How the coronavirus changes fashion brand and supplier communication

Technology is now taking a front seat in communication between clothing brands and their suppliers, since the coronavirus (COVID-19) pandemic is putting a stop to all non-essential travel.

Michelle Russell, Apparel Correspondent for GlobalData, says: “Buyers are now having to rethink how they work with manufacturers on orders and product design.”

Video conference

For example, UK clothing and homewares retailer Next is looking at a number of different scenarios to make up for the lack of face-to-face contact with its suppliers, including video conferencing.

Its teams would previously have travelled to factories to work on new product development, but are now asking manufacturers to send samples over. Video conferencing, with one sample at each end, is helping to recreate the process.

Software companies are also stepping in to help, particularly as more employees start working from home to try and stop the spread of the virus.

Tukatech, for example, is offering its CAD customers the opportunity to switch to a cloud license at no charge, allowing them to work from anywhere. While Centric Software has launched a series of quick-start, online collaboration packages designed to get brands, retailers and manufacturers working remotely.

The dynamic of sourcing and machinery trade shows is also changing, with organisers looking at virtual and other digital alternatives as the pandemic forces the cancellation of myriad events around the world.

Due to the world situation Russian Fashion Council made a difficult decision to cancel events previously announced to take place from March, 31 till April, 4, 2020 at Moscow’s Manege. The 40th anniversary season of Mercedes-Benz Fashion Week Russia will therefore take place online through a virtual streaming service that will also be available at Be Global Fashion Network.

Fashion week online

Russell says: “Companies are now having to find new ways of staying in touch that they maybe haven’t considered previously. So having the right technology in place to enable a company to keep communication flowing across its supply chain has now become imperative if they want to remain operational.

Next says it will come out of the process with the ability to communicate with potentially more manufacturers than it was previously, and this may be the case for many retailers and brands. They will inevitably find more efficient and cost effective ways of working once this pandemic is over and normal business is resumed.”

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Tags:coronavirus, fashion brands, communication, video conference, online fashion week

About the Author

Silvia Kabaivanova

As the founder of Be Global Fashion Network and several other fashion websites, Silvia has been working for more than 20 years covering fashion industry trends and news. With a passion for the fashion business, she focuses on sustainable fashion and innovations, custom fashion and print on demand services. Silvia is a Chairman of Bulgarian Fashion Association. You can reach her at

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