Fashion has always been about individual expression - the opportunity for consumers to make a statement about who they are based on what they wear. But with the life-altering impact of 2020’s global pandemic, that expression is being compromised as discretionary spending gets strained. Fashion manufacturers and merchants are faced with the dilemma of how to engage consumers during and post-lockdown.
With brick-and-mortar channels closed oﬀ for months, inventory is going untouched and will be out of season by the time most economies open again. As a result, eCommerce has become the most pivotal channel. To invite new customers to fashion sites, unprecedented discounts are being promoted, along with expanded delivery and alternative payment options. While this helps recoup some lost revenue streams, it also exposes the fashion industry to more fraud during a time when internal resources are overwhelmed.
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