Compliance with the new rules of socialisation and safety has led to a digital escalation, an increase in business done on e-commerce platforms and innovative communication supported and facilitated by new technologies.
The future will be interactive but human. On one hand there is a need to strengthen contact with the public to allow brands to get to know their customers by acquiring information to implement a strict data management policy. On the other hand there is a need to make the digital event simple, unique and of quality.
For example, in China, the Prêt-à-porter brand Icicle has set up, in its 30 main stores, ‘studios’ (equipped spaces of 10 square meters) dedicated to ‘Live sales’ sales aimed at the local public, filmed and streamed live that grew exorbitantly during the pandemic.
In Italy, the Design brand Manikomio has engaged users with its e-commerce, allowing it to follow the creation of the product, personalising it from time to time according to the wishes of the customers.
The on-line store is in a sense made less cold and more physical, a ‘place’ where we can virtually try a garment, ask for information and update on trends by strengthening the human component that remains the most important factor even in a system that imposes distance on us.
In the Bridal industry, Pronovias has launched its first active virtual showroom worldwide, facilitating consultations with brides and offering advice in this way to retailers who do not yet have their clothes. The latest collections of the group’s brands are present: Pronovias, St. Patrick, Nicole, White One and Lady Bird. The company has also created a B2B ‘e-service’ platform for exchanging information with customers and has given new impetus to social networks, creating live broadcasts with influencers to entertain and update brides.
Digital showroom also for Carlo Pignatelli to facilitate the buying process and the work of sales agents. And, after the strong internationalisation of recent years, a project focused on the Italian market and on the enhancement of artisanal heritage: the launch of the new label Carlo Pignatelli Sposa produced by Bellantuono Bridal Group and distributed by Carlo Pignatelli.
Amsale began scheduling one-on-one appointments with the media while Justin Alexander at a Facebook Live Watch Party presented the AI20 and SS21 collections to its retailers who via virtual consultations and interactive webinars are trained and helped increase their skills to overcome the crisis.
Since mid-May, Marylise & Rembo Styling have been organising private showroom events in the most important cities of France and Germany to present, to a limited audience and according to all safety standards, the new collections, unveiled in mid-March on an on-line platform via photos and videos. This mix of digital and personalised presentation increases customer confidence and respect for the company.
In Spain, the Sophie et Voilà brand has planned 4 trunk shows in the showrooms of retailers who have purchased the collection; after each appointment with the individual brides the space and clothes will be sanitized as per the regulations.
Isabel Sanchis has implemented the work on social networks and personalised on-line sales, and the brand Marco & Maria that has also given great impetus to digital information and has been in constant communication with the single-brand stores offers the opportunity to future brides to get a virtual first appointment with designers to define and personalise their dress.
Jesus Peiro, during the confinement, remained available 7 days a week to his clientele through digital platforms, answering questions and offering solutions to brides who had to postpone their wedding. The clothes already chosen have been transformed into garments suitable for the cold season and equipped with a mask. Future brides can examine the collection on-line through photos and videos in anticipation of the September fashion show.
Jesus Díez and Merche Segarra at Jesus Peiro studio
The crisis has forced the innovation of fashion to a number of changes, many of them positive. The challenge will be to ensure the physical and psychological protection of people, the reconstruction of trust, relationships and listening to new social needs such as sustainability, inclusiveness and on-line experience.
By Elisa Nascimbene for Valmont Barcelona Bridal Fashion Week