After a turbulent and appalling 2020, the fashion and luxury industry has some homework to do. Following the shock of the global COVID-19 pandemic outbreak that rocked the whole planet, fashion and luxury brands are struggling to cope with the need to find a balance between business growth and change of attitude that the new consumer approach is imposing.

Despite the bold bulletins released by the companies that show optimism and faith in the next future developments, the feeling inside the industry is much more multifaceted than expected. While it is pretty clear that China will become the leading market for the industry in the coming years, and strategic countries like the USA and UK are still in the middle of a political and sanitary emergency, the industry is being forced to find solutions and business objectives that support their revenues and align with investors’ expectations.

This is not the time for the shy and short-sighted brands, but this also is not the time for arrogance either. The bar has been raised by this global pandemic and it asks increasingly for a more refined vision of the future and careful management of all aspects of a business. Meaning that the fashion and the luxury industry should lower the volume of the circus and train its perception and sensitivity.

Brands capable of capturing the weak signals of the market will get the most powerful fuel to escape a rough setback. Those that have developed strong internal antennas that are fully integrated into their management will hit the target. And, the ones that will leave back all the stereotyped customer targets will realise that every single customer can be conquered with knowledge, passion and savoir faire regardless the age, status and geography, finding the key to unlocking new and successful business expansion.

Think bold and different is turning into a very different meaning, and it also refers to a courageous attitude that falls outside the pre-packed and pre-cooked standardised solutions offered by the most prestigious consulting firms.

Unconventional thinking and strategising is becoming a top priority in a world that is increasingly challenged by rapid changes of perspective.

In a rich landscape of not unexpected directions taken by even prestigious brands to keep the business afloat and the brand awareness relevant (such as the high volume of collaborations that Gucci is developing – from Disney to The North Face and the freshly launched Doraemon that puts the brand at risk of a “Pierrecardinisation” or the “Enjoy the Silence” mode decided by Bottega Veneta that recently shut down its Facebook, Twitter and Instagram accounts – but not the Chinese ones like Weibo and WeChat) the actions taken by widely renown fashion and luxury brands highlight a specific direction chosen to align with the market turbulent changes.

The most enthralling ones are the following:

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