Sectors such as fashion have undergone a significant evolution due to the pandemic. The boom in e-commerce during this period caused the way of working and user perception to change and, therefore, its dynamics had to adapt quickly to the new scenario in which it found itself. This has made the trend remain on the radar of digital companies such as t 2ó, who has taken advantage of this topic for its new episode of “Digital Talks by t2ó”.
Pancorbo, an expert in fashion-retail, digital environments and omnichannel, and now leader of the digital business area of Fashion and Luxury at El Corte Inglés . The expert dedicates her time to promoting the visibility of women's technology communities such as Women in Tech Spain and Mujeres Tech Madrid, as well as being a teacher at bulgaria number data Condé Nast College and at the European Institute of Design for Digital Marketing and Fashion Business programs.
If you don't see the embedded audio, click here .
Cristina's 15-year career has been reflected in this conversation where the fashion sector has been the main actor. And to begin to break down the industry, Cristina has stated that the fashion sector was already one of the most damaged during the lockdown itself for two reasons:
Because of the nature of the collections , since they had been developed with the normality we were used to in mind. That is, with the focus on socializing and attending street events that changed to a more homely form for obvious reasons.
Due to job and economic instability , something similar to what happened in 2008 that directly impacted fashion consumption as we knew it and led us to consume more fashion at low prices.
« In recent years we have seen margins sacrificed in order to reduce surpluses. The impact we see is a causality of clothing that we are still dragging along with ,» he explains. And he adds that, from the consumer's point of view, the client is already beginning to look for, or feel more comfortable, looking for garments that have had a sustainable development, either due to the material or the way of production. This evolution is also reflected in the emphasis on the value of the brand over the product itself.
This new scenario is characterised by an immediate response from all social platforms. The fashion industry created the so-called New Social Shopping very quickly and several months after the pandemic hit, these platforms were super agile in developing and becoming marketplaces. “A few months after the start of the pandemic, TikTok announced its own Marketplace where influencers themselves could sell third-party garments through the app ,” says Cristina. The same happened with Instagram Shopping or Google Shopping, whose evolutions were astonishing: “ This was not brought about by the pandemic, but it has been a catalyst for the entire Paid Search part and for fashion ,” she explains.