The Foreseeable Future of Digital Fashion Communication After Coronavirus: Designing for Emotions

Faria, Ana Paula; Providência, Bernardo; Cunha, Joana

The coronavirus pandemic brought the world to a halt and its impact on the fashion industry was significant. Moreover, consumer behavior and media consumption habits changed due to social distancing measures and as a consequence, the importance of digital channels was highlighted. Brands were forced to rethink their strategies and address consumers’ needs. This paper presents an overview of the subject by examining how fashion brands adapted the communication strategies in the digital space to reach their audiences in a meaningful way. Furthermore, it delves into the consumer shifts and into the role of digital channels, to understand how they might shape the future. The findings of the study suggest that during the crisis, fashion brands focused on people’s well-being and published content aimed to inspire, motivate, and entertain. Furthermore, it reports technology as a path for innovation for its contribution to improving online shopping experiences. A reflection on the theme also revealed that emotions are central to fashion strategies, and they can be used further to elevate communication.