COVID-19 sets new fashion trends

The fashion industry has been facing unprecedented challenges due to the COVID-19 pandemic. As people around the world adjust to new ways of living and working, fashion trends have also shifted. Many individuals are now working from home, reshaping their wardrobe choices to prioritize comfort and versatility. Karl Hammerschmidt, CEO of RunwaySale, shared his insights on the evolving fashion landscape in a recent interview with CNBC Africa. Hammerschmidt highlighted the surge in demand for activewear and the growing popularity of masks as essential accessories. He emphasized the need for designers and retailers to adapt to changing consumer preferences and market dynamics. Despite the uncertainties brought on by the pandemic, he remains optimistic about the future of fashion. As the industry navigates through these challenging times, opportunities are emerging for local designers and manufacturers to thrive. Embracing technology and promoting local talent could lead to a significant transformation in the fashion sector. The fashion industry is known for its ability to quickly respond to trends and consumer demands. Hammerschmidt pointed out that activewear has seen a significant increase in demand as more people engage in activities at home. With the line between workwear and casual wear blur, consumers are looking for clothing that is both comfortable and stylish. Designers are encouraged to consider shifting their focus towards activewear and practical pieces that cater to the current lifestyle changes. The concept of masks as a fashion accessory has also gained traction, leading to a variety of designs flooding the market. While masks have become a necessity, Hammerschmidt cautioned against oversaturation in the market, suggesting that designers should innovate to stand out. In terms of pricing strategies, Hammerschmidt acknowledged the importance of offering value to consumers, especially during challenging economic times. He highlighted the significance of adjusting margins to accommodate budget-conscious shoppers. As consumer preferences and spending habits evolve, fashion retailers are advised to reconsider their pricing structures. Hammerschmidt emphasized the value segment of the market and the need to provide affordable yet quality clothing options. While maintaining profitability is crucial, he noted that the fashion industry may witness a shift towards lower margins to align with changing market conditions. Amidst the disruptions caused by the pandemic, there lies an opportunity for local designers to shine. Hammerschmidt emphasized the potential for local fashion and design to flourish during these uncertain times. With supply chains facing disruptions and logistics challenges, local manufacturers have the advantage of being more agile and responsive to market demands. By embracing technology and streamlining their operations, local designers can capitalize on the growing demand for homegrown fashion. Hammerschmidt highlighted the success of global brands like Zara and H&M, which prioritize local manufacturing for faster turnaround times and trend responsiveness. He encouraged South Africa to embrace its local talent and leverage technology to foster innovation in the fashion industry. As the fashion industry continues to adapt to the 'new normal' brought about by the COVID-19 crisis, resilience and creativity will be key drivers of success. Designers and retailers who can swiftly adjust their strategies to meet changing consumer needs stand to thrive in the evolving market landscape. While uncertainty looms large, opportunities for growth and innovation are ripe for those willing to embrace change and explore new possibilities.