Digital Migration and Survival of Fashion Industry Post New Normal

Jahanvi and Meenakshi Sharma

Chapter 9 in Market Dynamics and Strategies in a Post-Crisis World:Navigating a World in Flux, 2025, pp 97-112 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The COVID-19 pandemic has disrupted all domains worldwide. Abrupt economic closure, causing universal bankruptcy and a financial crunch as well as social isolation resulting in home confinement, has certainly imposed a major shift in behaviours. Consequently, the behaviour of consumers towards digital platforms during this pandemic is changing rapidly. Retailers and brands have come to grips with many challenges, for instance, related to the supply chain, health and safety, consumer demand, cash flow, marketing, and sales. However, fashion brands have been successfully navigating these challenges, although this will not assure a favourable future, let alone any future at all. Adopting digitalization in their business models is a move that most fashion brands have taken up. The consumers of the fashion industry have lost hope of restoring their wardrobes due to destroyed networks of supply chain and apprehensions about purchase apparel from retail stores. The objective of this research is to study the existing COVID-19 distress which has disturbed the fashion industry, the digital migration of the fashion industry after COVID-19, and the long-term strategies used by companies to compete in the sector post-COVID-19. This research is completely descriptive and based on secondary sources.

Keywords: Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19 (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 (search for similar items in EconPapers)
Date: 2025
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