Fashion and the coronavirus: Hong Kong designers on their survival tactics

Hit by the double whammy of anti-government protests and Covid-19, Hong Kong designers tell how they are coping and their plans for the future

Brands have devised new ways to sell, such as using computer-generated virtual looks to showcase their range, and focusing more on e-commerce

Reading Time:3 minutes

Cynthia Mak (left) and Xiao Xiao set up their knitwear fashion label Cynthia & Xiao in 2014. They are expecting a 50 per cent drop in sales next season because of the coronavirus. Photo: Cynthia & Xiao

Published: 2:15pm, 19 Apr 2020Updated: 5:05pm, 19 Apr 2020

Reports of fashion brands closing shops have only become more frequent as the coronavirus continues to batter retail sales in cities across the globe. But with larger, more established brands having deep pockets to help them weather the storm, it is independent designers and labels that are suffering the most.

Their struggles are even more poignant in Hong Kong, where pre-virus sales were already at an all-time low due to anti-government protests that have rocked the city since June last year.

“During the protests it was all about logistics,” says designer Emma Wallace, who has a boutique in the hip neighbourhood of Sheung Wan. “We had to minimise store opening hours, and sales slumped because tourism dropped, and people left. Events are a big traffic driver and we had to postpone those.

“The coronavirus, though, is a different animal. It’s a global issue that shows no signs of ending.”

Hong Kong-based designer Emma Wallace has had to postpone events that would have helped sales of her brand.

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