A more creative, more interactive, freer world

11 May marked the beginning of a new phase in the conjuncture, and given such severe constraints, it’s one that’s almost impossible.

First, brands wonder how to: sell a large amount of stock that, in some cases, is already out of fashion; assure the safety of clients and sales teams; and attract cautious, nervous visitors to stores during a economic downswing. At the same time, they have to implement a maximum number of changes to make customers’ store visits cost-effective (even though the shopping process has become anything but gratifying and spontaneous), while not rushing into suicidal markdowns.

In addition, the digital glass ceiling has just shattered. Who would have thought that 25 years after the arrival of e-commerce, in two months we would see 20% rise new shoppers on brands’ e-shops?

Faced with the unfamiliar situation created by the pandemic, the omnichannel strategy provides a first response.

Brands can: create a livestream for distance selling combined with an online questionnaire to better know their customers; use social media to encourage a direct connection between sales teams and customers; update store information and news on Google Maps; give clients an exclusive experience by letting them book store visits and the item they want to try on; use unified logistics so customers can click, reserve, and pick up their purchases.

Boutiques can reinvent the experience they provide. New shopping procedures may be marked by complicated changing room policies, but showrooming means good feelings and safety.

We’ve entered a new era of images, with presenters broadcasting directly from their homes without make-up or hair artists, and Jacquemus shooting with Facetime.

These images are instantaneous – only Instagram has filters – and welcoming, with livestreaming used for exercising, learning, and cooking. Brands also need to assume their role in this mission of educating bodies and minds. Laurence Bras, Sezane, and Des Petits Hauts have launched their own initiatives.

So websites must become 100% involved in informing, educating, and entertaining. They’re the messenger for brands’ engagement through content about products’ provenance, the savoir-faire involved, materials, style, etc.

We’ll survive the constraints of Covid-19 and we’ll create a world that’s more creative, more interactive, and freer.

Yann Rivoallan – Administrator