A management staff member measures the body temperature of a woman entering a shopping mall near a Hermès store in Wuhan, Hubei province, the epicentre of China’s coronavirus outbreak. Photo: Reuters

Fashion and the coronavirus: survival of the fittest – why some brands won’t make it, and how those that do must adapt

  • Labels that fall between being a fashion and a heritage brand, like Hermès, will fare better than luxury brands relying on bold new styles for their collections
  • Brands that stay the course will move sales more online, and frivolity will be out; the big question is: will consumers still have an appetite to shop?
Topic |   Fashion
A management staff member measures the body temperature of a woman entering a shopping mall near a Hermès store in Wuhan, Hubei province, the epicentre of China’s coronavirus outbreak. Photo: Reuters
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