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EMAC 2021 Regional Conference

Marketing response of fashion brands to COVID-19 pandemic

Published: September 22, 2021


Katarzyna Bachnik, Hult International Business School


digital marketing; consumer behavior; pandemic


The aim of this paper is to uncover and analyze the reaction of selected brands from fashion industry to COVID-19 pandemic. The paper takes a closer look into how their marketing activities and their attitude towards designing customer experience either changed or stayed untouched in the light of new market conditions created by a sudden and unexpected event that totally disrupted their operations. The projected marketing response resulted from changes in the subsequent consumer behavior. As it turns out, turning to digital marketing and focusing on the online touchpoints with consumers has been a popular agenda of fashion brands, however they did not limit themselves only to it. Rearranging portfolios to meet new fashion trends, opening up to CSR initiatives and showcasing emotions turned out to be powerful too.