The entrance of a shopping centre in Wuhan is disinfected. Fashion designers in China who have physical stores are facing a dilemma: to move sales online, or hope for a pickup in physical sales. Photo: Xinhua
The entrance of a shopping centre in Wuhan is disinfected. Fashion designers in China who have physical stores are facing a dilemma: to move sales online, or hope for a pickup in physical sales. Photo: Xinhua
Fashion

To sell more online or hope brick and mortar sales recover? For Chinese fashion the only certainty is uncertainty

  • For some labels hit by a collapse in sales, the risks of switching to online stores are too great. For others, such as Chictopia, it’s a strategy that works
  • No one knows if customers will buy more, or less. Leading designer Masha Ma hopes life will go back to normal, but Alicia Lee may scale back her collections

The entrance of a shopping centre in Wuhan is disinfected. Fashion designers in China who have physical stores are facing a dilemma: to move sales online, or hope for a pickup in physical sales. Photo: Xinhua
The entrance of a shopping centre in Wuhan is disinfected. Fashion designers in China who have physical stores are facing a dilemma: to move sales online, or hope for a pickup in physical sales. Photo: Xinhua
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