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At the time of writing, Singapore is in Phase 2 of the automatic switch imposed by the government.
Shopping malls and retail outlets have reopened, with security measures in place, but long before that, other people were already enjoying the pleasure of shopping for food in the comfort and safety of their homes. For luxury, the delight has superior and more intimate than analysts expect, it will continue even after we leave the forest and allow other people to return to the physical outlets.
How has the pandemic made grocery shopping more exclusive?
Manifestation of solidarity
When lock-ups around the world began to confine others in their homes, fashion forces began to act as superheroes to the rescue, on the one hand, mobilized their resources to combat the crisis, making financial donations to fund public hospitals and emergency services, strengthening fundraising and aid efforts, and moving on to the production of single-use masks and PPE (individual coverage team).
On the other hand, they also have an idea about emotional well-being, providing convenience in the form of positive messages, entertainment and laughter activities to alleviate the depression and tension of living in isolation a global fitness crisis.
Dolce
In Dior, his little hands have combined to reopen Redon’s Baby Dior workshops to make more masks for frontliners. he gave play concepts and which of Mr. Christian Dior’s favorite dishes to prepare, and even provided online dance classes. to make other people move and pump endorphins.
Dior, with opposite numbers such as Bottega Veneta and Gucci, has brought remote shopping facilities with direct delivery to the door. In July, Louis Vuitton announced its e-commerce website in Singapore. Available on the Internet and mobile platforms, it offers a multitude of customization facilities, in addition to loose home delivery the same day or the next day through the White Glove service through a compromised team. In October, Longchamp will be enrolled in the e-commerce wave, even though it already telesales with home delivery.
As the pandemic replaced people’s way of life, fashion had to be temporarily adapted to consumers’ desires, while still being applicable and accessible.
Brands that adopted e-commerce and introduced lifestyle products met the requirements in those months of coronavirus-induced isolation.
Example: In an interview with Reuters, CHIEF Axel Dumas revealed that Hermes’ e-commerce sales in China rose by one hundred percent or more when the company had to close 75% of its retail outlets at the height of China’s fitness crisis. The country. A customer for the first time even bought a sofa online (Hermois opened its flagship virtual store in Singapore last December). However, it still grossed US$2. 7 million (S$3. 8 million) in sales only one day after the reopening of its flagship store in Guangzhou in April. , according to WWD. This figure is the highest daily for a single luxury boutique in China. The repressed request for long containment in the house has led to shopping like a Himalayan Birkin dotted with diamonds and the most exquisite crockery. .
High technology, high contact
Months after the pandemic closed they have also forced fashion houses to push the barriers of technology. In July, Salvatore Ferragamo added a complicated size to the purchase of food from the house. Visitors enjoyed a delight of shopping in the store with a 360-degree virtual tour. of the newly renovated Via Condotti store in Rome. Taking advantage of the merit of augmented reality, interactive fun allows consumers to navigate from room to room in the store. They can even interact with products in the existing collection to get a detailed look and place orders. website.
The wonders of digitization also surprise those who walk. In Shenzhen, China’s generation center, Burberry surprised locals by introducing what he called the first luxury social retail store. People can interact with the logo and product on the user and on social media through this immersive, game-inspired retail concept based on the Tencent generation.
A traditional WeChat mini-program unlocks exclusive content and custom reports that can be shared. You can also book in-store appointments online or book a table for Thomas coffee at the store. The higher the commitment to Burberry, the richer the reports. Each visitor receives a playful animal character that evolves with social and in-store interaction, with new characters to notice and new outfits to win for them. Other prizes come with exclusive coffee menu items.
In addition to shopping, digitization also extends to salons. With the foreign restrictions imposed and the coronavirus still persistent, fashion houses have turned to social media and the Web to offer their newest collections in the form of pre-filmed videos or live streams on the go. move, which promises the public a front row place wherever they are, is neither new nor exclusive, but it is the surprise of the excitement that fashion enthusiasts are looking for, eager to let their minds fly. of sad days. But is it fashion democracy?Not quite, for those who don’t have the wealth to move from podium to truth and take the pieces home.
Navigating at this tricky time has led to a replacement in shopping attitudes and behaviors. With physical outlets closed and online deliveries delayed, stores are suffering to cope with sudden advances as customers adapt to living with less and domesticating a new appreciation of nature. The amplified sense of social duty and well-being provoked through Covid-19, other people are beginning to think seriously about the kind of global they will leave for generations in the long run. With environmental issues now at the heart of shoppers’ concerns, it won’t be unexpected if the fashion shift to sustainability is beginning to accelerate as it remains attentive to market adjustments and customer demands in this period.
If other people are looking for luxury brands with a similar ethical alignment, Chanel would have caught their attention. For the Space’s Cruise 2021 collection, creative director Virginie Viard told WWD that she resorted to fabrics that space already had in stock, such as Plus, she reused pieces from past collections: flared jeans came to new life with traditional cotton fabric panels published with camellia pattern, and shirts were dyed with new seasonal salmon and pink colors. of the 51 looks were made of GOTS-certified sustainable silk and cotton (GOTS), which meant that the fabrics met the main environmental criteria of the biological textile chain of origin and met the social criteria.
Burberry also deserves a mention with the release of her cotton mask in August. Adorned with its iconic plaid, the latest accessory of the time is reusable, provides particle filtration power (PFE) and advances with antimicrobial generation that protects the user from germs. In addition, the mask is produced sustainably from re-evaluated fabrics and 20% of the sale value of the face mask will be donated to the Burberry Foundation’s COVID-19 Community Fund, controlled through the Burberry Foundation.
In the post-pandemic future, analysts say this new awareness will play a major role in purchasing priorities.
Protect and serve
In Singapore’s Phase 2, consumer suitability is of paramount importance, as cautious buyers leave their homes after months of strict restrictions. Guests are kindly requested to make an appointment before going to the shops. This is a quick pass to avoid queues – Observing a distance at points of sale means imposing a limit on the number of consumers allowed in the area at any time.
Before entering shopping malls and their individual retail stores, others must register through the National SafeEntry Digital System. The staff greets each guest with a temperature control and a quick dew of the disinfectant to leave their hands blank. Store staff may prefer to take care of products so you can take a closer look, as alcohol in hand sanitizers can damage leather goods. Clothes can be “quarantined” between 24 and 48 hours after trying or returned to stores. Customers wear a single-use shoe awning that will be discarded without delay after the shoes are placed. You can even place plexiglass shields on some counters.
While some stores have replaced opening hours to give more time for thorough cleaning, they also maintain their disinfection business hours to reassure cautious shoppers and those security efforts are not missed at the time of purchase. Contactless invoices are the way to minimize contact. between consumers and staff.
In some respects, things haven’t changed. The staff’s efforts to make consumers feel welcome and bring this sense of VIP exclusivity to a whole new point with those individual experiences. In fact, it’s a turn for safe estating efforts induced through coronaviruses to bring others closer.
(Main symbol and star: Burberry)
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Jacquie Ang is the fashion editor. She subscribes to Martin Margiela’s preference for anonymity: her position remains the camera. When you’re not imagining filming ideas, looking for the main points of catwalk collections, or deciphering real-life influences on fashion, she plays the role of toy photographer on Instagram.
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