The world will never be the same. How can companies adapt to new realities?

The Fall-Winter 2020-2021 Fashion Weeks in Milan and Paris were held in a half-panic atmosphere. Some of the shows were closed, which didn't facilitate the implementation of wholesale orders by buyers. It isn't known yet whether the Spring-Summer 2021 Fashion Weeks will be held. Major fashion exhibitions, such as COTERIE, Who's Next, Tranoï, WHITE MILANO, have already reported that holding of the autumn trade shows is in question. And these are the only communication channels of Ukrainian brands with global retailers.

Our customers in France and Italy have rescheduled the orders that were due in March. Their stores don't operate under government orders and suffer colossal losses. Thanks to the online store, orders are still coming from domestic market. And now this is the only way for the fashion industry to survive.

The times are especially difficult now for factories without their own sales, which were sold for small retail. Many brands supported the strategy of presence in retail chains rather than online. It seemed to be a closer point of contact with customers. But now is the time to retire with your smartphone.

A year before today's events, the FOBERINI company began to systematize and automate all business processes. During this time, we created an online store, prepared content for the website and social networks, developed a strategy for presentation and communication with customers, systematized product warehouses (we have several warehouses on different continents), automated work with dropshippers, wholesale customers and offline stores. These actions helped reduce chaos, avoid unnecessary actions, and thereby increase profits.

How brands will act

First of all, they become active in social networks - they will quickly go to Instagram, and then to Facebook. Secondly, they will make discounts up to 60-80%, which is lower than the cost price. But sales will give money to withhold rent, taxes, and liabilities to partners and employees. For some companies this will work, but for some it won't.

But every leader must take care of the health and safety of their employees. After all, this is the family for which he is responsible. It is a crime to doubt in the existence of a virus and endanger the health of personnel.

What steps need to be taken?

Break down all business processes in stages. Then analyze how you can avoid crowds and minimize their movement in public transport. In our team, we have chosen the most effective methods of protection - N95 and N99 masks, as well as self-isolation.

Transition to remote work. Employees who worked in the office easily switched to work from home. We discuss everything promptly in chats. The production continues to work, as we still have commitments to customers that need to be completed on time.

We made a decision that there will be one person in the production who performs his operation (close the products, sewing, decorative handicrafts, final ironing, quality control, packaging, shipment to the client). Lead times and logistics costs have increased, but obligations have been met and employees are isolated from each other.

The world will no longer be the same, and in order to survive, people need to reconsider their views, values, consumer lifestyle, attitude to fast fashion and fast food. Become more environmentally and health conscious.