed to interact online by fashion players finding innovative ways to thrill them.
To paraphrase, brands must adapt their tactics by rapidly determining which trends will persist after the ongoing crisis has passed. People are aiming for minimal change or a heavy reliance on specific markets/platforms. As a result, premium businesses must prioritise digital transformation. Brands must set clear, long-term objectives in 2021 while exhibiting enough flexibility, speed and agility to manage an uncertain short-term future.
Despite the fact that this notion has been debated for some time, the pandemic has accelerated the need for change. Physical stores are no longer physical stores, and online businesses are no longer simply online businesses.

Siddharth Bhardwaj
2nd Year, B. Des. Fashion Communication

Atash Coyaji
2nd Year, B. Des. Textile Product Design
Shalini Mohanty
Assistant Professor, ASFDT

Indrani Roy
2nd Year, B. Des. Fashion Design


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