WHITEE STORY #4 | COVID-19

Don't worry, this isn't an opinion piece about what we think of the measures that are taken or what you can do to stay healthy during COVID-19.

We leave this to experts. We do encourage all of our Rebels to follow their advice and to stay safe. It is a shared responsibility to #FlattenTheCurve.

So what are we going to talk about in this Whitee Story? Keep reading, Rebels.

"While it is vital to avoid being perceived as a crisis profiteer, brands can play enhanced roles in people’s lives during a time where shifted context means people are having to change their behavior to stay healthy. "

Consumer Behaviour

As COVID-19 continues to spread, how can brands stay relevant to consumers in an increasingly unstable world? We did our research and tried to pour this into this Whitee Story.

In the recent BOF (Business of Fashion)

Podcast the Retail Prophet – Doug Stephens, said the following:

"What happens in times like these is it forces consumers to explore their options. How many consumers that might have gone to a restaurant are discovering home-delivered food services? How many people that would go to the movie theater tonight are considering streaming options? How many workers in companies right now are quickly putting together teleconferencing software?

These are moments where consumers do go out, they look for alternatives that they think will get them through the short-term.

But in some cases, these alternatives may change

their behavior in the long term."

Of course, this is beneficial for e-commerce platforms like

Amazon, Ali Baba but also for us here at Whitee

Clothing. So how can we turn something bad into something good?

COVID-19

Window of opportunity

A global leader in market research Ipsos said the following.

"There is a healthy fear of being viewed as inappropriately opportunistic. Even companies that supply relevant health products are reluctant to mention Coronavirus, as they do not want to appear to profit from the crisis. But while it is vital to avoid being perceived as a crisis profiteer, brands can play enhanced roles in people’s lives during a time where shifted context means people are having to change their behavior to stay healthy." This perfectly sums up how we think about it here at Whitee.

So what can we do as a fashion brand? Ipsos made the following recommendations.

Be present and invest in consumer relationships.

It can be tempting for brands to go into cost containment mode in times of distress, quietly weathering the storm. But we have a unique window where brands can earn trust by maintaining presence and delivering relevant value in a fluid period of heightened anxiety.


Be a source of truth and positive impact.

Brands can develop deeper consumer relationships by being

a trusted source of accurate information or consumer-centric counsel in uncertain times. In an era where many are increasingly open to brands rather than traditional institutions to promote social progress and well-being, the current crisis could accelerate that pattern if brands rise to the occasion. So now you know why we wrote this Whitee Story for you, Rebels. Stay safe and see you soon!


Read the full report here.

en_USEnglish
nl_BENederlands (België) en_USEnglish