E-book

Selling
strategies for
times of crisis

POLIMODA
 Summary
Introduction................................ 3
Going green................................. 4
Rethinking retail........................ 5
Reimagining e-commerce.......... 6
Transparency as a
marketing strategy...................... 7
Small means local....................... 8
PHILOSOPHY DI LORENZO SERAFINI
SELLING STRATEGIES FOR TIMES OF CRISIS

Introduction
The economic effects of coronavirus have impacted
employment and long-term livelihoods. The global
economic downturn with job losses has shifted
consumers’ needs and expectations. Despite
government restrictions easing across many countries,
lots of shoppers are still hesitant to return to stores:
according to Coresignt Research, 48% expect to avoid
shopping centers or malls, and 32% wish to avoid
shops in general. As traditional systems have been
upended, and with uncertainty knocking on consumers’
doors, businesses will have to reinvent themselves to
encourage consumers to return. This might seem like
a downturn for smaller companies, but their ability to
adapt quickly will lead the way. Fashion brands will have
to explore new engagement strategies and innovative
ways of selling in order to drive revenue.
Retailers responded to the rise in e-commerce demand
during lockdown by exploring new engagement
strategies and selling platforms that connect with
consumers and drive sales.

3
DEVEAUX
SELLING STRATEGIES FOR TIMES OF CRISIS

Going
green
The pandemic and growing environmental
concerns have shifted consumer values
around the world. Brands will need to
reassess their purpose and strategies to align
with the ‘collective good’. Standing up for
a more sustainable future will be essential
for generating demand, especially now
that consumers are more selective about
shopping. Aligned with that, environmentally
responsible products can help to achieve a
more cost-effective business model that will
be fundamental for a lasting fashion brand.

DEL CORE

4 TOKYO JAMES
SELLING STRATEGIES FOR TIMES OF CRISIS

Rethinking
retail
The e-commerce boom is driving a significant reset
in the retail landscape. Shoppers continue to fear
more pandemic waves, and contactless technologies
and touch-free spaces will be an effective way to
sell from a distance. Pivoting storefronts, thinking of
new ways to window-display products, and allowing
customers to purchase directly from the street, will
lead to there being more smaller retailers. Grab-
and-go formats and reinventing retail’s purpose by
offering more meaningful ways to interact with the
brand will entice consumers back to stores.

ANDREA BOGOSIAN

OAT
5
SELLING STRATEGIES FOR TIMES OF CRISIS

Reimagining
e-commerce
During lockdown, brands saw an e-commerce boom.
Now, businesses will have to reimagine their purpose
to continue driving sales: exploring new engagement
strategies and selling platforms, using virtual shopping,
embracing innovative solutions, or creating a more
immersive online shopping experience, allowing
consumers to interact with the brand and visualize how MACYS
products will look before they buy. Virtual experiences
are increasingly important, and consumers are now
more comfortable with them. For smaller businesses,
investing in strengthening their e-commerce operation,
such as offering a more user-friendly, frictionless checkout
experience and supporting digital platforms, moving
content creation on social media towards e-commerce,
will be essential to engage consumers.
Another way to tackle this strategy is to reinvent
packaging, ensuring a more sustainable approach. Waste-
free packaging, carbon-free delivery, and increasing
transparency around logistics, will be vital to get
consumers on board with buying your products.
BURBERRY

6
SELLING STRATEGIES FOR TIMES OF CRISIS

Transparency as a
marketing strategy
Transparency becomes a key strategy to build a
more engaging and consumer-based approach.
Boosting authenticity and ‘letting your customers
in’ is essential to show your business’s human
side and better understand your brand, especially
now that consumers will be looking to connect
on a deeper level with the brands and companies
they support. As fashion is all about belonging,
and consumers are increasingly wanting to know
who they are buying from, openly communicating
your brand’s sustainable standards, its supply
chain, and who you work with, is essential to
building long-term trust and increasing sales.
STELLA MCCARTNEY

This will be key in the long run, as it will foster

greater consumer loyalty. As long as your
business acts on its promises, there will be
nothing to hide – or, therefore, to lose.

GANNI

7
SELLING STRATEGIES FOR TIMES OF CRISIS

Small
means local
As consumers’ lives shift closer to home and
they start to look to spend in ways that feel
meaningful and positively impactful, local
businesses will gain more attention. Consuming
local will open an opportunity for smaller fashion
brands. Small companies will have to build
strategies to engage consumers via storytelling
that focuses on local communities.

STAN STUDIO

PLATFORM

8
SELLING
SELLING STRATEGIES
STRATEGIES FOR
FOR TIMES
TIMES OF
OF CRISIS
CRISIS

Start by WGSN was created to help small

businesses thrive through solutions that will
help your fashion company from the start.
We provide up-to-date trends, leading your
collection in the right direction, ready-to-use
Tech Packs to streamline your production
process, and a feature that will allow you and
your team to organize Tech Packs, having a
wider understanding of the collection.

ROMEO HUNTE