Aanshul is a certified makeup and beauty Expert. She did her makeup education from MAMA academy and trained by Shalini Singh herself. She is a makeup, beauty, and styling consultant who combines a rare mix of passion, training, and experience in the world of Makeup Art.
A complex mix of paranoia, social isolation, and global economic crisis mounting from deadly coronavirus has ignited severe mental health issues among people. Be it the public health sector, essential or non-essential services, supermarkets, travel, fashion, or event industry, the global COVID-19 pandemic has had a jolting effect on almost every business and individual.
But due to the discretionary nature of the fashion industry, it is witnessing more pronounced effects. The crippling impacts of the pandemic can be observed in the demand as well as the supply side. During the pre-corona period, the fashion industry was booming with consistent growth and promising sales. However, with serious lockdown and restrictions in place, people are compelled to confine themselves and are advised to work from home. The limited movement has forced the fashion industry to face “existential issues” because essential commodities will always have precedence over fashion. No one would choose to buy new clothes, shoes, or cosmetic products just to doll up and sit at home. Amidst pressure, economic uncertainty, and financial burden, most people prefer to save money and spend it wisely because it is difficult to comprehend when the circumstances will be normal or what will be the new normal.
Affected sales and Unemployment
Not only the huge fashion houses are facing a financial crunch, but also many designers, textile farmers, retailers, artisans, and craftsperson’s have lost their source of income due to minimal demand for products. A large portion of the fashion industry gave employment opportunities to migrant workers, who were involved with stitching, cutting garments, embroidery, and basic machine work. Still, unfortunately, they lost their jobs too. Some of the giant fast fashion houses have started releasing masks, hand sanitiser, disinfectants, etc. to uphold the brand value.
Weddings used to be a huge hit in the fashion industry. People used to buy jewellery, accessories, apparel for different occasions, which brought a large amount of business to the fashion industry. However, many people have postponed their weddings for an indefinite period, and some are adopting a minimalistic wedding style due to fewer social gatherings. Besides weddings, there are no more large scale social events happening at the moment and cannot be expected any sooner.
Stocked up warehouses
The demand for new clothes has plummeted, and the stocks of clothes are piling up at warehouses and stores, which are non-perishable but have the potential of going out of style, especially the seasonal attires. Even huge discounts online have failed to gather a significant amount of sales. Most brands have cut down on the production of fall-winter clothing to avoid excessive inventory. Due to low sales, many brands have stopped advertising, although some are continuing to promote their services and products through social media.
Making the best of social media
During this time of the epidemic, spending more time over phone and scrolling through social media has become an escape for many individuals from the overwhelming reality. Therefore, many entrepreneurs or SMEs are leaving no stone unturned to make their presence over social media channels. Accelerating investments to amplify digital presence will play a fundamental role in boosting sales, creating connections, and establishing brand value. This is the best time to shape the community around your brand through active engagement and authentic measures.
Leisure time for boosting creativity
Notably, the makeup artists or other creative individuals working in the fashion industry should keep on enhancing their skill sets and develop engaging and creative ideas that can be launched online for social media. The customers would definitely appreciate authentic content and innovative ideas, which would eventually help to attract sustainable customers. Shifting campaign strategies, producing useful products with virtual entertainment can build deeper connections and ensure a positive outcome in the future. But we can leave the discussion on social media for some another time.
Take business digital
The fear of the spread of the novel coronavirus has uplifted the e-commerce market. This period can impact the permanent change in the behaviour of the customers as they will gradually embrace the digital medium. The global fashion industry is relying on digital channels to generate much-needed revenue for brands operating during the crisis. People who desire to accelerate the demand for their products online need to adopt different modes of engagement. Now, digital content creation has become the most primary mode of brand interaction.
Recycle and Reinvent
Due to the disturbed supply chain and inventory challenges, small as well as prominent fashion houses, are recycling their excess stock of garments. The products are shredded, converted into yarns, and new apparels are being created. The fashion industry used to be responsible for a notable amount of global carbon emissions. The lockdown has provided a unique opportunity to fashion designers for experimenting and transforming the current scenario of the fashion industry by building a sustainable future for everyone.
It is not the first time that the world is facing such a crisis. However, no one expected such severe repercussions and something of this scale and intensity. Even after things cool down a bit, the fashion industry would have to struggle hard to be back in the game. The worst-hit countries by the novel coronavirus are the leading manufacturing units, which could profoundly impact the value chain from textile farmers to retailers. Every crisis leaves a significant impact on consumer behaviour, beliefs, and attitudes. However, lockdown can prove to be the best time for brands to re-define their business models, re-analyse their brand values, and act accordingly. Maintaining a future-oriented outlook can enable strong players to thrive during this time.
In the time of crisis, one should keep a positive mindset and don’t lose hope if something does not turn out the way they expected. Never forget to feel grateful and keep on putting your best foot forward. Utilise this leisure time to its fullest as it might not come back. And remember every single downfall is the biggest opportunity, so just grab it. Probably living with coronavirus is going to be “New Normal”.
More about Aanshul Rawal
Being an MBA graduate & a certified project management professional, what drove Aanshul towards makeup and beauty was her in-depth and natural knowledge about fashion, styling, and makeup which made her a very versatile beauty professional, who can adapt her skills to every kind of occasion. Aanshul is an artist by heart who understands makeup as an art which enhances one’s features to bring out different looks appropriate for every occasion. Her style is modern and contemporary though wherever needed, she loves to dabble in the retro look too.
Although Aanshul excels in all kinds of looks and makeup, her primary passion remains Bridal and Occasion makeup. Her brides display a class of their own and differ from the run of the mill ones. She believes in bringing out the inherent beauty rather than create a fake plastic look.