Why should Luxury and Fashion Industry rethink about their storytelling?

To inhibit the spreading of the virus and to flatten the curve, Countries have implemented restrictions for people to respect and have announced the closure of business, institutions, and public venues.

As no one knows when the pandemic will end, most of the people moved back to their parent’s home, young people returned either because of the closure of their college, or the loss of their job or to look after a vulnerable person. Because of Coronavirus, people unexpectedly found themselves reunited together again under the same roof.

To pass the time in quarantine, people have been trying new recipes, posting food on Instagram, dancing, studying online, wearing new pajamas, catching up yoga online class, interacting on Instagram direct videos, cleaning the house, TikTok, Netflix, walking the dog, gardening and reading books. People come together again to share moments, watching their old photos, rewatching Friends series, and listening to their teenage playlist. To avoid boredom, People are spending more time with their families in arts, music, and movies.

Through those nostalgic moments, people are creating new ones. some are uploading new apps, some are discovering Tik Tok, some are learning how to use new software to communicate with co-workers, kids are learning and celebrating their birthdays online, some are having parties on the balcony, and the world is watching animals taking over cities.

Those unplanned moments shared by beloved ones helped people to pass the time because as people are stressed out by the virus, they remain positive and creative.

The Coronavirus pandemic is uniting us as humans and is giving the environment a break. People are discovering more themselves, they are taking time to contemplate about their lives and about their daily details. Through People’s self-discovery, they are changing into more Woke consumers that will invest in sustainable stories.

As people are changing into a good version of themselves, Brands need to adapt, they need to offer a sustainable product with a story that evokes consumers’ emotions. This consumer awakening may have a good impact on Luxurious brands in special items. So as people are discovering themselves, Luxurious Brands need to discover their vintage items and how to adapt them into a contemporary way with a sustainable story. On the other hand, Fast Fashion needs to respect the consumer’s mindsets and act Green.