The Effects of the CoVid-19 Crisis in the Fashion Classroom and the Industry: The Path Forward

Virginia Commonwealth University

Deidra Arrington, MBA + Hawa Stwodah, MFA present

"The Effects of the COVID-19 Crisis in the

Fashion Classroom &

the

Industry: ” The Path Forward

Fashion Classroom a look back a look back a look back a look back a look back a look back a look back a look back a look back

Pivoted a 30,000+ student university to online learning in

7 days

Fashion Classroom

+

=

Fashion Classroom

Technology is king + here to stay

Fashion Classroom

Technology is king + here to stay

Fashion Classroom

students successes

struggles

Fashion Classroom

faculty

forged ahead

ability to expand the classroom using technology

many hours of prep and classes to learn new methods

new teaching methods + techniques

Fashion Classroom Must adopt and continue to be innovative in teaching methods

Cannot abandon online learning

Hybrid education

Permanent shifts in pedagogy

Technology

The Path Forward In-person instruction is critical to education

Fashion Industry

Technology is king

Fashion Industry

the thrill of physical retail.

Fashion Industry

Gen Z 33%

millennials 27%

the mall

missed

22% baby boomers Gen X 23%

Fashion Industry

Responding to Assortment Needs keep online services 3d modeling

curbside pickup

better product information bricks + clicks

Fashion Industry

“Stores are still important”

Jeff Gennette

Fashion Industry

“Stores are seeing customers return as pandemic wanes Customers still want fun in store experiences ” Michelle Gass

Fashion Industry “We see the future being two things: being mostly retail stores, because the client experience in a retail store cannot be matched easily online.

As of today, I mean, no one has found the sort of miracle formula that would enable clients to enjoy as much online,”

Jean Jacques Guiony

Fashion Industry

citizen customer

experience has introduced non-linear change

Fashion Industry

values

citizen customer

Climate change is universal Rise in social responsibility

Power of groups and community Retailers care about issues

+

citizen customer

Fashion Industry

convenience choice safety trust importance

value

&

quality

citizen customer

Fashion Industry

product quality

t n le

l e c x

E

d o o

G

e g ra

e v A P

r o o

Fashion Industry

home projects

citizen customer

??

Fashion Industry

what to wear

citizen customer

Fashion Industry

+

health wellness

citizen customer

Fashion Industry

fashion brands responses

citizen customer

Fashion Industry

fashion brands responses

citizen customer

Fashion Industry

citizen customer

challenges to

fashion brands responses The consumer’s heightened access to information Being purpose driven and transparent Deliver on brand promise Know you will not please everyone!

Fashion Future

&

economy

retail

Fashion Future

economy Energetic growth – fastest since 1984 HH income resuming normalcy Inflation is a concern +2.4%

Fashion Future

retail

89% of consumers plan to update their closets as life continues to ‘reopen’ Klarna Year of the popup Live-streamed shopping events More dressing up

Fashion Future

Think bigger

To stay ahead, retailers must focus on both the latest technology trends and customers’ changing needs

Know the customer & what they want!!

Look inward – self-awareness Can’t be everything to everyone Experiences lead

The Path Forward the customer journey

Quotes from stores Fashion Future on their pivots & shifts during the pandemic

“Removing the Mundane” Suresh Kumar

Quotes from stores Fashion Future on their pivots & shifts during the pandemic

“Macy’s is healthy coming out of the pandemic than going in.”

“Our metabolism is up. We’re moving faster than ever before.”

Jeff Gennette chairman and CEO

Quotes from stores Fashion Future on their pivots & shifts during the pandemic “I never would have expected to be where we are today, and it’s such a lesson in treating people right, and doing good business, and having good business come back to you”

Laura Alber

CEO

thank you