Fast Fashion, Covid-19 & Digital Marketing – Zoe Parker
The Covid-19 pandemic has drastically affected the global fashion industry.
This period of uncertainty puts particular emphasis on the value of digital channels and is showing signs of greater advancements in the field of digital marketing. One great example is Sweden-based Rudholm Group coming up with a concept called ShareLabel https://rudholmgroup.com/sharelabel/ adds a unique QR code alongside basic details on their garment label. By scanning the code, the consumer is directed to a specific URL where the story behind the clothes can be told in a manner that the brand desires (through video, text or images).
The Covid-19 pandemic, in forcing brands to put themselves virtually entirely online, has emphasised the value of digital channels in connecting with consumers and facilitating transactions.
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