For the past couple of weeks, alongside the Sonoma State community, many counties across the state, nation and the world at large have been in shelter-in-place. While all stores that are considered non-essential have been closed down, for Seawolves alike, it has served especially difficult because even the closest fashion mall, the Santa Rosa Plaza, has been closed until the shelter-in-place for the county is removed

Even as fashion stocks have plummeted, many brands like Nordstrom, Nike, Lululemon, Urban Outfitters and more have reached out to their customers to show support during the difficult time, especially in wake of physical store closures nationwide. 

While there have been major discounts the brands have offered to their customers, with many providing free shipping, stores like Old Navy have showcased major sales, like 60% off everything, while stores like Nordstrom have even held a 25% off site-wide sale; a readily unusual aspect for a fashion juggernaut like Nordstrom.

Fashion designers have also come together to collect funds for institutions and hospitals alike. 

Luxury group, Kering, donated 2 million euros to Italian health care organizations. Even Louis Vuittion is manufacturing hand sanitizer at all of its perfume and cosmetic facilities to collect funds for French healthcare workers. 

COVID-19 also affected the annual Milan Fashion week when the virus hit Italy in February. Many fashion brands changed the show formats and fashion brands like Dior, Gucci and Prada had to either cancel or postpone their renowned, annual fashion shows. 

Some fashion companies have even produced medical masks, according to Fashion Reporter Marc Bain.

Bain said, “Instead of making masks, some fashion companies have bypassed the problem by buying finished masks directly from China, which makes most of the world’s medical masks. LVMH, owner of brands such as Louis Vuitton and Dior,” he continued, “said on March 21 it had managed to order 10 million masks from a Chinese industrial supplier, including 7 million surgical masks and 3 million FFP2 masks,” Bain finished, “ It plans to repeat the order in similar quantities weekly for at least four weeks. Kering, owner of Gucci and other labels, is purchasing a total of 3 million masks from China to give to France’s health service.” 

The problem has now become finding the correct textiles to make these medical grade masks, and making sure they comply with all regulations. 

Vogue Business says how, since many retailers across the world are forced to close down, it could give many of these brands the opportunity to re-evaluate their production processes and become more sustainable. 

Rachel Ceransky, reporter of Vogue Business, said, “With revenue plummeting at every level of the supply chain, brands and suppliers might be forced to focus on paying bills rather than making investments,” she continued, “this can be a moment of reevaluation and transition for the industry — and that transition, if handled right, can spell opportunity.”

Many of the brands are working toward supporting their customers through this pandemic and will continue to work toward generating revenue, even if that means luring customers to continue shopping online throughout the shelter-in-place mandate.