As the UK Government continue to open and close 'travel corridors' as indecisive as a brides nightie it's not only retail that seems to be picking up the cost.
Nations are now edging further towards local lockdowns as a containment strategy insisting on 14 days of self regulated quarantine if you have returned from a holiday destination that's now on the 'naughty list'.
Something that continues to maintain the 'stay in your bubble' anxiety driven mindset for citizens.
The impact has been felt since the start of the crisis with countries going into national lockdowns, with the economic reality only really starting to hit home as each country tries to establish a gradual 'open for business' message.
Retail marketplaces have been successful for those wanting to 'sell' stuff due to the fact that the likes of Amazon, eBay, Alibaba and others have garnered huge numbers of followers and users.
To benefit from this access to significant audiences brands have elected to do the logical thing and 'go where the customers are'.
So, what do you do when people are reluctant to emerge from the safe bubble and retail footfall is at an all time low?
I guess you can go with the same mentality retail and brands have assumed around the use of 'marketplaces' which is 'if they can't come to you, then maybe you should go to them.
Something it seems luxury fashion brand 'Louis Vuitton' has looked to do for a major fashion show event in China.
For a brand rooted in travel, the on-going international travel restrictions caused by the COVID-19 pandemic has forced Louis Vuitton to rethink its approach to showcase upcoming collections. But that doesn’t mean giving up the concept of doing a physical show. “I think fashion shows have to remain live.
There has to be an audience. There has to be anticipation,” said Michael Burke, Louis Vuitton’s Chairman and CEO. “We know people are not going to be able to travel, so let’s not have people travel to the venues. Let’s have the clothes travel to the venues.”
It seems that 'social media' is becoming the media and engagement platform of choice for these luxury brands.
Did I hear some one say 'retail theatre' and 'live streaming' by employees?
Image Copyright: Estrop/IFEMA
Although marketing in China was rather quiet during the last Paris Fashion Week in March, again, due to COVID-19, the brand won 100 million impressions with its five posts from the event, which featured Kris Wu, its brand ambassador, alongside friends of the brand to boost morale for China’s hospital workers.