This article presents the views of Rick Gomez and an understanding of how CMOs are navigating the pandemic. The goal is to drive a net positive impact on the societies in which they operate. The pandemic has negatively impacted society along with race, gender, and socioeconomic lines.
According to Rick, if you really want your brand to have empathy and be able to respond appropriately, you need diverse teams. CMOs should be focusing on the extraordinary things their companies did. They should codify them into new ways of working that will make them less bureaucratic.
Companies should be more agile, creative, diverse, innovative, productive, collaborative. Read more in Why Professional Women Are Breaking Up With Fast Fashion
Inditex, as one of the big fashion retailers, sells in 202 markets through its online platform. It also sells in over 7,000 stores in 96 markets. The majority of the business of the brand comes from Zara (+ Zara Home)
The sales of Inditex are more in Europe (62%), showing that there is still room for growth in other markets.
In order to stay ahead of the competition, Inditex is pushing a number of technological innovations. It is accelerating its development plans by spending €2.7 billion over the next three years.
The pandemic has resulted in longer-term fashion trends and has changed fashion and shopping, decreasing the sales of workwear and increasing the sales of casual wear and sportswear. This is where the technological innovations by Inditex to integrate stores and online inventories can hopefully help in avoiding access products in the inventory.
Read more in Inditex: Fast Fashion With A Technological Edge
Paula-Andrea created her brand Visa Issues out of frustration with her status and the jarring language of immigration notices. Fleeing Colombia after the Pablo Escobar era, Paula-Andrea emigrated to the u.s. at 11 years old. She didn’t learn until she was applying for college that her father brought her here with unauthorized documents.
To safely promote her brand amid Covid-19, Paula-Andrea relies on social media. Look at some of her Instagram Ads. About the Sweat Shirt that she wore while flying to San Fransico She says, “I tried to use this sweatshirt in an angry way. but I realized that it was so much bigger than my anger,” says Paula-Andrea.
Another activism example is Patagonia, which launched a collection of shorts with subtle tags reading, “Vote the Assholes Out” in 2017. Similarly, Slow Factory launched a line of scarves speaking directly against Trump’s policies.
Read more on this growing display of expressions in Fashion activism in 2020: How brands are fighting for immigrants’ rights
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