An old business model makes a comeback in the fashion industry
Fashion brands are dusting off an old business strategy to survive in the pandemic - but this time they're armed with data and focused on sustainability.
Looks from the New Zealand label Paris Georgia, which launched pre-orders during lockdown.
If there is one thing this year has taught many of us, it's how to wait. We’ve waited to hug loved ones, for restrictions to lift, for borders to open. Many months on from the start of the pandemic, we've also learnt to wait for things we once took for granted: online purchases to arrive, or pieces we've eyed on a (now digital) runway to finally land in boutiques after production or logistical delays caused by rolling lockdowns.
This is significant given the widespread acceleration of fast fashion – and the even faster delivery of impulse purchases. An industry built on what’s new and what’s next, fashion has faced a pause and a reckoning.
