Synthesis of Related Literature and Studies

This section contains an overview of the key findings from the review literature. This also
provides a link to many sources for reviewing literature on a subject, making recommendations, and
connecting practices to research.

Based on the review related literature, Many small firms have been closed as a result of COVID,
however this has allowed many entrepreneurs time to adjust and prepare for the changing economic
climate. Connor was able to add 100% cotton machine-washable masks to her collection when her
garment factory reopened in May, which was a big hit given the great demand for reusable face
coverings. Connor's business has remained relevant thanks to this shift in offers. She saw a common
issue for her customers (getting high-quality face coverings) and provided a rapid fix (comfortable and
sustainable masks).

However, marketing her clothing has been difficult and has added to the workload of this
already-busy entrepreneur. Because she can't safely book photos with professional models and
photographers, Connor has been using herself and a few friends to model the outfits for self-styled
photo sessions to stay up. This has hindered her progress, but Connor isn't disheartened by the lack of
resources she currently has.

Reference:

Sammi Caramela (2020) DIY Apparel Entrepreneur Pivots Her Business Efforts During COVID-19

https://www.uschamber.com/co/good-company/growth-studio/annikas-art-shop-pandemic-marketing