Innovation in a Pandemic
The innovation shown by small businesses across all sectors during this pandemic has blown my mind, people livelihood has been thrown into turmoil, some with no end in sight, I have felt so hopeful watching their determined response in order to save their business it showed such resilience and at times it was revolutionary.
Chefs doing YouTube tutorials on how to make your favourite restaurant dish at home, some delivering everything you need to do it. Cafes and bistros turning into grocery delivery services, Dj’s live streaming from their living room and Personal Trainers hosting exercise classes over Zoom to keep clients fit during lockdown, Some of it was desperate measures in desperate times, others i hope will transform their trade and stay with us long after this horrible virus leaves us alone.
The fashion industry has had to think fast on its feet in the last 2 months too, classed as non-essential shopping, boutiques and department stores across the country shut their doors, some had well established online businesses and turned their attentions to that, others used social media to continue to connect with their customers, but it wasn't business as usual for anyone, stock was stuck in China, Italy and Spain and sales dried up as social lives were cancelled, but despite all of the challenges they ploughed on, shop owners turned influencer, with models unable to work because of the restrictions, it was up to the people who usually stay behind the camera to show off the clothes, no professional make-up, no fancy lighting or filters, this candid approach is flooding my Instagram feed, right now its out of necessity but i wonder what will happen in the future, will they revert back to the more polished versions?
Behind the scenes the people who organised the international fashion weeks are discussing how they transform the events to fit the pandemic, with large crowds discouraged and travel very limited, its looking very unlikely even the Women’s shows in September will be a virtual affair, Big brands such as Burberry have been streaming their shows as they happen for some time now, only this time the FROW will be sat at home too, democratising the event entirely, i cant wait to see what the future of fashion looks like, watch this space.
