Here is something noteworthy we discovered during our market research on fashion consumption during covid-19 crisis in Slovakia. You would expect that online buying during the Corona crisis would blossom. After all, people were unable to go to local stores. The Slovak Government issued Covid restrictions ordering the local malls and stores to close. However, only few local Slovak stores were prepared for this situation and came up with the logistics for selling fashion online.
Our field observations study showed that many chose to buy apparel by going to independent Slovak fashion designer studios and homes. Designers reported they significantly improved their sales: “before Covid, we developed relationships with our customers for specific glamour fashion” …”During Covid we realized, people wanted to come to see us. Costumers had extra cash to spend, moreover it was like consultation for them”.
We believe that the activity of buying is therapeutic. Touching the materials, having small talk would never be replaced completely by E-commerce. Also, developing long term business relationships with your costumers would pay off in the long term.
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