In these perilous times, there is no denying that the future of fashion has become uncertain. Fashion businesses, stuck between a pause and a pivot, are looking to digital, innovative and hybrid approaches to push their narratives forward. Open to new opportunities sprouting up, despite the pandemic, some fashion businesses are taking the “when life gives you lemons, make lemonade” approach, to overcome a crisis that shows no signs of stopping.

“Your body may be in quarantine, but your mind doesn’t have to be” 

explained fashion designer Jeremy Scott when interviewed for Harper’s Bazaar. True, in an age where timing is everything, there are several reasons why continuing your fashion business journey during this very exceptional time is the way forward. Here are seven:

1. Take Advantage Of New Tools and New Ways of Working

It is time to adopt a more flexible mindset when it comes to technology-driven tools and finding new ways of working. Doing so will allow you to be more open to rewiring your creative development process, making navigating through troubled waters easier. Also, creating networks gives you access to resources that could help you strengthen your business and help you think outside of the box so you can welcome new tools and new ways of working with your team.

2. Now Is A Great Moment to Experiment and Try New Techniques

With social scientists making significant contributions to the field of fashion design research, this is a great moment to experiment and research new techniques that will assist you with your business. This could include finding new eco-friendly materials that you could use or using technological innovations capable of helping you design and manufacture your products more mindfully.

3. Sustainability and Consciousness Needs To Be Part Of Your DNA

The pandemic has drawn attention to why we need to have sustainability and consciousness embedded into our business’ DNA. Moreover, it has also shown that the future of fashion can no longer be built on putting profits ahead of people’s health and safety. The lesson here is that the ‘old way’ of doing business no longer works, instead steer your business strategy towards a more clean, safe, fair, transparent and accountable mindset.

4. Join The Conversation Addressing Economic and Manufacturing Realities

The emerging modern world is all about investing in tomorrow, which means that you need to think about economic and manufacturing realities. This will help you set realistic expectations in terms of product delivery and product credibility.

5. Access To Start-up Technology Innovation

From the idea of virtual showrooms to digitally produced samples and campaigns, the demand for start-up innovation is growing. The good news is that fashion businesses have more access to advanced technology than a year ago. Companies that are adopting innovation can reimagine a new direction and head towards it.

6. Transparency is Slowly Becoming The Norm

COVID-19 has highlighted the significance of brand transparency. Before the pandemic, being transparent was a choice; now, it is a necessity. Brands are currently being held accountable for their environmental practices, so the way forward would be to disclose your policies and commitments when it comes to social and ecological issues.

7. Represent The Next Normal

With so much going on, all businesses should be driven by a need to make a positive contribution to the decision-making process that will shape the future of fashion. Doing so will differentiate you from other fashion businesses and prepare you for what is most likely going to be the next normal.